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Howard Hughes Corporation – “Downtown Summerlin”

Summerlin, Nevada

The launch of Downtown Summerlin encompassed four days and nights of entertaining, innovative, inspiring and imaginative activities that elevated the Howard Hughes brand presence. With miles of new stores to see and shop at, and many experiences along the way, Downtown Summerlin came to life and took over the land and skies for a Grand Opening including blazing fireworks, fabulous light shows, world class entertainment and an entire street filled with food trucks and bars.

The objective? To brand the new Summerlin, Nevada complex as “Downtown Summerlin”, a destination experience and not a shopping mall. For 250,000 attendees over four days, it was an experience on steroids. David Weinreb, CEO of Howard Hughes Corporation kicked off the grandest of Grand Opening Ceremonies with “Light Show” that combined streets filled with content driven LEDs, fireworks by Grucci, a laser ribbon cutting, a phenomenal light show. Light Force, LED drummers, and 10,000 Xylobands choreographed to the music of DJ Ravi. On the second floor above the 12′ stage for the presentations a VIP event for 1400 was in full swing, with gorgeous food presentations, aerialists, dancers…all projected onto screens and the walls so that everyone could be part of the festivities.

A nearby street featured “Eat Street” with a variety of food trucks and comfy furniture for all. Kids’ entertainment, street artists, musical entertainment…no matter where one turned for four days it was a happening. All memorialized due to the multiple opportunities for social media photography and huge LED social media walls throughout the property. Night Two was Music Night culminating with the popular Z Trip, and gorgeous dancers on overhead platforms.

The third day was “Fashion” with ongoing fashion shows on a 50′ runway ending in a full LED created show. The final performance was an “Extreme Fashion Show” with fashions presented not only by stunning runway models but also acrobats, stunt performers, skaters and more.

The Results:

  • ROI for our client was about Return on Experience and that meant delivering a live experience that kept guests excited and returning both over the weekend and into the future. One guest said, “This is how you do it. Amazingly fun.”
  • Retailers enjoyed a much higher level of sales than predicted per the client. Exact revenue numbers are not available for public consumption.
  • Projected attendance was at 10,000 and actual attendance landed right around 250,000 over the four-day period from 10:00AM to 11:00PM each evening.
  • Media impressions were estimated at well over two million between television coverage, print, and digital online publications and social media including Facebook, Instagram and Twitter. The airwaves were abuzz with talk of the opening during all time slots on television and radio.