January is the month to reassess the year prior and set the tone for the year to come. We asked our team to pause from working in the weeds and consider how people actually want to connect this coming year. In doing so, in reflecting about trends and changes, we realized that the trend itself is: stepping back and connecting as humans, unplugged. 

At RED VELVET, we’ll take the liberty of speaking on behalf of (most) who work in this industry - we’re here because we’re passionate about bringing people together for magical moments. PEOPLE. Not their wires and cords and wifi bubbles and cloud sharing and live streaming. Real, heart-beating humans gathering around as a collective, sharing ideas, conversing.

It’s a new year, but let’s go old school.

Presence Over Proof

You walk into an event, activation or conference and your phone is the de facto conduit - you need it to up your email verification, scan this QR code, snap a picture at this photo opp. 

But what if you checked your phone at the door? Imagine an experience where your phone is checked like a coat check. Phone valet. Instead of being half-immersed, you’re fully present, making eye contact, having focused conversations, creating real memories. We value UGC (user-generated content) as it’s used as a vital experiential KPI, but what if we rely on the good ol’ word-of-mouth and let the hired professional photographer capture the true magical moments? If someone walks away from an experience, having only experienced it through the lens of their screen, we, as experiential marketers, have failed. 

Putting the “REAL” in Reality

There is so much in our world that we literally cannot grasp. The data, the algorithm, the likes, the impressions, the videos and images that demand an AI double take. 

Equinox recently launched a campaign with the slogan “Question Everything. But Yourself” which gently, or maybe not-so-gently reminds us that WE are what’s real and tangible. If events are focused on the people and tactical experiences, the impact extends beyond what we can measure in Instagram Story views.

So in 2026, we invite you to trade VR headsets for visually striking creations that you can touch. Create moments that invite you to see imperfection that comes from real life, not airbrushed life - artist installations, hands on moments, moments happening live IRL. At RED VELVET, we’re gleefully going back to the roots of nature, craft, and tangibility in experiences. Call it old-fashioned, we call it the RED VELVET touch.

Permanent > Performative

Alongside this return to human-first connection, we’re also seeing a shift in how people want to remember experiences. In 2026, permanence is on the rise. Over the last few years, we’ve watched permanent jewelry, piercing artists, and even tattoo artists move into the activation space. This signals that people are craving commitment, not just temporary moments. As analog experiences gain momentum and social media avoidance grows, the fleeting nature of the ephemeral feels less compelling. The trend is moving away from “posting with an expiration” and towards experiences that stick around… whether that’s a lasting swag item (not a tchotchke), an in-feed social post (not a 24-hour story), or a take-home Polaroid picture (not a digital link).

Ephemeral is transitory. Permanence is here to stay. (See what we did there?)

The Humans Behind the Brand

Eggs with the name of your chicken on the carton. T-shirts with the picture of the designer on the tag. The person filming the social media content. Who are the people behind the brand? Let’s pull back the RED VELVET curtain if you will…

Consumers are hungry for intel - they want to meet the creators, see their designs being sketched, and learn about the thought process that inspired the work. This insight transforms a touch point into an invitation. Viewers are invited to see the messy middle and they appreciate the process. When people are excited about the backstory and uniqueness of what they are getting, they are emotionally invested in a brand’s story. Brands are run by people. When we feel like we have a connection to the singular behind the many, this makes brands feel human, familiar, and trusted.

Smaller Circles, Stronger Bonds

Certain experiences can thrive in a setting of sensory overload. However, in 2026, you will see intimate, selective events in the experiential marketing landscape. Think supper clubs, mini retreats, and experiences that invite loyal brand advocates to have a front row seat.

These smaller, more intimate gatherings will then be strategically paired with larger launches that extend to everyone, filling the entirety of the marketing funnel. With this style of experiential, brands create something tailored to longtime supporters, making them feel seen and appreciated. A true “inner circle” event.

“That’s So Aesthetic"

A designer, creator, or curator’s ultimate compliment. Aesthetic means “an appreciation of beauty” and now thanks to the Pinterest mood board era, aesthetic is no longer contained within a board, it’s your style, through line, and inspiring qualities which others long to emulate. 

Mood boards are back as a brand style direction; they give a feeling and tone to collections, collaborations and events that make consumers feel like they’re in the studio. It doesn't have to be overly polished - in fact, it shouldn’t. It’s blue sky. Imagine everything that it could be without fear of failure or scrutiny. Mood boards allow for controlled chaos, with the purpose of sparking curiosity and conversation.

2026 experiential marketing isn't bigger, it’s closer.

We’re designing experiences that people attend AND remember. We’re creating moments where brands are reachable, they are welcoming you. You get to meet the teams behind the brand. See their sketches. By designing experiences that prioritize intimacy over scale, substance over spectacle, and connection over consumption, brands have the opportunity to build lasting loyalty and meaningful relationships.

The future of experiential isn't about reaching more.

Connect with less but do it with purpose and people.

You’ll make more of an impact.

2026: Quality over Quantity.

Or do you remember the memories you’ve created?

Anyone can give an object. Only special people can gift an experience. 

*Some of the gift suggestions below are in fact objects, but the magic is in the delivery; the moment you’re helping them create. 

At RED VELVET, we like to gift with intention. Something the recipient wouldn’t think to buy themselves. Perhaps it’s an outrageous quantity of their favorite snack. Or upgrading their go-to item to a fancier, luxury edition. Or maybe, it’s an experience just a little bit out of their comfort zone that you know they’ll love. 

Introducing RED VELVET’s Gift Guide, inspired by lived experiences. Think less “stuff to collect dust,” more “remember when?” moments. 

For the CREATIVE:

• Pottery Class (like this local Austin one-time class)

• The Marina Abramovic Method: Instruction Cards

• Professional Color Analysis

For the FOODIE or CHEF:

• Community Support Agriculture (CSA) Basket from a local farm (like this in TX or this in NY)

• New Restaurant or Local Coffee Shop Gift Card

• Private Chef Booking

For the HOST:

• Flower Subscription

• We’re Not Really Strangers Card Set

• Table Styling Class

For the TRAVELER:

• Priority Pass Membership

• Local Museum Membership

• Upgrade their travel or send a welcome gift to their hotel

For the OUTDOOR ADVENTURER:

• National Park Pass

• Custom Insoles (like the ones at Fleet Feet) 

• Local Foraging Class (like these in TX)

For the THRILL SEEKER:

• Learn Car Drift Skills & Take a Hot Lap

• Helicopter Ride

• Action Hero Training

For the NEW PARENT:

• Family Photoshoot (purchase locally)

• Headspace Subscription

• Meal Delivery Service

For the ENTREPRENEUR:

• Snacks for their Team

• Fancy Zen Garden

• Audible Subscription

Bonus ideas:

• Tickets to a concert or Broadway show

• Towel Warmer

• Movie Pass 

• Ridiculous amount of a food they love: think a pallet of Frito Lay chips, crate of chocolate bars or a bucket of smoked Maldon salt

• Make them a tailored playlist

• Gift card to: a local spa, MasterClass, Duolingo, ClassPass or a charity of their choice

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]]>Experiential Gift GuideMissy Fleshman + Caroline PaddockMon, 08 Sep 2025 16:46:38 +0000https://weareredvelvet.com/feed/wellness-roi643575c5d2ca7064cd136017:643ea942640e362990640b1f:68b9a7b52e7f952f8f347e8cAugust is National Wellness Month, and as we head into peak season, RED VELVET decided to experiment with wellness to have some tricks up our sleeve before the craziness begins. Throughout this year we have had monthly Wellness Challenges: small-but-mighty commitments ranging from hydration check-ins and gratitude journaling to clean eating weeks, financial fitness, intentional time outside, and even a sleep challenge, because yes, “sleep shame” is real. To take things up a notch, this August, we challenged the team to fully invest in Wellness Month with a daily focus. At month’s end, a companywide survey was distributed to gauge our team’s sentiment surrounding “wellness culture” and the results were… interesting to say the least.

Here are our survey questions:

What are some ways you take care of yourself? (Mental, physical, spiritual, financial)

Why do you think we (as a collective society) don’t invest in our wellness anymore?

What are some ways that wellness can be integrated into our office culture?

And here’s what our team had to say:

What are some ways you currently take care of yourself and practice wellness (mental, physical, spiritual, financial, etc.)?

“I run, I wake up early, I try to prioritize reading to offset my screentime. I eat to nourish my body. I have hard conversations. I try to make myself better by doing hard things even when they're uncomfortable (almost always).”

“Not being too hard on myself, journaling, intentionally taking breaks between meetings to walk, socialize, eat WITHOUT a screen in front of me.”

“I have to be active in some way everyday. Going on a walk, the stair master, my walking pad at home, literally anything that gets me moving. This is both for my physical and mental state!”

What are some ways that wellness can be integrated into our work environment and office culture?

“Setting meetings to 50 and 25 minutes. Make it a rule that we keep and don't break. Ever. Some things need to be sacredly protected from the top and adopted as things we do for our teammates and ourselves.”

