Before you pour your activation budget into refurbishing an Airstream camper, do your research. What kind of engagement is right for your brand and your audience? And even before that – what kind of festival is right for your brand?

Nightclub & Bar is a trade show where beer and spirits brands put their best and newest cups forward (see what I did there?) to capture the attention of drinking establishments across the country. Of course, the show makes its home in Las Vegas, the world’s epicenter of nightlife fun (for most people). We recapped some trends of which to take note in this post.

For those of us at Switch, 2016 is the year of honoring our roots, the year to celebrate the once-and-future icon of experiential and experience, the year of … the Spinwheel.

How do you create a lasting experience in a town that is built on one-upping the competition?