We recently facilitated the location, site licensing, approvals and secured permits for an event in NYC’s Financial District hosted on July 21st by a leading Belgian beer company. Manhattan’s first paved road, the historical cobblestone Stone Street, served as the perfect location for an evening event celebrating Belgium National Day, complete with jazz music, food and beer. Belgium National Day commemorates July 21, 1831 when Leopold of Saxe-Cobourg became the first king by swearing allegiance to the newly created Belgian constitution.
We performed location scouting throughout Manhattan before settling on the location Stone Street and Mill Lane in the Financial District. To capture the client’s vision, we coordinated the contract with the managing party that allowed our client to activate in the space. We paid close attention to all details to ensure the historical cobblestone street was protected and residential regulations were observed. We also secured a sound permit for a live band performance during the event.
We oversaw and facilitated the entire event process, from securing the unique location, site agreement and permits, to the transformation of Stone Street and Mill Lane into an authentic Belgian Beer Garden. Firefly lights and beer chalice-chandeliers hovered over a long wood table, enhancing the magical feeling of summer. The invite list included about 80 bloggers and social media experts who enjoyed dinner and cocktails compliments of an iconic NYC restaurant and caterer. To ensure the event ran smoothly, we had 10 security staff onsite throughout the event, overseeing the safe and seamless production, management and breakdown of the event.
Our longtime relationship and alliance with managing parties on Stone Street assisted us to secure the best and most unique location for this special event. Our familiarity with the area ensured the event went off without a hitch. For more information on permitting special events in the Financial District, please contact us.
On June 27th, 2014 a major arts and crafts retail chain hosted an event in NYC to celebrate their return to Initial Public Offerings (IPOs) on NASDAQ. The IPO launch event took place on the newly refurbished Broadway Plaza in Times Square, between 43rd and 44th streets diagonally across from the NASDAQ digital sign. Our team coordinated all production elements, including obtaining the permits and security required to run the event. The company’s CEO arrived at NASDAQ to witness the 9:30 a.m. opening bell ceremony, which kicked off the event.
The client’s goal was to recreate a playful outdoor summer atmosphere for crafting. They accomplished this by installing a 30′ x 20′ piece of astroturf onto the footprint, which featured several craft tables, white and red beach umbrellas, and a photo booth.
Passersby had two exciting craft options to choose from: decorating felt mustaches for their photo booth moment, or creating sculptures with a unique kinetic sand sold by the company. Kinetic sand looks like wet beach sand, but only sticks to itself, so there’s no mess. This not only pleased the kids, but their parents as well! Needless to say, the event may not have left a mess in Times Square, but it certainly left a lasting impression on its attendees.
Part of our production coordination also included staffing 32 brand ambassadors and life-sized brand characters in costume, in addition to two security guards. The brand ambassadors and security were on-site until the end of the event, which was marked by the 4 p.m. NASDAQ closing bell.
Special events in Times Square and the surrounding area are an excellent way to kick off an IPO. In May, we supported the IPO of a take-and-bake pizza company by securing permits, a location and security for the event.
If your client is planning an event to commemorate an Initial Public Offering, please contact us today.
On June 22-23, we facilitated permitting for filming a product launch with a major motorcycle company to premiere the new electric motorcycle model (the first of its kind). The project came to life on NYC’s most iconic thoroughfares, including the Brooklyn and Manhattan Bridges. Using our film permitting and logistics capabilities, we coordinated a 55-minute film shoot of the motorcycles traveling across the bridges, starting in Brooklyn and ending in Manhattan.
The bridges created inspiring and breathtaking catwalks for these revolutionary and quiet new motorcycle prototypes. B-roll of the picturesque city skyline combined with footage of the bikes, brought a carefree feeling to the viewer, and captured the true essence of the company’s culture of freedom and self-expression. The footage also incorporates close-ups of the motorcycles to provide customers a detailed and exclusive look at the new technology.
In addition to footage taken on the bridges, our film permitting and logistics team secured a helicopter and videographer to capture the journey across each bridge from a birds-eye view in HD quality. This provided a diversity of shots, enhancing to the already breathtaking imagery of NYC.
Additionally, our event permitting team secured the street permits to close the lanes around the company’s flagship dealership in lower Manhattan for a product launch reception and by-invitation-only test-drives of the new motorcycles.
This project was unique to us as there are very few companies that have the breadth and depth of experience to coordinate such an ambitious undertaking in America’s busiest city. The impact of the event will continue to live on every time someone views the content on the web.
Generating exclusive content is critical for brands to gain recognition in today’s modern digital age. We have the ability to facilitate the creation of strong and engaging content in major cities and iconic locations across the USA.
For more information about film or event permitting, please contact us today!
Permits by EventPermits: Film Permit, Street Permit
On June 4th, photography enthusiasts gathered in Times Square for a consumer electronics product launch which we facilitated for a leading experiential marketing agency. The company introduced its new, revolutionary, internet-ready digital camera. Attendees were allowed to bring their old DSLR cameras and use them as technological currency in exchange for the new camera. The event required several permits from us including: street activity, business association, department of buildings, and sound amplification.
The location we secured was ideal to support both a large amount of attendees and attract passersby. There was never a dull moment for attendees waiting to experience the new technology, as the excitement of Times Square and overall buzz for the new product created a high energy atmosphere.