“Intentional walk/talks with others that get us off of our phones/away from work for a bit (10-15 min) and spending quality time together.”

“Try not to include new meetings day-of as a practice for one week. Make your schedule yours instead of sharing that privilege with those who don't own it.”

“Love the monthly activities! Really active reminders to take care of ourselves -- daily walk/stretch breaks for those who want to opt in, etc.”

The survey also revealed the barriers: time, money, guilt, and a culture that idolizes “the grind.” People admitted to choosing TV over workouts, skipping rest to keep pace, or feeling like wellness needs a price tag. And yet, the collective wisdom was powerful; wellness is small wins that stack into consistent habits. It’s not about perfection, it’s about priorities, and saying “no” so you can say “yes” to yourself. 

Here’s what our team had to say about surviving, and finding balance in our “work hard to work harder” society:

Why do you think we (as a collective) don't invest in our wellness more?

“I think our society has idolized the "grind" for so long that the idea of slowing down from that is such an alien feeling to people or puts them at risk of judgement from their peers"

“Because we live in a country that believes that money and/or success = happiness, or that having titles or mass sums of money bring credibility at any cost including health demise.”

“I think phones/the internet/TV play a big role as they easily allow us to become extremely distracted. It's much easier to scroll/watch TV and allow our brains to "turn off" than to invest in & take care of ourselves and each other. It's easier now than ever to allow time to pass without really doing anything meaningful for others or ourselves.”

These answers shine a spotlight on the nuance of wellness - there isn’t an “apply all” that works for everyone, but this new insight into how our team feels in and out of the office allows us to design more specific and intentional ways to support them. The biggest lesson wasn’t just about rituals or routines, but about culture. Walking meetings, athleisure attire days, mental health days, tidy Thursdays, and celebrating small wins. These aren’t just fun company perks, they’re cultural cues that say: your whole self matters here, and when wellness is collective, it can make the difference between crashing out or locking in (this distinction is important as busy season gets closer.) 

To wrap up our August series we wanted to give the team an immersive wellness experience that took them out of the day-to-day: a sound bath at our HQ. A quiet, collective exhale after a month of micro-shifting behavior like putting screens away at night, spending intentional time outside, and learning how to check-in with yourself when things feel out of whack.

Looking ahead, we’re shifting wellness from temporary challenges to permanent design. In the experiential industry, we can’t ask a burnt out team to deliver brilliant experiences, so we don’t. At RED VELVET, we pour intention and care into our client work AND our team’s wellness culture. After all, wellness doesn’t equate to laziness, it is rejuvenation, clarity, and creates the kind of energy that can move mountains.

Wellness isn’t soft stuff. It's strategy. It’s ROI - Return on Intention. There’s no one “right way” to do wellness, only the way that keeps you balanced, fueled, and ready to shine. And if we, RED VELVET, as experience-makers, don’t model it, who will? 

P.S. Our team even travels “well,” packing items that keep them energized and healthy - check out our recent Instagram Reel detailing onsite wellness items here. 

Events Are No Longer Moments. They Are Mechanisms.

We’re past the era of one-and-done. The smartest brands are treating events as ongoing brand ecosystems, live content streams that feed their audiences year-round. Sony’s “Kando” philosophy captured this best: events aren’t content drops; they’re community infrastructure.

Sony’s 2024 Kando Event. Source: https://www.sony.co.uk/alphauniverse/stories/kando-2024

TLDR: What resonated for us: success is cumulative. The real value of an event isn’t in how loud it is. It’s in what continues afterward. If there’s no “what’s next,” the strategy was incomplete from the start.

Co-Creation Is the Standard Now. Not Innovation.

This year made it clear: creators aren’t just amplifiers. They’re partners. The most forward-thinking brands are actively inviting communities into the strategy process. Visa with small businesses, Canva with internal teams turned external playbooks, and e.l.f. with their move into overlooked arenas like women’s wrestling.

TLDR: If your activation still treats the audience as the recipient, not the collaborator, you’re already behind.

Personalization Is the Floor. Not the Ceiling.

There’s a clear shift toward “omakase” event thinking: bespoke, selective, and intimate. Mass events built for everyone are starting to collapse under their own weight. Personalization now applies not just to agendas, but to space, rhythm, and energy. Perhaps this is the best use case for AI in our industry.

TLDR: As said during one of the sessions: when you design for everyone, you design for no one. Attendee-first isn’t just a lens. It’s a requirement.

Events Must Justify Their Business Value

Sara noted a hard truth from a session: over half of the events reviewed from 2021 - 2023 generated zero pipeline. In a post-COVID world where every dollar is tracked, soft metrics like “brand awareness” don’t cut it on their own.

Effective events now integrate account segmentation, sales enablement, and message clarity from the outset. 

TLDR: Return on Experience (ROE) is being weighed as heavily as ROI, but it needs to be defined and measured with that same precision.

Creativity Without Risk Is an Expensive Way to Waste Time

Multiple sessions reaffirmed a belief we already operate by: safety is expensive when it leads to being ignored. Constraints like time, budget, and format aren’t barriers. They are creative drivers.

Great work comes from teams that know how to pitch the big idea early, pressure-test it hard, and align fast. 

TLDR: That means taking calculated risk is not a box you check. It is a mindset.

Brand and Experience Can’t Be Separated

Cisco, IBM, and Dreamforce all emphasized the same principle: your event isn’t just “on brand.” It is the brand. Visual identity, tone, execution - every layer is an expression of brand evolution, not just brand consistency.

One strong model we saw was evergreen event identity with localized execution. 

TLDR: In other words, coherence without sameness. Adapt to the local market.

AI Is Here, but It’s Not the Answer

AI has real utility in our workflows. We’re already using it for prompt simulation, visual concepting, and pattern recognition. But the takeaway from EMS is that AI doesn’t and should never replace human thinking. It replaces legwork. It’s up to us to know when to turn it on, how to push back and deliver feedback and ultimately when to shut the laptop and grab a dry erase marker.

TLDR: The agencies that win won’t be the ones who lean on AI. They’ll be the ones who ask better questions and keep their edge.

Emotional Precision Outperforms Flash

The most effective “wow moments” called out at EMS during the Ex Awards weren’t the largest or loudest. The award-winning work demonstrated restraint, focus, and insight. Jack Links hosting a live tattoo truck. Visa turning a sponsorship into an immersive Louvre concert. AmEx embedding small businesses into Formula 1 cars. Creative strategy can’t be bought, it takes true unconventional thinking.

TLDR: We’re asking a different question now: not “how do we surprise them,” but “how do we make attendees feel seen?”

Final Reflections

A few key themes stuck with us:

• Don’t overproduce what should be personalized

• Don’t assume more is better than meaningful

• Don’t let tactics dictate strategy

• Build with the audience, not just for them

• Invest in emotional resonance with the same rigor as lead-gen mechanics

TLDR: EMS confirmed what we’ve been seeing. The next generation of experiential isn’t defined by spectacle. It’s defined by intent, intelligence, and human-centered systems that scale.

We’re already applying these insights across our work. And helping out clients do the same.

FROM AN EVENT PRODUCER POINT-OF-VIEW:

One word - RESPECT! Every detail of the event was well-covered; and for my #EventProfs, I’m not just talking about special diet accommodations. The AV production; creative details; quiet spaces; networking spaces; restrooms; accessibility; the list goes on, all were outstanding. I’m including a collage of photos to show some of these examples:

I was very impressed that they have the logistics and creative side of TED down. I learned from attending this event that this was their 11th year in Vancouver and in 2026, that will be their last year in Vancouver. For 2027, they will be moving it back to California (exact city and venue not yet announced publicly).

I didn’t get a chance to personally meet Monique Ruff-Bell, Chief Program & Strategy Officer, who I have been following on LinkedIn for some time now since this was a very full week for her but I can definitely see us bonding over a cup of coffee recapping the highs and lows of event-life.

From my understanding, there’s a small but mighty core team that produces the event, and they bring on the hundreds of contractors the week before and week of to help ensure there’s a human behind every touch point. They did not UNDERSTAFF in any touch points. Another example of this is when I first arrived, someone greeted me at the main doors and by the time I made it up the escalators, they had another greeter already with my welcome bag and badge. This is how all check-in experiences should goal themselves; no long queues and enough staff members to redirect anyone that has additional questions.

One thing I noticed was that everything planned on the menu was very healthy/organic, and I was hoping I could find a few what I call cheat meals but they really curated the menu; am I too Texan? They had enough coffee bars/tea stations/beverage and snack stations that there was NEVER too long of a line. Breakfast, lunch & dinner were served long enough to where everyone could get plenty of food. Kudos to the F&B team!

One thing I LOVED – there is something special about keeping the attendance to a certain size and all at one venue - the intimacy is fantastic. I truly have forgotten about events like this because over the last decade most of the events I’ve attended or that we’ve touched at RED VELVET span more than one venue.

Those are my impressions from an event producer’s point of view. Mad respect to Monique and the entire Programs team. Knowing how many hours go into ideating and actually executing all the details is not for the faint of heart.

