THE EVENT: The Paul Mitchell Gathering 2013 at Caesar's Palace in Las Vegas, August 11-13, 2013. This annual event has been drawing together the Paul Mitchell family of schools, salons, owners and partners in success for years. Thousands of hairdressers enjoy inspiring education, dazzling runway shows, and interaction with each other and with the Paul Mitchell team, including host and co-founder of John Paul Mitchell Systems, John Paul DeJoria.
THE DETAILS: Held in the palatial surroundings of Caesar's, The Gathering launched with an Opening Session that set the tone for the days to come. Original music, compelling visual images and videos, and models in bespoke costumes. A theme established last year, I'MPOSSIBLE, was carried through in presentations that launched new lines and re-emphasized Paul Mitchell's support of their salon partners and schools. Product launch highlights included new Neuro Styling Tools, the brainchild of VP of Marketing, Jason Yates, and shines XG. a demi-permanent, no-ammonia hair color.
CEO John Paul DeJoria looked at ease roaring onstage astride a motorcycle during Opening Session. He issued a welcome and encouragement to all present to continue striving for excellence in every aspect of their career and their business. DeJoria also underscored the Paul Mitchell commmittment to philanthropy, saying in a video that opened the first day's events: "We have the obligation if things go half way decent for us to share some of that prosperity."
Robert Cromeans, Global Artistic Director, and the man who mines his mind every year to produce these risk-taking, inventive stage shows and then produces them with compelling precision, shared a challenge to "Put It Out There."
“A few months ago, I was flying through the airport and I was putting it out there, as I do, and a young man was walking towards me , and he was putting it out there, and he said how you doin’ and I said how you doin’ and it was Patrick Dempsey, Mr. McYummy. My beautiful girlfriend looked up and said, Robert do you know Patrick Dempsey and I said No, honey, I was just putting it out there. We’ve got to start putting it out there.”
Dean of Paul Mitchell Schools, Winn Claybaugh, joined the company in 1990 and the schools he oversees are graduating over 16,000 hairdressers a year, "passionate graduates entering the salon industry. They are the product I am most proud of."
THE CLASSES: Education offerings were all hands-on--no look-and-learn. Even the business classes included interactive quizzes, group activities and active brainstorming. Some of the opportunities to learn included:
Building Your Business Through Social Networking (Orion Hand, JPMS Director of Web Marketing, and Wayne Mattison, Regional Sales Director) were much in demand. They demystified social media and offered immediate action steps for salons to up their social media presence.
John Harms shared the latest from his salon software, Harms Millennium, and how it leads to success.
The Retail Doctor, Bob Phibbs taught tools and tips to merchandise and increase take home including this: At the end of every service, ask a guest to take their every-present smart phone and video record their stylist talking about the products, tools and techniques used to achieve their new style.
Advanced ColorCutting, the system trademarked by dynamic duo Linda Yodice and Scott Cole, was a jam-packed class.
Takashi Kitamura,Paul Mitchell Platform Artist, taught a class entitled "Tingle with Takashi" that featured the Tea Tree Line and his signature precision cutting and sexy, natural styling.
THE WHITE PARTY: Everyone turned out in their most dazzling white ensembles for a party that celebrated the comraderie that comes with being part of the Paul Mitchell tribe.
MORE IMAGES, RECAP AND DETAILS FROM THE GATHERING TO COME.
WATCH REPLAYS OF THE ON-STAGE PRESENTATIONS HERE:
For reprint and licensing requests for this article, Click here.