Meeting News - May 5, 2008 - (Page 21)

Destination Insider: East Tennessee Edited by Elizabeth West elizabeth.west@nielsen.com Event Report U.S. Cellular Rocks Out in Knoxville U.S. Cellular calls Knoxville home. That’s where the company was founded in 1983 before its headquarters relocated to Chicago. To celebrate its 21st birthday, though, the sixth largest wireless carrier in the country wanted a hometown celebration to thank the community where it got its start. The result was a free, daylong outdoor music festival, organized by Universal Buzz Intelligence (UBI) that attracted local residents to rock out with Joan Jett and the Blackhearts, as well as with some local bands and DJs, at Knoxville’s World’s Fair Park. But take note meeting planners tasked with marketing events, the process to get tickets pushed attendees to their local U.S. Cellular stores. To get tickets, Knoxville residents went online to U.S. Cellular and registered their name on a microsite developed by UBI. Those who registered then printed out a coupon that was redeemable for a wristband at any U.S. Cellular retail outlet. The wristbands served as entrance tickets, and other brand experiences were available once show-goers got into World’s Fair Park. Booths were set up with giveaway prizes, such as backstage passes, cell phones, and games for phones. “We used all different forms of advertising and viral marketing [to create] a brand and consumer experience that drove specific action,” said Tommy Brunnett, CEO and founder of UBI. Thousands of residents showed up for the event, which sparked media coverage, increased sales, and pushed foot traffic through U.S. Cellular stores. As for the host city, “We couldn’t have had a more cooperative venue, and the community involvement was great. The mayor even came down,” said Brunnett. —Anne Marie D. Lee $30 Million to Renovate Chattanooga’s Warehouse Row Jamestown Properties of Atlanta is looking to sink $30 million into converting an aging shopping and office complex two blocks from the Chattanooga Convention Center into a mixed-use dining, shopping, and residential center. Warehouse Row, which was converted into outlet shops in the late 1980s, has in recent years focused on office space. Jamestown is looking to acquire additional properties on 11th and Main streets to expand the space and revitalize the entire area with additional shopping, restaurants, and residential units. A hotel could also be in the picture. Cigna, the Philadelphia-based insurance company, leases 63,000 sf of Warehouse Row. Cigna’s lease is up in October, and it was late in requesting a renewal; plans for the hotel assumed Cigna would not renew. Jamestown is looking to maintain Cigna’s office space and still have room for the hotel. r Prognosis: Experience highly accurate, up-to-the-minute, complimentary services guaranteed to maximize your conference attendance. Schedule your FREE consultation today and let the Meeting Docs diagnose your most important event. Contact Teresa Hall, Director of Sales & Marketing Administration, at thall@Knoxville.org or 800-727-8045 Knoxville’s “Meeting Docs” staying abreast of the latest meeting planning advances (l to r) are Tracy O’Connor, the beloved Deborah Redman, Kim Paul, Laney Shorter & Linda Milan www.meetingnews.com May 5, 2008 MeetingNews 21 http://www.knoxville.org http://www.knoxville.org http://www.meetingnews.com http://www.meetingnews.com

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