FROM AN ENTREPRENEUR POINT-OF-VIEW:

TED offers something for every entrepreneur - whether you’re just starting out, you’re firing on all cylinders, or you’re winding down your career.  When just starting out, TED is a great place to get inspiration and connections that can help you create the business you want to build. When you’re winding down, you have the perspective to appreciate everything happening at TED.  But perhaps in the throes of growth mode, it is hard for entrepreneurs to stop selling long enough to be empty vessels listening and learning from the events going on around them. I’m saying this out loud because it stood out to me how often it was repeated that we as the TED community are encouraged to network; make new connections BUT no hard-selling to each other.

Typically when you attend an event, you fall into one of two categories - are you the buyer or the supplier? So I had to ask myself where do I fall attending TED? Honestly, I didn’t know before I attended but after the week, I realized I am one of the lucky ones where I would say I fall in both categories.

You see, there were quite a few of the speakers that were chosen that were not only looking to make an impact with their talk by gaining new followers but also actively looking for investors to fund their next project or BIG idea as TED likes to call it. You can also be what I call a connector; making warm intros to help others. I was not only inspired to help those that spoke on the stage but also to many of the people I just met fortuitously.

To the 50-ish people I made a real connection with in Vancouver, I look forward to keeping in touch and finding ways to help each other as we continue to navigate our respective careers.

FROM A FIRST-TIME ATTENDEE POINT-OF-VIEW:

I was very appreciative of the pre-event Zoom call; the Newcomers Orientation and even putting a simple sticker on our badges to help identify other newcomers. There’s still probably room for improvement for bringing newcomers into the community.

I typically describe myself as an Introvert Extrovert - meaning I don’t need to be around people to get my energy BUT I know it’s part of my job, my role as CEO and even as a community leader, I need to be comfortable with networking and introducing myself in a crowded room etc. I of course went to all the programming, and I met new people, connected with them on the app; and even have done some post-follow-ups via LinkedIn and good ‘ole email but something was still missing.

Like many new attendees, I only knew 2-3 people who were going to TED out of approximately 1700 attendees. Newcomers like myself were really lacking a buddy who knows the ropes to hang out with and help break the ice.  It was very obvious who was a part of TED for years and who were new to the event, and in a cultural event like this, you don’t want anyone to feel left out. Despite my experience with events and my outwardly extroverted nature, I found it hard to get plugged in. I’m sure my experience wasn’t unique.

These are tough challenges to organize around. As someone attending, it might make sense to recruit a friend to go as well, or to find a friend who is part of the community and will help show you around. I didn’t walk away with enough connection to pre-commit to attending next year.  I am hoping that over the next few months as I continue to reflect on what I learned, whom I met, that I will feel more connected to the TED brand because I do want to be a part of this community that helps the greater good. I am definitely very grateful to have attended an official TED event. Like I said earlier, Top 15 of my favorite live experiences.

In full disclosure, I applied and paid to attend my first TED. I was not a comped attendee. Important to share since a few have asked me privately.

TALKS & PEOPLE THAT REALLY STOOD OUT TO ME FROM TED 2025:

• This is what a digital coup looks like by Carole Cadwalladr

• Meet NEO, your robot butler in training by Bernt Børnch

• Not public yet but highly recommend following Lenore Skenazy to hear her talk about Free-Range Kids

• Not public yet but highly recommend following Roland Fryer and his thoughts about racial achievement gaps

• Not public yet but highly recommend following Boyan Slat to hear how he founded The Ocean Cleanup project despite failing the first attempt.

• Not public yet but if you have never heard the backend story of how Gabe Whaley founded MSCHF, definitely a fun one. FUN RANDOM OBSERVATION: I was probably the only person at the entire TED 2025 that owns an actual pair of the Big Red Boots IYKYKTwo examples of immersive experiences at SXSW 2025 were Dubai’s Museum of the Future and Rivian’s Joyride. My personal favorite was Rivian’s riding experience known as Electric Joyride in the middle of Downtown Austin on the man-made dirt track to show how rugged their electric trucks can be. I’m grateful to see two years in a row that the title sponsor of SXSW did not hold back on how they wanted to show up and set the bar for other brands.

• Not public yet but highly recommend listening to Lei Cheng's talk about freedom

• Not public yet but I personally found it fascinating to hear Robert Green speak about how AI was being used to DNA genomics research

• Not public yet but for my fellow Asian-Americans, go follow Avni Patel Thompson; her way of storytelling is mesmerizing and I am calling it out now that she's someone to watch in her space.

• Not public yet but be sure to follow Ariel Ekblaw; her story of how she's looking at how we approach living in space is absolutely inspiring and I want to help her get her project funded.

So, as a seasoned SXSW’er, it never fails that people are quick to ask me how I think this SXSW compares to yearsʼpast, so without further ado - here are my thoughts on this year’s festival:

BEFORE THE FESTIVAL:

• Leading into this SXSW, things did NOT feel “normal.” Let me define normal from my RED VELVET lens: typically most brands reach out to us almost immediately after the previous SXSW to get on our radar. This is usually followed by casual conversations over the summer and we go to contract sometime in the Fall with a heavy emphasis on securing the ideal venue; permits; concept; and internal budget approvals.

• We had no confirmed projects by the end of 2024: This past year, I knew something was off because we had NO signed NEW contracts for SXSW 2025 before we went on holiday break in the winter. This is HIGHLY UNUSUAL - even for SXSW 2022 when things were slowly coming back out of the pandemic, we had contracts.

• Hotels were not close to full occupancy. When I checked in with our local hotels at about six (6) weeks out and learned some of them were at 50-60% occupancy, it concerned me. This was noticeably different as this is not typical either, even with additional hotel rooms in our inventory. FWIW, I have not had a chance to ask my hotel partners where they ended up at their occupancy level the last few days.

AT THE FESTIVAL:

• In reality, what I experienced was much better than what I expected. I am the first to say that the energy of those that were attending SXSW (as an official attendee or just a local Austinite) was palpable; attendees seemed to be filled with the excitement that you get when you’ve been waiting to be a part of something bigger than you. And, that energy was positive; first timers were having a great time; even those that have attended multiple times like me were in a great mood; and everyone was just getting along. Truth be told, it has not felt this high of an energy since SXSW 2019.

• The number of activations were on par with years past, but for less investment and activation time. I didn’t do an official count of official vs unofficial events but to me, there were still a decent number of activations, HOWEVER what was noticeable is that many of these activations were live 1 to 2 days - it was only a handful of brands that stayed activated longer than that. I personally think this is a bad strategy for those wanting to capitalize from being at SXSW - a reasonable number is 3 days minimum; 4 days ideal; and 5 days if you can (and if it makes sense based on the different demographics attending SXSW). I recommend this always to maximize ROI, as many of these activations are created custom for the environment; take multiple days for load-in and will be dismantled immediately after closing. Once the initial investment has been made, the cost to activate in the same location is nominal and the buzz will work in your favor if you’re looking for organic reach.

• Knowing Your Options on How to Show Up. Since SXSW grew in popularity, I often get asked is attending or exhibiting at SXSW worth it? My short answer is yes, BUT I always like to clarify what it the brand/attendee’s goal for attending? If it’s to be inspired, to network, and/or to expand your brand’s presence, then it’s a yes in all of these areas. The next usual concern is how much does it cost to be there. If you can’t afford to show up as a brand, at the very least buy a badge and make the time to attend at least 3 days of programming. If you can invest a bit more, decide if it makes sense to be a part of the expo; a formal sponsor; and/or host a private dinner. I have to admit, this year I was a bit disappointed in how the brands showed up to the Expo. Outside of Flodesk (which in full transparency is a client of Strong Events as we helped them custom fabricate their booth) I was really only impressed by less than 5 other booths. If you are going to spend the money, take the time to come up with a clever way to show up so you can actually engage with attendees.

RECOMMENDATIONS FOR 2026:

• Remember the Austin Convention Center will be under construction for its much - anticipated expansion between 2026 - 2028. Therefore we need to rethink how we use our existing Downtown spaces to allow for movement and gathering of like- minded attendees. I strongly suggest we group our existing Downtown areas by interests, and this should hopefully help mitigate how far an attendee would have to walk for a session they want to attend. For example, can you imagine us using all of the bars on E 6th to convert to all the different global houses (e.g., Ireland House, German House, Brazil House, etc)?

• Every Austin Downtown venue needs to re-evaluate its pricing model for SXSW. From my Strong Events knowledge, we received plenty of requests for rentals/custom fabrications so the interest of being here at SXSW is still high; HOWEVER clients/brands budgets sadly have stayed where they were from 2019. What this means is if venues do NOT bring their prices back down to more reasonable rates (dare I even suggest we go back to 2017 rates), these prospects will take their business to other festivals/city-wides OR continue to activate for 1-2 days which is just not sustainable nor beneficial to those of us who work in the hospitality industry in Austin. I was honestly shocked to see two very popular - and prominent - venues sit dark this year and last year I remember seeing a few as well sit dark when they have been activated in the past in massive, highly impactful ways.

