How can you personalize your lacrosse stick for optimal performance. What options are available for head selection and customization. Which dye patterns and colors can enhance your stick’s appearance. How does pocket customization affect your game.
Choosing the Perfect Lacrosse Head: A Comprehensive Overview
Selecting the right lacrosse head is crucial for maximizing your performance on the field. Lax Unlimited offers an extensive range of top-quality heads from renowned brands, each designed to cater to different playing styles and positions. Here’s a breakdown of some popular options:
- STX Hammer 900
- STX Stallion 900
- Warrior Evo QX-O
- Warrior Evo QX-D
- Warrior Burn FO
- Maverik Kinetik 2.0
- Nike CEO 2
- Nike L3
- Nike Vapor Elite
- Stringking Mark 2V, 2A, and 2D
- ECD Mirage 2.0
- ECD Rebel Offense and Defense
- TRUE Hzrdus and Vektr
- Gait Torq
- Under Armour Command 2.0 and Command D
Each head is priced with a $10.00 surcharge, allowing you to invest in quality equipment without breaking the bank. But how do you choose the right head for your playing style?
Matching Heads to Playing Styles
Different head designs cater to specific positions and playing techniques:
- Offensive players often prefer heads with a narrower profile for quicker ball release, like the Warrior Evo QX-O or STX Stallion 900.
- Defensive players might opt for wider, stiffer heads like the Warrior Evo QX-D or Under Armour Command D for improved checking and ground ball pickup.
- Midfielders benefit from versatile heads that balance ball control and defensive capabilities, such as the Nike CEO 2 or ECD Mirage 2.0.
- Face-off specialists often choose heads designed specifically for their role, like the Warrior Burn FO.
Elevating Your Stick’s Aesthetics: Dye Patterns and Colors
Customizing your lacrosse head’s appearance is not just about style – it can also help you stand out on the field and even intimidate opponents. Lax Unlimited offers a variety of dye patterns to choose from:
- Solid
- Top Fade
- Bottom Fade
- Dual Fade
- Ultra 100 Pattern
- Ultra Bolts
- Ultra Checker
- Ultra Elephant
- Ultra Houndstooth
- Ultra Jump
- Ultra Star
- Ultra Tiger
Once you’ve selected a pattern, you can further personalize your stick with a wide array of color options:
- Classic colors: Black, Navy, Forest, Maroon, Red, Royal
- Bright hues: Athletic Gold, Carolina Blue, Orange, Purple, Vegas Gold
- Eye-catching neons: Neon Green, Neon Pink, Neon Yellow
Each color option comes with a $10.00 surcharge, allowing you to create a truly unique look for your lacrosse stick.
The Psychology of Color in Sports
Did you know that the color of your equipment can have a psychological impact on both you and your opponents? Research has shown that certain colors can evoke specific emotions and reactions:
- Red is often associated with aggression and dominance
- Blue can promote calmness and focus
- Black may intimidate opponents and convey power
- Bright colors like neon yellow can improve visibility on the field
Understanding Dye Techniques: Solid vs. Fade Options
When customizing your lacrosse head, you’ll encounter various dye techniques. But how do they differ, and which one should you choose?
Solid Color Dyeing
Solid color dyeing involves applying a single color uniformly across the entire head. This technique offers a clean, classic look and is often preferred by players who want a simple, bold statement. Solid colors can also make it easier to spot your stick in a pile of equipment.
Fade Dyeing Techniques
Fade dyeing creates a gradient effect, transitioning from one color to another. Lax Unlimited offers three fade options:
- Top Fade: The color transitions from the top of the head downwards
- Bottom Fade: The color fades from the bottom of the head upwards
- Dual Fade: Combines both top and bottom fades for a more complex look
Fade dyeing can add depth and visual interest to your stick, making it stand out on the field. It’s particularly popular among players who want to incorporate multiple team colors into their stick design.
Exploring Ultra Patterns: Taking Customization to the Next Level
For players seeking truly unique designs, Lax Unlimited offers a range of “Ultra” patterns. These intricate dye jobs can transform your lacrosse head into a work of art. But what exactly are these patterns, and how can they enhance your stick’s appearance?
Ultra 100 Pattern
The Ultra 100 Pattern features a series of small, repeating shapes or lines that cover the entire head. This pattern can create a textured, almost three-dimensional appearance, adding depth and visual interest to your stick.
Ultra Bolts
As the name suggests, the Ultra Bolts pattern incorporates lightning bolt designs across the head. This dynamic pattern can give your stick an electrifying look, symbolizing speed and power on the field.
Ultra Checker
The Ultra Checker pattern creates a classic checkerboard design on your lacrosse head. This timeless pattern can be particularly striking when done in contrasting colors, such as black and white or your team’s primary colors.
Ultra Elephant
The Ultra Elephant pattern features a unique, textured design reminiscent of elephant skin. This pattern can add a rugged, natural look to your stick, setting it apart from more conventional designs.
Ultra Houndstooth
Inspired by the classic fabric pattern, Ultra Houndstooth brings a touch of sophistication to your lacrosse head. This intricate design can be particularly effective when done in complementary colors.
Ultra Jump
The Ultra Jump pattern creates a series of dynamic, angular shapes across the head. This design can give the illusion of movement, even when the stick is stationary.
Ultra Star
Featuring a repeating star motif, the Ultra Star pattern can add a celestial touch to your lacrosse stick. This pattern works well for players who want to make a bold statement on the field.
Ultra Tiger
The Ultra Tiger pattern mimics the striking stripes of a tiger. This fierce design can intimidate opponents while adding a wild, untamed look to your equipment.
The Impact of Head and Pocket Customization on Performance
While aesthetics are important, the real value of customizing your lacrosse head and pocket lies in how it can enhance your performance. But how exactly does customization affect your game?
Head Customization and Playing Style
The shape and design of your lacrosse head can significantly impact various aspects of your game:
- Ball retention: Heads with a deeper pocket or more pronounced pinch can improve ball security
- Shot accuracy: A well-designed head can help channel the ball more consistently during shots
- Ground ball pickup: Wider heads or those with specially designed scoops can make it easier to secure loose balls
- Checking: Stiffer heads or those with reinforced sidewalls can improve defensive play
Pocket Customization for Optimal Performance
The pocket is where the magic happens in lacrosse. Customizing your pocket can dramatically affect how you handle, pass, and shoot the ball. Key factors to consider include:
- Pocket depth: Deeper pockets offer more ball control but can slow release, while shallower pockets provide quicker release but less control
- String tension: Tighter strings can increase shot power, while looser strings can improve feel and control
- Mesh type: Traditional pockets offer great feel but require more maintenance, while mesh pockets are more consistent and weather-resistant
- Channel width: A narrower channel can improve accuracy, while a wider channel can increase power
Maintenance and Care for Your Customized Lacrosse Stick
Investing in a customized lacrosse head and pocket means you’ll want to keep it in top condition. But how can you ensure your personalized stick stays game-ready?
