1067250496-1-2

How Concierge Elevates Condé Nast Events

By Samantha Stallard, Director of Marketing & Business Development
 
If there's one thing Condé Nast knows, its what their audience wants. I may be biased, having been at the company since March 2017 when experiential marketing agency, Pop2Life, was acquired by the media powerhouse, but the numbers don't lie. The company attracts more than 164 million consumers across its 19 brands and media: Allure, Architectural Digest, Ars Technica, Backchannel, Bon Appétit, Brides, Condé Nast Traveler, Epicurious, Glamour, Golf Digest, GQ, Pitchfork, Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, W and Wired.
 
Alongside Pop2Life came our sister company, Ribyt, which was officially rebranded as Concierge.com in January 2018 (and where I've called home since September 2018). We were acquired with a clear goal — to create consumer and industry experiences inspired by the Condé Nast portfolio of iconic brands and substantially bolster Condé Nast’s existing events and experiences business.
 
Bob Sauerberg, president and CEO of Condé Nast, said of the investment in 2017, “These acquisitions will allow us to significantly expand our roster of bespoke events, redefining what experiences mean to the world’s most influential consumers. Condé Nast is known for creating some of the most immersive experiences that truly capture the cultural zeitgeist.”
 
Since that announcement nearly two years ago, Concierge.com has elevated the guest experience at Condé Nast events including, The New Yorker Festival, Glamour’s Women of the Year, GQ’s Men of the Year, Bon Appétit’s Vegas Uncork’d, and Teen Vogue Summit, among others. I sat down with team members from two of the world's most iconic brands, The New Yorker and Teen Vogue, to find out how they use Concierge.com and why Condé Nast events are a step above the rest.
 

FOR WHAT EVENTS DO YOU USED CONCIERGE.COM? 

Kerri Mason, VP of Marketing for Collections: The 2018 New Yorker Festival.

Sue Bohlen, Executive Producer of Events, Teen Vogue: I recently worked with the Concierge team for the Teen Vogue Summit, which took place in LA over November 30 and December 1, 2018.  I was the executive producer of the Summit and it was my first time working with Concierge.   

WHAT MAKES THESE EVENTS SO SPECIAL/UNIQUE?

Mason: TNYF is actually 50+ individual events, over the course of three days in NYC. It pairs New Yorker editors with the most interesting people of the year in culture and politics, in can't-miss, one-night-only, onstage conversations. The event is going into its 20th year, and has an incredibly loyal - and dare I say, demanding - fan base. 

Bohlen: The Teen Vogue Summit was a true live representation of the Teen Vogue editorial coverage, showcasing two full days of events that celebrated activism, diversity, culture/entertainment, wellness, and overall empowerment. It was an event that required attracting a well-informed reader, who was interested in attending this event at a higher-than-average price point. Because of that, our foundation for the event, and communication tied to the event, had to be clear, targeted, and strong. That started with the website, and we worked closely with the Concierge team to build a site that offered a comprehensive explanation of the event and it's content, but one that was also easy to navigate, inviting, and not too overwhelming. We had a lot of content to communicate, and didn't want the core experience to get lost. Concierge delivered a beautiful site and one that allowed for the user to understand what the event was quickly upon arriving at the site, got them excited, and offered an easy path to ticket sales. 

WHO IS YOUR TARGET AUDIENCE?

Mason: Our audience is comprised of New Yorker subscribers, fans of the featured talent, and general culture vultures, in New York and beyond.

Bohlen: With Teen Vogue events it's a complex target, because we are targeting the attendees themselves (young guests between ages 14-24), but also at the same time, we're often targeting their parents or guardians as those who (for some ticket holders) would be the person actually purchasing the ticket. 

HOW DO YOU IMPLEMENT CONCIERGE.COM?

Mason: Concierge served as our ticketing solution, customer service, talent travel and accommodations, and led the build of our new website. 

Bohlen: We utilized Concierge in the construction and facilitation of the event's website and ticketing interface, and we also worked closely with the Concierge team in the personal, hand-held communication with EACH guest that attended the Summit - as by attending the Summit, each guest was able to select two (2) events per day that they personally chose to attend (all other events were open to the full Summit attendance). 

For the personalization of each schedule, each Summit ticket holder was contacted by Concierge to help them in curating their schedules based on their interests - and Concierge was there throughout the entire lead-up to the event, should any guest choose to change their schedule. They were incredible, and always available to the guests. 

Additionally, the Concierge team sent each guest their itineraries prior to the Summit, and they crafted personalized check-in packets for each individual guest based on their schedules. The Concierge team also managed the front-of-house check-in area, so that they were personally there to greet all of the guests with whom they had conducted correspondence during the lead-up to the event. Also, we worked with Concierge on the travel booking needs for staff, talent, and any special guests for the Summit - this included overseeing all flight bookings, and negotiating our room blocks with hotels. 

HOW IS THE GUEST EXPERIENCE IMPROVED BY CONCIERGE.COM?

Mason: Concierge helped us implement some new products - including VIP and multi-event ticket packages, and our first-ever fast pass - which were very well-received by our attendees. The website and checkout experience were intuitive, and survived the rush of our popular pre-sale, and public on-sale.

Bohlen: Concierge created the ultimate guest experience, by making each guest feel personally taken care of, and that the guest always had a person to contact with any questions about the event or their schedule. Their response time was phenomenal, and they were always calm and kind to all guests throughout every correspondence.  

HOW DID YOUR GUESTS RESPOND TO YOUR LAST EVENT?

Mason: The customer service team got stellar reviews from this very demanding clientele. 

Bohlen: All feedback we've received about the event experience and the guest experience with Concierge has been fantastic. Concierge was so wonderful as the face of the event and the first point of contact for all guests - they presented a welcoming, accommodating representation of Teen Vogue and I was so thankful for them throughout the entire planning process, and especially on-site. 


The New Yorker and Teen Vogue know their audiences inside and out, allowing them to create events that are not only created with the guest in mind, but explicitly for the guest. And that attention to detail is prevalent company-wide. Keep up to date with our Insights blog where we'll be interviewing even more professionals across Condé Nast brands about how they work with Concierge.com.
Let us help execute your 2019 events