event production: obey

07. event production

OBEY

Semi annual sample sale event in collaboration with OBEY Clothing and other sponsors. Hosted in San Francisco's Hayes Valley neighborhood 2012 - 2017.

Role: Event Producer + Graphic Designer

Team:
Operations Manager Hayley Silva

Staff Lead Junell Williams

Store Manager Celeste Obomsawin

Marketing Hayley Tubener

BRIEF.

Collaborated with clothing brand OBEY on a semi annual basis selling their menswear, women’s clothing, and accessories samples at Cary Lane in Hayes Valley. The events were hosted over two days usually weekends, with attendance of over 1000 walk ins. Food, beverage, alcohol, and media sponsors helped draw the crowds with most products selling out.

PRE PRODUCTION.

Prepared a timeline, sale schedule, and budget. Worked with our Operations Manager to secure appropriate staffing and security for the events. Had meetings with our senior employees and created event breakdowns to hand out and educate the event staff. Adjusted in store displays with the OBEY reps to cater to the additional merchandise. Created an invite to the events on Facebook and included contests & giveaways as incentive to RSVP.

SPONSORSHIP.

Contacted sponsors with similar brand values to provide product in exchange for consumer exposure- from their logos being featured in our newsletters, social media, and other news outlets covering the event, to actual goods with customers. Some of the companies I've secured are Zola, Fuze, Harmless Harvest, Hubert’s, Svedka, Red Bull, Krave, and more. Some other sponsors included a photo booth company called Quickeecam.

VISUALS.

Assembled all flyers, posters, and promotional materials for the events. Kept the aesthetic similar to that already established by OBEY, predominantly retro, red, and ‘counter culture’ themed. Also made the in-store signage with the actual price listings for the OBEY items we were selling. During the event, it was my responsibility to edit, post, and take photos of the customers with sponsored products in hand.

MARKETING.

Besides OBEY and Cary Lane’s digital newsletters and personal channels, I wrote up and sent press releases that were covered in news outlets such as 7x7, Funcheap SF, SF Station, Hypebeast, Dealbreaker SF, SF Gate, SF Examiner, and local bloggers to help promotions.