As the portal to UCLA, the Luskin Conference Center was conceived to be an incubator where notable thought leaders gather to ignite the breakthroughs of tomorrow. How do we position the grand opening of this 295,000 sq.ft. complex as a unique event that will generate a sense of interest, create a sense of urgency for the audiences, and encourage attendance? By focusing on the opening date as a defining, yet pivotal moment for the university in context to other impactful Bruin breakthroughs, the significance of this event becomes a landmark experience like no other and one that certainly cannot be missed.