Many examples can be found on our Facebook page.

Here are a few applications of the concept:

Beringer Vineyards' Cross-Country Tour Showcases the Napa Valley State

 of Mind
Napa | CA

Launching in New York City's Union Square on Saturday, October 7, 2006 in a new Airstream Safari Special Edition trailer, Beringer's "How to Get to Napa Valley" six-week road trip aims to close the gap between wine country leisure and city chaos in New York, Chicago, Austin, Los Angeles and the San Francisco Bay Area. The iconic 25-foot Airstream, complete with a Napa makeover courtesy of the stylists at domino Magazine, serves as home base for the outdoor, interactive "urban picnic" parties complete with savory snacks and al fresco wine tastings, just as harvest is unfolding in Napa Valley.

Photo: The Situation: Beringer's goal was to showcase the role of great wines in being able to bring the Napa Valley lifestyle anywhere.The Solution: Urban Picnics took Beringer, and Napa, nationwide. Consumers enjoyed a taste of wine country with demonstrations and food pairing suggestions from Beringer's executive chef. Wine-tasting completed the experience.The Results:24,000 program impressions.1,248 wine samples.503 leads generated. Experiential Marketing can change tastes and perceptions. Do it right, and it can even change a bit of geography.

"Enjoying the wine country way of life is easier than most people think," said David Frakes, Executive Chef at Beringer Vineyards. "I'm looking forward to sharing some of my kitchen secrets on how to create a simple but memorable wine country inspired experience. A few favorite ingredients, a delicious recipe and a great bottle of Napa Valley wine can go a long way."

The café is arranged with low tables and comfortable seating on couches and on a variety of moveable chairs, allowing diners to create their own conversational settings in which to enjoy the fine art and fine food experience. The café provides wireless access to the internet and also features two computer kiosks to view the entire online gallery inventory along with a large flat panel TV that highlights featured artists and a description of their art, in an intimate and user-friendly setting.

Beringer will host a series of "Napa Valley in 30 Minutes or Less" mini-events at each picnic. Several times each day, Chef Frakes will create easily-replicated, quick dishes to convey that a paper plate, a glass of chardonnay and farm fresh ingredients are all you need to create that leisurely wine country experience. Picnic guests will also have the opportunity to learn about wine with a fun, interactive sensory experience.

The style experts at outdoor living retailer Smith & Hawken will create an outdoor sanctuary around the Airstream using lush greenery, fall flowers and beautiful teak furniture for picnickers to relax and enjoy their wine with good music and food. Airstream's classic-meets-wine-country Safari trailer completes the underlying theme of the urban picnic, that reinforces Airstream's mantra that utopia is where you park it.

"Urban picnics don't have to be fancy," said Jennifer Sypeck, Director of Product Trend at Smith & Hawken. "In fact, you don't even have to leave your home. Just mix things up by creating a special 'outdoor room' where you live, no matter how small the space. This could mean placing a folding dining set and some lanterns in your 10x10 foot 'yard' or arranging colorful throw pillows and plates on your twelfth floor balcony."

Beringer will donate $5 to Meals on Wheels of San Francisco, a non-profit organization providing home-delivered meals to seniors in need, for qualifying Napa Valley label wine purchase made in October and November. To help support Meals on Wheels, please call 866-708-9463 to place your order and mention the "How to Get to Napa Valley" campaign.

-- New York: Union Square Autumn Festival; Saturday, Oct. 7

-- Chicago: Urban Picnic in Lincoln Park; Saturday, Oct. 14

-- Austin: Austin Film Festival; Saturday-Sunday, Oct. 21-22

-- Los Angeles: West LA Farmer's Market; Sunday, Nov. 5

-- Napa Valley: Beringer Vineyards; Winter 2006-07

Additional markets will be announced this spring, but those urban picnickers unable to partake in the events will have the chance to win a Napa-inspired dinner party through a national sweepstakes listed in the October issue of domino Magazine, found at www.dominotogo.com.. For more information about the tour events, visit www.howtogettonapavalley.com.