In addition to the permits, we also coordinated security which remained onsite throughout the duration of the event. Attendees were each given a wrist band once their cameras were approved by staff members. This allowed them to remain inside the barricade in the plaza until it was their turn to enter the tent. Despite the unexpected large turn-out (so many expensive cameras in one plaza!), we were able to keep effortless control over the crowd, due to our proactive planning and ability to quickly adapt as the event unfolded.
An onsite DJ kept the attendees, some who had been waiting in line since 10PM the night before, lively and aided in attracting passersby. This required an amplified sound permit, which we also obtained for the event.
At 12PM, the event kicked off with a countdown from the DJ and then four individuals from the line were led into the tent at a time.
Inside the camera exchange tent were additional products available for consumer testing and demonstration. Attendees beyond the first 250 people were given a $50 coupon to use towards any camera within the tent.
A group of celebrity look-alikes were also on hand within the experience for visitors to have their pictures taken with, similar to the famous 2014 Oscars selfie.
The event delivered on all major metrics with 300 cameras being ditched for new ones. For more information about permitting Times Square events, please contact us today!
Permits by EventPermits: Sound Permit, Special Events Permit, DOB Permit, Parking Permit
On June 6, we supported an event staged for a 24/7 news channel based in France using our innovative Street to Screen™ technology which allowed pictures taken at street level on an iPad using a custom-created app just for the event to be instantly displayed on the giant digital out-of-home FOX-owned screen in Times Square. The event also required a sampling permit and security, which we secured and coordinated.
The event allowed passersby to take pictures using an iPad and include a tribute message giving thanks for the Allied forces’ efforts to liberate France during World War II. Using our proprietary Street to Screen™ technology platform, these images were then displayed on the FOX screen in Times Square with the news corporation’s logo and slogan.
This commemorative event allowed visitors in Times Square to participate in the 70th anniversary remembrance activities taking place worldwide. Soldiers who served in WWII and who participated in D-Day gathered with Allied Heads of State including United States President Barack Obama, Queen Elizabeth II and President François Hollande of France.
Brand ambassadors were also on location handing out tee shirts to participants, American flags and French flags. This activity required a sampling permit, which we secured for the agency that designed this event. In addition, we coordinated security provided by Marty Barnes Security for the duration of the event.
Our Street to Screen™ platform maximizes brand impact by allowing brands to send live videos, photographs or other digital content to more than 20 eligible HD LED screens in Times Square. The platform syncs multiple screens of varying sizes and can incorporate social media networks and email. During this event, images were simultaneously emailed to participants and displayed on the screen in Times Square.
Street to Screen™ was also used to showcase Microsoft’s launch of Windows 8 and the opening of the Microsoft Surface Tablet store in Times Square with interactive engagement that displayed the images that visitors drew on the new tablet on larger screens in Times Square as they were created.
This recent event allowed visitors in Times Square to join the global community in commemorating the 70th anniversary of D-Day by sharing an image and a comment, wish or tribute.
For more information about Street to Screen™ and permitting Times Square events, please contact us today!
On Friday, May 2 a take-and-bake pizza restaurant chain celebrated its initial public offering (IPO) with a street-level marketing event just outside the NASDAQ MarketSite in Times Square.
The event kicked off after company executives rang the ceremonial opening bell. The main focus of the event was a large 8-foot-wide and 12-foot-tall custom sign that showed a typical place setting on a dinner table. The plate featured a pledge to “Make Time for Dinner” that people were encouraged to sign.
In addition to the sign, the event had a large footprint including 28’ x 8’ x 18” media risers decked out in red carpeting and black skirting, three 10’ x 10’ pop-up tents and sandbags as a backup to use in the event it rained during the event, and amplified sound powered by a generator.
These several parts worked together to create a successful and engaging event. Each component required a permit — we acquired an activity permit to secure the curb lane location outside the NASDAQ building at 43rd Street and Broadway. In addition, we secured an amplified sound permit and a generator permit for the background music. We also worked with Marty Barnes Security to provide twice as many guards during the event’s load-in and set-up; guards were also on site for the duration of the event.
Publicly celebrating an IPO with a street-level marketing event in Times Square is an excellent way to engage the public and introduce your brand to new potential fans. This event showcased the company’s commitment to bringing families together and supporting family dinner time by providing take-and-bake pizzas that make for quick and easy meals. The event showcased the company’s interests without displaying its product, offering a more heartfelt and human connection with the public.
If you’re working with an agency that is supporting the next brand to go public, our marketing team can support your activation by ensuring that all the moving parts are properly permitted and come together without a hitch. Contact us today to discuss your event!
Permits by EventPermits: Activity Permit, Amplified Sound Permit, Generator Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes Security
Locations: 43rd Street and Broadway in Times Square
We recently secured parking permits for multiple locations of a mobile marketing street event that stopped in Union Square Park, Washington Park, the Meatpacking District, Madison Square Park, and in the Tribeca/Greenwich area — home to the annual film festival.
The street-level marketing event promoted this year’s film festival with a branded trailer that featured a photo booth. Passersby were encouraged to climb on board and show off their most dramatic expressions, from the serious to the silly. As they exited, participants were given prints of their photos and had an opportunity to purchase advance tickets to the Tribeca Film Festival.
