Hallmark partners with the Location-Based Entertainment project management consulting firm for inaugural Christmas experience
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July 31, 2024 (RENO, Nev.) — Bay Laurel Advisors (BLA), a leading expert in location-based licensing and guest experience development, is providing producing expertise and support for the inaugural Hallmark Christmas Experience in Kansas City, Missouri, every weekend beginning November 29 through December 23, 2024. The Hallmark Christmas Experience will take place at Crown Center, Hallmark’s shopping, leisure and attraction destination adjacent to their corporate headquarters. Regular celebrations and activities will include nightly Christmas tree lightings, gift wrapping stations, photo ops, festive refreshments, and special ticketed events featuring your favorite Hallmark Channel Stars.
The experience sets a new precedent for out-of-home entertainment, creating a seasonal event directly tied to Hallmark’s popular movies and products, while solidifying Hallmark’s commitment to both the local community and its global audience. “Hallmark represents everything that the Christmas season conveys,” says BLA Founder George Wade. “This is a first-of-its-kind event that weaves all aspects of the company into a singular holiday event for all ages. Hallmark’s leadership team sees the Hallmark Christmas Experience as an opportunity to bring people together while connecting with consumers in exciting and innovative ways.”
While BLA has helped develop many high-profile branded experiences around the world since 2009, their relationship with Hallmark began in 2011 with Hallmark subsidiary Crayola. BLA’s work on multiple Crayola Experience facilities continues to this day, with the newest one opening soon in Pigeon Forge, Tennessee.
Hallmark first approached Bay Laurel Advisors to help develop the innovative concept for Hallmark Christmas Experience alongside their own creative team. BLA then moved into the role of executive producer, developing the project timeline and budget, and onboarding key partners, including concept design agency B Morrow Productions as well as event producer/operator Superfly and Kansas City-based experience design/build firm Dimensional Innovations.
“We are delighted to collaborate with Bay Laurel Advisors on the development of our Hallmark Christmas Experience, joining together our creative innovation and their years of leadership in location-based entertainment,” says Lindsey Roy, Hallmark’s SVP, Brand Development. “This one-of-a-kind event will immerse guests in the joyful experience of a Hallmark Christmas.”
Chaz McEwan, BLA Executive Producer of the Hallmark Christmas Experience, sees the event helping the brand move in different directions. “Hallmark is an impressive creative organization, and this inaugural experience leverages Hallmark’s talented team in new ways,” explains McEwan. “Celebrating the holidays at Hallmark’s Kansas City home with their valuable movie IP and star talent is a smart strategy sure to drive engagement and help build the passionate and loyal Hallmark fanbase.”
More information, contact info@baylaureladvisors.com.
About Bay Laurel Advisors
Founded in 2009, Bay Laurel Advisors works with entertainment brand clients and Location Based Entertainment operators to develop and execute unique guest experience projects throughout the world. The company has participated in over 40 projects over the past 15 years. Bay Laurel client list includes Cartoon Network, Crayola Inc, Hershey Inc., Hasbro, Angry Birds and Peanuts Worldwide in both representation and project management of Location Based Entertainment Experiences. Among some of the many high profile projects Bay Laurel has helped to secure and deliver include The Crayola Experience destinations, the Angry Birds integration into TopGolf, Snoopy Garden in Jeju and the Cartoon Network Hotel.
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