George Koster

Special Events


I was engaged by Maritz Communications to create a special event group to develop new businesses with high profile public events. I worked with the newly formed group to secure a contract to develop the concept and execute the marketing program for the America’s Cup Village with the San Diego America's Cup Organizing Committee, which resulted in sale of 150% of exhibit booth capacity, increased merchandise sales and leveraged corporate sponsor participation.

Through my expertise in special event packaging for sponsorship, I was recruited by Dick Clark Productions to research and develop a comprehensive marketing, sponsorship and merchandising program to support a tour concept, “Dick Clark American Pop Music,” which included museum style exhibits utilizing multimedia, interactive technology, retail and food and beverage components. My business development efforts resulted in over 50 of the Fortune 500 companies seeking strategic relationships and sponsorship.

As part of my work with Robert Yani Productions and the largest shopping center developers in the development of integrated marketing programs for festival market place shopping centers, I was enlisted by the Rouse Company to consult on the development of a special events division that included 14 properties, which led to regional and national sponsorships and promotional tie-ins with Fortune 500 corporations.

I have an extensive background in conceptualizing, securing both sponsorships and strategic partnerships as well as producing corporate and public special event programs that integrate both live events, new media, television, merchandising and public outreach. This has led me to establish and manage a startup thematic special events master plan, television specials and retail stores with Golden Gate Bridge and Bay Bridge 50th Anniversary Committees. This in turn increased product awareness, media attention, overall merchandise sales, and led to the permanent lighting of the Bay Bridge’s west suspension span and associate production of the television documentary the Colossus of the Golden Gate broadcast on KTVU.