--- title: "Wednesday Buzz: Rebuilding a Fictional Town" id: "35979" type: "post" slug: "wednesday-buzz-rebuilding-a-fictional-town" published_at: "2016-11-30T22:38:24+00:00" modified_at: "2026-03-16T18:02:59+00:00" url: "https://associationsnow.com/2016/11/30/wednesday-buzz-rebuilding-a-fictional-town/" markdown_url: "https://associationsnow.com/2016/11/30/wednesday-buzz-rebuilding-a-fictional-town.md" excerpt: "How Netflix turned to live events to promote its revival of the cult show Gilmore Girls. Also: the next act for the two guys who created the hugely popular news site Politico." taxonomy_category: - "Meetings / Events" taxonomy_post_tag: - "AssociationsNow" - "Live Events" - "Marketing" - "Meetings" - "pop culture" taxonomy_content_format: - "Article" taxonomy_role: - "Manager" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Wednesday Buzz: Rebuilding a Fictional Town It’s not easy to build buzz for something that’s long been dormant, but when *Gilmore Girls* was revived earlier this month, Netflix was up to the task. A big element of that buzz, notes *BizBash*, [was a series of live events (opens in a new tab)](http://www.nbclosangeles.com/multimedia/Gilmore-Girls-Stars-Hollow-UCLA-Festival-SoCal-Premiere-402543806.html) that brought the vibe of Stars Hollow, Connecticut—the show’s hometown—to Los Angeles. Netflix teamed with the experiential marketing firm MKG to create a real-life version of the fictional setting. For three days before the show’s premiere last week, Netflix hosted a variety of themed events, targeting both the red carpet and consumers at large. “The Festival of Four Seasons,” the consumer event set up around UCLA’s Dickson Court, did much to evoke warm memories of the show before its return. “Popular businesses from the show were represented with booths around the square, and on-theme event decor and props embraced the *Gilmore Girls* aesthetic,” [BizBash’s Alesandra Dubin wrote (opens in a new tab)](http://www.bizbash.com/gilmore-girls-fans-geek-out-at-real-life-stars-hollow/new-york/story/33203#.WD8QHqIrJP0) . “Catering drew inspiration from the show: Staff wore ‘Al’s Pancake World’ T-shirts; lo mein was served in Al’s-branded Chinese takeout containers; Taylor’s Olde Fashioned Soda Shoppe served desserts including freshly made cider doughnuts and pop tarts; and, of course, coffee came from the show’s beloved Luke’s coffee shop.” It was an elaborate strategy that got folks talking. At *Glamour U.K.*, writer Kat Brown [could barely contain her excitement (opens in a new tab)](http://www.glamourmagazine.co.uk/article/gilmore-girls-tour-stars-hollow) at the real-life rendition of Stars Hollow. And it wasn’t the first time Netflix went down this road, either. Back in October, Netflix held a promotion at coffee shops around the country, turning them [into versions of Luke’s Diner (opens in a new tab)](http://www.adweek.com/news/television/netflix-brings-gilmore-girls-life-lukes-diner-pop-ups-173875) —and handing out free coffee. ### Post-*Politico* > Well, our new company has a name: Axios. Pls read our theory of the case at [https://t.co/ZIfb5eWoCE (opens in a new tab)](https://t.co/ZIfb5eWoCE) > . [https://t.co/2UFGV9fBqC (opens in a new tab)](https://t.co/2UFGV9fBqC) > > — Jim VandeHei (@JimVandeHei) [November 30, 2016 (opens in a new tab)](https://twitter.com/JimVandeHei/status/803910342501945344?ref_src=twsrc%5Etfw) **For years, DC-based *Politico*** has defined the news media’s approach in the nation’s capital and beyond. Now, two of its architects, Jim VandeHei and Mike Allen, are looking to offer up something new under the brand name Axios.com. Over at *Vanity Fair*, [VandeHei and Allen discuss their strategy (opens in a new tab)](http://www.vanityfair.com/news/2016/11/mike-allen-and-jim-vandehei-reveal-their-plan-for-media-domination-axios) , built on the idea of a news outlet unburdened by old models. ### Other Links of Note **Should you bring your family** to your next conference? This GIF-heavy post at *Health eCareers* [is firmly in the “no” camp (opens in a new tab)](http://resources.healthecareers.com/blog/should-i-bring-my-family-to-annual-conference-no) . **Finding the right hashtag** for your event can be a challenge. The Social Tables blog [offers considerations (opens in a new tab)](http://blog.socialtables.com/social-media/choose-hashtag-next-event/) to keep in mind when picking that all-important Twitter tag. **How Slack** [eats its own dog food (opens in a new tab)](https://www.fastcompany.com/3065446/secrets-of-the-most-productive-people/how-slack-employees-use-slack) , according to *Fast Company*. Stars Hollow, as it appeared in Los Angeles earlier this month. (via the Gilmore Girls Facebook page) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Live Events](https://associationsnow.com/tag/live-events/) [#Marketing](https://associationsnow.com/tag/marketing/) [#Meetings](https://associationsnow.com/tag/meetings/) [#pop culture](https://associationsnow.com/tag/pop-culture/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [PodcastAssociations NOW Presents: All for the Love of Chicago: Rethinking the Destination ExperienceSeptember 10, 2026](https://associationsnow.com/2026/09/10/associations-now-presents-all-for-the-love-of-chicago-rethinking-the-destination-experience/) - [VideoASAE 2017 Strategic PartnersSeptember 8, 2017](https://associationsnow.com/2017/09/08/asae-2017-strategic-partners/) - [VideoCharlene Lopez Shares Her Experience at the 2026 ASAE Annual Meeting & ExpositionAugust 18, 2026](https://associationsnow.com/2026/08/18/charlene-lopez-shares-her-experience-at-the-2026-asae-annual-meeting-exposition/) - [VideoBrien Arone Shares His Experience at the 2026 ASAE Annual Meeting & ExpositionAugust 18, 2026](https://associationsnow.com/2026/08/18/brien-arone-shares-his-experience-at-the-2026-asae-annual-meeting-exposition/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2016%2F11%2F30%2Fwednesday-buzz-rebuilding-a-fictional-town%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !