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7 Best Cities to Host a Pop Up Event

7 Best Cities to Host a Pop Up Event

Are you considering hosting a pop-up event? You should. They are becoming increasingly popular, and are an excellent way to get your brand out there, make an impression, and gain new customers. If you aren't familiar with pop-up events, the concept behind them is pretty simple. They started becoming a "thing" about a decade ago, and are more popular now than ever. They are events that seem temporary or unplanned, but are actually anything but. To pull one off, you have to have an event planner who knows how to make an intricately designed event look totally casual, even like it was thrown together on the spur of the moment. You also need a large audience, because you want your event to gain a lot of public attention.

This need for an audience of passersby means you should ideally be having your pop-up event in a place where it will be easy for you to get a lot of foot traffic. These are the seven best cities in which to host a pop-up event, including a few examples of successful ones, to give you a few ideas for your own.

1. New York City, NY

As one of the busiest cities on Earth, and a top tourist destination to boot, New York City is an ideal location for any kind of pop-up event. In the world's melting pot city, you may even attract the attention of a few celebrities to your event. There will certainly be no shortage of potential participants.

A really successful pop-up event that was held here was done by the Culinary Institute of America, where students took over the famed Pangea restaurant to host a unique dinner. The menu was planned to contain only items that drew attention to how we will feed the planet as our resources dwindle in future generations. Conscious dining was the theme, and innovative, sustainable dishes were served to great acclaim. Because the event let visitors feel good about the cause they were supporting, they were also willing to pay more for it than a typical restaurant.

2. Los Angeles, CA

The home of the world's entertainment industry is another ideal location for a pop-up event. The possibility for celebrities coming and bringing attention and prestige to your brand is high. Like NYC, there is also a lot of tourist traffic. Plus, the paparazzi are everywhere here, and likely to cover your event, especially if someone famous shows up.

A pop-up store was set up in LA before the premier of the movie, Where the Wild Things Are, to sell memorabilia. The store was created to look like a nest in one corner, and a giant child's fort in another corner. The mannequins were given horns to resemble wild creatures. It was such a fun place to shop, and looked like it had always been there. For the short time the store was there, it pulled in an amazing amount of traffic and sales.

3. London, UK

The NYC of the UK, London is a city that always has something happening, and foot traffic from regular people, celebrities, and nobility alike. It is also the location of a highly creative pop-up event that shows their versatility. This one was put on by the Wieden+Kennedy ad agency, and its purpose was to show anyone who happened by what it is like to work there. The front window of the office was transformed into a cartoon set, where employees took turns working. It looked like they were working in an animated cartoon environment, and passersby loved it. There was even a webcam on the agency's website so anyone in the world could watch. This event went on for a few weeks, and gained a huge amount of attention and brand recognition for the agency.

4. Paris, France

Probably the second-best place to have a pop-up event in Europe besides London, Paris has everything going for it that London does, only with that traditionally romantic Parisian background. It would be a perfect location for any dating or romance-themed event.

5. Seattle, WA

Known for its eclectic residents, this is the home of Starbucks and grunge rock, among other things. With a large population, and high tourist traffic, with people who are known to be environmentally aware, this is the perfect location for any "save the planet" or sustainability pop-up event.

6. Orlando, FL

It's the vacation capital of the world. If you are looking to put on a family-friendly event, or one that caters to a fun-loving, irreverent crowd, like college students or hipsters, this is the place to do it.

7. Miami, FL

The southernmost home of the nation's celebrities, heirs and heiresses, and other glitterati, as well as vacationers and partiers of all ages, Miami is a hotspot of non-stop activity, making it an ideal place to host a pop-up event of just about any kind. Plus, it has the advantage of having Soho Studios there, which is a perfect location for an event, or to find the people with the right experience and knowledge of the Miami crowd to plan an incredible one for you.

Wells Fargo at the Rose Parade’s Equestfest

Wells Fargo will present Equestfest on December 29, 2015 in Los Angeles’s well-recognized Equestrian Center. The two hour event promises a massive showcase of equestrian units—each participating in the 2016 Rose Parade. Beautiful horses, talented riders, dances, drills, trick demonstrations and more will be featured, engaging the audience with excellent riding and roping showcases. Wells Fargo commonly promotes equestrian events, reinforcing it's brand image by showcasing its six-horse stage coach in community parades.

The Wells Fargo Addition

Wells Fargo will promote a grand array of booths within the Equestrian Center’s vender court. Event-goers can stroll through sponsored stables, discuss the industry with riders, learn about tack processes and different horse breeds. At the low price of $15, event tickets are easily obtained. Both return visitors and newcomers alike engage in the event’s activities, expanding both a love of equestrians and the Wells Fargo name into the surrounding public.

Tickets, themselves, are purchased through the Sharp Seating Company. Wells Fargo, understandably, carries great interest in event comfort and arrangement. Their sponsorship of the December Equestfest similarly expands their professional network to access event providers, delivering enhanced connectivity via the Sharp Seating Company.

The Rose Bowl and Rose Parade

Wells Fargo catches an additional benefit with the events surrounding Rose Bowl and Rose Parade. Every New Year’s Day, multimedia views the Rose Parade and Rose Bowl Game, celebrating one of America’s favorite past times. Wells Fargo, commonly mentioned for their American military pledge support, continuously supports the nation’s identity throughout their marketing efforts.

The Rose Parade and Rose Bowl Game are over a century old, sustaining the country’s ideologies alongside music, flowers, festivities and sports. America’s New Year’s Celebration greets the world from year to year, enriching Rose Parade and Rose Bowl Game inclusions. The Equestfest directly precedes Rose-related festivities, priming consumers with action, learning and event amenities. As Wells Fargo sponsors and funds the event’s “High Noon” event, it significantly increases its Rose Parade and Rose Bowl pre-exposure.

Big Numbers and Connectivity

The Equestfest requires significant manpower to achieve excellence. Utilizing approximately 80,000 hours of annual manpower, Equestfest continuously enlists the help of 935 active non-profit Tournament of Rose Association assistance. The Tournament of Rose Association empowers events through its internationally recognizable Rose Parade and Rose Bowl. Every volunteer dedicates time to 31 committees, holding responsibilities ranging across parade participation, press maintenance and media coverage.

Wells Fargo, a chief connectivity provider, takes advantage from the event’s media coverage. As the event’s direct sponsor, it obtains massive visibility through The Tournament of Rose Association’s Facebook and Twitter campaigns. The “High Noon” Equidome event is covered via the establishment’s press headquarters, enabling Wells Fargo’s print media efforts. The Wells Fargo brand is currently expanding its marketing role, focusing on channel innovation. Similarly, their newest, millennial-directed campaign, “Done,” targets rising needs of easy banking.

Equestfest’s primary audience matches Wells Fargo’s growing market segment, enhancing their impact across social-media-hosted exclusives. Currently, Wells Fargo has 275,000 employees and impacts over 90 businesses. As it shifts its needs to accommodate for ever-shifting social media requirements, the brand will certainly gain a boost from Rose-centric sponsorships.