Author: NY Weekly Staff

People crave experiences, both tangible and spectated. Memories are best made when we are involved in the action, or a part of the landscape, and HLC Events is pioneering a new era of “experiential marketing” that seeks to elevate the impressions we build off our engagements. 

Founded in 2018, Gavin and Jennifer Ambrose began the early iterations of HLC Events as purveyors and makers of high-quality leather goods, staking a reputation in the Rocky Mountain states as true professionals of the craft through Hellhound Leather Co. With the advent of their experiential marketing branch, they introduced an expansive list of services ranging from monogrammed leather items and gold-embossed trinkets to personally-etched glassware and keepsakes, all lovingly crafted out of their Utah homestead. Each item echoes from a golden age of artisanal craftsmanship, where masters of trade would oversee an entire creation from conception to final execution, ensuring their pieces reflect their integrity, second to none. 

In 2021, the Ambroses pivoted their attention towards maximizing their offerings by entering a frontier of marketing strategy that has just barely been tapped, if at all, in the age of digital coexistence. Experiential marketing hasn’t quite reached buzzword status, but it’s a technique that many professionals are seeking out to enhance their affairs, be it brand activation, promotional events, weddings, business exposure, or heightened party favors. The unique aspect of experiential marketing is that it puts the observer in the driver’s seat, allowing spectators to not only walk away with something of value, but to chalk up the memento from the drawing board and beyond. HLC Events departed a traditional market of maker’s goods and established themselves as leaders in hands-on memory creation, lending a sharpened edge to their existing arsenal of trade-made treats and providing their clients with an experience they’ll never forget. And even if they did forget, the physical keepsake is warm to the touch. 

Although they are based in northern Utah, just outside of Salt Lake City, HLC Events is committed to supplying any and all who are interested in elevating their affairs and are willing to travel wherever necessary. Presently, they offer five independent craft services that are fully portable and easy to set up for any occasion or space, and their team of seasoned creatives are at the ready to plan, present, and execute your ideas through a detailed outlining stage, working to make these ideas a reality for you and your guests. Some of the services don’t even require electricity, like wet leather monogramming, which would be perfect for outdoor retreats, seasonal excursions, or remote gatherings. Classically monogrammed leather permeates a sense of regality and refinement that leaves a hearty impression, and HLC Events come in clutch with a manual leather press that strikes a room with that timeless feel of handcrafted art, of which your clients or guests get to take home with them in a variety of shapes or forms. Keychains or luggage tags, for example, are carefully pressed with the desired name or message in a matter of moments, and the gift bearer consults with the craftsman on designing the best possible keepsake, stamped with intoxicating finesse.

These kinds of experiences give people something to hold and something to remember, putting any function that’s etched by HLC Events leagues above your average party. With the hyper-development of social media and the weight that online impressions continue to hold, a simple brand activation affair demands more than a media backdrop…guests want something a step further, something that solicits conversation and gives them bragging rights. HLC Events have tapped into their artisanal market and brought the creations (and the laboratory) to the space, spooling homespun treats onsite and en-view. 

The live artistry of HLC Events is highly customizable and serves as an extension of your brand’s identity, making room for powerful impacts at corporate parties, graduation celebrations, bridal showers, you name it…the expanse of creative community is decided between you and the artists. In addition to leather-pressed keepsakes, HLC Events also houses skilled professionals that deal in gold-embossment, glass engraving and etching, small, group  leather crafting experiences, and, soon enough, henna body art. All of these practices are supported with the best available materials in the nation, sourcing premium equipment that yields a memory ripe with intention and quality. The etching is employed free-hand with Copperplate engravers script, the vegetable-tan leather is sourced from US tanneries, and the gold leaf foil is permanent, premium, and doesn’t rub off or flake over time. It goes without saying that attendees of your next event will walk away with a concrete relic that will last them a lifetime. You can’t recreate memories like that.

The steady climb of experiential marketing is only just taking hold of our ‘best practices’ bundle, leading to a new and exciting chapter of organizing and observing major hallmarks in our professional and personal orbits. HLC Events is at the helm of this vessel, sparking a new approach to impressionable networking that seamlessly blends archaic artistry with fortified impact. Looking ahead, we can expect to see more people yearning for publicity with a purpose, and forces like HLC Events are at the ready with tools of the trade that give a little gusto with their gifting.     

By Nikki Beseeti

Every piece of human creation we see around us results from an idea that found the backup for its development. Great investors are not only those who can see how something will profit but also how it will advance civilization. Connectors are essential elements for every powerful concept to see the light; they have the perspective to see where things match. 

Real estate is one of the main pillars of the economy. Its global market size currently stands at close to 10 trillion USD. However, it’s not evolving as fast as it could, according to investor Zach Witkoff. “Real estate is a business that hasn’t innovated very much over the past fifty or sixty years, whereas you’ve seen innovation in almost every other industry,” says Witkoff. “It’s only a matter of time before that innovation occurs. I think we’re seeing it today, and that’s what we’re trying to capitalize on.” He commented. 

And he knows what he’s talking about: the Witkoff family has been in the construction business for 35. Zach himself has been working on construction sites with his father, Steven Witkoff since he was 15. Since he attended The University of Miami’s Business School—which he graduated top of his class—the young investor has developed an interest in technology and what it can do to disrupt the real estate industry. Inspired by that, he opened Witkoff Capital, the family office he also presides. His goal is to extend the family’s assets towards technology and help innovative ideas find their way into construction. 

The Witkoff Group was founded by Steven Witkoff in the late 90s and has grown to become one of the most notable real estate firms. The company is behind some of the most remarkable hospitality projects, including the West Hollywood Edition, The Times Square Edition, and The Public Hotel in New York City. They are currently working on Miami’s most significant development project. The group’s vision is to build not only structures but also relationships and communities. “We build experiences at Witkoff. We think about the whole picture. We create full ecosystems where people don’t have to leave the property if they don’t want to.” Said the younger Witkoff.

Through Witkoff Capital, Zach wants to help innovative technologies gain traction by integrating them into their portfolio and showing them to associates. The investor knows how to identify disruptive ideas and their place in the market. “You see homes being built with 3D printers, which is fascinating. Now you can construct with robotics. These are all the kinds of things that I’m looking at.” He reveals. Built Technologies, a construction finance platform, is among the businesses that have benefitted from Witkoff’s approach. The family office was instrumental in helping the company raise its second round and go from a USD 300 million valuation to its current USD 1.5 billion. 

Agile investors like Zach Witkoff are giving us a glimpse into the future. The opportunities to evolve the real estate industry are wide open.

Visit witkoff.com or follow Zach on Instagram to learn more.