ADVERTISEMENT
  • About
  • Contact
  • Testimonials
  • Demographics & Advertising Rates
Thursday, April 22, 2021
Search
    Generic filters
    California Business Journal
    61 °f
    Los Angeles
    61 ° Fri
    61 ° Sat
    60 ° Sun
    58 ° Mon
    60 ° Tue
    65 ° Wed
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      bitcoin of america

      The power of Bitcoin of America intensifies

      venture-capital-investment

      Silicon Valley and Tel Aviv Firm NextLeap Ventures Rising To The Next Level

      Bitcoin

      Big Changes May Be Coming For Cryptocurrency

      bitcoin2

      What the average person needs to know about Bitcoin

    • People
    • Featured
      lights, camera, action2

      Lights, Camera, Testing!

      Dennis Weiss Lead Gen

      Commentary: Preventing Lead Generation Fraud

      yacht fishing sunset1.1

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      stock-market-3

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      Dr. Chris Harts4

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

    • Technology
      Higher Education Adapts to Covid Using IT

      How Higher Education Has Adapted to Covid-19 Using IT Tools

      NEC X Figure 3_Shige Ihara

      Fast Tracking Technologies … To The World

      Welcome to the construction industry’s automated augment

      Tech Future Healthcare1

      Technology and the Future of Health Care

    • Law
      Doctor getting second opinion on patients x-ray

      Improper Medical Treatment: What To Do Next?

      Mediation-For-Couples (1)

      What is Mediation and How It Can Help?

      Legal obligations of businesses: What happens when these duties are breached?

      Nicole Kuklok-Waldman Headshot

      Commentary: How to Bounce Back from a Canceled Career 

    • News
      blockchain2

      Blockchain.com Value Reaches $5.2 Billion

      Negative Google reviews1

      How to Handle Negative Google Reviews

      SleepScore Labs

      The Final Score

      Passports on a map of the world

      If Your Employees with U.S. Passports are Traveling in 2021, Start Planning Now

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      safe workplace

      9 Essential Steps for a Safer Workplace

      trust3

      7 ways to build trust on your business website

    • Health & Fitness
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Woman climber on a Klettersteig (Via Ferrata)

      6 Unique Ways to Stay Fit Outdoors This Summer

      WOMAN WORKING OUT

      Taking the Gym Home: Hot Selling Items During the Pandemic

      silhouette-of-man-and-woman-running

      3 Reasons to Start Working Out … This Month

    California Business Journal
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      bitcoin of america

      The power of Bitcoin of America intensifies

      venture-capital-investment

      Silicon Valley and Tel Aviv Firm NextLeap Ventures Rising To The Next Level

      Bitcoin

      Big Changes May Be Coming For Cryptocurrency

      bitcoin2

      What the average person needs to know about Bitcoin

    • People
    • Featured
      lights, camera, action2

      Lights, Camera, Testing!

      Dennis Weiss Lead Gen

      Commentary: Preventing Lead Generation Fraud

      yacht fishing sunset1.1

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      stock-market-3

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      Dr. Chris Harts4

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

    • Technology
      Higher Education Adapts to Covid Using IT

      How Higher Education Has Adapted to Covid-19 Using IT Tools

      NEC X Figure 3_Shige Ihara

      Fast Tracking Technologies … To The World

      Welcome to the construction industry’s automated augment

      Tech Future Healthcare1

      Technology and the Future of Health Care

    • Law
      Doctor getting second opinion on patients x-ray

      Improper Medical Treatment: What To Do Next?

      Mediation-For-Couples (1)

      What is Mediation and How It Can Help?

      Legal obligations of businesses: What happens when these duties are breached?

      Nicole Kuklok-Waldman Headshot

      Commentary: How to Bounce Back from a Canceled Career 

    • News
      blockchain2

      Blockchain.com Value Reaches $5.2 Billion

      Negative Google reviews1

      How to Handle Negative Google Reviews

      SleepScore Labs

      The Final Score

      Passports on a map of the world

      If Your Employees with U.S. Passports are Traveling in 2021, Start Planning Now

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      safe workplace

      9 Essential Steps for a Safer Workplace

      trust3

      7 ways to build trust on your business website

    • Health & Fitness
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Woman climber on a Klettersteig (Via Ferrata)

      6 Unique Ways to Stay Fit Outdoors This Summer

      WOMAN WORKING OUT

      Taking the Gym Home: Hot Selling Items During the Pandemic

      silhouette-of-man-and-woman-running

      3 Reasons to Start Working Out … This Month

    Search
      Generic filters
      California Business Journal

      INCANDESCENT INSPIRATION

      by Dana Sullivan Kilroy, Staff Writer, California Business Journal
      A A
      Share on FacebookShare on Twitter

      Shine Illumination’s Brilliance Takes Experiential Marketing to Another Level.

