The inaugural IBM World of Watson event needed a way for attendees to interact with keynote sessions, activations and provide meal breaks in a unique format. Drury successfully combined creative and strategic approaches to create a dynamic environment where attendees could watch live keynotes, eat from food trucks and engage in conference networking, and combine sponsorship opportunities outside of the typical four walls of an Arena or Convention Center. Thousands of attendees converged into the area to watch the keynotes, eat lunch outside, and stay networking long after the sessions had finished. The combination of perfect weather, great atmosphere with unique food, music and activation zones lead to a successful additional conference zone.