• The hotels in Downtown also need to re-evaluate what they are charging. Please do not assume I have a bleeding heart as I am very respectful of the bottom line and dynamic pricing HOWEVER if your hotel did not achieve at least 80% occupancy these past 10 days, I would say it’s probably because you were asking for too much because there were so many out of town attendees (many first timers too), and they had to stay where they could because of budget, many did rented out Airbnbs or even stayed with friends. Attendees have more options now than ever, so hotels would do well to price competitively; we already know attendees, especially first-timers, appreciate staying in Downtown Austin; close to where all the action is.

• If you are a BRAND, think NOW about how you want to show up in 2026 and start to budget (e.g., CES, SXSW, Coachella, Sundance, etc). The absence of a large convention center is actually a huge opportunity for creating something unique and worth seeking out and standing out. All of the attendees will be roaming the streets of Austin for SXSW 2026 - 2028 so there’s more opportunity to make a new impression. Trust me on this one, as we’ve done many transformations, from parking lots to bars to even dance studios, if you create the right experience, it doesn’t matter where you are.

• If you are an agency that works with a BRAND, talk to them now because the best thing to do is make sure your client brand has realistic expectations of what a multi-day activation costs. Also, plan ahead. Not everyone has the same rush fee policy but at Strong Events, but any custom fabrication confirmed less than six (6) weeks out has a rush fee, and furthermore, there were clearly 3 dates that were super popular in 2025 for load-in, and we were essentially “full” on these 3 popular dates by late January. Planning ahead will help you stretch your budget. I know this seems like common sense but I was shocked to see how many complex builds were reaching out without much advance notice - both from agencies and independent planners.

Two examples of immersive experiences at SXSW 2025 were Dubai’s Museum of the Future and Rivian’s Joyride. My personal favorite was Rivian’s riding experience known as Electric Joyride in the middle of Downtown Austin on the man-made dirt track to show how rugged their electric trucks can be. I’m grateful to see two years in a row that the title sponsor of SXSW did not hold back on how they wanted to show up and set the bar for other brands.

What was your favorite moment at this year’s SXSW? And what are your thoughts on what needs to change for 2026?

BONUS: SXSW 2026 New Revised Schedule Drops

Dates for SXSW were just announced: SXSW is shortening its schedule to seven (7) days, running from March 12-18, and will no longer include a dedicated music-only weekend, though music events will still take place throughout the event. 

• New Dates: SXSW 2026 will run from March 12-18. 

• No Music-Only Weekend: The traditional music-centric weekend that closed the festival is being removed. 

• SXSW EDU: SXSW EDU will precede the main event, running from March 9-12. 

• Music Events Throughout: While the music-only weekend is gone, music events will still be a part of the festival, taking place throughout the entire event. 

• Badge Discounts: Early bird discounts are available for SXSW 2026 badges. 

1. Badge Access: ThePlatinum pass will be the only badge granting access to all festival tracks.

I am actually in favor of reducing the festival schedule because I felt it was far too long. I hope that SXSW can collaborate with the city and local hospitality partners to reinvent the festival in a way that keeps it relevant and authentic, rather than solely relying on confirmed sponsors. I would love for SXSW to carefully consider its target audience and design the new format with their perspective in mind—whether it’s a first-time attendee working in a for-profit company, a startup professional, or a high-profile speaker.

The pricing structure is particularly interesting to me because I can easily see someone wanting to attend both the Interactive and Film tracks. However, the only way to do so is by purchasing the Platinum badge, which costs $1,165. I personally find this price too high, especially considering attendees still need to pay for their hotel and lodging, and no food is included—just access to content.

I also support having all three tracks overlap next year, as I felt the festival was too segmented before. It will be interesting to see if activations can afford to operate from Thursday to Sunday. My suspicion is that many will build their spaces from Monday to Thursday and activate from Friday through Sunday, possibly extending to Monday. This is where my LI article becomes relevant because, if venues are smarter about pricing, they’re more likely to be fully bought out for two weeks, allowing one brand to activate properly.

Ultimately, my hope is that the daytime programming remains focused on Interactive content, while the nighttime is dedicated to either Film or Music.

It’s one thing to follow trends; it’s another to set them. In an age where microtrends, influencers, and popularity constantly fluctuate, RED VELVET is dedicated to creating experiences and building brands that last far beyond the moment of activation.

Hey Siri, write me an article on the intersection of AI and experiential marketing… please.

Or wait, should I ask Alexa? Cortana? Gemini? Or shall I wait for Jarvis to enter the chat (Google’s new AI assistant will enter the chat this December)? Has an AI assistant been developed for events? 

AI has picked up quite a bit of traction in the past two years since ChatGPT launched November 2022 but surprisingly artificial intelligence has been around since the 1950s. It’s hard to imagine “I Love Lucy” and AI are of the same timeframe.

First, if you don’t know much about AI…

A mathematician named Alan Turing discussed the overlap of Computing Machinery and Intelligence (1950) in his paper kickstarting the concept of an intelligent machine. According to The History of Artificial Intelligence (2017), a few years after Turing’s paper, Allen Newell, Cliff Shaw, and Herbert Simon created the “Logic Theorist”, a program designed to imitate a person’s problem-solving abilities. In 1956, the Logic Theorist was presented at a conference and it is here that the term “artificial intelligence” was coined by John McCarthy, cohost of the conference. 

As just noted, AI established its first footing at a conference. It is worth calling out the importance of conferences: gathering groups of intelligent people to discuss & share groundbreaking research, innovations, and ideas that have the potential to change the world as we know it. This is how humankind progresses forward with positive momentum on topics like vaccines, world economy, and technology.

The two great impediments in AI’s growth during the second half of the 1900s were capital investment and limitations of a computer’s memory and speed. Over time, increased funding allowed the cost of computers to drop and become more accessible to the greater public. And computational power increased when “the fundamental limit of computer storage that was holding us back 30 years ago was no longer a problem. Moore’s Law, which estimates that the memory and speed of computers doubles every year, had finally caught up and in many cases, surpassed our needs,” as stated in The History of Artificial Intelligence (2017).

Generative AI in Present Day

“Generative AI” seems to be the hot new phrase being thrown around. Let’s align on the definition while rebranding “AI” as “traditional AI” moving forward. Generative AI is a subset of AI. Traditional AI optimizes efficiencies, executes menial tasks, and synthesizes data - nothing is net new, it is simply harmonized into an output. Generative AI creates new concepts by “thinking.”  

According to Google & Zazmic (AI integration partner), in a recent workshop I attended at Google’s Austin office, common examples of traditional AI are speech-to–text, parsing documents, and facial recognition. Gen AI on the other hand is exemplified by image, text, voice creation, coding, and smart chatbot agents; AI chatbots garnered the most enthusiasm from the audience with eager and specific follow-up questions while a concern for safety and privacy also bubbled up.

Real or Perceived (??) Fears of AI

As with most technological evolution, the fear around data privacy and exploitation is present. AI specifically creates a deeper fear for humankind — redundancy. Now the question is: will AI ever have the ability to make experiential marketers, agencies, and the event industry redundant? 

Obviously, we’re shouting an emphatic “NO CHANCE!” over here at the RED VELVET HQ underscored when hearing about the fake Halloween parade in Dublin. But let’s consider this: can AI be helpful in our industry?

Going toe-to-toe: AI & Experiential Marketing

I asked the team at RED VELVET to list out potential uses and limitations of AI in events, here’s what our team came up with:

AI Assistance in Experiential Marketing

• Chatbot for attendee registration FAQs

• Auto-captioning on videos & live screens for increased accessibility; AI for translation

• AI recap an event session & automated notes sharing

• Detailed run of show timing

• Gen AI for photobooth backgrounds  

• Personalized messaging (email, text) for attendees based on their user profiles

• Custom F&B menu or attendee itinerary based on user input

• Pair event attendees in groups based on commonalities

• Generate presentation slides for in-the-moment breakout sessions

• Gather and analyze event feedback & surveys; create post-event reports

• Scan for grammar and typos

What AI Can’t Replace

• Warmth of human connection - registration, connection, a warm smile at an entrance

• Designing & original creative work

• Physical labor & fabrication

• Original thought

• In-the-moment troubleshooting

• Emotional intelligence like reading body language

• High resolution artwork

• Detail-work & non-generic concepts

Is there anything we missed? Have you used AI in an activation with great success? 

This division is great in theory but I wanted to put it to the test: I created a general pitch inquiry and fed it to ChatGPT and the RED VELVET team to evaluate the output. 

BUT FIRST: The Importance of a Prompt

Let me take a quick left turn to acknowledge the impact a prompt (input) has on AI’s output. A robust, detailed and clear prompt fed into AI generates a helpful response whereas a vague prompt can yield a lacking or misdirected response. In other words, to set AI up for success one must generate a proficient prompt!

