Company: Russell Harris Event Group, North Hollywood, CA
Company Description: Top industry, event producer, and designer, Russell Harris brings his clients more than twenty years of expertise in exceptional event design, production, and delivering results. RHEG has garnered an impressive client list, including such notable names as FOX Broadcasting Television, ABC, Intel, Audi, Causeway Capital Management, Linkedin, Google, and Disney Media Distribution.
Nomination Category: Event Categories
Nomination Sub Category: Brand & Experiences - Sponsorship Experience
 Nomination Title: LATCB/IPW 2024 "Eats, Beats & Streets"
- Which will you submit for this nomination, an essay of up to 525 words describing the event - its genesis, goals, development, and results - OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
Written essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated event, place it in this space. Make sure that you address the genesis, goals, development, and results of the event, and mention that date(s) on which the event was produced:
Total 503 words used.
Genesis: We set out to create an unparalleled sponsorship experience that seamlessly united multiple tourism and convention bureaus into a cohesive, engaging event. The goal was to elevate the visibility of Los Angeles and its sister cities by leveraging strategic partnerships to craft an immersive and compelling Welcome Night at the IPW conference on May 4th, 2024. "Eats, Beats, and Streets" was the result—an electrifying platform that highlighted LA’s diverse cultural landscape while fostering meaningful connections between international travel buyers, media, and U.S. travel exhibitors.
Goals: The event was designed with a clear vision:
Development: The historic LA Coliseum served as the backdrop for this immersive experience, with every detail meticulously curated to celebrate the city’s cultural and regional diversity. Sponsors representing key Los Angeles neighborhoods contributed to interactive activations that brought their districts to life:
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Pasadena: A Rose Parade-inspired showcase.
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West Hollywood: A celebratory "Happy Birthday" tribute for its 40th anniversary.
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Beverly Hills: A 360-degree photo experience embodying luxury and glamour.
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Santa Monica: Beachside vibes with a lifeguard tower and roller crew performance.
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Marina del Rey: A serene coastal escape complete with a custom sailboat and wellness offerings.
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Warner Bros.: A Hollywood-worthy Batman-themed bar and entertainment area.
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Olvera Street: Authentic Mexican culture with traditional food and dance performances.
Guests embarked on a journey through these activations, "exiting" the 101 Freeway into a fully immersive Los Angeles experience. Each branded moment delivered an authentic representation of its respective district through food, décor, entertainment, and interactive elements, ensuring every sponsor had a meaningful presence at the event.
To further amplify the sponsorship experience, bars and food stations reflected LA’s iconic culinary diversity, with themed dishes and beverages representing different neighborhoods. Additionally, leveraging the event’s timing on May 4th, the experience paid homage to the Star Wars phenomenon with a stunning parade led by a legion of Stormtroopers, captivating the audience with a visually striking and cinematic performance.
With a finale of fireworks and an iconic performance by Diana Ross, the event solidified its impact as a prime example of sponsorship integration and experiential branding.
Results:
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Attendance exceeded 5,000 international travel buyers and media, providing maximum exposure for sponsors.
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The interactive branded experiences led to heightened engagement, social media buzz, and lasting impressions on attendees.
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Sponsors (the sister cities) benefited from a dynamic, high-visibility platform that showcased their destinations in a way that felt both authentic and memorable.
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Attendees praised the event as one of the most engaging and well-executed IPW Welcome Nights in recent history.
Through strategic partnerships, cohesive branding, and immersive activations, "Eats, Beats, and Streets" not only celebrated the rich culture of Los Angeles but also reinforced its status as a premier global destination. By crafting a seamless and engaging sponsorship experience, the event successfully translated brand presence into real impact—setting a new benchmark for partnership-driven events in the travel and tourism industry.
- Optionally, list the appropriate creative and production credits for the nominated event, such as the following: 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:
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