Protecting Your Dye Job
To maintain the vibrant colors of your customized head:
- Avoid leaving your stick in direct sunlight for extended periods
- Clean the head with mild soap and water, avoiding harsh chemicals
- Consider using a clear lacrosse dye to seal and protect the existing colors
Pocket Maintenance
To keep your pocket performing at its best:
- Regularly check for loose or frayed strings and replace as needed
- Use a pocket pounder to maintain the desired pocket shape
- Store your stick in a cool, dry place to prevent warping
- Consider using pocket protectors during off-season storage
The Future of Lacrosse Stick Customization
As technology continues to advance, what can we expect in the world of lacrosse stick customization? Here are some potential trends to watch:
3D Printing and Custom Molding
Advancements in 3D printing technology could lead to fully customized head shapes tailored to individual players’ specifications. Imagine being able to design your own head profile and have it printed to your exact specifications.
Smart Sticks
The integration of sensors and smart technology into lacrosse sticks could provide real-time data on shot speed, accuracy, and other performance metrics. This data could then be used to further refine stick customization for optimal performance.
Eco-Friendly Materials
As sustainability becomes increasingly important, we may see a shift towards more environmentally friendly materials in lacrosse stick production. Biodegradable plastics or recycled materials could become the norm for both heads and shafts.
Advanced Dye Techniques
New dyeing technologies could allow for even more intricate designs and color combinations. We might see techniques like holographic dyes or color-changing materials that react to temperature or light.
The world of lacrosse stick customization is constantly evolving, offering players more options than ever to personalize their equipment for both style and performance. Whether you’re a beginner looking to stand out on the field or a seasoned player fine-tuning your gear for peak performance, the possibilities are endless. By carefully selecting your head, choosing the perfect dye pattern and color, and optimizing your pocket, you can create a lacrosse stick that’s truly an extension of yourself on the field.
Fully Customizable Head And Pocket
Pick Your Head
— Please Select –STX Hammer 900 +
$10.00
STX Stallion 900 +
$10.00
Warrior Evo QX-O +
$10.00
Warrior Evo QX-D +
$10.00
Warrior Burn FO Maverik Kinetik 2.0 Nike CEO 2 +
$10.00
Nike L3 Nike Vapor Elite Stringking Mark 2V Stringking Mark 2A Stringking Mark 2D ECD Mirage 2.0 ECD Rebel Offense ECD Rebel Defense TRUE Hzrdus TRUE Vektr Gait Torq Under Armour Command 2.0 Under Armour Command D
Dye Pattern
— Please Select –Solid Top Fade Bottom Fade Dual Fade Ultra 100 Pattern Ultra Bolts Ultra Checker Ultra Elephant Ultra Houndstooth Ultra Jump Ultra Star Ultra Tiger None
Dye Color
— Please Select –Solid Black +
$10.00
Solid Athletic Gold +
$10.00
Solid Carolina +
$10.00
Solid Forest +
$10.00
Solid Maroon +
$10.00
Solid Navy +
$10.00
Solid Neon Green +
$10.00
Solid Neon Pink +
$10.00
Solid Neon Yellow +
$10.00
Solid Orange +
$10.00
Solid Purple +
$10.00
Solid Red +
$10.00
Solid Royal +
$10.00
Solid Vegas +
$10.00
Top Fade Black +
$10.00
Top Fade Athletic Gold +
$10.00
Top Fade Carolina +
$10.00
Top Fade Green +
$10.00
Top Fade Maroon +
$10.00
Top Fade Navy +
$10.00
Top Fade Neon Green +
$10.00
Top Fade Neon Pink +
$10.00
Top Fade Neon Yellow +
$10.00
Top Fade Orange +
$10.00
Top Fade Purple +
$10.00
Top Fade Red +
$10.00
Top Fade Royal +
$10.00
Top Fade Vegas +
$10.00
Bottom Fade Black +
$10.00
Bottom Fade Athletic Gold +
$10.00
Bottom Fade Carolina +
$10.00
Bottom Fade Green +
$10.00
Bottom Fade Maroon +
$10.00
Bottom Fade Navy +
$10.00
Bottom Fade Neon Green +
$10.00
Bottom Fade Neon Pink +
$10.00
Bottom Fade Neon Yellow +
$10.00
Bottom Fade Orange +
$10.00
Bottom Fade Red +
$10.00
Bottom Fade Royal +
$10.00
Bottom Fade Vegas +
$10.00
Dual Fade Black Carolina +
$15.00
Dual Fade Black Green +
$15.00
Dual Fade Black Maroon +
$15.00
Dual Fade Black Neon Yellow +
$15.00
Dual Fade Black Orange +
$15.00
Dual Fade Black Pink +
$15.00
Dual Fade Black Purple +
$15.00
Dual Fade Black Red +
$15.00
Dual Fade Black Vegas +
$15.00
Dual Fade Black Yellow +
$15.00
Dual Fade Forest Vegas +
$15.00
Dual Fade Navy Carolina +
$15.00
Dual Fade Navy Green +
$15.00
Dual Fade Navy Maroon +
$15.00
Dual Fade Navy Neon Yellow +
$15.00
Dual Fade Navy Orange +
$15.00
Dual Fade Navy Pink +
$15.00
Dual Fade Navy Purple +
$15.00
Dual Fade Navy Red +
$15.00
Dual Fade Navy Royal +
$15.00
Dual Fade Navy Vegas +
$15.00
Dual Fade Navy Yellow +
$15.00
Black 100 Pattern +
$65.00
Carolina 100 Pattern +
$65.00
Green 100 Pattern +
$65.00
Navy 100 Pattern +
$65.00
Orange 100 Pattern +
$65.00
Purple 100 Pattern +
$65.00
Red 100 Pattern +
$65.00
Royal 100 Pattern +
$65.00
Black Bolts +
$65.00
Carolina Bolts +
$65.00
Green Bolts +
$65.00
Navy Bolts +
$65.00
Orange Bolts +
$65.00
Purple Bolts +
$65.00
Red Bolts +
$65.00
Royal Bolts +
$65.00
Black Checker +
$65.00
Carolina Checker +
$65.00
Green Checker +
$65.00
Navy Checker +
$65.00
Orange Checker +
$65.00
Purple Checker +
$65.00
Red Checker +
$65.00
Royal Checker +
$65.00
Black Elephant +
$65.00
Carolina Elephant +
$65.00
Green Elephant +
$65.00
Navy Elephant +
$65.00
Orange Elephant +
$65.00
Purple Elephant +
$65.00
Red Elephant +
$65.00
Royal Elephant +
$65.00
Black Houndstooth +
$65.00
Carolina Houndstooth +
$65.00
Green Houndstooth +
$65.00
Navy Houndstooth +
$65.00
Orange Houndstooth +
$65.00
Purple Houndstooth +
$65.00
Red Houndstooth +
$65.00
Royal Houndstooth +
$65.00
Black Jump +
$65.00
Carolina Jump +
$65.00
Green Jump +
$65.00
Navy Jump +
$65.00
Orange Jump +
$65.00
Purple Jump +
$65.00
Red Jump +
$65.00
Royal Jump +
$65.00
Black Star +
$65.00
Carolina Star +
$65.00
Green Star +
$65.00
Navy Star +
$65.00
Orange Star +
$65.00
Purple Star +
$65.00
Red Star +
$65.00
Royal Star +
$65.00
Black Tiger +
$65.00
Carolina Tiger +
$65.00
Green Tiger +
$65.00
Navy Tiger +
$65.00
Orange Tiger +
$65.00
Purple Tiger +
$65.00
Red Tiger +
$65.00
Royal Tiger +
$65.00
Athletic Gold 100 Pattern +
$65.00
Athletic Gold Bolts +
$65.00
Athletic Gold Checker +
$65.00
Athletic Gold Elephant +
$65.00
Athletic Gold Houndstooth +
$65.00
Athletic Gold Jump +
$65.00
Athletic Gold Star +
$65.00
Athletic Gold Tiger +
$65.00
Maroon 100 Pattern +
$65.00
Maroon Bolts +
$65.00
Maroon Checker +
$65.00
Maroon Elephant +
$65.00
Maroon Houndstooth +
$65.00
Maroon Jump +
$65.00
Maroon Star +
$65.00
Maroon Tiger +
$65.00
None
Choose Your Mesh
— Please Select –Lacrosse Unlimited Platinum (White) Lacrosse Unlimited Platinum (Black) (Out Of Stock)ECD Hero 3.0 (White) +
$3.00
ECD Hero 3.0 (Black) +
$3.00
Stringking Type 4S (White) +
$8.00
(Out Of Stock)Stringking Type 4S (Black) +
$8.00
(Out Of Stock)Stringking Type 4X (White) +
$8.00
(Out Of Stock)Stringking Type 4X (Black) +
$8.00
(Out Of Stock)
Sidewall Color
— Please Select –Black Maroon Neon Pink Red Yellow Carolina Navy Neon Yellow Royal Forest Neon Green Orange Vegas Grey Neon Orange Purple White
Hockey Lace Color
— Please Select –Black Grey Neon Orange Purple White Carolina Maroon Neon Pink Red Yellow Forest Navy Neon Yellow Royal Neon Green Orange Vegas
Shooting String Pattern
— Please Select –1 Across 2 U 2 Nylon 1 Across 2 Across 2 Across 1 U 1 Nylon 2 Across 2 Nylon 2 Across 3 Across
Pocket Placement
— Please Select –Low Pocket Mid Pocket High Pocket
Rusty Red shreds LAX Unlimited in final
Bret Hartman/Vail DailyGeorge Taylor, left, and Kevin McCuster, right, of Lacrosse Unlimited battle for the ball with Rusty Red’s Gerry Byrne Tuesday during the Masters final at the Vail Lacrosse Shootout at Ford Field. Rusty Red won, 13-5.
