PowerPoint Presentation

Special Events Update
August 22, 2023

Background
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With the Downtown Campus Reinvestment Project (DCRP) underway, 
the Special Events Division has worked to develop a responsive plan to 
continue providing holiday programming and the LiVE entertainment 
series during the construction phase of the reinvestment project. 
The Special Events Division has: 
•
Analyzed various elements of the previous event model 
•
Modified the model based on best practices/consumer behavior to 
maximize the economic value of the events being produced and facilitated 
by the division
•
Assure the community and visitors that Downtown Glendale is activated 
and open for business

Glendale Glitters / Holiday Lights
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• New activation areas for the holiday light display in the 
Civic Center Plaza and adjacent lot
• 30th Anniversary of Glendale Glitters
– Interactive/Experiential displays
– Street-lined tree lighting in Downtown/Catlin Court
– One-of-a-kind features
– Lights on December 1 to January 1
• Kick-Off event planned for December 1 & 2
– Vendors
– Music/Programming
• Light installation begins August 27

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LiVE! Entertainment Series
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The previous LiVE series event model:
– Two months (Fall & Spring)
– Thursday, Friday, Saturday
– One act for 75-90 minutes
– 7pm-9pm 
– E. Lowell Rogers Amphitheater
With the required location change for the event, staff has also evaluated 
the event model and made modifications based on best practices to 
improve attendance and consumer engagement in downtown.

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LiVE! Entertainment Series
The new LiVE series event model:
– Once a month, Sept-April (8 shows)
– Saturdays 1PM-6PM
– 3 acts per show
– Improved Lot east of Civic Center
– Lawn games
– Food trucks
– Bar area
– Contract with top Valley event promoter 
Relentless Beats

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LiVE! Entertainment Series
• Updated logo
• Themed acts based on time of year
• Reaching broader demographic
• Capitalizing on Downtown merchant’s 
hours of operation 
• Allowing more opportunity to facilitate 
privately-produced events on off-
weekends

LiVE! Entertainment Series Location
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•
NEC 57th Ave and Glenn Drive
•
Improvements to surface to 
accommodate events
•
No fee License Agreement for event use
•
City can permit privately-produced 
events on the lot

LiVE! Entertainment Series Layout
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LiVE! Entertainment Series 
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• Staging and beverage areas commonly experienced at live 
music/entertain events

LiVE! Entertainment Series Dates
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• September 30 
• October 21 
• November 18 
• December 16 
• January 20 
• February 24 
• March 23 
• April 13

DTG Business Community Integration
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• DTG merchant tent to promote businesses at events
• Vendor opportunities for DTG merchants
• Signage/wayfinding to DTG businesses
• Announcements in between performances to promote 
DTG businesses
• Social Media posts will feature and promote DTG 
businesses

Special Events Marketing Plan
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• Utilization of Event Promoter network reach 
• Boosted Social Media strategy on Instagram & Facebook
• Press releases
• Collaborate with Public Affairs
• Newspaper Ads
• Glendale Connection 
• City-owned electronic billboards
• The division will be using Placer.AI, a tool that will track 
visits/attendance at events

Questions