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Patrón Tequila Margarita of the Year

Live Events

Patrón Tequila Margarita of the Year

Live Events

Driven by passion

Patrón Tequila is a brand of tequila products produced in Mexico from the blue agave plant. The company’s goal is to be the most premium and sophisticated tequila on the market. With the passion and legacy of Patrón Tequila, the company wanted to broaden its horizons with elaborate and elite marketing events.

Patrón Tequila called on ProGlobalEvents’ Creative Director, Jack Connolly, to create a marketing platform in the form of an international margarita competition. This series included competitions in New York and Los Angeles with around 1,000 guests at each event. The guests included tastemakers, influencers, and artists. With creativity and innovation, we created a successful series with outstanding results.

The collection of real time data

Patrón Tequila requested the collection of real time data for the voting process. Realtime voting metrics were captured at two interactive kiosks. A live leaderboard was projected on top of the pyramid, along with an instant GIF of the voter casting their vote. This task created an interactive and entertaining voting experience for the guests.

An unparalleled international margarita competition

Guests received a passport invitation along with a handmade bracelet from Mexico for entry into the event. The passport booklet contained a bartender profile, margarita recipe and city profile for each of the featured margaritas. Guests unable to attend in person were sent curated DIY Patrón Tequila margarita kits to their home. Attendees shared a personal experience with each of the twelve bartenders across the globe competing to create a margarita reflective of their culture using Patrón Tequila. Each bartender station had custom designed graphics with 3D collage artwork reflective of their diverse city cultures. While visiting each of the world-renowned bartender stations, guests received stamps on their passport for each “city” they visited.

To announce the winner of the “Margarita of the Year” award, fabricated digital interactive voting kiosks were built with a live camera. A live leaderboard tracked results on the exterior of the pyramid with real time data updating after each vote was cast. The Patrón Tequila traditional Mexican pyramid was constructed of Patrón Tequila box artwork and projected 15 ft by 8 ft kaleidoscopic animations of bees (the Patrón Tequila logo) and agaves that doubled as seating for attendees.

Patron Video Slide
Patron Video Slide

An unmatched pyramid experience

As guests walked into the pyramid, they were transported to the agave fields of Mexico through a custom VR experience. Guests were able to learn the unique tequila making process. When exiting the VR experience, guests had the freedom to select curated ingredients to create their own unique margarita made by an expert bartender. Margarita Pop Bar stands were displayed for the guests to enjoy with the live music and DJ.

The event was featured in Good Morning America and The Today Show for its innovation, and creativity.

Attendees
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Margaritas Served
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Media Impressions
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Hybrid Events

Renesas Hybrid Event

Hybrid Events

Synack Case Study

Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.

 

Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.

 

In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.

 

Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.

 

He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Matt Rulis

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

Tom Foley

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler

President

Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Jody Tatro

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.