ALL |
VAIL – Rusty? Defending Masters champion, Rusty Red, was anything but in Tuesday’s 33-and-over final at Ford Field, dicing up Long Island’s Lacrosse Unlimited in a 13-5 rout.Led by Masters’ MVP Brian O’Keefe, the team made up primarily of Cornell alumni turned a first-half shootout into a second-half blowout, unloading for seven goals to Unlimited’s one in the final 24 minutes.O’Keefe said his team’s fast-break offense, which was ignited by a stingy defense that forced 27 Unlimited turnovers, was the difference.”Our midfielders were really running really hard today,” he said. “They picked it up a lot in the second half and we finished pretty well on the attack. I think our defense is very active, very aggressive and they started to progressively take the ball away and get the ball up the field faster in our transition game.”
O’Keefe gave his team an early 2-0 lead in the first quarter, pumping in goals off assists from Tim Goldstein and Brian McCormick. The Unlimited duo of Kevin McCusker and Rocco Guglielmo evened up the score shortly thereafter.With 2:14 remaining in the first quarter, McCusker fed Guglielmo in front of the net. Guglielmo then returned the favor less than a minute later, flicking a pass to McCusker who slung a low shot from his hip for the equalizer.McCusker then gave Unlimited its only lead of the game with 10:20 to go in the second quarter, converting an assist from Tim Boyle for a 3-2 lead. Rusty Red, having allowed its early lead to evaporate, rallied back with three consecutive scores. O’Keefe netted a hat trick on the second of those two goals, pushing his team’s lead to 5-3 with an unassisted scoring run with 4:22 remaining in the half.
The two teams then traded goals, giving Rusty Red a hard-fought 6-4 lead at the half. The second half played out in a completely different fashion.The lopsided final score was the result of a number of factors, but none was more noticeable than Unlimited’s inability to continue to run with its opposition. After three long days of lacrosse, the final two 12-minute quarters were a grind for both teams. Rusty Red got stronger, though, as Unlimited wilted from fatigue. The champs had 10 fewer turnovers and made the opposition pay for its numerous second-half turnovers by using a quick-strike transition offense that led to good shots on goal.”We allowed them to fast break and we didn’t possess the ball on offense and that moved us into a position where we didn’t get a lot of goals in the second half,” McCusker said afterward. “We’re all highly conditioned athletes to begin with, but between (the altitude), the night life, and the day life, there’s only so much you can take. You need a vacation from the vacation. We did our best and we never quit.”Goldstein arguably outshone his own team’s star and the tourney MVP in the second half, adding two assists and a goal.
Teammates Mikey Cavuoti and Jim Rogers also finished with two goals apiece.While there have been considerable roster changes during the three championship runs for Rusty Red, Goldstein said that the team’s success stems from the core group of six-to-seven players who have been playing lacrosse together since their college days.”That’s the style I like to play – a fast-break, transition game,” Goldstein said. “One guy feeds and the other guys work hard to be in the right spot to get a goal. … We certainly like to win and we know how to win. At Cornell, we were very successful and we had undefeated seasons. That’s attributed to teamwork. It’s not about individuals.”Nate Peterson can be reached at 949-0555, ext. 608, or via e-mail at [email protected], Colorado
Lacrosse Unlimited celebrates 10 years on West Avenue
By CHRIS BOSAK
Hour Staff Writer
Twenty years ago Bill Giugno and his buddy Joe DeSimone graduated from college and were faced with the question that faces all college grads: Now what?
They had a little retail experience — having worked at Athlete’s Foot for Joe’s older brother Sam — and a big passion for lacrosse.
“What about opening a lacrosse store?” Giugno recalled Joe suggesting.
So that’s what they did, opening the first Lacrosse Unlimited in Suffolk County on Long Island, N.Y. Another store followed shortly in Nassau County.
It wasn’t until 2000 — a decade ago — that they expanded into Connecticut. That store, located at 520 West Ave. in Norwalk, is still around and thriving in a neighborhood that has seen its ups and down. To mark the anniversary, Lacrosse Unlimited will sponsor a shooting demo with lacrosse superstar Paul Rabil at the SoNo Field House. (See inset for more information.)
“We saw the growth opportunity,” Giugno recalled. “The Darien-Wilton rivalry was amazing. We just couldn’t find a place that was right in Fairfield County.”
Then they happened upon West Avenue in Norwalk and met the landlord Stanley Seligson from Seligson Properties.
“We met Stanley and he was terrific,” Giugno said. “That’s how we got into Norwalk.”
Lacrosse Unlimited carries equipment, apparel and “anything that has to do with lacrosse.”
“If your lacrosse store sells hockey pucks, it’s not a lacrosse store. That’s what we like to say,” Giugno said.
In addition to Giugno and Joe DeSimone, the ownership group also includes Sam DeSimone, Michael DeSimone (no relation) and Branden Fleming.
Tad Diesel, director of marketing and business development for Norwalk, praised the owners’ vision in expanding to the area 10 years ago.
“Lacrosse Unlimited showed genuine foresight when it entered a very narrow marketplace 10 years ago,” he said. “They brought knowledge of the sport, a great product inventory and developed a reputation for service that has endured and gives confidence that the next 10 years will be even more successful.”