No winery more thoroughly embodies the timeless appeal and seductive flavor of Napa Valley than Beringer Vineyards -- Napa's benchmark producer since its establishment in 1876. Now in its third century of crafting classic wines from Napa's finest appellations and vineyards, Beringer is guided by the inspired partnership of celebrated Winemaster Ed Sbragia and Winemaker Laurie Hook. Together, they fashion Napa Valley wines that speak eloquently of Beringer's rich heritage while offering cutting-edge quality and contemporary elegance. Beringer Vineyards. How to Get to Napa Valley. www.beringer.com

Vintner takes to the road to boost sales

Napa Valley Register

March 19/10

With selling little-known brands challenging local vintners, some are adopting new methods in marketing like social media, but David Arthur Long took another approach: He bought a tour bus and set out to visit his customers.


Long, who owns 3,000-case David Arthur Vineyard on Pritchard Hill, says the effort created a huge increase in sales. “It really made the phones ring,” says his daughter Laura, who works at the company. “We could follow his path across the country by the calls and e-mails for orders and information.”...


David Long decorated his bus — really a large recreational vehicle with an expanding side — with prominent graphics; the back even outlines the tour.


He started in Montgomery, Ala. in January, intending to cover the South while the weather was mild but that backfired as the region faced record cold and snow. But he never even slept in the bus during the two months on the road, instead choosing more comfortable hotels and motels. 


The RV shower and sleeping area were filled with wine, T-shirts and other giveaways anyway.


In each city he visited, Long would pull up to the local distributor’s warehouse, and invite everyone from the janitor to CEO to visit and taste his wine. 


He could fit about 20 in the bus at once, and also had a video about the winery and winemaking on view. “It was like a visit to the winery,” he says.


Following that, he would park in a central location, where his staff (including his other daughter, Gretchen) and distributors had invited customers from stores and restaurants to visit. . .


Long found that people really noticed and remembered the wine after a visit. “You usually ride along with a distributor salesman, and the customer forgets you as soon as the next vintner arrives,” he says...


Along the way, he used Facebook to keep in touch with fans and trade customers, even mounting a cheap camera in the bus to record sights and visitors. “It was great to see how my dad got Facebook,” says proud daughter Laura.


Long found the trip worthwhile. “It was successful beyond my wildest dreams,” he says. And in addition to the sales already racked up, he knows that it paid off in higher visibility and good will. 


“The same old ideas don’t work in today’s economy,” he notes. “Sitting at a computer and calling customers doesn’t make it anyway. You’ve got to get out and meet people”


Apparently, other vintners agree. Long says he knows of two local wineries that have bought similar buses

 for their own tours.


And then there are these traveling Pop Ups....

The Malene Wines Airstream tasting trailer is located at 7767 Orcutt Road in San Luis Obispo. It will be open for wine tasting Friday through Sunday, from 10 a.m. to 5 p.m.
The Malene Wines Airstream tasting trailer is located at 7767 Orcutt Road in San Luis Obispo. It will be open for wine tasting Friday through Sunday, from 10 a.m. to 5 p.m.

Image result for www.les camions trinqueurs
 Image result for www.les camions trinqueurs
Mobile Wine Bar
Related image

 animation oenoogie wine bar paris

Beer, too, has its traveling brew pub; now if the ABC would agree with this application.
Brewtruc: San Francisco's First Bar on Wheels Updated   Brewtruc: San Francisco's First Bar on Wheels Updated

Brewtruc Beer Week Shuttle

Multiple Dates

Ticket Information

First Loop: 8:00pm - 9:30pm   more info 5 min before event $25.00 $2.37 N/A
Second Loop: 9:30pm - 11:00pm   more info 5 min before event $25.00 $2.37 N/A

Who's Going

Share it to get some people on board! 

Event Details

SF Beer Week Shuttle

$25 gets you one loop (approx. 90 minutes) and three 10.oz craft beers en route. 
(If you want to do both loops, even better.)


Beer week can be a confusing, pickled blur of events without proper planning. Transportation is particularly important: who can drink thirty kinds of double IPA and still find their way to the next cool event?

This year, there's no need to stumble from one hop-spot to the next, empty handed, buzz fading, nearly getting hit by cabs as they blow you off.

We're gonna cart you around the city and give you a chance to mix it up without sweating MUNI, yellow vehicles, black-and-white vehicles, etc.

