Juanita Chavarro Arias, Author at Chief Marketer

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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B-to-C Events

From Jersey Mike’s Shore to Visa Print Shop, Top 12 Activations at Super Bowl LX Experience

Fans descended on San Francisco’s Moscone Center for the Super Bowl Experience, presented by Jersey Mike’s, Feb. 3-7, with exhibit halls packed with opportunities for meet-and-greets with NFL players and legends, football skills engagements, and freebies from brands. The convention center’s multistory setup created quite a spread for the booths, but the vibe still felt […]

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B-to-C Events

Our Ride Through San Francisco on the Fashion-driven Smirnoff Trolley at Super Bowl LX

Experiential real estate is both in demand and sometimes too expected during the Super Bowl, but Smirnoff carved out a local niche for itself as the Official Vodka Sponsor of the NFL when it pulled into San Francisco on a fully branded trolley. The Super Bowl LX campaign targeted influencers and aligned the brand with […]

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B-to-C Events

How Uber Eats Invited Fans to Investigate a Super Bowl Marketing Conspiracy

Was football invented to sell food? That was the question at the center of Uber Eats’ activation at Super Bowl LX Experience at Moscone Center in San Francisco. The brand asked football fans to get to the bottom of the conspiracy, inviting them into an enclosed footprint with exterior and interior walls covered in large-print […]

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