Company: Extraordinary Events, Sherman Oaks, CA
Company Description: Extraordinary Events is a U.S. based meeting and event agency delivering press launches, product launches, incentive events, business meetings and public festivals to its international clientele. Recognized globally for creativity and innovation, the company delivers strategic solutions to marketing challenges that incorporate sustainability as well as corporate social responsibility initiatives.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Brand Experience Event

Nomination Title: The Grand Opening of Downtown Summerlin

The date on which this nominated production was first presented: October 9-12th, 2014

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

A brand experience is a brand’s action perceived by a person/customer. The goal is to create an experience that is so compelling that it results in loyalty to the brand.

When EE created and produced the Grand Opening of Downtown Summerlin for The Howard Hughes Corporation, the ultimate objective was to provide a brand experience that introduced the complex as a totally new concept in retail and entertainment.

Social media campaigns built buzz and anticipation and encouraged guests to attend four days and three nights of non-stop experiences.

The first (Grand Opening) experience was titled "Light Show" and centered on all forms of light. An LED drum line marched down the streets pulling visitors toward the 12' tall main stage bookended with giant LED screens. A high-tech laser “ribbon-cutting” cued a multi-colored laser show down the long street, as Light Force drummers on 10’ platforms spelled out S-U-M-M-E-R-L-I-N. 10,000 Xylobands on the wrists of the cheering crowd pulsed to life in a kaleidoscope of color and rhythm. The skies exploded in a combination of roof top pyrotechnics and aerial light show set to custom music and video. The finale featured an electrifying performance by headliner DJ Ravidrums. The message? Downtown Summerlin is the place to be!

Day two continued that message with “Sound Scape.” Entertainment geared toward the younger generation featured edgy acts that included Headliner DJ Z-Trip, Rhythm Extreme, electric violinist Spags, a Rock and Roll Painter along with Boogie Buddies and more dancers. Music drove the energy of the night, and young and old danced in the streets. Confetti, cryo and laser added special FX moments. The brand message continued to grow.

Day three was titled "Street Style," and supported the complex's theme of "Where Fashion Meets the Rock.” A 50' long runway in the middle of the street featured fashion shows for all ages, and glam makeovers brought guests right up on the catwalk to have their hair and make-up done by pros.

After dark, an adrenaline inducing Extreme Fashion Show featured dancers, trick skaters, LED drummers, ribbon twirlers, and high-flying stilt jumpers interspersed with elegant fashion on the runway that ended with a ballyhoo of lights and confetti. American Idol beatboxer, Blake Lewis, and the West Coast Bouncers kept the crowd dancing the rest of the night. It was another experience that extended the brand.

Many on-property restaurants weren’t open yet, so we created “Eat Str(eat).” The gourmet pop-up dining experience had over 15 food trucks with picnic style seating that lined both sides of the street from open to close.

The charge of "make it an experience" even extended to the daytime activities. A piano juggler, kids’ fashion photo booth, award-winning face painters, candy sculptors, dough doll maker, graffiti artists and more delighted all ages. Social media photographers and an upside down photo booth stayed open day and night.

Results proved our efforts successful with 250,000 people attending over the four days, and much higher retail sales than projected that weekend and since. EE provided an experience that engaged the community and branded Downtown Summerlin as the pivotal focus of the community and not just another shopping center.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Technical: Brite Ideas
Content: Tandem Digital
Entertainment: (DJs)-Z Trip (CAA), Ravidrums (Concept Artists), Bella Fiasco,
Audiomoe, DJSarafin, West Coast Bouncers (Bombs and Babies Music), Light Force & Rhythm Xtreme (TSkorman), Fred Tallaksen, Kaboom Entertainment, Zen Arts
Fashion Show: James Campbell Productions
Xtreme Fashion Show: Fred Tallaksen, Kaboom Entertainment Xylobands: TLC Creative
Social Media Photography: Gary Boardman
Fireworks: Fireworks by Grucci
Rentals: Classic Party Rentals, AFR Event Furnishings, Totally Mod, 204 Events
Alcohol: Southern Wine & Spirits
Photobooth: Scenario
Photography: Jean Jacques Pochet