Juanita Chavarro Arias

Las Vegas has long been known as Sin City, but lately, the city has vied for the moniker of “Sports and Entertainment Capital of the World,” particularly leaning into sports with the addition of pro sports franchises. With the dust settled on this year’s Super Bowl, we asked several brand marketers and agency executives to reflect on their recent experiences activating in Las Vegas and share their perspectives for successfully navigating the planning, local approvals and excitement on the ground. We rounded up their top eight tips.

Following last year’s three-city hotel pop-up program, BÉIS kicked off 2024 with a fresh spin on the brick-and-mortar takeover. The e-commerce luggage brand in February converted a 1,940-square-foot retail space on Melrose Ave. in West Hollywood, L.A., into a “car wash” for scuffed-up suitcases and bags.

Now in its fourth year, Electrify Expo is traveling to eight U.S. cities to connect EV enthusiasts with automakers and electric-focused brands. Over the March 16-17 weekend, Electrify Expo's season opener in Orlando took over 1 million square feet of the Orange County Convention Center’s expansive parking lot with a unique layout.

No two days are ever the same for Cyndie Wang. As vp-global sponsorships and brand experience at Hewlett Packard Enterprise (HPE), Wang acquires, manages and activates a portfolio of marketing partnerships with the brand’s sports and entertainment customers, while also working on sponsorships, setting strategy, measuring and reporting on results, and collaborating with internal partners.

Centered on the theme of “Creating tomorrow’s health,” HIMSS24 delivered on bringing together an expansive showcase of the latest digital health innovations and technologies. More than 1,000 exhibitors presented their devices and services at Orlando’s Orange County Convention Center, March 11-15. HIMSS24 brought health IT solutions to life through a vibrant, multifaceted exhibition environment. We rounded up 17 booths that pulled us in.