Shannon Thaler

New York

Journalist at Freelance

now: business reporter @nypost | then: DailyMail US, BizBash

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Articles

Inside Monkey 47’s Mysterious Event Tour

1 week ago | bizbash.com | Shannon Thaler

Throughout the month of March, Monkey 47 embarked on a three-city experiential tour across the U.S., inviting spirits industry trade professionals into the German Black Forest—”The Schwarzwald”—which is home to 47 botanicals the gin is made with.
Inside Benefit Cosmetics' Basketball-Themed Mascara Launch

3 weeks ago | bizbash.com | Shannon Thaler

LONDON—Benefit Cosmetics scored big with a five-day, basketball-themed pop-up showcasing its new BADgal Bounce Mascara. Dubbed Club Bounce, the sporting arena was more of a pink playground where every touchpoint referenced the mascara’s promise for a “full, fluffy, and lifted” effect.
Inside New York Botanical Garden’s 2025 Orchid Dinner

3 weeks ago | bizbash.com | Shannon Thaler

NEW YORK—The New York Botanical Garden (NYBG) hosted its annual Orchid Dinner at The Plaza Hotel on Feb. 27 to commemorate NYBG’s Orchid Show that takes over the 250-acre National Historic Landmark each year. The show’s 2025 theme, “Mexican Modernism,” was ever-present at The Plaza—the Orchid Dinner's host for the past nine years—as 39 floral and interior design teams crafted 39 centerpieces that could only be described as vibrantly over the top.
How to Maximize Ad Campaigns with Events

1 month ago | vendelux.com | Shannon Thaler

What if the secret to driving home the message in a series of advertisements could be achieved, not with another newsletter or LinkedIn post, but with an event? After all, “events provide a tangible touchpoint that ad campaigns alone cannot,” per Liz Yoseolowitz, the global chief marketing officer of independent media agency Brainlabs.
On Air Fest Turned Up the Volume on Attendance, Content, and Star Power

1 month ago | bizbash.com | Shannon Thaler

BROOKYLN, N.Y.—The 2025 iteration of On Air Fest marked the year of “more” for the podcast festival. For starters, its three-day run Feb. 19-21 brought nearly 2,000 people to Brooklyn, marking an approximately 40% increase from last year’s attendance figures, according to Scott Newman, the founder and director of both On Air Fest and work x work, the creative agency behind the fest’s production.
Inside X Games Aspen 2025

2 months ago | bizbash.com | Shannon Thaler

ASPEN, COLO.â€”Aspenâ€™s icy Buttermilk Mountain was covered in event inspo as brands sponsoring the 2025 X Games decked out the grounds in steal-worthy activations and fan experiences. But before looking beyond the SuperPipe, letâ€™s review the basics: Japanese snowboarder Hiroto Ogiwara and Italian skier Miro Tabanelli both made history in their respective sports after successfully landing 2340sâ€”a staggering six and a half rotations.
Vendelux News

2 months ago | vendelux.com | Adam Manno |Shannon Thaler |Elizabeth Horkley |Meghan Lynch-Nordmarken

Get coverage of the global event marketing industry. Written by journalists and analysts from Vendelux’s editorial team.
Inside Olivia Rodrigo’s NYC Subway Takeover to Celebrate Her Sony LinkBuds Partnership

Jan 6, 2025 | bizbash.com | Shannon Thaler

NEW YORK—There’s no getting déjà vu here (IYKYK), because it’s not every day that a pop star uses a New York City subway station as a venue for their launch party. Olivia Rodrigo, however, partnered with the MTA to celebrate Sony Electronics’ release of its LinkBuds Fit and Open models at a former subway station on NYC’s Lower East Side. The Bowery Street Station transformed into the “O Line”—a nod to Rodrigo’s hit “Obsessed”—on Dec. 3 and 4.
How Scout Motors Used Experiential to Make a Comeback After a 44-Year Hiatus

Nov 18, 2024 | bizbash.com | Shannon Thaler

FRANKLIN, TENN.—Volkswagen Group’s Scout Motors has spent the better part of four and a half decades idling, after ceasing operations back in 1980. But the brand has since made a 180, functioning as an entirely American operation—based mostly out of Detroit—and has already made waves with its bet on electric vehicles. Then, it broke ground on a $2 billion EV plant in South Carolina and declared that it would bypass Volkswagen dealers and sell its vehicles direct to consumers.
Sports Illustrated at Austin's Formula 1 Race Weekend 2024

Nov 4, 2024 | bizbash.com | Shannon Thaler

AUSTIN, TEXAS—Sports Illustrated hosted on- and off-track experiences at Big Race Weekend in Austin, Texas, Oct. 18-22. Pulling it off was a case study in logistical challenges, made easier by having two separate teams of event professionals, according to Matt Goldstein, executive vice president of entertainment and special projects at Authentic Brands Group.