The EventPermits team worked to secure parking permits for each of the five locations and also coordinated logistics and planning. In addition, we contracted security personnel for each location, provided by Marty Barnes Security.
Parking permits are essential for mobile marketing vehicles and tours to allow vehicles to remain parked on city property and also ensures a safe parking space is available that can accommodate the large footprints of marketing vehicles and trailers. Adequate spacing is imperative for the safety of participants, passersby, brand ambassadors and other motorists.
In addition, we are able to secure prime locations for each stop on a mobile marketing tour in order to match the desired demographic, pedestrian traffic, and picturesque location requirements from your brand client. Our experience and the relationships we have developed with municipal offices in each city are a tremendous asset to fulfilling these three requirements.
EventPermits secured permits and scouted locations on these recent successful nationwide mobile marketing tours for major brands:
Contact EventPermits today to begin planning your next mobile marketing campaign. Our fully staffed offices across the country can help you scout and secure the perfect location and ensure you’re fully and correctly permitted to launch a successful activation.
Permits by EventPermits: Parking Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes Security
Locations: Union Square Park, Washington Park, the Meatpacking District, Madison Square Park, and in the Tribeca/Greenwich
In the spring, we partnered with a nationwide experiential marketing agency to produce a successful multi-market food truck tour that stopped in five locations across the country for three days in each market. To assist our agency client, we coordinated venues for each stop and secured the necessary permits required in each city.
The food truck made the following stops:
March 18-20: Austin, TX on Congress & 7th Avenue
March 24-26: Atlanta GA at Atlantic Station in Midtown
March 31-April 2: Baltimore, MD on Pratt Street between Gay Street and Market Place
April 7-9: Boston, MA at City Hall Plaza
April 15-16: New York City, NY at Grand Central Terminal
The branded food truck represented a global mutual funds and financial services company. Cups of freshly brewed coffee were sold at each location for just 26 cents! The cost of the coffee was 1/5 the cost of a standard coffee, equivalent to the savings available from the company on mutual funds, which cost just 1/5 the industry standard. Company representatives were on site to further discuss financial services.
We secured activity permits or venue contracts for each city to allow the street and sidewalk activity. We secured health permits in Boston and New York City, and also coordinated a parking permit and security — provided by Marty Barnes Security — in NYC.
Capturing pedestrian traffic and morning commuters on their way to the office was essential for the success of this campaign. We scouted popular locations in each city where there was significant foot traffic and were also close to office complexes and buildings to attract those heading into work in the morning. Our familiarity with locations in each market and our strong relationships with municipalities and venues across the country allow us to efficiently and effectively coordinate logistics for all kinds of mobile marketing events.
Permits by EventPermits: Activity Permit, Health Permit, Parking Permit, Venue Coordination
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes Security
Locations: Austin, TX; Atlanta, GA; Baltimore, MD; Boston, MA; New York City, NY
We recently worked with one of our agency partners to permit a successful and unique street activation just outside of Penn Station near Madison Square Garden. The activation was a singular installation placed on the sidewalk near Pennsylvania Plaza on 7th Avenue just before 33rd Street, across from the Hotel Pennsylvania. From April 10 through April 13, the installation slowly counted down the time until the premiere of the seventh and final season of a popular period drama television series.
The installation featured a 10-foot tall silver-rimmed and retro-styled highball glass perched on top of a stand advertising the show’s premiere television channel, date and time. The 200-gallon capacity glass included a straw, faux ice cubes and was filled with a tinted liquid representing scotch, the alcoholic beverage of choice of the show’s leading man. Much like an hourglass, the “scotch” in the giant highball slowly disappeared, performing a visual countdown to the show’s premiere.
While this was not an experiential or interactive event, this street-level marketing activation still required an activity permit to allow the installation to be positioned on city property and on the sidewalk. EventPermits secured the appropriate permits, and also coordinated 24-hour security, provided by Marty Barnes Security, to protect the installation and ensure passersby did not climb on or damage the display.
The display was offset to avoid obstructing pedestrian traffic on the sidewalk. This placement also allowed the highball glass to be viewed by both pedestrian and automobile traffic as cars drove by Penn Station. This specific location ensured plenty of impressions as crowds enter and exit the subway station and travel to the popular Madison Square Garden destinations nearby. A sister display was also set up on the West Coast at the corner of Hollywood and Highland in Hollywood, CA to countdown the PST premiere of the show.
New York City is a popular destination for street-level marketing and event activations. Permits are crucial to the success of any event, and EventPermits takes away the guesswork and stress associated with securing permits so brands and agencies can focus on installing spectacular, engaging and memorable events. Don’t let your activation get shut down! Call us today to discuss securing permits for a range of events from coast to coast.
The Times Square Ball weighs 11,875 pounds and features 32,000 LED lights. It requires 50,000 watts of power for the entire NYE event — some of which was provided this year by active New Yorkers in Times Square. Six stationary Citi Bikes were posted on the corner of 7th Avenue and 42nd Street on December 28, 29 and 30 for passers-by to pedal. The bikes were hooked up to 75-watt hour dynamometer generators that collected the energy generating from pedaling which ultimately powered the Times Square Ball.
