What happens when you bring some of Utah's most creative brands together on one rooftop? A whole lot of great conversations, unique brand activations, and a reminder of why in-person events are still such a valuable part of marketing.
On October 15, 2026, Strike Visuals hosted The Event Event at the Spy Hop Rooftop in downtown Salt Lake City. The afternoon brought together local businesses, marketers, event professionals, and community organizations for an opportunity to see real brand activations in action, connect with the people behind them, and exchange ideas about what makes events successful.
And the best part? This wasn't your typical networking event.
Instead of sitting through presentations about event marketing, attendees had the opportunity to experience it firsthand. From custom-branded tents and inflatable displays to interactive booths and product demonstrations, The Event Event was all about showing what brands can accomplish when they get creative with their event presence.
Here's a look at the brands, experiences, and conversations that made the afternoon so memorable.
Bringing Utah's Event Community Together
At Strike Visuals, we spend a lot of time helping businesses prepare for events. Whether it's a trade show, outdoor festival, sporting event, or community activation, we know how much planning goes into creating a setup that represents a brand well.
But there's something different about seeing those setups out in the real world.
That's what made The Event Event such a fun opportunity. We wanted to bring together businesses from different industries and give everyone a chance to see how other brands approach events.
Throughout the afternoon, attendees could walk around the rooftop, explore different activations, meet the teams behind them, and learn about the strategies that go into creating memorable experiences.
The participating brands represented a wide range of industries, including sports, food and beverage, technology, outdoor recreation, media, and nonprofit organizations.
And while each business had its own approach to events, they all shared something in common: a desire to connect with people in a meaningful way.
A Look at the Brands Behind The Event Event
One of the highlights of The Event Event was seeing how differently each brand approached its event presence.
Real Salt Lake brought its matchday tent, giving attendees a look at the type of branded setup used to represent the team at events and connect with fans.
FiiZ Drinks brought a working dirty soda pop-up, showcasing how a familiar product can become an interactive brand experience. Rather than simply displaying promotional materials, the activation gave attendees an opportunity to experience the brand firsthand.
Ski Utah brought its inflatable Yeti, an eye-catching example of how larger-than-life branded displays can help a business stand out and create something people remember.
Utah Business Magazine showcased a recording booth, highlighting how events can create opportunities for conversations, interviews, and content creation.
Ellis Skis brought its ski demo tent, offering a look at how outdoor brands use events to introduce their products, connect with customers, and build relationships within their industry.
The American Cancer Society was represented through its giant inflatable chair, demonstrating how creative displays can bring visibility to an important cause.
Other participating brands included Commerce Catalyst, 401GO, Mobly, Woodward, Pop Culture Pumpkins, and Special Olympics Utah, along with Spy Hop as the event venue and San Diablo Artisan Churros.
Each activation brought something different to the rooftop, and together they showed just how many ways businesses can use events to share their message.
What We Learned From Ellis Skis: Great Partnerships Make Great Events
One of our favorite parts of The Event Event was getting to talk with the people behind the brands and hear what they've learned from their own event experiences.
We caught up with the founder and engineer behind Ellis Skis, a company focused on pushing the boundaries of ski design and developing what they believe can be the ultimate freeride all-mountain ski.
For Ellis Skis, product demonstrations are an important opportunity to introduce people to the brand and get their skis in front of potential customers.
But when we asked what makes a successful ski demo, the answer wasn't just about the equipment or the location.
It was about partnerships.
The founder explained that one of the most successful parts of their ski demos has been working alongside other brands that share their vision.
By collaborating with complementary businesses, Ellis Skis can reach a larger audience while giving attendees the opportunity to discover multiple brands at the same event.
It's a strategy that benefits everyone involved.
And it's a great reminder that businesses don't always have to approach events on their own.
Whether you're hosting a product demo, attending a trade show, or organizing a community event, finding the right partners can help expand your reach, share resources, and create a better experience for attendees.
The takeaway? Sometimes the best way to grow your event presence is to work with brands that are trying to reach the same audience.
What We Learned From FiiZ Drinks: The Right Event Can Introduce You to a Whole New Audience
We also had the opportunity to speak with the director of marketing at FiiZ Drinks about how the company decides which events are worth attending.
For FiiZ, there are two main things to consider.
The first is whether the event puts the brand in front of people who are already familiar with FiiZ and excited to see them there.
The second is whether the event creates an opportunity to introduce the brand to an entirely new audience.
And that second point is especially important.
The FiiZ team explained that even when an event doesn't perfectly align with their core demographic, it can still be a great opportunity to connect with people who might not have experienced the brand before.
That's something businesses across almost every industry can learn from.
It's easy to focus on events where you already know your target customers will be. And while those events are valuable, there's also a lot of potential in stepping outside your usual audience.
An outdoor festival, community gathering, or industry event might introduce your business to customers who wouldn't have discovered it otherwise.
For FiiZ, bringing a working dirty soda pop-up to an event gives people a chance to experience the product rather than simply hearing about it.
