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Showing posts with label Light Festivals. Show all posts
Showing posts with label Light Festivals. Show all posts

Sunday, March 4, 2018

Brain Dating: Thought Leadership Conferences and the High-End Traveler






This article originally appeared on Skift.com. I am that publication's luxury correspondent.

Nowadays, luxury travel is all about discovering new frontiers. It’s not just about expanding physical and geographic boundaries. The travel cognoscenti are “brain dating” around the world in order to stretch their minds.


First came TED in 1984. Soon thereafter, in 1987, there was South by Southwest.
Now, after a bit of a lull, thought leadership conferences are popping up all over the map, with Vivid SydneyC2 MontrĂ©al, and Light City Baltimore launching in the last decade.
Light City Baltimore: Photo by Perry Mandelboym
These conferences, which meld creative components with thought-provoking programming, deliver high-end visitors, while providing a host city with the opportunity to develop, solidify, or refine its brand.
According to J. Walter Thompson’s Future 100: 2018 forecast, “Events like these indicate the increased appetite for thought leadership and innovation among consumers. These experiential events combine self-improvement with entertainment, networking, and access to today’s influencers, who are often tech leaders or startup founders, rather than traditional celebrities.”
Vancouver thought the sector important enough to woo TED to the British Columbian metropolis. Working with Destination Canada, the city developed a two-year financial incentive package to entice TED to relocate from Long Beach, California.
Image result for vancouver ted
Courtesy cantechletter.com
“The average economic impact for TED from 2014-2017 was $3.8 million per year, but the true value far exceeds that as the TEDsters are distinguished and influential leaders who can help share Vancouver’s appeal as an incredible convention destination, great place to do business, and an unforgettable place to visit,” Tourism Vancouver said.
According to Dave Gazley, vice president of meetings and convention sales for Tourism Vancouver, most TED visitors stay downtown in four and five-star hotels, meaning that “Vancouver also benefits from the affluent crowd in that people will come back here on their own and experience the city on vacation,” given that the TED schedule doesn’t allow for much city exploration time.
South by Southwest, or SXSW as it is widely known as, celebrates its 31st anniversary in March. It’s grown from what was primarily a music festival into one big event made of music, film, interactive, sustainability, and education tracks.
“The interactive conference has the largest per capita spend, between the individuals who may stay at more expensive hotels and the corporations spending more money to host events at ancillary venues around the city,” said Ben Loftsgaarden, a partner in Austin-based Greyhill Advisors, which analyzes the economic impact of SXSW.
“One of the things that has made SXSW so successful.” said Loftsgaarden, ‘is that while the organizers realize it’s largely about networking, to keep people coming back, you have to make it fun.”
Vivid Sydney light festival
Courtesy Vivid Sydney
Perhaps that’s why so many conferences seem to be melding elements of creativity and commerce. Witness Vivid Sydney.
What started as a modest light festival ten years ago, designed in part to attract visitors to Sydney during the winter, has become a huge draw for tourists. The 23-day show has grown from 255,000 attendees in 2009 to 2.33 million in 2017.
Destination NSW took over the event two years into its run and started transforming it into what it is today: a festival of light, music and ideas. According to Sandra Chipchase, CEO of Destination NSW and executive producer of Vivid Sydney, the pivot to thought leadership “reinforces Sydney’s position as the creative services hub of the Asia Pacific region….and builds access to global markets.”
Chipchase said that most international travelers stay at high-end hotels and extend their stays to travel throughout New South Wales and beyond. “The international luxury traveler comes because it’s unique. These are people who want to learn and immerse themselves in creativity.” What excites them is “what they are going to learn, who they will meet and how they can be inspired.”
Moreover, as Sydney looks to attract even more high-end spenders, Chipchase believes Vivid is the perfect brand ambassador. “Vivid is a reflection of who we are: beautiful, sexy, outrageous, optimistic and fun.”
Indeed, the branding benefit is one of the intangible elements that hosting thought leadership conferences can provide.
“SXSW is an invaluable brand that has helped define Austin as the center of creativity and commerce, a community that is innovative, entrepreneurial and cool,” said Michael W. Rollins, president of the Greater Austin Chamber of Commerce.
But to be successful at brand-building, according to Tourism Vancouver’s Gazley, an event must have “unbelievable, compelling content that is meaningful to people,” while also aligning with a city’s DNA.

Interested in reading more about light festivals around the world? Read more here.

Monday, April 3, 2017

Light Bulb Moments: Light Festivals Around the World


Light art is a relatively new creative form that blurs the borders between design and technology. During the past decade, light festivals have started brightening up night skies around the world. In the United States, though, such festivals are still a rare phenomenon…for now.


Light City Baltimore 

House of Cards by OGE Group/Perry Mandelboym


That said, Light City Baltimore in Maryland takes the American spotlight. Now in its second year, Baltimore‘s “festival of light, music and innovation” is the first large-scale international light event held annually in the United States. Between March 31 and April 8, more than 50 light attractions, including illuminated visual art installations and video projections on buildings, will electrify the area around the city’s Inner Harbor. And what do festival-goers do during the day? Labs@LightCity brings together innovators and thought leaders to explore how society can become more equitable through innovation. 


 Vivid Sydney Light Festival 

Vivid Sydney light festival
Photo courtesy of Vivid Sydney
Vivid Sydney is Australia’s light bulb moment. Held between May 26 and June 17 (remember, that’s winter down under), an illuminated trail of installations will weave through Barangaroo, Sydney’s newest harborside precinct. There will also be displays at Darling Harbour, Taronga Zoo and the Royal Botanic Garden. Of course, the sails of the iconic Sydney Opera House will also be illuminated, this year with a projection of imaginary creatures inspired by insects, plants and the ocean. In addition to the light displays, Vivid Sydney features a diverse line-up of music plus an Ideas program. 


Prague Signal Festival 

Photo courtesy of Alexander Dobrovodsy 

Elsewhere in central Europe, the Prague Signal Festival is the largest cultural event in the Czech Republic. Held in the City of a Hundred Spires between October 12 and 15, the festival brings modern art and new technology to the streets and public squares of Prague. Famous historical landmarks and lesser-known nooks and crannies will be transformed under the spell of Czech and global masters in light art and design.

GLOW Eindhoven and The Amsterdam Light Festival



Photo Courtesy Amsterdam Light Festival
The Netherlands sports not one, but two different light festivals each winter. During GLOW Eindhoven, no place is safe from light artists. The facades and public spaces around the Dutch capital of design and technology glow between November 11 and 18. Meanwhile, the Amsterdam Light Festival takes place during December and early January. The Illuminade evening walk itinerary leads past a score of light installations, including projections on historical architecture, dynamic light installations in city parks and works to walk through. The canals are also illuminated and best seen via a Water Colors boat tour.

iLight Marina Bay 

Photo Courtesy iLight Marina Bay
Back down under in Singapore, iLight Marina Bay returns every March, setting the waterfront aglow with sustainable, environmentally-friendly light art installations. The festival also features a range of fringe activities, including creative workshops for children and adults and a colorful playground with giant inflatable animal structures. If a visit to Singapore doesn’t coincide with the festival, worry not: Nightly light shows are presented at both Gardens by the Bay and Marina Bay Sands.