EDGE

EDGE
GRAND OPENING EVENTS

The opening of EDGE, the highest outdoor observation deck in the western hemisphere at 30 Hudson Yards, piqued the growing curiosity of the New York City tourism crowd. The sky was the limit to spread the word of this amazing new experience, with a flurry of engaging activations; including a media event, multiple mall lobby installations, and consumer promotions with a food truck and street teams.

Enormous and brilliant suspended cloud installations were placed in the Great Rooms at both The Shops at Hudson Yards, and The Shops at Time Warner Center. At the former, roaming brand ambassadors shared complimentary fluffy cloud-like cotton candy.

Around the city, a branded vintage vehicle continued the dialogue as mini hubs to distribute cotton candy at locations like Hudson Yards’ The Vessel, and in top destination neighborhoods like Flatiron, DUMBO, and Madison Square Park.

This all culminated with the grand opening festivities at the 100th floor venue itself, which allowed two hundred VIP and international media guests the first look at a never before seen view of New York City. Guests arrived to a hors d'oeuvre reception and were then led outside by a horn ensemble, followed by a live performance of “Higher Love.” After brief executive remarks, the crowd was enthralled by a truly elevated performance by aerial artists Bandaloop, who literally danced on the peak of the skyscraper.

As producer, I led ideation, production and execution from conceptual stage through climax. In addition to being the main client contact, this included programmatic development, crafting the run of show and production schedule, talent booking, contracting, costuming, and stage management; A/V, lighting, rigging, props, fabrication & design, venue logistics, hospitality, security; researching, negotiating with, and managing vendors; as well as permitting for on- and off-premises activations and food service.

+BizBash Event Style Award for Best Press Event +BizBash Event Style Award Finalist for Best Event Entertainment Act