The bikes were also rigged with a small computer to track the watts that were generated by pedaling participants. Most people pedaled for one to five minutes, generating anywhere from one to five watts of power. The longer they pedaled, the more power was produced and saved for the New Year’s Eve ball drop. Power generated from the bikes was stored in 12-volt batteries.
Citi Bike is a bike sharing system operated by NYC Bike Share and sponsored by Citi Bank. Bikes are available all day, every day. They are locked into a network of stations around the city; they can be rented from and returned to any station in the system. The power bikes used in this event were stationary versions and were models refurbished after Hurricane Sandy.
For this event, we secured the activity permit and contracted security services from Marty Barnes Security. Citi Bank teamed up with Times Square Alliance, Countdown Entertainment and agency Pierce Promotions to highlight the sustainability and green initiatives in NYC.
The bikes were available to be pedaled and collect power on December 28 and 29 from 10 a.m. to 10 p.m. and again on December 30 from 10 a.m. to 8 p.m. Participants were given a free day pass to use a Citi Bike in the future.
In November through early December of 2013, Hewlett Packard launched the HP Joy caravan to share and showcase its latest products that were perfect for holiday gifting. The caravan trekked from the west coast to the east, stopping in seven cities across the country.
The event kicked off at HP’s headquarters in Palo Alto, CA. We scouted and contracted the locations for additional city stops:
Embarcadero in San Francisco, CA
The Third Street Promenade in the Hollywood Hills in Santa Monica, CA
The historic West End in downtown Dallas, TX
Chandler Fashion Center in Phoenix, AZ
The Magnificent Mile along Michigan Avenue in Chicago, IL
Centennial Olympic Park in Atlanta, GA.
The Shops at Georgetown in Capitol Hill in Washington D.C.
For the event, we partnered with agency The Bait Shoppe. The caravan consisted of a covered pop-up tent where visitors could try the new HP Chromebook featuring Google’s Chrome operating system, new touch-screen tables and HP laptops. The caravan included plenty of HP’s other devices like televisions, printers and computers. Brand ambassadors were decked out in cozy winter gear emblazoned with HP’s logo and the event’s custom hashtag, #hpjoy. They tested HP products, greeted visitors and helped people engage with all of HP’s new devices.
The caravan was decked out in bright holiday colors, and was decorated to look like a wrapped Christmas present. Stops included a Christmas tree decorated with #hpjoy ornaments.
Events in each city offered giveaways, prizes and special treats for visitors like popcorn, hot cocoa and grilled cheese sandwiches. Santa Claus made an appearance in each city, inviting children and brand ambassadors to sit on his lap. In Atlanta, a group of break dancers even entertained the crowd.
Our expert knowledge of cities and locations across the country allowed us to work efficiently with The Bait Shoppe to secure spots for the caravan that would attract visitors throughout the day.
Logistics and Coordination by: EventPermits
Promoted Brand: HP
Locations: San Francisco, CA; Santa Monica, CA; Dallas, TX; Chicago, IL; Atlanta, GA; Washington D.C.
EventPermits recently partnered with marketing and PR agency Pop2Life Creative to coordinate a street event in Manhattan promoting the National Geographic Channel’s TV movie called “Killing Kennedy.” We handled logistics and coordination, including security which was provided by Marty Barnes Security. We also secured all necessary permits for the event, which occurred in two locations in Manhattan, including activity, generator and sound permits.
“Killing Kennedy” is a made-for-TV movie based on the book “Killing Kennedy: The End of Camelot” by Bill O’Reilly and Martin Dugard. One of many projects scheduled to commemorate the 50th anniversary of JFK’s assassination, the movie parallels the lives of President John F. Kennedy and his killer Lee Harvey Oswald, through that fateful day when the former president was assassinated. “Killing Kennedy” stars Rob Lowe as JFK, Ginnifer Goodwin as Jackie O, and Will Rothhaar as Oswald. It premiered on the National Geographic Channel on Sunday, November 10 with encore presentations airing on the channel regularly.
To promote the film, 1960s-era-styled popup newsstands stocked with replica newspapers and magazines from the time period appeared on the southwest corner of 33rd Street and 7th Avenue near Penn Station and Madison Square Garden on Tuesday, November 5. The newsstand then popped up at Columbus Circle on the north side between Broadway and Central Park West on Thursday, November 7.
We worked to coordinate brand ambassadors who were dressed in ‘60s-era clothing, staffed the newsstands, and handed out newspaper clippings and literature announcing Kennedy’s killing to passers-by. The newsstand featured the National Geographic Channel’s logo, plus promotional theatrical posters and included the hashtag #KillingKennedy. The hashtag trended worldwide on Twitter during the movie’s premiere, ranking among the top 10 for social mentions among all primetime cable programs airing Sunday night.
For more information about the types of permits, special permitting and cities we service, please visit our Services page.
Permits by EventPermits: Activity Permit, Sound Permit, Generator Permits
Security Coordinated by:EventPermits
Logistics and Coordination by:EventPermits
Security Provided by: Marty Barnes Security
Promoted Brand: National Geographic
Locations: Madison Square Garden/Penn Station, Columbus Circle
Through the late summer and fall, EventPermits assisted Journelle — a luxury lingerie company based in Manhattan — to coordinate a road trip to promote their brand and designer products. Kicking off at the beginning of July in Sag Harbor, NY and wrapping at their home store in Manhattan on October 25, the tour traveled through major cities in the northeast. EventPermits secured parking permits and security for stops in Chicago, Washington DC/Georgetown and in the Meatpacking District in NYC.
