Launch Gear Patrol’s inaugural brand event, ‘STOCKED’ – an unmissable experience that celebrated their brand as an online curator and marketplace for all of “Life’s Pursuits”.
The main objectives of the 2-day event was to increase Gear Patrol’s brand recognition, generate rich content marketing year round, and build a path toward long term profitability to monetize the event and get more out of the brand equity already built.
To appeal to their audiences, FIRST designed the event by combining event styles: lifestyle expo, niche thought leadership conference, and a pop-up shop – all in one. The goal was to increase brand recognition, generate rich content, and get more out of the brand equity already built.
FIRST strategically sourced the venue The Classic Car Club in Manhattan to host the event with the intent to highlight the venue’s features including the large glass windows, raw industrial feel, and take advantage of the indoor/outdoor settings on the pier.
The event featured key products and deliver opportunities for learning for both product marketers and product enthusiasts – their core audiences.
Taking over the Classic Car Club, the event featured everything from motorcycles to luxury vacuums while getting guests active and learning, all with a style and tone that felt uniquely Gear Patrol. The stage was strategically designed to look and feel like an extension of the venue, raw elements and stylish decor. The open floor plan design allowed for a free flow and versatile modes – between localized product demos at booths or keynotes from a central stage. The energy shifted between discovery and exploration, to inward shared moments with speakers from the stage.
Presentations took a deep dive with Gear Patrol editors on the best products of the year and concluded with storytelling from adventure photographer Chris Burkard and the Creative Director of The North Face. A crowd highlight featured two bike riders making their way around the crowd and then on stage for a head-to-head review. The product showcase the next day featured 18 brands including Hill City, Dyson, Sieko, Brooklyn Brewery and more.
We took advantage of the outdoor space by incorporating cocktails and a whiskey tasting with sponsor Knob Creek along with light bites and music, and a Hill City sponsored stretching class overlooking the water.
Attendee and client quotes praised the event’s success:
