evm_october-2024 - 49

SPONSORED CONTENT
industry forecasters
FEATURED LEADER
DEBBIE PARROTT
PRESIDENT & CEO AND OWNER
HIGHMARK TECHSYSTEMS
DPARROTT@HIGHMARKTECH.COM
HIGHMARKTECH.COM
WE'VE SEEN A WAVE OF UPGRADED EXPERIENCES.
WHAT / WHO DO YOU THINK IS DRIVING THAT?
We give a big nod to our event agency clients who design incredible
event experiences, as they're the ones who are upping the ante for end
brands by creating events that are more remarkable and sophisticated
than ever before. They're taking events to the next level conceptually
to ensure their brand clients stand out, and Highmark helps them
do so literally and physically with striking event structures that
can be swiftly deployed for a wide range of applications and highly
customized for specific activations and experiences.
HOW ARE YOU HELPING CLIENTS UPGRADE THEIR
EXPERIENCES?
In lock step with our agency clients, our goal is to provide structures
that are not only impressive visually and functionally but also
logistically - quick to erect, dismantle, transport and repurpose.
Beyond kick-ass structure, we want to provide a kick-ass experience
as we support our agency partners in their execution of upgraded
events for their brand clients. So, we make it our mission to
approach each project with that upgrade mentality such that the
experience they have in working with us is as smooth, supportive,
effective and efficient as possible. If our products were sewing
kits,for example, we'd pre thread the needle so our clients wouldn't
have to.Taking that extra step in our product design and project
execution is our way of delivering an upgraded experience.
HOW ARE BRANDS UPGRADING THE LOOK AND FEEL
AT THEIR EVENTS?
Long standing iconic brands and newer trendy brands alike are
seeking event experiences with more branding opportunities, a
higher degree of aesthetic and more versatile platforms for creating
connection moments with their audiences. These market desires
steered our product development especially in the case of our
outdoor line. By being able to provide the gamut in terms of outdoor
event structures - from massive multi-level temporary buildings to
intimate open-air cabanas to mobile pop-up exhibits to slick little
eventmarketer.com
kiosks - our product range gives brands numerous high quality
options for executing a wide variety of scenic looks and experiences.
THE " GLAM FACTOR " CAN BE IMPORTANT IN AN
UPGRADED EXPERIENCE. HOW DO YOU APPROACH
GLAM WITH PRODUCTS THAT ARE STRUCTURAL IN
NATURE?
While structures built out of proprietary aluminum extrusions
may not sound particularly glamorous, our modular structures
actually have quite the glam factor. For example, take our two-story
EventMax outdoor deck, add wood floors, airconditioned suites,
granite countertops, chandeliers and, voila, you have yourself a
high-end VIP glam pad. Want a more laid-back environment with
a beach vibe, roll our mobile exhibit literally onto the beach, open
it up, and pull out the tiki bar. The glam factor is possible with our
structures because they are design-neutral and, therefore, extremely
customizable. This gives event creatives free range depending on the
desired experience, look and feel.
OFTEN " FLEXIBILITY FACTOR " CAN BE AS
IMPORTANT AS THE " GLAM FACTOR " WHEN
DESIGNING AN UPGRADED EXPERIENCE. WOULD
YOU AGREE?
Yes, which is why, by design, our products address both. Creatives
love the aesthetic look to begin with and then the extensive
possibility for customizing excites them. Operations teams like
the range of the offering, the modularity of the structures and the
efficiency of deployment. This was exactly what we had hoped
when we launched our outdoor line at EMS 2017. Having the glam
factor and the flexibilty factor built into the DNA of our products
has helped make that happen. Happily, with seven years of outdoor
structures and twenty-five years of indoor structures under our
belt, along with numerous successful projects in the field, we are
both humbled and proud to be part of so many cool upgraded
experiences and some of the best events this industry has created.
FALL 2024 EVENT MARKETER 49
https://highmarktech.com/ https://highmarktech.com/ http://www.eventmarketer.com
evm_october-2024

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