Juanita Chavarro Arias, Author at Chief Marketer

How Cîroc is Tailoring its Athletic Club Platform to Tap into Pickleball, Dance and More

With the news cycle in flux and doomscrolling becoming a daily norm, leisure isn’t necessarily top of mind for consumers, but Cîroc is looking to change that with the Cîroc Athletic Club. The vodka brand’s new experiential platform brings together sports, fashion and culinary culture to create a country club-inspired space of “luxury leisure.” Since launching […]

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B-to-C Events

Straight Talk Throws its NASCAR Activation Back to ’09 and Meets Racing Fans on Tour

Consumer prices are constantly rising, but Straight Talk Wireless has kept its Silver Unlimited plan at the same price for the last 17 years. To highlight that value proposition, the brand fully leaned into nostalgia marketing, transporting NASCAR fans back to the late aughts—when songs like “Just Dance” and “I Gotta Feeling” were taking over […]

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B-to-B Events

Experiential Marketing Trend of the Week: Tea Time

If you’ve been engrossed in the “Bridgerton” world like we have, then you’ll know tea time is for more than just enjoying a hot beverage and scones. Thanks to Netflix fans’ rising interest in Regency-era practices and aesthetics, and the universal need for a moment of relaxation, brands are infusing the afternoon tea tradition with […]

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B-to-C Events

Walmart’s Head of Experiential and Cultural Engagement Talks Tapping into MLS Fandom

Football, basketball and now soccer are Americans’ top three favorite sports, according to a recent survey by The Economist. Soccer surpassed baseball as the third-most popular sport, and brands like Walmart are taking note of the shift.

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B-to-B Events

Podcast: The Work-Life Balance Reset, with Melissa Vilders of SAP

Letting go and trusting the process can be hard for event profs, particularly those who identify as Type A, but Melissa Vilders says they’re essential habits to managing the chaos and stress that events can produce. Over the course of her 15-plus-year career in event marketing, Vilders, director-events strategy and experience for SAP Global Events, […]

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B-to-B Events

Field Report: 15 Best Exhibits from Design & Construction Week’s Last Hurrah in Orlando

The largest annual gathering of residential construction and design industry professionals, Design & Construction Week (DCW), took over both the North/South and West exhibit buildings at the Orange County Convention Center, Feb. 17-19. It marked one of the biggest trade shows we’ve covered in Orlando, but the roving chapter for this show is coming to […]

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B-to-C Events

USAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge

What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]

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B-to-C Events

Experiential Marketing Trend of the Week: Tarot Card Readings

Pew Research Center released survey findings in May that 30 percent of U.S. adults say they consult astrology, tarot cards or a fortune teller at least once a year. Reading horoscopes and tarot cards to get a glimpse into the future is an ancient practice, but event marketers are breathing new life into it by […]

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B-to-C Events

NBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo

NBA All-Star 2026 had a milestone weekend, not only for its 75th anniversary, but also for breaking viewership records. The midseason showcase drew more than 46 million viewers in the U.S. across NBC and ESPN platforms, marking the most viewers in 24 years and more than triple last season. On the ground, basketball fans turned […]

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B-to-C Events

Super Bowl LX: 16 Brand Activations That Took Over San Francisco’s Piers and Hot Spots

Walking around San Francisco ahead of Super Bowl LX, you wouldn’t have known the Bay Area was hosting the NFL’s championship game that saw the Seattle Seahawks win over the New England Patriots on Feb. 8.

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