For the tour, Journelle converted a vintage 1970 Land Yacht Airstream trailer into a mobile store with plush seating, a complimentary champagne bar in select locations, plus fit experts and style consultants, creating a unique take on the traditional pop-up store. Painted silver, the trailer was named The Grey Lady. In several cities, mannequins and additional merchandise were placed outside the trailer in the surrounding parking lot to further draw in pedestrians and passers-by.
We assisted Journelle by coordinating and securing all necessary parking permits in Chicago, DC and Georgetown, and NYC. In addition, we coordinated security provided by Marty Barnes Security for the NYC since it was a high-traffic event during Fashion Week and BeautyBar was onboard.
We coordinated parking at private facilities in Chicago and DC to ensure high visibility and we secured these locations due to their high rate of pedestrian foot traffic. In Chicago, The Grey Lady was settled between the best bars and restaurants, resulting in lots of traffic and interaction.
Our on-going relationships with authorities and offices in New York and other cities ensured we were able to create a successful multi-city event for Journelle, allowing them to focus on building The Grey Lady and their customer base. For more information about the cities we secure permits in, visit http://www.eventpermits.com/cities-sites-venues/.
Permits by EventPermits: Parking Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security provided by: Marty Barnes Security
Promoted Brand: Journelle
Locations: Chicago, Washington DC/Georgetown, the Meatpacking District.
EventPermits recently assisted Martinson Coffee with the company’s food truck sampling tour, which ran from September 19 through October 10. The food truck tour was held in promotion of Martinson’s K-cup coffee, and made stops at several locations in New York, New Jersey, and Connecticut, including Madison Square Garden, the Jersey City Port Authority Terminal, the site of the World Trade Center, Union Square, the Hoboken PATH Station, South Street Seaport, and Stamford.
For this event, we assisted by providing coordination and logistics services, coordinating security provided by Marty Barnes Security, and acquiring all of the necessary New York event permits, as well as those needed in the New Jersey and Connecticut locations. We worked with all of the necessary offices in order to procure the parking permits for the food truck and the health permits, which were needed in order to legally distribute the samples of Martinson K-cup coffee to passersby in each location.
Each of these events was scheduled to take place at a location with a high rate of pedestrian foot traffic during the times of the day when people would be commuting to work. This resulted in a very successful event with a lot of interaction. Plus, when your event smells like fresh coffee and you offer free samples to commuters, people tend to flock to it. Who would pass up a free cup of coffee?
NEW YORK – If a company’s going to take its message to the pinnacle of advertising in America – Times Square – why buy just one sign?
A collaboration of placement sharing and digital technology now gives brand advertisers and media planners the ability to dominate – for short periods of time – the world-famous area by using up to 19 LED sign spectaculars for coordinated advertisements and promotions. The collaboration between two companies – Times Square Domination of Hoboken, N.J.,and The WOW Factor,Inc.™ of New York and Los Angeles – opens a new dimension of third-party advertising at the famous site.
Times Square Domination (TSD360) as described by company founder Tommy Hennigan, brings together major digital spectaculars in media buys. The impressive list of signage includes 7 Times Square, the NASDAQ Marquee and Tower, the Fox Screen by SONY, Reuters, JVC Screen, ABC Super Sign and several Clear Channel Spectacular displays.
The placements of the displays, if all used in a media buy, allows a brand, message or presentation to travel completely around the interior of Times Square creating a 360° immersion effect.
The WOW Factor manages and creates content for multiple Times Square sign spectaculars. Some of their clients include Coca-Cola, Toshiba, Samsung and Hyundai. To do this, WOW Factor President/CEO Don Blanton and his team created WIND™, a proprietary digital-advertising network service.
Blanton explains that the service includes WINDplay™, a set-top box connecting a sign spectacular to the WIND™ network, which distributes advertising content to each sign. Wind™ comes with a variety of features and options including frame accurate video and audio sync capabilities, smartphone interactivity, live broadcast capabilities and social media integration.
“The beauty of WIND™,” he says, “is that we can connect any digital sign to one another, no matter the location, type of hardware or the aspect ratio.”TSD360′s Hennigan contracted the WIND™ network to link many of the major Times Square displays into a synchronized, multiple-sign advertising solution controlled from one source. For a TSD360 campaign, the participating Times Square spectaculars switch over to WIND™ at designated times for the domination package and then return to their normal operations.
Once TSD360 content is programmed into the WIND™ operations center, it’s synchronized into a singular, media-content package that fits on all the Times Square spectaculars connected to WIND™. This becomes a “true” sync with frame accurate-precision, presenting the largest single LED continuous video canvas in the world
“It’s a solution of simplicity and one-stop shopping for the advertiser or agency,” Hennigan says. “In the previous era of third-party advertising in Times Square, it could involve costly permits, satellite trucks, microwave connections. The content had to be created specifically according to each spectacular sign’s specs and then sent individually to each sign operator for programming. This could take weeks of planning, and the process could be delayed if the content wasn’t 100-percent accurate.
