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: Conferences & Meetings - Consumer Show
 Nomination Title: LATCB/IPW "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 525 words used.
Date: May 4, 2024
Genesis:
The challenge: How do you bring together numerous tourism and convention bureaus to create a unified and immersive consumer experience that shows off the LA Metropolis? Our solution: "Eats, Beats, and Streets," a dynamic event designed to introduce international travel buyers and media to the true essence of Los Angeles beyond its iconic landmarks. This welcome event for the IPW conference set the stage for future travel by showcasing LA’s cultural diversity through immersive experiences representing its various cities.
Goals:
Our objective was to drive significant future travel to the U.S., with a focus on Los Angeles and its sister cities. To achieve this, we:
-
Provided a compelling and interactive platform for international buyers and media to connect with U.S. travel exhibitors.
-
Presented the LA Metropolitan area vibrancy through food, music, art, and entertainment.
-
Fostered meaningful face-to-face networking opportunities that reinforce LA as the ideal location for conventions, conferences, meetings, and incentives.
-
Delivered an authentic, high-energy experience that left attendees with a lasting impression of LA’s cultural richness.
Development:
The LA Coliseum, a historic and symbolic venue, was chosen to host the event, elevating its prestige.To encapsulate the city’s diverse offerings, we partnered with numerous travel and tourism sponsors, each representing distinct cities. Guests embarked on a curated journey through themed activations that showcased the eats beats and streets of LA:
-
Pasadena: A Rose Parade-inspired experience.
-
West Hollywood: 40th-anniversary celebration.
-
Beverly Hills: 360-degree photo op glamour.
-
Santa Monica: Beach-inspired lifeguard tower with a lively roller crew.
-
Marina del Rey: Nautical ambiance with a custom sailboat and wellness shots.
-
Warner Bros: Gotham City/Batman-themed entertainment.
-
Olvera Street: Traditional Mexican cuisine and Layanda dancers.
-
Food & Beverage: Authentic local flavors—street dogs, sushi, Thai cuisine, Korean BBQ.
…and more.
Themed bars added another layer of engagement, including a San Pedro port bar with custom cocktails. Given the event’s timing on May 4th, we also leveraged Star Wars’ global appeal with a breathtaking entertainment featuring a legion of Stormtroopers. The grand finale was headlined by the legendary Diana Ross, whose private performance captivated the audience and solidified the evening as a truly unforgettable experience.
Results:
The impact of "Eats, Beats, and Streets" was profound.
- Over 5,000 international travel buyers and media attended, exceeding expectations.
-
The immersive brand activations resulted in heightened engagement and increased interest in travel to Los Angeles and surrounding areas.
-
A significant spike in post-event inquiries and social media engagement showcased the event’s success in promoting LA’s tourism assets.
-
Participating tourism bureaus reported increased leads and partnership opportunities.
-
Attendees lauded the event as one of the most engaging and well-executed IPW welcome nights in recent history.
By weaving together the unique identities of Los Angeles’ neighborhoods/cities into one seamless event, we successfully positioned LA Metro as a premier global travel destination. The collaboration between cities amplified their collective appeal, driving future tourism and reinforcing LA’s standing in the international market as a global city. The true testament to our success was the enthusiastic response from attendees, who left the event not only entertained but inspired to bring their future meetings, conferences, and travel groups to Los Angeles.
- 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:
| Attachments/Videos/Links: |
|---|
|
