Session Preview: Promotions – What’s the Next Great Idea?

Promotions – What’s the Next Great Idea?

Patricia Lock, Tall Ships America® Special Projects
Patti MacJennett, Senior VP Business Affairs, L.A. Tourism & Convention Board
Lea Parrell, Harmony Marketing
Adam Burke, Autonomy

Are you looking for a Wow Idea! for your  next event or festival?  This session brings together a panel of Big Idea people to help you find it.  The world of marketing and promotions is changing.  Special events need to find ways to engage the sponsor and the consumer so that each feels your festival is a good investment of their time and money.  Gratifying visitor experiences will make your events memorable, and help you carry them from year to year.  The panel offers promotions from three perspectives:  the marketing agency, the tourism agency and the big event production agency.  Be prepared to ask questions.


LA Tourism

Harmony Marketing


Patricia Lock

Patricia Lock
Patricia Lock

Patti has worked the marketing and consumer side of special events for over 30 years, and has focused on tall ships and maritime festivals for the last 15. She has worked extensively with many tall ship organizations, port cities and maritime stakeholders around the United States, promoting the visitor experience to achieve a successful end result.  A former sports agent and concert producer, Patti has extensive festival and series production experience, having worked many of the TALL SHIPS CHALLENGE® events since 1998 in various capacities, including directing the Parades of Sail. She has been TALL SHIPS CHALLENGE® Director for Tall Ships America since 2009. A US Coast Guard Auxiliarist from 36-06 Wilmette Harbor for five years, Patti is an advocate for youth on board sail training and fresh water conservation and preservation.

Patti MacJennett

Patti MacJennet
Patti MacJennet

Patti MacJennett is senior vice president, business affairs, for the Los Angeles Tourism and Convention Board.  In her role, MacJennett develops and implements the organization’s community engagement strategy with local, state and federal organizations and serves as liaison with key policy makers.

MacJennett began her career in hotel sales and trade show management before joining the San Francisco Convention & Visitors Bureau as head of their tourism division. She later became a managing partner of an international tour wholesale firm specializing in inbound travel for California and western states. MacJennett worked in London for the United States Department of Commerce Travel and Tourism Administration prior to joining Los Angeles Tourism and Convention Board.

MacJennett serves as a volunteer leadership capacity with Visit California and U.S. Travel and has previously served on the boards of the Pacific Asia Travel Association (PATAO) and U.S. Travel Association. MacJennett also sits on the boards for both the Hollywood and San Pedro Chambers of Commerce. A native of California, MacJennett is a graduate of the Stanford Executive Program and has a Bachelor of Arts degree from Arizona State University.

Lea Parrell

Lea Parrell
Lea Parrell

Lea Parrell is the President of Harmony Marketing, a company she founded in 2006. Prior to Harmony, Lea spent 16 years with Special Olympics Canada, including 6 years as their Vice President of Marketing & Development.

Known throughout the industry as an “opportunity broker,” Lea Parrell brings over 25 years of diverse experience in every area of marketing. Over those years, Lea has been responsible for creating some of the most successful and unique marketing & sponsorship strategies, media and corporate partnerships, events & festivals, television broadcasts and cause-related marketing projects in both Canada and abroad.

Lea is co-founder of Water’s Edge Festivals & Events, a Not-For-Profit organization created in 2011 with a mandate to being the driving force behind the Redpath Waterfront Festival Toronto. Lea is the co-producer of the RWF (along with colleague Krista Slack from Krista Slack + Aylett) and was Executive Producer of the TALL SHIPS 1812 Tour, a Pan Provincial event that visited 15 ports during the summer of 2013 to commemorate the Bicentennial of the War of 1812.

Lea began her marketing career in the television world, producing numerous entertainment and drama shows, many of which were sold in worldwide syndication.
Lea is the Co-producer of Toronto’s annual Redpath Waterfront Festival and was the Executive Producer of the TALL SHIPS® 1812 Tour. Lea has secured numerous sponsorships for the Redpath Waterfront Festival including negotiating Redpath Sugar’s 5 to 10 year title sponsorship. Lea and her team are delighted

Adam Burke

Adam Burke
Adam Burke

Adam started working in entertainment in North American in 1996 when he moved from Australia to work at the Iverson, Yoakum, Papiano & Hatch law firm in Los Angeles. There he started as counsel for Nederlander Concerts in Los Angeles, working closely with the operations and programming teams at some of the premier live venues in Southern California, including the Greek Theatre in Griffith Park, the Santa Barbara Bowl, the Anaheim Pond, the Grove of Anaheim and the Pantages Theatre in Hollywood. His work included advising on transactional and business development matters for operations, venue programming and overseeing the completion of sponsorship agreements for venues and concerts.

During his time as a lawyer, Adam also represented Ric Birch and his company Spectak Productions, which has been involved in creating most of the Olympic ceremonies in modern times. He has advised several other producers and filmmakers.

In 2005 Adam left the practice of law and, in 2006, founded Autonomy with Phil Green. At Autonomy, Adam has helped forge deals with a range of major media companies, from Discovery Communications, to Universal Music, to NBC Universal (Telemundo), to Abrams Books.

In 2009 and 2010 Adam’s was a principal and officer of the production company that produced Mexico’s bicentennial of independence. In addition to a general leadership role on the live production, he also oversaw business affairs, television and media, and government and external relations. This required him to work with all broadcasters that carried the events (including Televisa, Azteca, Canal 11 and 22 in Mexico, and Univision and Telemundo in the USA), the Mexican Federal Government and government of the Federal District, as well as press and electronic news outlets.

In 2012, Adam was the Executive Producer of a major UEFA Champions League stadium half time show for Heineken, and in 2013 he was co-creator of a full year program to celebrate San Diego’s 2015 celebration of the centennial of the 1915 Panama California Exposition in BalboaPark.


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