“Depending on the client budget, TSD360 secures the appropriate amount of third-party Times Square advertising real estate. These spectacular signs are already connected or willing to connect to the WIND™ network; depending on the complexity, we can have a client’s advertising package set up in a day or so, rather than a few weeks.”
The caveat to each of the TSD360 activations powered by the WIND™ network Is that the spectaculars connected to the network may not always be available at one time. This could be due to prior media commitments or a brand that is a competitor for an advertiser with category exclusivity.
The historic introduction of the TSD360 powered by the WIND™ network began with Microsoft Corp.’s launch of its Windows 8 operating system in late October 2012, which used the TSD360 Super Screen network of signs.
The presentation initially took all the spectaculars black; then, in perfect synchronization, every one of the TSD360 screens lit up with the Windows 8 content. With all the digital signage in sync (as well as interactivity with street kiosks). the event turned Times Square into a Microsoft showroom with an enormous street presence of product demonstrations, giveaways and lots of photo op for spreading the brand presence.
Since that successful launch, other TSD360 projects have been offered by Viacom, Mondeléz Global/Oreo cookies, Kraft, CNN and SoBe beverages. American Express sponsored a live broadcast of the Cold play concert direct from Madrid; and most recently Univision broadcast the Enrique Iglesias concert, including the first-ever synchronized sound on the screens without the use of special equipment.
Hennigan also employed The WOW Factor’” to create special content activations with entertainment value for TSD360 special presentations that can generate even more sponsored ad revenue.
“For the corporate owners of these Times Square spectaculars, it’s a marketing vs. special revenue trade-off; says Hennigan. “The corporation owner of the spectacular is asked to provide a few minutes of sign space each activation for a TSD360 special presentation. When they do, it’s an enormous win-win for everyone, as the sign
owner gets additional ad revenue and the sponsor has made an historic marketing breakthrough by sponsoring one of the largest consumer entertainment experiences on the Times Square world stage.
“It makes quite an impact when the sponsor brand ID or message displays before and after the presentation on just about every spectacular in Times Square. The audience is left with a ‘feel -good’ experience courtesy of that brand sponsor.”
With the growing availability of digital billboards and the TSD360 powered by the WIND™ network,
advertising in Times Square is now more accessible for those brands that can’t build their own spectacular. They now have multiple digital advertising opportunities including synchronized
360° ads, and special presentations in Times Square.
“When we build SpecHD, we knew this attraction could also support a new model,” said Coghlan. “We knew that we could enable true interaction with the audience, going beyond traditional one-way broadcasts to create true two-way conversations.”
Louis M. Brill is a journalist and consultant for high-tech entertainment and media communications.
On August 24, 2013, EventPermits had the amazing opportunity to work with one of the most well-known luxury sports car brands for the Tributo Ferrari rally in New York City. We assisted with this event in many ways: our New York office coordinated navigation and parking of the Ferraris, staffed security for the event and overnight security for the vehicles, organized photography and videography, and secured the required permits for the event. The parking coordination included setting up legal curbside parking of the vehicles and acquiring the necessary parking permit. The other permits we secured included the Street Activity Permit, the Film Permit, and the Generator Permit.
The Tributo Ferrari rally was held to celebrate the season closer at the Bridgehampton Polo Club, as well as the gathering of these exceptional sports cars. The fleet of over 60 Ferrari owners and their vehicles made a tour beginning at the Ritz Carlton in Battery Park and ending at the Bridgehampton Polo Club on Long Island. In between, the fleet traveled through Grand Central Terminal, Times Square, 59th Street by Central Park South, and the Queensboro Bridge. Throughout the tour, our very own Tara Writt soared above the city in a helicopter, taking beautiful aerial shots of the cars as they made their way throughout the state. Additionally, we coordinated videography via snorkel lift at 21st Street and Queens Plaza South, elevated 135 feet in order to capture the cars as they came across the bridge from Manhattan to Queens.
This was an amazing event to be a part of. Seeing that many Ferraris at once really made an impression, and we are honored to have been involved!
Permits by P.R.omotion!/EventPermits: Street Activity Permit, Film Permit, Parking Permit, Generator Permit Parking Coordinated by:EventPermits Security Coordinated by: EventPermits Security provided by: Marty Barnes Security Photography by: EventPermits Videography by: Dawn Howes Promoted Brand: Ferrari Locations: Ritz Carlton, Bridgehampton Polo Club, Grand Central Terminal, Times Square, 59th Street by Central Park South, and the Queensboro Bridge
We recently assisted Electrolux in an experiential marketing event at Columbus Circle in New York City. The event, titled the “Electrolux Perfect Temp Setting,” was held in order to showcase Electrolux’s new refrigerator, the Electrolux French Door Refrigerator that has several state-of-the-art features, one of which is the Perfect Temp® Drawer with Luxury-Close™, which offers the ability to choose from a variety of temperatures so that people can select the specific setting that is most appropriate for the items they are storing. We secured several New York City event permits and certificates, as well as provided coordination for other aspects of the activities.
For this event, we assisted Electrolux in preparations to implement the unique set-up of the event, including the structure that the event was housed in. The structure consisted of several connected balloons that made up an interior space, which housed the refrigerators and kept the interior the “perfect temperature,” mimicking the “perfect temperature” that the Electrolux refrigerators create. For this part of the event, we acquired the Department of Building Permit, which was needed for the 36’ x 36’ hexagonal shade that covered the event.
