THE EVENT: “To C.R.A.F.T. Your World,” Matrix Destination.
THE VENUE: MGM Grand Hotel, Las Vegas
THE DETAILS: More than 2,000 salon professionals gathered for the three-day Matrix Destination event. There was education, inspiration, elevation, business-building, networking and entertainment. Attendees rotated among five special classes led by top educators and facilitators. Leading the programs were industry pros like Nicholas French, Ammon Carver, Brian and Sandra Smith, Nick Stenson and Daniel Roldan.
THE BUZZ: With a ratio of one to three, (Matrix personnel to attendees) it’s no surprise that show goers got their money’s worth. A highlight for many was the presentation and Q and A offered by Mark Townsend who gave a behind-the-scenes look into the celebrity stylist world. But the most fun was definitely had at the “Red Hot Party” at Studio 54.
THE LAST WORD: According to Martin Dale, vice president of Education, “We utilized the feedback from our first Destination and learned that we needed a hands-on learning session. We limited attendance and made all the classes interactive. For the C.R.A.F.T. cutting class, “Cut to the Chase,” we had 350 people cutting mannequin heads at once. It was simply overwhelming.”
Fantasy hair on stage on opening night.
Matrix Artistic Designer, Nicholas French behind the scenes.
Sandra and Brian Smith, Matrix Artistic Designers.
Power hair on the runway by Nicholas French.
Hands on Education with Matrix Artistic Designer Tarra Dean.
Francesca Raminella, senior vice president and general manager Matrix US.