The Gathering: An Exclusive Union of the World’s Bravest Brands, is a marketing conference taking place this week in Banff, Alberta and guess who is attending? We are! TACK10 EVP and Partner Laura Richard is packing up and flying out to the Fairmont Banff Springs Hotel for The Gathering, whose now sold out events are happening tomorrow, February 22 until Friday, February 24.

Naturally, a tagline like An Exclusive Union of the World’s Bravest Brands lends to an excitement in itself, but there are some specific speakers and certain aspects of The Gathering that have piqued our interest even higher. Here are our TACK10 Tuesday Top 5 Reasons to Be Excited for The Gathering.

1. Zappos’ CEO Tony Hsieh
Zappos, the online clothing and accessories retailer that is partnered with Amazon, is quickly taking the virtual marketplace by storm. Not only that, but CEO Tony Hsieh leads an initiative called the Downtown Project, meant to revitalize downtown Las Vegas and position it as a hub for innovation and entrepreneurial inspiration by investing in people and small business projects. The Downtown Project has invested $350 million to date, resulting in more than 165 new businesses and more than 1,000 new jobs. We cannot wait to learn more about this venture, and how Tony has created partnerships around infrastructure.

2. Make-A-Wish’s Chief Strategy Officer John Vranas
Sure to be some of the most inspirational content of the conference, John Vranas of Make-A-Wish International is set to discuss the foundation’s expansion from an American-based charity to an international one serving over 50 countries on five continents. Make-A-Wish is quickly becoming a household name, with families all over the world recognizing the foundation as the platform that grants wishes to children with life-threatening medical conditions. For this reason, Make-A-Wish is a Cult Brand Honoree at The Gathering. We are excited to learn more about how brands support Make-A-Wish through not only generous donations, but through strategic partnerships.

3. Airbnb’s Chief Marketing Officer Jonathan Mildenhall
Jonathan Mildenhall of Airbnb is set to discuss his personal experiences in marketing and in creating work that really matters. This message aligns well with Airbnb’s current positioning as an inclusive brand accepting of people from all walks of life, and intent on creating meaningful experiences for them. Airbnb’s new experiences platform, which links people with classes, workshops, and planned weekend getaways, points to game-changing from a brand that has already disrupted one industry. For our team at TACK10, Airbnb is always a starting point in our travels, and we are so excited to experience it in a new way at The Gathering.

4. OneHope Wine’s CMO and Co-Founder Brandon Hall
OneHope Wine has been named one of The Gathering’s Emerging Cult Brands which means it has “Cult Brand principles at its core, and the DNA to become a Cult Brand.” The winery connects with charities and causes, which it calls its partner nonprofits, to raise money for a number of initiatives such as tree planting, feeding hungry children, funding clinical trials for breast cancer, providing clean drinking water to those in need, and many more.  OneHope Wine does this through their OneHope Foundation, as well as through viaOneHope, a direct sales channel in which “Cause Entrepreneurs” can become OneHope sales representatives while also raising money for partner nonprofits. This important connection between cause and purchase is what fascinates us about OneHope and Brandon’s discussion at The Gathering. 

5. A Gathering of great ideas
Great ideas are spawned from smart people gathering together, sharing, learning and exploring. We can’t wait to learn from, share and collaborate with the brand leaders flocking to the Banff mountains this very moment. The interactions and chance collisions that come from events like The Gathering and the value we can apply for our clients is what gets the TACK10 team onto a plane.