THE BATTLE ROYALE: RED VELVET VS. AI

THE PROMPT/BRIEF:

“Please share an experiential marketing concept in 300 words or less for a launch event for a new direct-to-consumer CPG product. The product is called the “perfect coaster” and will be sold for $100. The overarching goal of the launch event is to build hype for the relevant audience (anyone with a desk), showcase the product and its features at the launch event & generate revenue via pre-order sales.

Product features to highlight include: 

• Maintenance of preprogrammed drink temperature

• Absorption of sweat/moisture from cup’s melting ice or steam

• Synchronization with digital calendar & meeting reminders via a waterproof screen 

• Recording of user's heart rate with touch placement on device 

• Monitoring user hydration (touchscreen option to input beverage category); water hydration tracker

Launch event parameters: 

• Location must be within the US

• Timing for event is June 2025 (product launches in July but will be available for pre-order in June)

• Budget is $500k

Pitch parameters:

• Share concept in 300 words or less

• Location must be within the US

• Timing for event is June 2025 (product launches in July but will be available for pre-order in June)

• Budget is $500k”

RED VELVET Response:

[We got in a room to pull this together - see snap below from the ubiquitous whiteboard]

Highlighting the Perfect Coaster’s features, we propose an immersive multi-room experience - an all day pop-up with five office environments focused around commuter traffic, midday coffee breaks, and post-work happy hour in a central city hub like Chicago, New York City, or  San Francisco. Each showroom highlights a different feature of the Perfect Coaster, enhanced with an activity and drink pairing.

Room 1: A book-lined study equipped with a worn leather couch, cigar humidor, and crackling fireplace for the C-suite executive where you are invited to cozy up with a book. Drink pairing: dark roast coffee with cream, whiskey (if you like) and Manhattans in the evening. Product highlight: heart rate monitor. It’s best to keep the executives level-headed. 

Room 2: A bright & airy room with a gallery wall, magazine cut outs, and blank canvases to paint for the artistic creative. Drinking pairing: chai tea with evening transition to negronis. Product highlight: coaster absorption. You can’t have your dripping drink be the cause of blotchy work.

Room 3: A coffee-shop environment buzzing with the spurts of an espresso machine, steaming milk, and a latte art tutorial. Drinking pairing: coffee of course! And in the evening, hot toddy. Product highlight: drink temperature regulation. Hot coffee. All. Day. Long. 

Room 4: A calming space with a standing desk, oil diffuser, yoga mat, and a yoga instructor to guide participants through a class focused on undoing “tech neck.” Drink pairing: lemon water mornings and cleansing mocktail evenings. Product highlight: hydration levels to calculate exactly how much you sweat in that hot yoga class. 

Room 5: A bustling newsroom meets the stock exchange with constantly ringing phones, each call sharing features of the Perfect Coaster. Drink pairing: red eyes and vodka martinis. Product highlight: digital calendar. There’s no such thing as too many reminders. 

ChatGPT Response: 

Experiential Marketing Concept for "Perfect Coaster" Launch

Event Concept: The Perfect Desk Oasis

Transform an iconic NYC co-working space like The Wing SoHo or NeueHouse into a unique "Desk Oasis" for an immersive product launch of the Perfect Coaster. Designed as a sensory, interactive experience, the space will allow attendees to visualize how the Perfect Coaster can transform their desks into ultimate productivity zones.

Upon entry, guests receive personalized RFID wristbands that connect to their calendar, syncing with the Perfect Coaster demo models available throughout the venue. Each demo station will highlight a different feature: temperature maintenance stations where guests can place hot or cold drinks, hydration zones with water options for tracking, and bio-scan touchpoints for heart rate readings.

In "Wellness Work Zones," guests can test the Perfect Coaster’s hydration tracking capabilities by entering beverage categories and receiving real-time hydration insights. “Temperature Test Labs” will showcase the coaster’s ability to maintain drink temperatures while offering samples of cold iced drinks or hot beverages. Ambient lighting cues will simulate how the Perfect Coaster syncs with digital meeting reminders.

Attendees can also attend mini-seminars on workplace wellness, hydration benefits, and desk ergonomics, led by influencers and wellness professionals. They’ll be able to pre-order their own Perfect Coaster on tablets at each activation station, with exclusive launch-day discounts.

The event will be live-streamed on social media to extend reach, generating hype and pre-order excitement. With branded gift bags, social media-ready stations, and influencer partnerships, this event will create buzz while emphasizing the Perfect Coaster's benefits to desk enthusiasts and professionals alike.

While impressed with AI’s prompt response, especially in the short amount of time it takes to spit out an answer, there is one notable callout to be made…

The Wing SoHo shuttered in 2022.

And what is experiential marketing without a venue?

Can you tell the difference between agency and AI? Original human thought from learned intelligence?

How are you using AI to enhance your workflow?

References:

1. "A Brief History of Artificial Intelligence." Science in the News, Harvard University, 2017. Available at: https://sitn.hms.harvard.edu/flash/2017/history-artificial-intelligence/.

2. Turing, Alan. "Computing Machinery and Intelligence." University of Maryland, Baltimore County. Available at: https://courses.cs.umbc.edu/471/papers/turing.pdf.

3. Simonite, Tom. "How AI Might Transform Halloween—and More." Wired. Available at: https://www.wired.com/story/ai-halloween-parade-listing-dublin-interview/.

4. "A Look Inside the AI Evolution at Trade Shows and Events This Year." Event Marketer. Available at: https://www.eventmarketer.com/article/a-look-inside-the-ai-evolution-at-trade-shows-and-events-this-year.

5. "Unbelievably Easy Ways to Use AI for Post-Event Analysis." Event Leadership Institute. Available at: https://eventleadershipinstitute.com/unbelievably-easy-ways-to-use-ai-for-post-event-analysis.

We need to talk about a household staple, one that’s been around since the 1800s: toilet paper. That’s right, that little roll we couldn’t live without, an everyday luxury. If there’s anything the Port Houston strike gave us in the last month, it’s a reminder of how precious toilet paper is in our lives! Not just as a modern-day necessity, but our festive little sidekick to make that wedding veil in the bar bathroom at the bachelorette party, the rolls we used to douse houses in as an innocent prank or the mummy costume we made out of TP when we didn’t have another on hand for Halloween. For us gals, this is the stuff of magic, the first to fill our bras — now, it’s the makeup remover we grab when we’ve run out of our cleanser. It’s safe to say we all have memories and uses of toilet paper that far exceed our bathroom walls, which leads us to the most notable brand behind it all, the company that reminds us to “Enjoy the Go:’ Charmin.

Y’all know Charmin! The stuff we trust. American-made; will never leave us in a port strike, pandemic or otherwise (we make sure of that in Texas as we clear the shelves each time temps drop below freezing). The rolls with the scalloped edges we ensure are hanging OVER that holder, because under just won’t do. A household name! As Charmin nears 100 years, RED VELVET took a little deep dive into our brand of choice and asked ourselves: How would we help Charmin celebrate? The experiential strategy on this one could go a myriad of ways, especially with a TP brand that already values this work, so we decided to step outside of the brand box for this one.

As it’s top of mind, we’ll start with Spooky Season. Picture a community experience — fun for young and old(er). Components could include a “pumpkin” patch, a maze, a house TP-ing competition and a Halloween costume contest, all using only Charmin. The main event? An ‘Enjoy the Glow’ haunted house playing off things that are scary to Charmin (and us, too): 

• Single-ply toilet paper hanging over you like creepy cloth

• A wall of holders featuring rolls going under

• Old rolls locked up in cabinets trying to escape

• An abandoned porta potty without any TP

• Weak sheets that rip easily (exemplified via monsters tearing through, of course)

• Non-absorbent sheets attempting to clean a pool of blood

We’ll stop the scares there, for now. Rolls can be available to pull from as you “Wipe Your Screams” throughout the house. Charmin used to be a Halloween staple back when Mr. Whipple rode in on his broom — let’s bring that energy back for Charmin’s 100th Halloween!

Another installation idea that can be ready and waiting to poke fun after America’s next stock-up event: art sculptures made of toilet paper, a playful response to those who stock up on TP at the drop of a hat. The messaging writes itself, “Charmin Stock Art: Not enough tush for all the TP sheets? Turn them into art for the streets.” The artist could even sculpt 100 sheets for 100 years!

Then there’s our road show idea: an upscale traveling lavatory rooted in TP’s heritage. Style: Wes Anderson. Available to: any passerby on the streets of a major metropolitan area or festival. Before consumers step inside, they’re greeted with a menu of different Charmin products to choose from. A simple press of a button (think: champagne doorbell featured in “The Grand Budapest Hotel”), and suddenly their product of choice is served on a silver platter by Sir John Harington himself (okay, our best lookalike). Don’t we all wish we had that white-glove service at home when we notice all too late that the roll on the hook is empty? Giveaways could be that same button to hang in your guest bath. White-glove service not guaranteed, of course. 

We had to stop ourselves from flushing out too many ideas before getting in front of the Charmin team, so Procter & Gamble, we’re talking to you: Charmin’s 100th is only a few years away. Let’s write a story that guest bathrooms will feature for its readers to enjoy for years to come! Embolden Charmin’s brand voice for the occasion. In doing so, Charmin will cultivate brand loyalty with a new generation of consumers while paying homage to generations past. What other toilet paper brand is doing that? 