Taking advantage of the sport’s growing popularity, Lacrosse Unlimited now has 22 locations and employs about 300 people. Giugno said plans call for having 50 or more stores all over the country. It currently has stores in six states, including locations in lacrosse hot spots such as Syracuse and Rochester in New York. There are also stores in Greenwich and Danbury.
Lacrosse Unlimited entered the market at the right time as the popularity of the sport has exploded over the last two decades. According to the National Federation of State High School Associations, high school participation in lacrosse had grown more than 500 percent since 1990. The sport is equally popular with boys and girls.
“We knew it was getting more popular on Long Island, you could just see the momentum,” Giugno said. “The sport is addicting. Once you pick up a stick, you can’t put it down. It’s the fastest growing sport in America.”
If only the proposed redevelopment on West Avenue could happen as quickly. Seligson has been attempting to redevelop West Avenue since before Lacrosse Unlimited opened 10 years ago. The building in which Lacrosse Unlimited is located would not be impacted, but the project would bring additional housing, retail and office space to the area.
“If someone could wave a magic wand and have the construction done, it would be great for us,” he said. “But we’ll see what happens.”
Regardless of the fate of West Avenue, Giugno is happy he took that risk 20 years ago to open the first Lacrosse Unlimited.
“It’s nice to go to work every day with a smile on your face,” Giugno said.
A Luxe Airport Lounge Just Might Be a Designer’s Next Big Project
When PS opened its offsite terminal and dozen private suites at Los Angeles International Airport (LAX) in 2017, they took the concept of airport lounge to the next level in a big way—think fully-stocked bars, spa services, gourmet meals, private TSA and immigration, and chauffeurs driving BMWs across the airfield to your flight. Another significant leap came when the forward-thinking company tapped Cliff Fong—designer to the stars—to revamp those exclusive spaces, which run customers $4,350 (for four people) per visit, or $3,250 with a membership. This July, Fong’s latest commission for PS, The Salon, opened its doors. Designed for the solo traveler, it offers a more socially-minded concept, with a bar, lounge seating, and light fare in a chic setting.
“Luxury lounges are often fairly simple, often not design-forward,” says Fong, who works with the likes of Ellen DeGeneres, Portia de Rossi, and Ryan Murphy. In PS’s elite space, gone are the white walls and drab rows of the same basic chair and modular tables. In their place are warm grays, earth tones, and midnight blues; gilded mirrors, vintage Goyard items, and Instagram-worthy tiled bathrooms. The ambience is akin to a members-only social club. “As soon as you enter the space, it’s captivating,” Fong says. “I was really intentional about each piece placed on the bar, the seating, the mirrored TVs. Even the glassware is frosted and gold, unlike what you’d normally see at a hotel bar.”
The Salon at LAX, designed by Cliff Fong.
Photo: Courtesy The Salon
The Salon airport lounge has a nearly residential feel, with fine details aplenty.
Photo: Courtesy The Salon
The commission of a designer like Fong to reimagine haute lounges for the future is just one sign that the entire category is evolving, not only in the domestic U.S., but internationally, too. “I was thrilled to be invited to help interpret the aesthetic and new level of luxury [PS] was interested in providing,” Fong says. The designer adds that his approach was more similar to a residential project than a typical commercial one, in that it was “geared expressly toward creating a unique and personal atmosphere… and adding a layer or two of design that’s generally not seen on commercial projects.”
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David Loyola, principal and design director of Gensler’s Newport Beach office, has designed a half dozen global lounges for airlines including Etihad, Copa, and Air New Zealand throughout his career, but says he’s working on five or six currently—a huge uptick from his usual cadence. (In the past, he says, “lounge projects didn’t come around that often.”) To him, now feels like a moment of opportunity for designers with residential or hospitality backgrounds to bring a different point of view than workplace or office interior designers. “We’re busier than ever doing lounge projects,” says Loyola. “Historically the [lounge] demographic was white businessmen, probably over 40,” he adds. “What we’re seeing now is airlines looking to really change that model. They want to capture the millennials who are the next set of travelers.” And what better way to do that than with photo-ready design?
Loyola’s latest, WestJet’s flagship Elevation Lounge in Calgary, Canada, which opened mid-pandemic, was designed to capture the premium luxury traveler as the airline gets its new fleet of Dreamliner aircrafts and elevates its onboard service. “I know Delta has talked about creating a specific lounge for that really premier luxury traveler too,” he says. Today’s tech has changed the game as well, turning old-school study carrels into relics of the past. Loyola says that “flexibility is key” for space planning, as is power at every seat.
The interior of 1850, a speakeasy-style bar in the Centurion Lounge at JFK.
Photo: Brad Feinknopf
In Chatsworth, an iconic estate once home to Frank Sinatra asks $21.5 million
Whether you know it or not, you’ve probably already seen this Chatsworth home. The iconic Midcentury residence, which housed Frank Sinatra for a decade and starred in more films and TV shows than most actors working today, just surfaced for sale at $21.5 million.
By far the priciest of the 70 or so homes currently listed in the sleepy San Fernando Valley suburb, the sprawling 13-acre estate boasts an illustrious Hollywood history dating back seven decades.
It was built in 1951 for banking heiress Dora Hutchinson, who commissioned William Pereira for the job. Pereira, a prolific architect famous for his futuristic designs, is better known for his commercial work including the Transamerica Pyramid in San Francisco, the Geisel Library in San Diego, the Disneyland Hotel in Anaheim, the Los Angeles County Museum of Art and LAX.
Hutchinson hosted lavish parties at the estate before moving to New York and leasing the place to Frank Sinatra, who lived there in the 1950s and 1960s.
It still hosts celebrities on a regular basis, as the main residence now serves as a filming location. The sleek, single-story home wrapped around a 50-foot pool and lounge has appeared in “Mad Men,” “Californication,” “Big Little Lies,” “The Last Man on Earth,” “Transformers,” “Dreamgirls,” “Ali,” “Bewitched” and “Swordfish,” to name a few.
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The pool and lounge.
(Scott Everts)
2/19
The view.
(Scott Everts)
3/19
The exterior.
(Scott Everts)
4/19
The front lawn.
(Scott Everts)
5/19
The hallway.
(Scott Everts)
6/19
The open floor plan.
(Scott Everts)
7/19
The gallery-like common space.
(Scott Everts)
8/19
The living room.
(Scott Everts)
9/19
The fireplace.
(Scott Everts)
10/19
The dining room.
(Scott Everts)
11/19
The music room.
(Scott Everts)
12/19
The kitchen.
(Scott Everts)
13/19
The reflecting pool.
(Scott Everts)
14/19
The primary bedroom.
(Scott Everts)
15/19
The bathroom.
(Scott Everts)
16/19
The guesthouse.
(Scott Everts)
17/19
The interior of the guesthouse.
(Scott Everts)
18/19
The gym.
(Scott Everts)
19/19
Aerial view of the home.
(Scott Everts)
According to the listing, the production business brings in roughly $1 million a year, but that’s not the only investment opportunity. The property also comes with city approval for 10 homes with a separate entrance away from the main home.
The estate last listed for $12.5 million in 2018 but was recently remodeled, which explains the dramatic price jump. Secluded behind gates at the end of a nearly mile-long driveway, it sits atop a promontory overlooking the surrounding mountains and Chatsworth Nature Preserve.