The takeaway? The best events aren't always the ones with the most familiar audience. Sometimes they're the ones that introduce your brand to people you haven't reached yet.
Why Brand Activations Matter
One thing The Event Event made clear is that showing up at an event is only part of the equation.
How you show up matters just as much. Think about walking through a crowded trade show or festival. You're surrounded by businesses competing for your attention, and you only have so much time to explore.
What makes you stop at one booth instead of another? Sometimes it's an eye-catching display. Sometimes it's a product demonstration, a fun activity, or a conversation with someone who genuinely loves what they do. The most effective brand activations give people a reason to engage.
At The Event Event, we saw several different approaches to making that happen.
Large inflatable displays created visual interest. Branded tents helped establish recognizable spaces. Product demonstrations gave attendees something to experience. Recording booths and interactive setups created opportunities for conversations and content. These are all different tools, but they work toward the same goal: creating a connection between a brand and its audience. And that's really what good event marketing comes down to. It's not just about getting people to notice your booth. It's about giving them a reason to remember your business after they've walked away.
The Role of Branded Displays in Creating Memorable Events
Of course, we couldn't host an event about brand activations without talking about the equipment that helps bring those experiences to life.
At Strike Visuals, we believe your event setup should do more than display your logo. It should help people recognize your brand, understand what you offer, and feel invited to engage. Custom pop-up tents, branded backdrops, inflatable displays, flags, table covers, and other event products all play a role in creating that experience. But the right setup looks different for every business. A sports team might need a durable branded tent that can travel to games and community events. A beverage company might need a functional pop-up space that makes serving customers easier. An outdoor brand might prioritize a setup that's portable, recognizable, and easy to use at multiple demo locations. And a nonprofit organization might use an oversized inflatable display to draw attention to its mission.
There's no single formula for the perfect event setup. The goal is to find equipment and branding that support what your business is trying to accomplish. Seeing so many different approaches at The Event Event was a reminder of why we love working with businesses across different industries. Every brand has a different story, and every event presents a new opportunity to tell it.
More Than Marketing: Supporting Special Olympics Utah
Beyond the brand activations and networking opportunities, The Event Event also provided a chance to support a great organization.
Special Olympics Utah athletes participated in the event through a fundraising raffle, with proceeds benefiting Special Olympics Utah.
We were excited to include an opportunity for attendees to support an organization that makes such a meaningful impact in our community.
Events have the power to do more than promote businesses. They can bring attention to important causes, create opportunities for local organizations, and connect people who might not otherwise cross paths.
Three Things Businesses Can Take Away From The Event Event
After seeing the different activations and hearing from participating brands, a few lessons stood out.
1. Make Your Brand Easy to Recognize
Whether you're attending a trade show, festival, or community event, people should be able to recognize your brand before they reach your booth.
Consistent colors, clear signage, branded displays, and a well-organized setup can make a big difference.
You don't necessarily need the biggest booth or the most expensive activation. You need a setup that communicates who you are and gives people a reason to stop.
2. Give People Something to Experience
The brands that create memorable event experiences often go beyond simply handing out promotional materials.
They find ways to get attendees involved.
That might mean offering product samples, hosting demonstrations, creating interactive displays, or providing opportunities for attendees to try something new.
When people can experience your brand firsthand, they're more likely to remember it.
3. Don't Underestimate the Power of Relationships
One of the biggest themes from our conversations with Ellis Skis and FiiZ was the importance of connecting with people.
For Ellis Skis, partnerships with like-minded brands help create more successful demonstrations and reach larger audiences.
For FiiZ, events are an opportunity to strengthen relationships with existing customers while introducing the brand to new ones.
Both approaches reinforce something we believe strongly at Strike Visuals.
The best events aren't just about visibility. They're about building relationships that last beyond the event itself.
Thank You for Making The Event Event Happen!
We want to give a huge thank you to every business, organization, and attendee who helped make The Event Event possible.
From the brands that brought their activations to the rooftop to the people who stopped by to explore, ask questions, and connect, we appreciate everyone who took the time to be part of it.
A special thank you to Spy Hop for providing the rooftop venue and to Special Olympics Utah for being part of the afternoon.
We loved seeing Utah's business and event community come together, share ideas, and showcase the creativity that goes into bringing brands to life.
And if there's one thing we're taking away from The Event Event, it's that there's still nothing quite like getting people together in person.
You can share photos, post videos, and talk about your products online, but giving someone the opportunity to experience your brand firsthand creates a different kind of connection.
That's what events are all about.
Ready to Bring Your Next Event to Life?
Whether you're preparing for a trade show, outdoor festival, sporting event, or community activation, having the right branded equipment can help you make the most of every opportunity.
At Strike Visuals, we help businesses create custom event setups that are built to stand out, travel well, and represent their brands wherever they go.
From custom pop-up tents and inflatable displays to backdrops, flags, and branded accessories, we're here to help bring your next event to life.
Explore our event products at Strike Visuals and start planning a setup that makes your brand impossible to miss.
