Rachel Boucher

If there is anyone equipped to reimagine how people will gather in the wake of a pandemic, it’s an event marketer. Across the industry, the wheels are already turning. The return of conferences and experiential activations, in whatever form they take, will require new strategies, evolved KPIs, precision operations and logistics, and fierce collaboration with […]

Combining esports, music, fashion and skating, HP’s Omen partnered with contemporary fashion and streetwear platform Hypebeast to host the first Omen Underground on June 24, a virtual livestream event that explored how gaming has “transcended its historic boundaries into the wider world of contemporary culture.” The event featured a live dj set, a Hypetalks panel […]

The 2008 recession hammered the event industry. And while events returned in full force, as organizations recognized the direct correlation between their absence and holes left in the pipeline, the return of events in a post-pandemic world will require a paradigm shift. The learnings from the economic recovery a decade ago are difficult to apply […]

In the two weeks that it became clear COVID-19 would be choking out events in North America, with travel restrictions and quarantine orders setting off in domino effect, event teams behind their season’s b-to-b events had a big decision to make: to postpone or to pivot. For those companies that pivoted, it was a race […]

After a forced hiatus in mid-March due to COVID-19, Monster Energy AMA Supercross resumed made-for-TV-only racing on May 31 at Salt Lake City’s Rice–Eccles Stadium. The reopening plan included mandated prescreening and testing, PPE, sanitization efforts, social distancing, and a partnership with Alpinestars Medical Unit, which assists on-site. Even though there are no spectators, each […]