Wrapped in glass, the main house combines vast, gallery-like spaces and long, scenic hallways. Wood accents complement the whitewashed rooms, lining cabinetry in the kitchen and walls in the living room. In addition to the swimming pool and 2,000-square-foot lounge surrounding it, highlights include a gym and massage room.
There’s also a guesthouse that comes with its own pool and backyard. Ideal for hosting, the property includes parking for 100 cars and space for 400 people.
Barrie Livingstone of Sotheby’s International Realty Malibu Brokerage holds the listing with Craig Knizek of the Agency.
Sinatra’s handful of California homes always make headlines when they come to market. Actress Mindy Kaling bought his Malibu beach house last year for $9.55 million, and his Palm Desert hideaway listed in December for $4.25 million.
Snakes on a plane? No, but definitely at this airport
Talk about snakes not on a plane but at the airport? San Francisco International Airport hosts the “largest, most stable population” of the federally protected San Francisco garter snake or Thamnophis sirtalis tetrataenia, according to a study released in June. The 1,300 snakes live on wetlands amid 180 acres of undeveloped land across Bayshore Freeway from the airport. The carefully managed habitat, which is off-limits to the public, hosts a second endangered species: the California red-legged frog. That makes sense because the frogs are one of the garter snake’s favorite snacks. Here’s the study on the snake and its habitat.
A burrowing owl stands next to its den at the LAX Dunes Preserve.
(U.S. Geological Survey)
The Bay Area airport isn’t alone in providing a much-needed home to certain species. Los Angeles International Airport manages a 200-acre dune site, also off-limits to the public, that’s dedicated to the endangered El Segundo blue butterfly and sea cliff or coast buckwheat, which it likes to eat. California gnatcatchers once nested at the LAX Dunes Preserve, and burrowing owls moved in a few years ago. But the real hidden gem is 43 acres of undisturbed dunes, the largest remaining coastal dune fragment in Southern California, according to an LAX publication. Hard to believe a bustling urban airport can create “undisturbed” habitats where these creatures thrive.
“For wintering owls, this tiny chunk of land has become priceless coastal real estate,” Pete Bloom, a biologist and avian expert, said in a 2019 Los Angeles Times story, raising his voice over the deafening roar of aircraft a few hundred feet overhead. “That’s because there is no place else left for them to go in the city of Los Angeles.”
3 things to do this week
The George F Canyon trail in Rolling Hills Estates is shaded at the start by willows that later give way to lemonade berry, sage, buckwheat and sagebrush.
(Mary Forgione / Los Angeles Times)
1. Try an easy trail on the Palos Verdes Peninsula that won’t leave you scorched. The dog days of summer have a way of draining anyone out for a trail run, mountain bike ride or day hike. My advice during triple-digit temperatures is to keep it short — and go early in the morning or late in the day to avoid midday heat. George F Canyon (no one’s really sure who it’s named after) in Rolling Hills Estates is shaded at the start by willows that later give way to lemonade berry, sage, buckwheat and sagebrush. The narrow canyon climbs gently to a high point of 620 feet in a 1.8-mile out-and-back route. Stop to sit on a bench under the shade of a Catalina cherry tree and savor the views at a lookout beneath an elderberry tree. Plenty of benches for resting or meditating (or both) on this easy route. Details on this and other shady hikes here.
You can catch the Quadrantids meteor shower show at the Death Valley Stargazing Camp site in late December and early January.
(Eastern Sierra Observatory)
2. Plan the perfect New Year’s Eve stargazing party now. The Quadrantids meteor shower arrives in late December/early January, the perfect time to throw a party in the desert to watch fireballs in the sky. The Eastern Sierra Observatory will host four nights of meteor watching with astronomy lectures by Caltech computational astrophysicist Cameron Hummels and photography workshops (two nights) by Oshin Zakarian. Visitors bring their own camping gear (tent, sleeping bag, headlamps, etc.), and portable toilets and a warming hut are provided at the camp on private property west of the park in Panamint Valley. Hike in Death Valley and Trona Pinnacles by day, watch the sky by night. $155 per person, Dec. 31 to Jan. 4. More info here.
Do you know how to keep succulents happy?
(Brian van der Brug / Los Angeles Times)
3. Join a virtual succulent summit at the Huntington. SoCal is supposed to be the perfect place to grow succulents, but sometimes even experts get frustrated with propagating them. The Huntington will host the event, which includes “a one-hour lightning-round discussion about the plants that challenge them the most as growers and put their skill sets to the test” at the 38th Succulent Plants Symposium. There’s also a 30-minute Q&A. The free event (you must reserve in advance) is planned for 4 p.m. Sept. 3 over Zoom. Register here. Looking for places to buy succulents and other plants? Check out our list of the 35 coolest plant shops you can find only in L.A.
The must-read
“Sun & Sea” took the top prize at the 2019 Venice Biennale.
(Andrej Vasilenko)
Whoa! L.A. is about to get a new beach — and it’s nowhere near the coast. Picture tons of sand being poured into a gallery at the Geffen Contemporary in downtown L.A. to create a realistic beach experience. It’s the setting for “Sun & Sea,” a climate-crisis opera created by three Lithuanian women that took the top prize at the 2019 Venice Biennale.
Times writer Debrorah Vankin reports: “Thirteen singers and eight non-singing performers, all part of the Lithuanian company Neon Realism, will relax on towels, slather on sunscreen, play badminton, nibble on snacks and build sandcastles as they perform the libretto, translated from Lithuanian into English. A live dog and several children fill out the crowd, and there’s plenty of ambient beach noise — chatter and laughter, the crinkling of food wrappers, a popping volleyball — layered over the recorded musical soundscape and live singing.” Read more about the show set to make its West Coast debut Oct. 14.
The red flag
What’s all the buzz about?
(Ross May / Los Angeles Times; Getty Images)
Most of us know that honeybees are super-pollinators vital to our food chain and that they’re in danger of being wiped out by certain insecticides. But here’s what I didn’t know: Many products used by home gardeners don’t use the word “neonicotinoids” (one of the most dangerous pesticides to bees) on their labels.
“Instead, the pesticide is listed under other tongue-twisting names, such as imidacloprid, clothianidin, thiamethoxam and acetamiprid,” a Times story says. “To help consumers cut through the confusion, the Center for Food Safety has compiled a long list of products that include neonicotinoids at beyondpesticides.org so gardeners can check whether the insecticide they’re using to kill the aphids on their roses is also rubbing out bees.” Read the full story to find out what plants help bees and what products harm them.
Wild things
The Cuvier’s beaked whale’s yellowish-brown color isn’t natural.
(Getty Images)
When it comes to whale watching, most folks in SoCal have seen Pacific gray whales, which migrate along the California coast in fall and winter, blue whales and maybe a humpback or two. But yellow whales? Domenic Biagini at Gone Whale Watching San Diego posted a video Aug. 10 on social media of a yellowish-brown whale with a white face, a.k.a., Cuvier’s beaked whale. The color, by the way, isn’t natural; it’s caused by the “infestation of microscopic diatoms and algae” on the whale, according to NOAA. One more thing about Cuvier’s whales: They like to dive deep. A report in Nature last year noted that these whales can remain underwater as long as three hours before coming up for air.
P.S.
Shown is a burnt home in Grizzly Flats, which was destroyed by the Caldor fire southwest of Lake Tahoe.