We hear it all the time. Scolding anyone whose eyes are glued to their screen as they attempt to multitask life: navigating through foot traffic, queued up for a coffee, glazed over almost missing their subway stop. 

Once your eyes are released from the screen’s suction, you’re usually hit with a pleasant reminder that the outside world glows with a vibrancy that can’t be captured in pixels. 

Here’s a secret: if you lift your gaze a touch higher, the sky becomes the limit.  

And marketers have caught on.

To be fair, this isn’t new information, but the marketer vision has evolved with the times. 

From highway-lined billboard signs to airplane banners and printed blimps… any canvas within eyesight is an opportunity to share a message. The marketing world has literally lightened and leveled up to the sky with firework displays and drone light shows. Picture the Star Wars opening crawl  "A long time ago in a galaxy far, far away...." brought to life. According to Drone Stories, who activated at Cannes Lion 2024 using 1400 drones, “the goal of our drone show company is to reshape the intersection between art, design and technology, presenting you with inspiring concepts and thought-provoking perspectives.” Drones are nimble, color-changing fireflies with choreographed programming that’s bound to captivate the viewer. These tech-forward art shows provide high-touch impressions, a satisfying KPI for the brand responsible.

Drone is the new billboard.

Photo, Agency, and Brand Credits Pictured Left-Right, Top-Bottom:

Drone Studios, Golin Global with LEGO SPACE Campaign ‘UPO’ Sighting,

Celestial, Social Chain Agency with Manchester City F.C. and Puma

Drone Stories, DRIFT and Franchise Freedom

Celestial, Greenpeace at the G7 Summit

Sky Elements, Giant Spoon Agency for Halo The Series at SWSX

What do you think of this version of lighting the night sky with man-made shooting stars (though much more dynamic and orchestrated)? How can we go beyond logos and words and rise to a more innovative activation? 


Here at RED VELVET, one of our core values, "Never Stop Learning," guides how we work with people, represent brands, and bring those brands to life. As a parent raising a first-generation Latina, I feel a profound responsibility to connect my child with her Cuban heritage, ensuring she understands and appreciates the culture that shapes her identity. This is crucial to me because our identities shape our worldview. By fostering cultural awareness and building empathy, both as parents and within our industry, we create meaningful connections with ourselves and others.

For those of us who design experiences centered on connection, this month offers a special opportunity to reflect and take action. It’s a chance to highlight the beauty of our cultural mosaic, understanding that each unique “piece” is essential to creating a more perfect union.

“Live events and activations are the one marketing opportunity to get face-to-face with untapped markets and demographics who aren’t “on the same side of the internet” as us, if at all,” says Genesis Cosme, Sr. Designer. “We as an industry have a lot to learn from U.S. Latinos - how family dynamics can make or break personal, individual connections to a brand; how socioeconomic histories and unspoken cultural rules dictate relationships to work and play; not to mention the Hispanic/Latino buying power that grows exponentially year after year. “If planners, producers, and designers are not actively educating and immersing themselves in a larger worldview than their own, they can accidentally exclude entire “silent” majority groups of people across cultures, abilities, orientations & lifestyles. Latino-American needs - translation services, wayfinding, on-site bilingual support teams who are relatable and can help attendees feel safe, etc. - become an afterthought, if not the first line item to be cut.”

Genesis says:

“The key is to ask the question, even if it feels silly. Assume you never know. Stay curious. Latinos are generous by nature and love sharing our culture with people who are willing to learn. If you don’t know someone personally, find local resources, organizations, Facebook groups. Plus, no one has to see your Google history.”

So join us in celebrating Hispanic Heritage Month by…

Trying New Foods: Visit a local Hispanic restaurant or food truck and savor the flavors of Latin America.

Learning Spanish: Even if it’s just a few phrases, learning the language can be a powerful way to connect.

Supporting Hispanic Businesses: Show your support for local Hispanic-owned businesses by shopping, eating, and sharing your experience.

Listening to Music: From reggaeton to salsa, dive into the vast world of Hispanic and Latino music.

Celebrating with Others: Ask your Hispanic friends, coworkers, or community members how they’re celebrating, and join in on the fun!

Fast forward to mid-2024. I read it cover to cover again. I listened to it on Spotify while I did chores around the house. And, seemingly overnight, this book began showing up everywhere. It has taken the hospitality world by storm and is spreading to other industries - justifiably so. Almost every one of us at RED VELVET has now read it, and we are embracing many of its philosophies. I’m constantly encouraged by how it is continuing to lift what I felt was already a strong and steady team culture. I mean, there’s so much GOOD in this book. If you haven’t picked up a copy (or listened to it) yet, I implore you to do so. It will change your outlook on business and service - a business we are ALL in - in ALL the best ways.

It is one thing to demonstrate Unreasonable Hospitality, which involves seeking out ways to create extraordinary experiences and giving people more than they could ever possibly imagine or expect; it is quite another to experience it. Experiencing it — especially when it comes as a gift or, even better, packaged in the unexpected — creates a virtuous cycle. You give more to get more, and so on and so forth. All boats rise with the tide (I’ve always loved that phrase, and I am such a believer in it!).

“How you do anything is how you do everything.”

I heard this phrase years ago at my first job at J. Walter Thompson in New York City. A (very wise beyond her years) strategic planner named Eliza had taken me under her wing, and I spent hours in her office soaking up everything she had to teach. She had dozens of sayings, but this one stuck with me, and I thought of it often. When I ran across it again in Guidara’s book, it struck me differently. As a leader and mother, I am now not just practicing how to consistently be mindful of the little AND big things, others are watching me and picking up cues. And let’s be honest, in 2024, we’re a culture of watching each other. It’s not just about those who have tenure or ‘experience,’ because experience comes in all shapes and sizes and from all places and spaces now. We’re students of and teachers for each other. I witness the watching, the feedback loops (both positive and critical, but all of them respectful) and the efforts for improvement at our company. We’re attempting to adopt this way of being and doing, and holding each other up - a continuous reminder of the high standards we share (and buy into as a value). We will never be “perfect”, but that’s not the point. The point is to live in our values of High Standards, a Strategic Approach to everything, Reverence for the Craft, and Consistent Application of best practices. This philosophy will alter our landscape and it is fascinating - and thrilling - to be a part of.

We are seeing and feeling it from our friends and colleagues too.

A few months ago, a partner of ours, Contigo Catering, invited us for lunch at their tasting room. To say the experience was seamless would be putting it lightly. Was it fancy? Yes. But was it accessible? Warm? Real and unreal at the same time? Yes, Yes, Yes. Our host, Anna, spoke of the training program they all went through and how strong it was. That much was evident from how coordinated the experience was - from the detailed table setting, to the menu and flavor profiles, to the conversation. Halfway through the meal, the Experience Director came out to meet us, and I asked what the special sauce was in the training program. “Have you heard of the book ‘Unreasonable Hospitality’?” he said. Of course. It’s a game changer. 

Credit: Contigo Catering

The meal and all that was associated never felt rushed, inauthentic, or that they were trying too hard to be “perfect” (just excellent).  The food, the staff and the full experience at Contigo Catering was unforgettable. All because they went above and beyond to ensure that it was (including celebrating a birthday with a crown set at the table for the guest of honor). Every little thing was consistently incredible. 

People remember the little things and the big things. After all, they have the potential to add up to one big amazing experience that leaves an indelible impression. As an experiential marketer, I can’t think of anything more important than that.

Credit:  Ron Galella, courtesy of Getty Images and Rex Features

In numerous aspects of life including sports, entertainment, art, politics, and inventions, women have been written out of the story that becomes solidified in history. So why does the credit of a song matter so much? If we look at the recent re-recordings of Taylor Swift, who has over 26.1 billion streams on Spotify, she has gone through a tumultuous battle in order to reclaim her masters, which are a song’s original recordings. Her masters were bought out from under her, so instead of her receiving full credit and compensation for her original songs and lyrics, the profits went to another party. The solution? Swift has spent years re-recording each song, adding bonus songs written in the similar time period as the original album, and having additional photoshoots and promotions to recreate the fan favorites known around the world. There are now only two albums left to re-record and release until Swift exclusively owns all her music. That’s how much they mean. Swift’s re-records are not only outselling her original masters, they are declaring that the credit and ownership of a song should be a much bigger conversation than it currently is.

Credit: Republic Records

A songwriter’s skill combines personal touch, experience, universal connection, and transforms it into a business venture while staying true to their original purpose: making music that people can relate to, sing to, and share with others. While songs range in vulnerability, the ability to write one and make it work for another artist, especially a male artist is a skill in and of itself. There was a phrase going around last year during the “Barbenheimer” hype that was “Margot Robbie could play Robert Oppenheimer, but Cillian Murphy could never play Barbie.” A funny thought at first of the two megastars switching roles, but the sentiment goes deeper than that. Living in a man’s world, women have had to learn how to do both, while still being subjected to impossible standards. 

