Juanita Chavarro Arias

Combining ice cream and facials seems like an unlikely duo, but Glowbar turned it into a sweet deal for its first activation in Philadelphia. New to the city, Glowbar sought to drive awareness of the brand and the skincare services and facial treatments available at its recently opened locations in Philly’s Rittenhouse Square and Bryn […]

Tailgating is a time-honored college football tradition, and in recent years, the experience has evolved from a cookout, foldout chairs and open trunks, to big screens, sound systems and games. And as brands tap into these fervent fan spaces, their strategies have been evolving, too. No one has watched this tailgating evolution more closely than […]

We were stoked to attend our first Surf Expo, Sept. 5-7 at the Orange County Convention Center in Orlando, and the exhibitor community proved very friendly and welcoming, eager to show off their products and beach-inspired booths. From wetsuits to bucket hats to flip-flops, we explored the variety of exhibits that made up the largest and longest-running watersports, beach and resort lifestyle trade show, and noticed five exhibit design and build trends that were unique to Surf Expo and the watersports audience.

As the Florida heat was raging outside, Surf Expo brought cool, beachy vibes from the watersports and coastal lifestyle industries to Orlando’s Orange County Convention Center (OCCC), Sept. 5-7. More than 6,000 qualified buyers from global retailers explored 650-plus exhibitor booths that showcased products from surf, beach and resort categories, ranging from swimsuits and sportswear to marine plush and souvenir gifts.

College campuses have always served as fertile grounds for brand engagement with highly concentrated and centralized young consumers and plenty of real estate to choose from. But today, they’re also fueling commerce on the go and social media content, while inspiring brands to test clever, tour-ready experiential activations. Whether they have a new membership program […]