(Luis Sinco / Los Angeles Times)
Just in case you had plans to camp, hike or backpack up north: Nine Northern California national forests have shut down through Sept. 6 because of the wildfires. They include Tahoe, Plumas, Lassen, Mendocino, Klamath, Six Rivers, Shasta-Trinity and Modoc national forests. Speaking of forests, here’s a Times opinion piece that offers a brief history of California wildfires and whether we should manage or suppress them. Also, Angeles and Cleveland national forests in Southern California are at extreme fire danger. That means you can’t use stoves of any kind — from Coleman four-burners to small canister stoves — if you go camping or backpacking.
Send us your thoughts
Share anything that’s on your mind. The Wild is written for you and delivered to your inbox for free. Drop us a line at [email protected].
Click to view the web version of this newsletter and share it with others, and sign up to have it sent weekly to your inbox. I’m Mary Forgione, and I write The Wild. I’ve been exploring trails and open spaces in Southern California for four decades.
Feds to close troubled New York jail where Jeffrey Epstein killed himself
NEW YORK — Federal officials said Thursday they are shutting down an embattled jail in New York City after a slew of problems that came to light following Jeffrey Epstein’s suicide there two years ago.
The federal Bureau of Prisons said the Metropolitan Correctional Center will be closed at least temporarily to address issues that have long plagued the facility, including lax security and crumbling infrastructure.
The facility, in a complex of government buildings in lower Manhattan, currently has 233 inmates, down from a normal population of 600 inmates or more. Most of them are expected to be transferred to a federal jail in Brooklyn.
The decision to close the Metropolitan Correctional Center, which had been billed as one of the most secure jails in America comes weeks after Deputy Attorney General Lisa Monaco toured the jail and saw the conditions firsthand.
“In an effort to address the issues at MCC NY as quickly and efficiently as possible, the Department has decided to close the MCC, at least temporarily, until those issues have been resolved,” the Justice Department said in a written statement.
The department did not give a timetable for the closure, saying that planning is underway and that updates would be provided as the process continues.
“The Department of Justice is committed to ensuring that every facility in the federal prison system is not only safe and secure, but also provides people in custody with the resources and programs they need to make a successful return to society after they have served their time,” the statement said.
Epstein’s death a month after his arrest on child sex trafficking charges has been a lingering shadow over the jail, which was since marred by the rampant spread of the coronavirus, inmates’ complaints about squalid conditions, a smuggled gun, an inmate’s death and a revolving door of wardens.
The Justice Department’s inspector general has yet to complete an investigation into lapses that allowed the disgraced financier to end his life. Two correctional officers responsible for monitoring him that night have pleaded guilty to charges they lied on prison records because they were sleeping and browsing the internet instead of doing their jobs.
In March 2020, just before the pandemic prompted federal prisons to halt visitation, the jail went on a weeklong lockdown after officials got a tip that a gun may have been smuggled inside. Investigators found a handgun and turned up other banned items, such as cellphones, narcotics and homemade weapons, sparking an ongoing criminal probe into guard misconduct.
After the gun was discovered, then-Attorney General William Barr also launched a Justice Department task force to address criminal misconduct by officers at several correctional facilities.
As the coronavirus took hold, Metropolitan Correctional Center employees weren’t able to get masks, while staff restrooms ran out of soap. Workers in charge of refilling the dispensers were pressed into duty as correctional officers because of staffing shortages. Early in the crisis, more than 25% of staff positions were vacant.
In May 2020, a court-authorized inspection found that inmates with coronavirus symptoms were neglected and ignored and social distancing was almost nonexistent, with some inmates sleeping on bunks within arm’s reach of each other.
Earlier this year, the jail was rocked by allegations that an inmate whose lawyer says he has the mental capacity of an 8-year-old child was left in a holding cell for 24 hours while awaiting a competency evaluation, a violation of prison system regulations.
Around the same time, a correctional officer at the facility had also reported sexual misconduct by a superior, which officials at the jail delayed reporting to senior Bureau of Prisons officials.
Weak hashing algorithm | docs.digicert.com
Weak hashing algorithm
| docs.digicert.com
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90,000 Perm cloud service Playkey will have its own cryptocurrency
August 24, 2017 12:57 pm
The Playkey gaming platform will now use the equipment of other users to operate.To do this, it will create a unified system of independent owners of powerful computers and release a universal cryptocurrency. Reported by DTF.
Users who become cloud gaming service providers will lease their equipment. Thanks to this, gamers will be able to play modern games on an unlimited number of cloud servers, even if they have a weak computer.
For settlements within the ecosystem, the PKT cryptocurrency in the amount of 100 million tokens will be issued and the Playkey Foundation, the issuer of PKT tokens, will be created.She will be responsible for the maintenance and development of the system.
“The shared economy model allows gamers to rent powerful remote servers, which is several times cheaper than buying a gaming PC or console, on which the user will play only a few hours a week,” says Egor Guryev, founder and CEO of Playkey. – Moreover, in a year this computer again will not “pull” new items that are becoming more and more demanding on the “hardware”: today 70% of Steam users cannot play demanding games in high definition on their home computers, while 30% of players won’t launch a game like GTA5 at all. “
Playkey says their mission is to accelerate the cloud gaming revolution through decentralization.
- Playkey is a cloud gaming service that allows owners of weak computers to play demanding technical top games with high quality graphics. The company uses its own technology for encoding, streaming and decoding video images. Playkey allows you to run games in the cloud on a network of remote data centers. Access is provided by a paid subscription. The service catalog contains about 250 games – for example, GTA, Fallout, The Witcher, Dota.
- Cloud gaming service Playkey, developed by the Perm company Enaza, was launched into commercial operation in December 2014. In April last year, Playkey entered the UK market and became a Skolkovo resident in the summer. In February of this year, Playkey managed to attract $ 1.5 million in investments from the German IT provider Darz, and in July – $ 2.8 million from the Internet Initiatives Development Fund (IIDF).
Olga Bogdanova (TEXT daily Internet newspaper from Perm).
Source: chitaitext.ru
Assignment of contracts and accounts | Almost complete | ||||
their quality, cost and liquidity | First priority right to collateral in all project assets, contracts, permits and invoices required to implement the project | Priority right to collateral in all project assets, contracts, permits and invoices required for the implementation of the project | Eligible right to collateral in all project assets, contracts, permits and accounts required for the implementation of the project | Weak collateral or collateral for creditors (difficult conditions for obtaining collateral in the event problem situations) | |
Lender’s control over cash flows (for example, receiving cash, independent escrow accounts) | Satisfactory | ||||
Covenants under the agreement (mandatory preliminary payments, deferred payments, sequence of payments, dividend restrictions) | Contractual covenants are strong for this type of project. The project cannot cause additional debt | The contractual covenants are satisfactory for this type of project. The project may cause very limited additional debt | Contractual covenants are normal for this type of project. The project may cause limited additional debt | The contractual covenants are insufficient for this type of project. The project could cause unlimited additional debt | |
Availability of funds set aside for identified needs (e.g. debt service, renewals and replacements, unforeseen events, etc.) | Longer than in average coverage period, all funds set aside for identified needs are fully funded by cash or letters of credit from a high-rated bank | Average coverage period, all funds set aside for identified needs fully funded | Average period coverage, all funds set aside for identified needs fully funded | Shorter than average coverage period, funds set aside for identified needs funded from operating cash flows |
9 0000 The Swiss Central Bank is struggling with the weak euro
The value of the Swiss currency during yesterday’s trading fell below the border announced by the National Bank – 1.2 francs per euro.During the trades, the franc was worth 1.19995 euros. This happened for the first time after the Swiss National Bank in September called the level of 1.2 francs per euro as the maximum allowable for the appreciating national currency. The restriction was introduced due to the rapid growth of the franc against the backdrop of a weak euro – in August, currencies actually reached parity.
