INSIGHT
Extreme Marketing
Does your marketing suck? According to author and consultant Mark Stevens, it’s highly likely — if your event does not generate more revenue than it cost to produce.


DESIGN
Aloft A-Go-Go
Starwood Hotels’ new aloft brand hits the road with rolling accommodations that are reinventing the staid world of hotel marketing.

INNOVATION
Michelin’s Value-Innovation Strategy
Michelin wheels out a three-day event to teach distributors to sell its new, premium tires based on value, not price.

PORTFOLIO
Four Problems, One Solution: Philanthropy
Four companies, from an event planner to a
cement maker, develop philanthropic events to solve
four different challenges.

EVENT R&D
RSA Conference: In Relentless Pursuit of Improvement
RSA Security Inc. explodes its annual event from a small gathering to the premiere event in its industry. Its secret? Like a product, the event has its own research and development strategy.