Boston is home to the oldest major league baseball stadium in use. It is this history with sports, combined with good old-fashioned Boston pride, that has prompted locally based Reebok to host its biannual regional marketing meetings close to home. The fall 2012 meeting was held at the 356-room Revere Hotel Boston Common.
About 250 people attended the daylong event that focused on the brand’s new products to be launched in the upcoming year. Celebrities Jordan Sparks, Mike Posener, two of the Crossfit Games champions and a breakdancing group called Chi-Town’s Finest all appeared during the program.
“We had different celebrities, dance numbers and a fashion show to get audience interaction,” says co-producer Jenny Shanley, head of U.S. public relations and marketing services for Reebok who helped produce the event. “The whole experience is about getting the audience excited about the upcoming year and about everything Reebok has to offer.”
Reebok’s sales and marketing professionals come to the biannual meetings from all over the U.S., and because Reebok is based in Canton, the meeting planning team really likes to give attendees a Boston feel, Shanley says. The Revere Hotel does just that with its local partnerships. For instance, Massachusetts College of Art and Design designed the staff uniforms, and the bar stocks spirits from local distiller Bully Boy.
“The Revere Hotel, with its name in honor of Paul Revere, definitely has that historic Boston feeling,” she says. “And not a lot of brands had been to the hotel in 2012, so being there was an element of a first for us. Boston just has that history. It’s such an amazing sports town and we’re the No. 1 fitness brand in sports, so that’s definitely a big piece for us.”
The Revere Hotel was able to provide everything the event required within four different spaces among the property’s 35,000 sf of meeting space. The presentation was held in Theater 1, which Shanley says was the biggest reason Reebok chose the hotel. Seating up to 225 guests, the theater includes a fully outfitted stage and three dressing rooms, as well as “beautiful comfy seats” that were perfect for the sales and marketing professionals that attended the event.
Rehearsals and the fashion show were held in Space 57, a warehouse-like 6,700-sf space that boasts 25-foot ceilings and a built-in A/V screen. The hotel is no stranger to hosting fashion shows. During its April 2012 launch party, it hosted a vertical fashion show where models scaled the side of the building flaunting the hotel’s staff uniforms.
Reebok’s premeeting receptions were held in the foyer, and the cocktail reception and dinner were held in the Emerald Lounge. The lounge’s green lighting and decor pay homage to Boston’s sprawling Emerald Necklace, a 1,100-acre chain of parks. Its menu also features local-favorite seafood dishes such as oyster shooters, coconut shrimp and lobster Rangoon.
Shanley adds that the staff did everything they could to make the event a success. “We do a lot of planning ahead of the events, so we were there for everything leading up to the big meeting,” she says. “Working with the staff, no detail is missed. They want to make your event shine. We’ve worked with a lot of venues and that’s not always the case.”