Be strong, be powerful, be masculine, make decisions, cut costs, man up. 

Be lovely, be kind, be beautiful, be feminine, be a good friend, partner, mom, be a lady. 

Credits: Warner Bros. / Universal and Jim McCrary

Diane Warren took a movie about an asteroid colliding into earth where a group of “misfit deep-core drillers” have to save the planet (that’s the actual description) and created one of Aerosmith’s most iconic songs: “I Don’t Want to Miss a Thing.” Carole King originally wrote and recorded the song “You’ve Got a Friend” in 1971, but it wasn’t until James Taylor released the cover that it really gained traction and it is now #6 on his Greatest Hits album. King’s version has 133 million streams on Spotify, Taylor’s has 199 million.

Today, many artists are taking more pride in exclusively writing their music, and prove it to us with behind the scenes solo writing sessions, early day voice memo recordings, and a great deal of storytelling and detail behind the lyrics. Fans and music lovers get to uncover songs more than once as they peel back the metaphors and understand what this artist wants to say to them, and how they can apply it to their own lives. People aren’t demanding that past songs stop being played, they are simply asking that credit be given where it is due. No one is going to deny Steven Tyler’s vocal range or turn off “Boogie Wonderland” if no one mentions that Allee Willis was instrumental in writing it, but this is your reminder to bring women back into the conversation that they started themselves, and expand the history when it calls for it. It might even include rewriting it yourself.

It’s 2024 and we’re sharing a thought piece about women’s equality. It’s 2024 and it still seems to be as necessary as ever. As a country, we’re a few months out from Harrison Butker’s infamous commencement speech. We’re also on the heels of the country advocating for America’s Sweethearts to make more than their current earnings, which is roughly half of what the average NFL waterboy brings home (as brought to light after the popular Netflix series). Now, for the first time in history, a female of color is about to be named the Democratic nominee for this year’s presidential election. Yes, our female-owned-and-operated agency continues to contribute to what’s become, over generations, an ever-prevalent conversation. As Women’s Equality Day approaches later this month, and we listen to other voices on the topic, we noticed one most compelling right now - PNC Bank.

A male-founded, male-led bank sitting in a male-dominated industry, PNC is making it its mission to close the economic gap between men and women. PNC’s greatest splash in this arena was the launch of its campaign, Project 257, “inspired by the World Economic Forum’s 2020 Global Gender Gap Report, which found that at the current pace of progress, it would take another 257 years for women to catch up to men economically.” The campaign blew up digitally — making headlines and winning awards — and over the last few years alongside some powerful partners, it has created a space for real change, bringing a whole new meaning to the phrase: “put your money where your mouth is.” As experiential marketers, our favorite campaign component: The 257-Year Calendar, a bound, beautiful coffee table book highlighting the milestones our society will make in the years before the gap closes. Our least favorite? This calendar has seemingly stopped with the bank and its stakeholders when it has far wider potential. It’s ingenious. It’s tangible. It’s the start of something really really good experientially, which got us thinking: What would we do with it? 

Credit: Deutsch NY; Limberish

Chief Creative Officer: Samira Ansari | Head of Design: Melatan Riden | Design: In collaboration with Joyce Shi, Elena Woznick | Illustration: Juan Ignacio Hervas | Copywriting: Shannon Murphy, Jeff Good | Associate Creative Director: Allison Navon | Printer: Steve Capellini, Vertical Group | Typeface(s) Used: PP Editoril Old Regular, Courier Regular

Maybe the obvious first choice - a roadshow exemplifying milestones featured in the calendar as that tried-and-true strategy has all but written itself. Since this is all hypothetical, though, we took an edgier tone and flipped the switch. (Men, we’re talking to you.) Maybe it’s under the false pretense of a traditional conference . . . “Surprise! Your PNC-sponsored general session isn’t going to be on the advertised topic.” Perhaps it’s a pop-up with a cheekier take on the struggle men have when women accomplish something they haven’t, headline reading: “Men, you doing ok?” Easy features there would be cramp simulators or matchmaking with female breadwinners. Another quick idea: secret bar takeovers - tabs with a mark-up for men that mirrors pink tax. The ideas flowed all too easily for us — not because this is about disgruntled pay-back, but because we got to imagine a world that embraces what it feels like for there to be pay equality — even if that means creating a bit of discomfort.

My personal favorite - a mobile exhibit featuring “surprising” inventions by women that have changed our world today. To name a few:

• Life raft

• Car heater

• Feeding tube

• Kevlar (bulletproof vest material also used in other protective equipment)

• Home security system

• Cataract treatment

• Stem cell isolation (critical to the development of cancer treatments)

• Fire escape

• Medical syringe

• Electric refrigerator 

• Computer algorithm 

• Fiber optics & caller ID (used in modern telecommunication)

• Wireless transmission (needed for Wi-Fi and GPS)

This exhibit could be masked under a single industry as part of a male-dominant tradeshow; it could be a pop-up exhibit within an art museum that, as is the norm, features predominantly males. It could go anywhere, a viral sensation. Most importantly, it could lead to more change. In short, PNC Bank, we’re talking to you: What new heights could your initiative reach with an experiential edge?

It started while onboarding our three new hires… 

*Cue “Eye of the Tiger”* 

The RED VELVET new additions waltz into headquarters in sync swinging Owala water bottles. [honestly not sponsored, just majorly in love.]

Once the rest of the team learned the features of the new water bottle, it was like a game of dominoes across the rows of standing desks. One Amazon Prime delivery after another, the RED VELVET team became brand loyalists (and evangelists). Each bottle’s color palette matches their unique swagger - as they’ve selected a color combination that matches their aura and allows for personal expression.

And… after a long work day, in the Austin heat, they all cool off post-game Gatorade dunk style.

Just kidding, but that’s how we remember it.

Owala was started by dreamers and designers who wanted a water bottle for everyday use that made it easy for hydrators to stay hydrated. A water bottle for the people. One with realistic functionality rather than over-the-top aspirations of hiking Mount Everest.

Their motto is to “do more of what you love,” so we pledge to continue creating immersive brand activations with the support of our personality-expressing, thirst-quenching sidekicks...

Hear from the RED VELVET team on what makes Owala special & their color of choice:

CLICK HERE IF YOU'RE CONSIDERING THE OWALA LIFESTYLE

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CLICK HERE IF YOU'RE CONSIDERING THE OWALA LIFESTYLE —

The marketing world is embracing its (not new, but not yet fully imagined) potential in the experiential realm. Events happen. Experiences are felt. And feeling is what we’re going for. Are we ready to go all in on this yet as an industry? Are we ready to recommit using brand strategy to shape and guide our recommendations instead of letting logistics lead? Are we ready to hold ourselves accountable to creating something that imbues a feeling? That’s what we are talking about here and that was my personal main takeaway from this year’s EMS. 

Experiences crafted to meet audiences not only where they are but where brands want them to go are setting the pace for the industry (this is not new), but the narrative at this year’s EMS kept going back to insight-based STRATEGY, with the customer at its core. 

I’m going to take some liberties here, by amalgamating several recommendations I extrapolated from keynotes, talks, panels and conversations last week. This is what I’ll be taking back to my teams and what I’ll be evangelizing and building the team around in the months and years to come.

Core Tenants of Brand Strategy *

A deep understanding of and an agreement with clients on: 

1. WHAT the brand stands for? A brand must be consistent and clear over time in order to strike and maintain that chord, BUT it must also grow with its audience, so evolution has to be planned for and approached with care.

2. WHO is the brand trying to meet? “Target” is an overused word, so I’m using “meet” instead because want to take advantage of the intersection moment occurring in the meeting an audience/consumer/attendee/guest where they ARE so that they are open to receiving the brand where IT is and also be receptive to where the brand wants to take them. Where and how are they showing up in the world? Why is that? What do we need to know about them to best meet them and then how does the brand show up in that vein? 

3. HOW do you want them to feel when they encounter the brand? Be very deliberate about this and protect this intention from other agendas and motivations that might distract you from delivering on it.

*Credit goes to Alyson Griffin from State Farm for these three tenants, though modifications have been made in my interpretation and application of them to our business.

Every single element of the above can be tricky and elusive if your team and your partners (both client and agency side) are not 100% on board with their importance. But I insist they are imperative to the design and development of a (dare-I-say personal and) business-transforming experience and I’m doubling down on holding our team and clients accountable to staying the course here. 

Core tenants of brand strategy - established for every single program and/or account we touch - are the foundational elements that create experiences that ADD UP OVER TIME to create a rock solid brand that consumers have relationships with and stay loyal to. Otherwise, they are simply random acts of marketing. 

Amid their latest craze, Situationships Boxes, we couldn’t help but wonder how we’d apply an experiential strategy that would further uplevel their newest marketing campaign.

Enter: Missed Connections - a live social experiment for singles in the form of a pop-up activation. 

A series that could sweep the nation, this traveling pop-up would invite singles that have had a failed situationship, failed flirt attempt or even missed an opportunity to approach that one person across the bar they’d been eyeing all night, to show up unabashed and ready to look for that missed connection. 