Kelly Ripa was the celebrity guest of this unique promotional event, and she was on site blending frozen “mocktails” for attendees. For the sampling aspect of the day, we assisted by securing the Health Permit (needed to distribute the blended drinks), the Generator Permit (required to run the generator that powered the event), and the Fuel Handler Certificate (required for the fuel handler of the generator). Additionally, we coordinated security, which consisted of four security guards, and parking for the food truck that the drinks were distributed from and for Mrs. Ripa’s RV.
• Permits by PRomotion/ EventPermits: Department of Building Permit, Health Permit, Generator Permit, Fuel Handler Certificate
In July, we had the amazing opportunity to work on Bob Dylan’s Americanarama festival, Dylan’s six-hour show that is currently touring the states and includes sets by other American folk-rock icons Wilco and My Morning Jacket, with additional performances by Bob Weir, the Richard Thompson Electric Trio, and Ryan Bingham.
The show took place at Park A Pier in Hoboken, New Jersey on Friday, July 23. The bands played through a variety of American genres: blues, folk rock, swing, rockabilly, and soul. Dylan performed many of his classics, including “Tangled Up in Blue,” “A Hard Rain’s Gonna Fall,” “I’m Sick of Love,” and “All Along the Watchtower.”
Dylan played an eclectic set, performing many of his classics in styles differing from originals, but the highlight of the night was when Dylan was joined onstage by Jeff Tweedy of Wilco and Jim James of My Morning Jacket for an awe-inspiring rendition of “The Weight,” a classic by Dylan’s former back-up group The Band, which found fame as an act independent of Dylan in the late 1960s.
This was such an incredibly fun project. For the performance, we assisted The Bowery Presents, the agency handling the Americanarama tour, by working closely with city officials to secure the special event permits needed for this large event. For the event, we secured the Building Permit and the Stage Permit that were needed to use the stage and construct other structures for the event, the Generator Permit needed to power the event, the Fire Permit, and the Parking Permit.
This was an incredible event, and getting to work on once in a lifetime projects like this one is what makes our jobs so enjoyable.
Permits by PRomotion! / EventPermits: Building Permit, Fire Permit, Generator Permit, Stage Permit, Parking Permit Stage: This Is It! Stageworks Agency: The Bowery Presents Venue: Pier A Park, Hoboken, New Jersey Promoted Artist: Americanarama: Bob Dylan with Ryan Bingham, My Morning Jacket, and Wilco
We have been working on a very exciting branding campaign for Hostess this month to celebrate the return of Twinkies to stores! To assist Hostess with this exciting event, we have developed a food truck tour, bringing samples of the new Twinkies to major U.S. cities. So far, we have held events at two locations in New York City, including one in Penn Station, and in Tribune Plaza in Chicago. Later this month, we will be bringing the tour to Los Angeles, and the campaign has been so successful that Hostess has recently decided to extend the tour to include even more locations and dates!
The Twinkies relaunching campaign marks a big moment in the Hostess history, as they work to rebrand their company and reintroduce Twinkies and the rest of their snacks back into stores nationwide. The branding campaign features a food truck that brings the iconic American snacks to the streets of each city, as well as a meet and greet with the Twinkies mascot, Twinkie the Kid. Additionally, passersby and participants in the festivities can also receive a Twinkies t-shirt.
EventPermits has assisted with the Twinkies branding campaign by working with the city governments to secure the health permit needed to hand out samples and to secure the activity permit for the 22-foot step van. Additionally, EventPermits coordinated brand ambassadors as well as security for the event, which was provided by Marty Barnes Security.
We are very happy to be able to work with Twinkies on this event. Every stop on the tour has garnered a lot of attention, which tells us just how happy people are about the return of Twinkies! The tour has received nationwide attention, and we are very excited to continue working on it! Keep an eye on our Facebook page to see where we will be next!
Permits by PRomotion! / EventPermits: Health Permit, Activity Permit
On May 4, 2013, we were proud to act as the main sponsors for the Glamour Gals Scholarship Awards, which were held in honor of the charity’s outstanding volunteers, who were presented with scholarship awards in recognition of their hard work with the charity. The charity also presented the New York Yankees with the Inspiration Glammy in recognition of the organization’s work with Glamour Gals during H.O.P.E week. Meredith Marakovitz, a YES Network reporter, and Jason Latimer, Assistant Director of Media and Player Relations, accepted the award on behalf of the Yankees.
The Glamour Gals Foundation is a 501(c)(3) nonprofit that connects teenage volunteers with women in senior living homes to provide companionship and makeovers.
In addition to acting as the main sponsor for the New York event, EventPermits also assisted by coordinating the location, the New York permits needed, and security. EventPermits was able to arrange the venue due to our excellent working relationship with NASDAQ, who we haveworked with on several occasions in the past. EventPermits also coordinated the necessary parking permit and security for the event.
This was a very successful event, and EventPermits was excited to have the opportunity to act as sponsors and assist with event planning. For more information about Glamour Gals and the charity’s mission, please visit www.glamourgals.org.