By the evening, the franc rate quickly went down – at 19.00 Moscow time, the euro cost 1.20197 francs. Some traders consider crossover to a large extent a technical issue.“Perhaps it was done by some regional bank without credit limits, and due to lack of liquidity, it dragged the rate beyond the 1.2 mark,” one analyst told the FT.
“We will not allow the rate below 1.2 francs per euro, – said the representative of the Swiss Central Bank, – we intend to buy foreign currency in unlimited amounts to maintain this level.”
“For some time now, we have predicted that this level will not hold when there are new reasons for concern about the situation in the euro area,” says Hans-Gunther Redecker, head of monetary strategies at Morgan Stanley’s London office.
The strengthening of the franc is a consequence of the weak euro. “The euro is now weak against all currencies, including the franc,” says Giuseppe Maniere, manager of Premium Currency Advisers, “before Easter, the market is completely illiquid.” Yesterday the euro fell 0.5% against the dollar to $ 1.3066, and since the beginning of the week it has declined by 2%.
On the eve of the ECB President Mario Draghi said that the difficulties in the eurozone sovereign debt market “will slow down the development of the economy.” “The ECB will have to continue the current monetary policy in order to support the eurozone: its growth is slowing down, and this puts pressure on the euro,” says Lutz Karpovitz of Commerzbank.
Yesterday, the yield on 10-year Spanish bonds hit 5.84%, the highest since mid-December, when the ECB held the first of two auctions. In two auctions, the ECB issued $ 1 trillion in three-year loans to banks. The yield on Italian bonds is 5.54%, the worst result since November.
Yesterday, France placed bonds worth 8.4 billion euros with maturities ranging from five to 30 years. The yield on the five-year bonds was 1.96%, compared with 1.91% at the last similar placement on March 1.“Given the results in the French Ministry of Finance, everyone should be happy that today’s auction went well,” said Lloyds Bank strategist Akilleas Georgopoulos. 90,015 90,000 The eurozone has entered a recession, and the anti-crisis measures do not work.
A new recession has begun in the eurozone, writes S&P: “The latest indicators have confirmed the gloomy picture.” The agency downgraded its forecast: Eurozone GDP will contract by 0.8% in 2012 and will not grow in 2013 (the July forecast assumed a decline of 0.7% and an increase of 0.3%).
The S&P corrected the scale of the downturn most strongly in Spain (to 1.8% in 2012 and 1.4% in 2013) and Italy (to 2.4 and 0.6%, respectively). The production activity of the eurozone is at a low level, the agency notes: the French economy is marking time, the echoes of the crisis on the periphery of the eurozone will hit Germany harder. Only small open economies – Switzerland, Sweden and Belgium – demonstrate resilience, says S&P, a weak rise will be in the UK, but the recession in Italy and Spain will be deeper.
Measures do not work, the agency warns: countries have failed to achieve interest rate reductions thanks to budget deficit cuts, as happened in the 1990s. Then Italy managed to bring them down from 14 to 8.5%, Sweden – from 13 to 5.5%. “Investors continue to be concerned about the survival of the eurozone as a whole and the possible exit of individual countries from it,” sums up the S&P.
Fiscal cuts hit GDP harder than before, there is no support for the growth of world trade, the authors of the review say: imports of developing countries in the first half of 2012grew by only 0.2% against 10.3% in 2010 and 3.6% in 2011. Government savings hit consumers: they cut spending, it is not clear how demand will recover in the coming years, there is a risk of decline investment activity of corporations. The mechanism of the printing press does not work, states S&P. In September, the ECB announced an unlimited redemption of government bonds of problem countries. The ECB money does not reach the real sector and does not weaken the crisis of confidence, according to the agency: “The recession of the eurozone may drag on for a long time.”
Yesterday, the eurozone governments began negotiations on the creation of a single budget for the bloc countries, its creation could smooth the economic gap between the countries, European officials told the WSJ. The idea of ”sharing sovereignty” was in the June list of measures for reforming the eurozone from the President of the European Council Herman van Rompuy, it was also agreed by the ECB and the European Commission.
Advertising strategy as the art of compromise. Choosing the most efficient ooh formats
Author – Valeria Tkach,
CEO
Vision Research Agency
Advertising strategy is the art of compromise.When we plan an ad campaign, we usually assume that we will not have enough money to provide high coverage at the same time with huge frequency over an extended period anyway. Therefore, within the framework of a media strategy, we always have to choose: sacrifice coverage for the sake of frequency, or vice versa – arrange a massive but short advertising blow or a weak but long one.
Of course, the ideal choice of formats in the media mix is able to provide full coverage of the target audience with the maximum frequency of contact and with the guarantee of receiving a positive reaction to the advertising message.But it is unlikely that any of us will ever be lucky enough to take advantage of this luxury, because for this we need an unlimited budget.
Unfortunately, fixed budgets require careful trade-offs and careful selection of the most appropriate formats. It is important to remember that there are no good or bad advertising media. There is no one perfect format that fits all occasions. There are challenges facing an advertising campaign, and there are formats that can best solve them.
In this article, we will try to figure out which outdoor ad formats are best suited to achieve the main marketing goals usually faced by the advertiser. And how to mix these formats correctly in order to find a compromise for the ideal media strategy.
All data provided in the article were obtained on the basis of online surveys of the Vision research agency in 2018-2019. This is averaged data based on the results of measuring the effectiveness of Moscow advertising campaigns for more than 200 brands.The sample for each brand was 1.2 thousand respondents aged 18-55.
Formats that allow you to reach a maximum audience of
Typically, an advertising campaign can be considered effective only if a sufficiently large number of people have seen it. Therefore, the coverage potentially achievable with the help of this medium becomes an important factor in choosing a format. It is logical to assume that the format’s coverage depends, on the one hand, on the number of available designs, and on the other, on their geographic location and on their visibility.
As a result, in Moscow, the metro and 6×3 m billboards are in the top in terms of the maximum suggested knowledge of advertising, followed by digital designs.
How was this data obtained? The respondents were shown photographs with a debranded creative placed on a certain medium. At the same time, small explanations were made: what is this or that structure (approximate size, placement, dynamics or statics, etc.). People were then asked if they had seen this advertisement on the streets of the city recently.
Formats for high quality contact
Of course, for adequate coverage, it is important that the number of available structures in the city is as large as possible. But this is not a decisive factor for the implementation of an effective outdoor campaign.
Obviously, some formats are getting more attention, and this is highly correlated with the quality of the contact. You can place the same creative in different formats, and it will be well remembered on one design, but it will be poorly attributed to another.
To get data on the quality of contact in different formats, we also used a photo of the de-branded creative and asked people if they had seen it. If the person answered positively, they were asked to recall the advertised brand. And here it was very often found that part of the audience did not remember which brand was being advertised.
Naturally, for the correct brand attribution, firstly, the quality of the creative itself is of great importance – a bright creative will always attract more attention, and secondly, the strength of the advertised brand – a well-known brand is usually remembered much better.But when we compare the same creative in different formats, we get the opportunity to compare exactly the quality of communication between the format and the medium.