The pop-up would take over bar favorites across the nation on an otherwise grim winter’s night (as is every night for singles between January 1 and February 14), add sweet little conversation starters, and give folks that second (or third, fourth) chance they’ve been waiting for. As professionals, we know a good menu collab is always hit, kitschy hearts décor is often too elaborate not to post even under the circumstances, the music can be pretty infectious — Missed Connections shows all the signs of an iconic holiday pop-up with the social-experiment twist ‘Love is Blind’ made viral.  The edge is off, your heart is on your sleeve (maybe even literally), and your missed connection is just around the corner. 

The best part? This fail-safe method works even if nobody finds the connection they came for, because Sweethearts connected them to an unexpected someone who is there for the same reason. The meet cute of all meet cutes. . . or perhaps the beginnings of another situationship.

According to Entrepreneur, 46.4% of Americans are single, and 92% of Americans express a desire for experiential gifts. Sweethearts, we’re talking to you, this is a connection you don’t want to miss.

By accessing, reviewing, or utilizing the idea presented herein, you acknowledge and agree that all aspects, whether conceptual, practical, or executed, are the proprietary intellectual property of RED VELVET. Any attempt to reproduce, implement, or otherwise utilize this idea in any form requires prior authorization and consent from RED VELVET.

Aside from usual programming highlights that take place this time of year, we’re taking a moment to be a little more reflective. A lot’s happened since 2020, and given we’re officially into the mid 2020s next week, I think it’s right to say 2023 was another, er, strange one. We’ll look back on this year as one where things were still settling out, where (mostly new) teams were getting comfortable with each other and creating and defining a new normal. 2023 saw everyone out of the house, back on the scene and having bigger, more honest conversations about what no longer “works'' while discovering what now does. We saw bigger risks being taken, and some failures too. All in all, being the optimistic crew we are, we’re still excited about what’s to come based on how everything shook out this year. 

And now for the highlights:

We rebranded in 2020, but with so much change in the last few years, we needed a mini-marketing makeover. Perhaps imperceivable to most, our marketing team poked, prodded and polished each channel’s veneer and we saw some pretty nice results from our efforts. In 2H, we launched our first ever ad campaign, targeting and reaching several markets across the country and featuring our very own Jacky. We’ll be seeing more of them in the future as we’re just getting started. 

We made it through a lumpy 1H followed by a breakneck 2H. Halfway through the year, though, most people in our industry were sharing open and honest accounts of how inconsistent business was in the first part of 2023. Fall, however, was a completely different animal. We’re all resting and recovering over break, because it was a marathon. Thank you to everyone we worked with this year for trusting us with your business - we loved every minute of it and now we’re going to take a niiiice long nap until January 2nd. 

We turned 21 this year; RED VELVET is old enough to drink, and squarely in “Generation Z”.  Because several of us are well beyond that in age, we’ve been schooling ourselves in all manners of Gen Z, including buffing up on our terminology, and all that rizz (if you don’t know that word, better ask somebody).  All kidding aside, Generation Z is here, among us and our future. Embrace, adopt and hire this revolutionary and very connected, insightful generation of young talent. We promise you won’t regret it, even if you don’t understand everything they say…right now. 

Our CEO did a thing and went out and bought another company - a fabrication and specialty rentals company, to be exact. We’ve never seen someone figure out how to be in two places at the same time the way Cindy Y. Lo does, but she makes it look easy. We’re excited to see how she and the team transform that business. Congratulations to our extended family at Strong Events! 

2023 will be remembered for the advent of Chat GPT, Generative AI and Mid-Journey, and while we’re not going to claim we didn’t test them out, they’re not going to claim our jobs either. Was this a storm in a teacup? Only time will tell. 

Well, that’s a wrap folks. Hope you’ll continue to stay tuned, stay open and stay positive to whatever comes your way. Change is constant; steady ahead from your friends at RED VELVET.

Happy New Year! 

In the ever-evolving work world, a new force is rising, and it's called Generation Z (that’s Gen Z to you). These individuals, born between the mid-1990s and the early 2010s, are more than just a breath of fresh air in the workplace; they're a tidal wave of change. If you haven't yet considered how Gen Z is set to reshape your workforce, it's high time you did. These young professionals bring a unique blend of qualities that could spark a transformation within your company.

One standout trait? Gen Z's unwavering commitment to diversity and inclusion. This isn't mere lip service; it's a guiding philosophy that injects fresh perspectives and boundless innovation into teams. Recent statistics reveal that a staggering 83% of Gen Z’ers prioritize companies that champion diversity and inclusion. This commitment has the potential to revolutionize your company culture in all the right ways and infuse into brand work going out the door.

But it's not just about ideals; Gen Z backs up their values with action. Their love for technology is so much more than their love for gadgets; it's rooted in transformative digital fluency. In a world where change is the only constant, their adaptability outshines that of any previous generation. As industries redefine themselves, businesses that grasp the pulse of Gen Z will inevitably find themselves leading the charge into the future.

Speaking of numbers, Gen Z is on the brink of taking over the professional scene. They make up about 13% of the workforce in 2022, but hold onto your seats; this is projected to surge to a staggering 30% by 2030. This demographic shift is not to be underestimated. It's a compelling reason for businesses to get ahead of the curve and leverage the unique qualities this generation brings.

What truly sets Gen Z apart, however, is their values. A noteworthy 74% of these individuals prioritize purpose over pay. They're driven by a genuine passion for what they do and an unwavering commitment to making a meaningful difference.

Returning to their fervor for diversity and inclusion, it's not just a statistic; it's an opportunity to craft workplaces that mirror the rich tapestry of our world. In fact, a significant 48% of Gen Zers consider themselves to be of an ethnic or minority background. This diversity isn't just a nice-to-have; it's a wellspring of innovation waiting to be tapped.

When it comes to dedication, Gen Z rolls up their sleeves without hesitation. An impressive 58% of them are willing to put in extra hours, including nights and weekends, for additional pay. This speaks volumes about their tenacity and commitment to the task at hand when it is important to them.

In welcoming Gen Z into your workforce and embracing their qualities, you're not just recruiting; you're igniting a dynamic surge of creativity, resilience, and modern thinking. It's not merely about assembling a diverse team; it's about creating an inclusive workplace where every voice is not only heard but celebrated. As industries redefine themselves in response to changing times, businesses that harness the Gen Z pulse will undoubtedly find themselves at the forefront of progress. Gen Z isn't just the future; they're the transformative force your business needs right now.

Sources: dfwtrn.org | ncbi.gov | mckensey.com 

We gave in to Threads so you don’t have to. Well, if you’re one of our fellow #EventProfs, maybe you should give it a shot.

In their July 2023 internal town hall, Meta shared that while it took just five days for their newest social media platform, Threads, to reach 100 million users, more than half of them have stopped using the app since. In the rush to publish this new competition for Twitter (or “X”), everyone’s feeling like we’re missing out on the key features that help us best connect with others.

Post by @sap View on Threads

We’ve watched brands, ourselves included, pull out all the stops: posing questions, following trends, and even sharing behind-the-scenes content. And still, all these traditional social media engagement strategies just aren’t working for any of us. So, what can event professionals learn from Threads, from how it attracted users to its post-launch slump and engagement drop-off?

“Celebrities are more approachable and influencers get a fraction of engagement there,” says Julius Solaris, who’s an expert on event industry technology and trends. “It is easier to build rapport to get on their radar.”

Post by @tojulius View on Threads

We’ll admit - we downloaded the app on day one, feeling just as excited as our fellow event marketing professionals about the new territory, and a week later, found ourselves engaging with more brands than real people. Could there be value in these micro-interactions with dream clients, though? Even past and present clients?

If you’re an event professional offering B2B services, there’s certainly some value in meeting with marketing teams where they’re at, getting your name into the right places, and showing off your expertise.

Post by @cindywearsred View on Threads

“When Threads first launched, all small to mid-size agencies, including RED VELVET, felt hope to connect with brands in a way that they were not given access to before,” Cindy Y. Lo, CEO of RED VELVET, says. “After all, it usually takes anywhere from 6-7 positive interactions to start building a meaningful relationship. And Threads was accelerating this serendipitous meeting.”

Clearly, even the largest of giants in business are searching for the key ingredient that keeps audiences engaged and leaves them wanting more. We’re no strangers to the quest for revolutionizing on- and off-line experiences that can create a lasting impact. On the surface, social media sometimes seems like the antithesis of live events: fewer tailored experiences, limited physical sensory stimulation, and less spontaneity of engagement. 

We know better, though, and because social media has undoubtedly shaped the way humans choose to connect with one another, it’s more necessary than ever to take away learnings every day and understand how cultural moments like Threads impact the ways we approach experiential marketing. For now, Threads can be used as a great tool for finding common ground with an individual or brand can help build a new relationship that previously might have taken years to develop.

Meta, are you reading this? Hit us up. Everyone else, we’d love to hear from you, too.