You've got the freedom to hop on/off at any point. Enjoy up to an hour and a half loop, accompanied by fellow beerophiles and our carefully curated tap list. 

Jump on the brewtruc, grab yourself a beer and park yer semi-drunk a-- in a leather seat. Off you go to the next event. En route, we'll tell you what's up, who's sold out, and where the real buzz is.



What you get:

  • One 90 minute ride with hop on/off privileges
  • three 10.oz craft beers en route

The Four Vines Get Naked [Chardonnay] Tour Bus - traveling from from NASCAR to the Aspen Food & Wine Festival to the USC vs. Notre Dame football game



The use of underwriting/sponsors:

Excitement. Innovation. Style. Controversy.

Join the American Red Cross for RED – a temporary gallery coming to downtown Jackson, MI opening March 25, 2010 through March 30th

Be one of the elite few to attend VIP Night, or walk through our doors before we disappearTickets on sale NOW!

RED – sponsored by the Hurst Foundation, benefiting the American Red Cross

Hurst Foundation

RED Sponsor
Pro DJs
Salon Breathe and Spa

Magenta Sponsors
American Title Company of Jackson
Mark Riggle Team, RE/MAX Irish Hills
Debbie Crownover, RE/MAX Mid-Michigan
Allegiance Health
Orthopaedic Rehab Specialists, P.C.
John Ganton’s Countryside – A Planned Adult Community
Linda Furgason, Winzeler Dry Cleaners
K-105.3, NewsTalk 970, ESPN 1450

Scarlet Sponsor

Brown’s Advanced Care and Medical Supplies
Copper Orchid Design
Advantage Medical

Pink Sponsors

The Medical Marijuana Clinic
Huff Auto Group
Joe & Jackie Scott, Englewood Electric
Joel & Nancy Harris
Grant & Tera Wiig
A Frame Above
Navarre & Navarre Lawyers, PLC
Elizabeth Navarre, The Craft Agency, Inc.
Smarch Chiropractic
Beth & Jim Philo
Laura Mobley, Employment Plus
ART 634
Jackson Coffee Company
Greater Jackson Chamber of Commerce
Anderson Printing & Mailing




PerkStreet Lounge Schedule:

The PerkStreet Lounge is open to the public, and offers free coffee & wifi from noon-8pm, Thursdays-Sundays from Nov. 5th-22nd, 2009. On nine evenings, the Lounge will close to make way for special evening events - free to the public.

Lounge open daily from Noon - 8pm, even on event days.

All events suggest RSVP for entry. Click the links below to RSVP for each individual event. 

Thursday, Nov 5th, 7pm - 
Putting the Fun back in Money with Collective-E
Friday, Nov 6th, 7pm - 
PerkStreet Lounge Grand Opening event & art opening
Saturday, Nov 7th, 7pm - 
Acoustic Music with Brooklyn By Hand
Sunday, Nov 8th - LOUNGE ONLY - free coffee & wifi all day!

Thursday, Nov 12th, 6pm -  Digital Finance event 
Friday, Nov 13th, 6pm - PSFK presents Good Ideas Salon 
Saturday, Nov 14th, 12pm - 
BurdaStyle & STC Craft : DIY Designs
Sunday, Nov 15th, 5pm -
 The Mapping Project with BODEGA

Thursday, Nov 19th, 7pm - 
Coffee, Chocolate & Wine with Brooklyn Based
Friday, Nov 20th - LOUNGE ONLY  - free coffee & wifi all day!
Saturday, Nov 21st - LOUNGE ONLY  - free coffee & wifi all day!
Sunday, Nov 22nd - 
Thrifty Thanksgiving with Shoestring

[Now closed]


Openhouse Gallery / NYC

"Openhouse is a vanguard multipurpose exhibition and installation space that convertibly functions as a pop-up retail storefront, an experiential marketing location, and an events venue. Openhouse is the first of its kind in New York to embrace the pop-up phenomenon."


Kuoni plans more pop-ups for 2011

By Sean Lightbown

Kuoni alreeady has 12 stores in the UK, including a pop-up

A luxury travel company’s pop-up store has been so successful that it plans to do it again next year.