Permits by: PRomotion! / EventPermits: Parking Permit Event Security by: All Saints Management Sponsored Organization: Glamour Gals Foundation Venue: NASDAQ MarketSite Music: DJ Adam Radice Flowers Arrangements: Botanical Design Event Photography: Sunny Norton
This spring, EventPermits is assisting Land O’Lakes in the company’s Melt Machine Tour, a New Jersey and New York food truck promotional event, which will draw to a close May 10, 2013. The event is in promotion of Land O’Lakes cheese and butter, and is bringing a food truck serving fresh grilled cheese sandwiches to customers at ShopRites, Walmarts, Foodtowns, and other grocery stores in the New Jersey and New York areas.
The food truck tour has drawn a lot of attention from hungry shoppers, who have been enthusiastic about the quality of the Land O’Lakes sandwiches.
EventPermits has assisted with the Land O’Lakes New York food truck tour by securing the Temporary Food Establishment permits, the food truck permits needed in order for event managers to prepare and serve food legally.
Events like the Boston marathon should be occasions for entertainment, celebration, and, at times, personal achievement. However, as we know, this is not always the case, as events can also be occasions that provide the opportunity for violence and other acts of terror. The Department of Homeland Security has issued guides for event planners about how to plan for event security, as well as tips for attendees that could help prevent future events from becoming sites of violence. See the following documents for guidelines from the DHS, and always adhere to the “If You See Something, Say Something” campaign.
On March 18, EventPermitsassisted the NCAA in its event celebrating the beginning of March Madness. The event took place outside Madison Square Garden at Penn Station and featured a large bracket structure and live music by the Rutgers University Marching Band. The bracket structure remained up for the rest of the week and was updated as teams moved forward in the NCAA basketball tournament.
The event, which opened at noon, drew in crowds of people as they were entering and leaving the Penn Station /Madison Square Garden area. The marching band played college fight songs and sing-a-long songs that the growing crowd could participate in.
EventPermits helped make this event possible by securing all of the necessary permits and coordinating security that allowed the event to run smoothly. Our expert team secured the parking permit and the sound permit that was needed in order to allow the marching band to play. They also secured the Department of Buildings Permit that was needed to allow the event planners to build the bracket structure and keep it up all week. Security for the event was provided by Marty Barnes.
Permits by: PRomotion! / EventPermits Department of Buildings Permit, Parking Permit, Sound Permit Event Security by: Mart Barnes Security Promoted Organization:NCAA Venue: Madison Square Garden Event Logistics:EventPermits
EventPermitsassisted the Unreal Candy company in its Easter Bunny Apology Tour when the tour passed through New York. The New York event took place on March 20, 2013 at Columbus Circle, and featured sampling of Unreal Candy and “Easter Bunnies”—actors in bunny suits—holding signs that read “I’m Sorry” in apology for distributing candy full of “junk” on Easters past. The bunnies made it to Columbus Circle on a double-decker bus, which also had a banner that read “I’m Sorry.” Unreal Candy is a candy company that makes candy that is free of corn syrup, preservatives, artificial coloring, artificial flavors, genetically modified ingredients and hydrogenated oils.
EventPermits assisted Unreal Candy in this event by securing the necessary permits, including the Activity Permit and the Health Permit; a health permit is required for any event where sampling takes place. EventPermits also assisted by coordinating security for the event and double-decker bus transport.
Permits by: PRomotion! /EventPermits– Activity Permit, Health Permit Event Security by: Mart Barnes Security Bus Provided by: www.pr-omotion.com Promoted Brand:Unreal candy
On October 25, 2012, EventPermits assisted Digital Domination and Microsoft Corporation in their 19-screen Times Square digital domination event in promotion of Microsoft’s Windows 8 Launch and Microsoft Surface Tablet Store Grand Opening. This event was the first time that a single corporation had access to a majority of the panorama of screens in Times Square all at once. The domination included many of the larger screens in Times Square, like the NASDAQ Tower and the American Eagle screen.
One of the fun, interactive features of this event was the ground event that allowed attendees to sample Microsoft Tablets by displaying images they created on the tablet on some of the screens in Times Square through a live feed.
EventPermits assisted this amazing outdoor marketing event by securing the necessary permits, including the Street Activity Permits, Amplified Sound Permit, Generator Permit, Fuel Handler Permit, DOB (Buildings) Permit, Health Permit, Parking Permits, Sampling Permit, After Hours Work Permit, and Film Permit.
Permits by: PRomotion! / EventPermits—Street Activity Permits, Amplified Sound Permit, Generator Permit, Fuel Handler Permit, DOB (Buildings) Permit, Health Permit, Parking Permits, Sampling Permit, After Hours Work Permit, Film Permit. Event Security by: Marty Barnes Security and D. Sterling Security Event Logistics by: Team PRomotion!, ESP Productions (Nashville, Tennesee) Promoted Brand:Microsoft Corporation Screen Content Consultation: Don Blanton, President Wow Factor Screens Powered by: WindTM –A Wow Factor Company Times Square Screens: Port Authority, 7 Times Square, NASDAQ Marquee, NASDAQ, Reuters, Newscorp/SONY, Hard Rock Café, JVC, abc Super Sign, 1515 South, 1515 North, Aeropostale, MTV 44 ½, Disney, American Eagle, Spec HD 127 (West), Spec HD 128 (East), Spec HD 129 (TSA), TSQ