46 THE MEETING PROFESSIONAL JANUARY 2017
grammable LED bracelets that pulsate with
colors in response to the music and body
movements of those wearing them.
“It gave the dance ;loor a great atmosphere and people got excited about it,” she
Meanwhile, those who chose to bowl
instead of dance also enjoyed themselves,
wearing custom-branded bowling socks provided by Fielman’s team.
“Little touches like that can help make an
event special,” she says.
Still others at the event enjoyed other
parts of the venue, sipping drinks and chatting on the patio upstairs, for instance. Big
screens all over the building offer a look at
what is happening on the stage downstairs.
Fielman says that in addition to energy,
Brooklyn Bowl offers a great location just off
the Las Vegas Strip adjacent to several hotels
and just one monorail stop from the Las Vegas Convention Center.
“When you are transporting people to
your event—which we did—strategic location is important,” she says.
Planners of other corporate events at
Brooklyn Bowl found the combination of
high-energy activities and atmosphere, good
in-house catering and an accommodating
staff made the big venue a perfect ;it for their
events as well.
MINExpo 2016, the big annual trade
show and conference of the National Mining
Association, attracted about 40,000 attend-
ees from 130 countries to the Las Vegas Con-
vention Center, and Caterpillar Inc. wanted to
make a make a big impression on attendees
with a large offsite event, according to Angela
Baer, CMP (MPI Chicago Area Chapter), cor-
porate meeting planner for Caterpillar.
So Baer and her team did a complete buyout of Brooklyn Bowl for three consecutive
nights during the trade show, hosting 1,500
attendees each night.
“Attendees spend long, intensive days on
the trade show ;loor, dealing iron and learn-
ing more about the mining industry, so we
wanted to give them a fun way to relax and
network at our event,” she says. “It was a way
for Caterpillar dealers and their customers to
enjoy interactive fun.”
Baer says Caterpillar took advantage of
some branding opportunities that Brooklyn
Bowl offers, but otherwise found the venue
already perfect for the group’s needs.
“We booked a musical group called All
Requests Live, which takes song requests by
text and email while the show is in progress.
Our industry is a pretty macho group, but our
attendees got up on the dance ;loor and re-
ally enjoyed themselves. It was a riot—quite
rewarding to see them really having a good
time at our event.”
The 2015 annual expo of the National As-
sociation of Convenience Stores (NACS) was
the background for a Brooklyn Bowl event
put together by a partnership between Miller-
Coors of the brewing industry and Mars-
Wrigley of the candy and snack industry.
“We have been doing an event in partnership with each other for years at NACS,”
says Maggie Miller, senior meeting and event
manager for MillerCoors. “Brooklyn Bowl
was a perfect event for us because both
MillerCoors and Mars-Wrigley were able to
bring in buyers from the convenience store
industry, let them sample new product we
were rolling out and have a good evening of
networking and fun.”
Energizing activity was important to the
event’s 1,500 attendees, she says.
‘The feedback that we got was that one of
the reasons people liked Brooklyn Bowl was
that there was something they can actively
do like bowling instead of just sitting around
and watching things happen,” Miller says.
“After they had been walking around the big
trade show all day long they really liked the
A group called Garage Boys Band, chosen
for its appeal to a broad demographic range
of attendees, got the attendees on their feet
on the dance ;loor, she says.
Brooklyn Bowl’s original location is in
Brooklyn, New York, and there is another location in London. ■
“I had 60-something-year-old people dancing
who I had never seen dancing at a party before; these are
people that I usually see at jewelry industry events sitting
at a quiet little table having a glass of white wine.”