As a result, large-format advertising showed the highest quality of contact, especially in digital formats. The highest indicator of correct attribution is for media facades – 68% – among those who have seen an advertisement on the streets of the city. In second place is advertising on transport with 54%.
Cost Effectiveness in Different Formats
However, if we do not consider how much it cost us to achieve these results, then our advertising strategy may not be very cost effective.It is good when the selected format provides a large coverage and high quality of contact. But if the advertising budget is beyond reasonable limits, then you need to look for ways to optimize.
The most cost-effective formats at the moment are cityformat, metro and digital billboards, where the cost of achieving 1% effective coverage is minimal. It should be noted that the higher the quality of the format contact, the more expensive it usually costs the advertiser.
Perception of formats
While giving preference to a certain format, it will not hurt to take into account the emotional attitude of the audience to this type of advertising medium.Overall, outdoor advertising is one of the least annoying media channels. In the opinion of the population, it often does not interfere, and often even makes the city more attractive and interesting.
If we compare the formats according to their perception by the audience, it turns out that the largest digital formats cause the most positive emotions. In turn, the metro, cityformat or ordinary billboards 6×3 m, although they do not cause a storm of positive emotions, are generally perceived by more than half of the population very positively.
Compilation of media mix
What should you pay attention to when compiling a media mix of formats for solving a particular problem? If it is necessary to strengthen the image component so that the brand will be remembered and not confused with competitors, large structures should be used, despite their cost. If you need to maximize brand awareness, you cannot do without the most comprehensive formats (billboards, metro).If you want to optimize your budget, don’t forget about cityformat. Their presence in the media mix will not cost so much money, but at the same time will increase the percentage of the audience reached.
Let’s now divide the ad campaigns field into four squares. The breakdown point is the average budget and the average coverage achieved for that budget.
We got four clusters of advertising campaigns: “champions”, “heavyweights”, “thrifty”, “wasteful”.The heavyweights of the advertising market are those who invest a lot of money and get meaningful results. “Wasteful” campaigns can be classified as campaigns on which a lot of money was spent, but in terms of coverage they cannot fall into the “heavyweight” cluster. The cluster of “thrifty” includes small advertising campaigns with not the highest results. The Champion Cluster combines campaigns with low budgets but high performance metrics. Of course, everyone wants to be among the “champions”, but it is not always obvious what needs to be done for this.
Multi-format advertising campaigns are highlighted in red on the chart, mono-format companies are in gray. Note that the latter are concentrated in the zone of either the “wasteful” or “thrifty” cluster. What is the reason for the higher performance of multi-format campaigns? First of all, adding other formats makes it possible to get an additional audience. Thus, the inclusion of the metro in the media mix allows expanding the coverage at the expense of metro passengers, and adding cityformat to other outdoor advertising formats will make it possible to better reach pedestrians.To what extent the formats overlapped and how many unique viewers each format gave, you can find out from the post-campaign measurements of the placement efficiency.
But in addition to additional coverage, the expansion of the media mix also allows you to improve the quality of contact with the advertising message. When we combine a reach advertising medium with formats that guarantee high-quality contact in one campaign, the overall level of brand retention increases noticeably. You no longer need to achieve a frequency of 10+ to remember the advertised brand: one contact with a large bright format is enough and all subsequent contacts with other less attention-grabbing advertising carriers will not be wasted: the audience will already know which product is being advertised.And of course, a wide media mix is always an opportunity to optimize your budget by including less expensive accommodation options.
So, if the budget is small, then the client, most likely, will use one format of designs and will not count on a very high result. But with a large budget, it is strategically wrong to invest in one format. By dividing it between several formats, you can not only solve several marketing problems, but also optimize your budget, reach more people and achieve a higher quality of contact with consumers.And the choice of the most effective formats that should be included in the media mix for each specific advertiser is best done based on measurements of the effectiveness of the formats. As a result, this will allow the advertising campaign to be carried out as efficiently as possible.
Kanban Board Online – Try It Free
The Kanban methodology has become quite famous as a way to control projects and is applied in various fields.What is Kanban? This is a way to visualize detail with the ability to achieve transparency and adjust the functions performed.
The task to be solved is demonstrated on a universal kanban board displaying a specific number of columns.
An online whiteboard is a more convenient way to apply the Kanban methodology. It allows you to access current processes, makes it possible
quickly edit them and check reports.As the experience of many large enterprises shows, demonstration of work in such a format has
positive influence. The A2B system helps to evaluate all the positive aspects of the Kanban board on the current tasks of your enterprise.
Go through the registration and use the free period to evaluate all the capabilities of the system.
What is a Canban Board for?
The main purpose of this tool is to help organize tasks and distribute
them by performers, which helps to avoid overloads.
The standard method includes three parameters (columns):
- “To Do” – assigned tasks that have not yet begun to be completed.
- “In Progress” – in progress.
- “Ready for delivery” – tasks that have been completed in full and whose results can be demonstrated.
If necessary, the number and name of the columns can be changed – the Kanban board is quite flexible.It helps to fine-tune the methodology
for the required areas of activity. The characteristic of this project management method is the limited number of cards. This means that the current
a task can be included in the column only when the previous one is completed. This limitation can lead to negative results if speech
it is about working on large projects that require solving a large number of tasks in parallel with each other. In the A2B system, you configure these parameters
under the peculiarities of their activities.
The Kanban board function is provided in the Orders module
Setting tasks and monitoring orders
Prices for the Orders module and the Kanban board
What is the benefit of using an online Kanban board?
Detection of bottlenecks – in the event that tasks accumulate in a certain column, then this can
cause a shortage of specialists or financial support.
Monitoring the full performance of work and the level of workload.
Control of the process of developing a list of tasks and add-ons.
Keeping the steps in sequence – prioritizing tasks may not always be effective. In columns online
Kanban boards all tasks can be arranged vertically. Tasks are listed in ascending order depending on the importance score.At the same time, you gain the ability to instantly change the importance of a task, delete previous information and add new information.
Concentrate on the most important tasks.
Work in the CRM module
The system offers to work with sales in the CPM system. You can customize the columns (stages) of the sale and drag and drop
Kanban board sales without going into each of them.For each sales funnel, you create your own kanban board with your own columns.
Positive aspects of the A2B system
The A2B project regulation system consists of a large number of tools, including visualization tools – Kanban board and Gantt chart.
When developing the Kanban toolkit, we took into account all the preferences and tasks of existing customers – this is reflected in the following characteristics:
- Listing an unlimited number of tasks.
- Involvement of an unlimited number of performers in the work.
- Opening access to the board.
- Easy editing of information on the board
You can evaluate all the positive aspects of using the A2B system within the framework of the promotional period – a new user gets a month of free access to the platform.
Enjoy the comfort and convenience of using the Kanban board and other platform functionality.
Opportunities in A2B when working with a board
You get the ability to managment the entire workload in a columnar format. To do this, you need to place tasks in a specific order,
monitor the effectiveness of work and identify weaknesses.
- Personal regulation of the number and name of columns.
- Add any number of tasks.
- Assignment to each task of the worker-executor.
- Excellent benchmarking capabilities for employee performance.
- Manage projects efficiently by organizing urgent tasks according to importance indicators.
- Adding specific comments and links
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