The high number of bookings taken at Kuoni’s pop-up store in Westfield shopping centre, Shepherd’s Bush, caught the company by surprise. It is now looking at other venues for its mobile pod for 2011.

“We are looking at a number of high footfall locations with a view to reopening the pop-up store again early next year.”

“We set out to raise Kuoni brand awareness and to drive brochure pick up, which we believed would deliver bookings to us,” said Derek Jones, Kuoni’s distribution and operations director.“We have been amazed by the number of customers that have decided to book with us at Westfield.”

He added: “We are looking at a number of high footfall locations with a view to reopening the pop-up store again early next year.”

Kuoni has 12 stores in the UK, including the pop-up. The pod will run at Westfield shopping centre until November.

Investing in a pop-up society
The Ping! London initiative scattered 100 ping pong tables across London this summer

Public and charitable bodies are starting to realise the potential of short-term space projects to develop community cohesion and regenerate areas. Sean Lightbownexplores 

Across the country, art shows, cafés and teaching rooms are appearing where there were once empty sites. But unlike other short-term ventures, these pop-ups have social, not financial motivation.

Take CompARTment in Brighton. It is a non-profit collective of artists, photographers and others involved in crafts, and aims to transform empty spaces in the local area into places of interest.

A similar project, NOISELAB, started in Manchester last year. It aims to provide a place for young creatives to network, and showcase and sell their artistic wares. The space also hosts exhibitions and holds workshops on topics ranging from fashion design to MC-ing.
“Pop-ups allows business regeneration. But for us, there must be some kind of social benefit.” 
Public authorities have also backed Ping! London, a project designed to get a million more people playing table tennis before the 2012 Olympics. To do this, 100 ping-pong tables have been placed across London this summer, as well as a pop-up café called the Ping Pong Parlour. The project will extend to other cities in the UK, coming back to London in time for the Games.

The emergence of these projects, supported by public and charities, suggests that there is a market for developing community spaces with mainly cultural intentions. But why pop-up?

Looking through the coalition government’s agenda offers clues. “It’s all very Big Society,” said Eddie Bridgeman, director of Meanwhile Space, a community interest company that organises constructive uses for temporarily redundant spaces. 
“It’s good to fill empty spaces and get small businesses on their feet.” 
“Pop-ups offer people the chance to try something different, raise their profile and try their own thing. It also allows business regeneration. But for us, there must be some kind of social benefit.”

This is also the case for Manchester City Council, which saw backing NOISELAB as a way to educate people and rejuvenate the city centre. “We support it in order for people to gain experience in the creative industries,” said spokeswoman Clare Donnelly. “It’s good to fill empty spaces and get small businesses on their feet.”

The local area can ride on the wave of a successful pop-up, as the CompARTment project demonstrates.

“Our space is next to the market, so the traders there are happy because having a colourful facility adjacent means that more people will browse the stalls. Derelict spaces are quite off-putting,” said Nic Blair, co-founder of the project. “People are more likely to come back too, and we try to promote other stores in the area through our work.” 
“The result [of using a social space] is that people are discovering the fun of table tennis and want to play more.” 
Creating a social atmosphere for pop-ups also helps. This is something that Ping! London has done, by running tournaments and quiz nights alongside table tennis at the Ping Pong Parlour.

“Public engagement and active involvement of everyone was the main aim of Ping”, said Hannah Schmidt, spokeswoman for Ping! London. “The result [of using a social space] is that people are discovering the fun of table tennis and want to play more.”

The short life span of a pop-up encourages people to spare time for it. “The temporary nature of our project means people are more willing to help out,” says Blair. “Artists, photographers and the like can come down, do their bit and then leave. A permanent space is less transient.” 
"It’s not about getting people in, but getting them to think differently" 
Temporariness can also add novelty. For Bridgeman, this taps into a person’s ingrained natural curiosity towards new things, and can be vital for pop-ups to attract attention. Meanwhile Space’s current job, The Seaside Project, epitomises this, aiming to promote the British seaside to a creative, urban audience.

“It’s not about getting people in, but getting them to think differently about the seaside. To that extent it has been a great success.”