      A surfing Santa. A ski-jumping penguin. A holiday kissing location gone viral.

      These are just some of the magical moments created by San Juan Capistrano-based Shine Illumination, where every day is a holiday or at least, the celebration of one.

      This creative calling is a reality for Bruce Brenon, CEO and founder of Shine Illumination, who inspires clients to “make a scene.” His company started doing holiday lighting for a few homeowner’s associations and private homes to now doing major retail, resort and city properties.

      In fact, the Shine Illumination client list is a “who’s who” of Southern California luxury locations requesting holiday and event installations that attract traffic numbers in the thousands. Names such as OC Parks, City of San Clemente, City of Laguna Niguel, Rancho Mission Viejo, Dana Point Harbor, Del Mar and the majestic Terranea Resort are just a few of the stellar names on their client list.

      Brenon and his team of 25 designers, fabricators, installation crews and project managers are creating “legacy experiences and iconic destinations” – such as Dana Point Harbor’s #HappyHarborDays and the Merry Kiss Me installation that went viral on Instagram. Brenon’s passion is solidly embodied in Shine’s ability to create something spectacular for his clients all year long for any event or holiday.

      Brenon creates “legacy experiences and iconic destinations.”
      Bruce Brenon and his team of 25 designers, fabricators, installation crews and project managers create “legacy experiences and iconic destinations” – such as Dana Point Harbor’s #HappyHarborDays and the Merry Kiss Me installation that went viral on Instagram.

      A Born Entrepreneur

      A native of Missouri, Brenon is a natural-born entrepreneur with a background in entertainment and hospitality. He grew up at his parents’ resort where he was the unofficial social chairman throughout much of his childhood. He was raised to be enterprising and self-sufficient.

      “When I was a teenager, I told my dad I wanted a car,” he says. “Instead he gave me a lawnmower and said, ‘Here’s your car.’ I think a lot of entrepreneurs evolve in the same way – their parents push you to do it on your own.”

      In Brenon’s case, it made him hungry to keep doing more. At 16, he was making about $25 an hour, which was quite a lot back then. “I realized the more I worked, the more I could make,” he says. “I got a taste for making as much money as I could.”

      He moved to Miami and worked in advertising for a time but then decided to open another landscaping company. Shortly after becoming a father, he moved to California hoping to find another revenue stream. He opened another landscaping business and shortly after was asked if he could put up holiday lights for a client. He had never done it before, but decided to go for it.

      “My first job was for the director of engineering at the Ritz-Carlton Laguna Niguel,” he says. “It turned out we knew several of the same people back in Missouri. I’ve never told a client no, so we figured out a way to created something that wowed them.”

      He’s been designing the property for 12 years now.

      Today, his business has evolved from holiday lights into sets, displays, lighting for events — “and every year it gets bigger,” he says.

      ADVERTISEMENT

      Anyone familiar with the Ritz-Carlton knows the company does not do anything halfway. Additionally, holiday lighting displays have become a massive draw for business of all types and sizes. And you can never rest on your laurels because there is a push to not only exceed the previous year’s regalia, but to not be outdone by the competition.

      “It’s no longer just about Christmas,” Brenton says. “We are creating these experiences year-round and are encouraging our clients to ‘own your own holiday’ in more inventive ways to maximize their marketing dollars. For instance, not everyone can compete with a high-end shopping mall during December so we encourage them to pick another holiday – such as Valentine’s Day, St. Patrick’s Day or July 4th – and make it their trademark event.”

      Insta-Experiences

      Social media has revolutionized promotion and though you don’t always have to pay for it, you do need to be savvy to maximize its value as it’s always evolving.

      “Instagram in particular has become the impetus of experiential marketing, especially how it capitalizes on FOMO or the ‘fear of missing out’ dynamic,” Brenon says. “This is particularly true for those traveling or shopping – once they see an amazing location everyone is posting, they feel they need to go too. It’s a driver for traffic, and not in a passive way.”

      Brenon stipulates that the experiences cannot remain static. They have to change or people get bored. It pushes the Shine Illumination team to always have something new to create in order to add to the company’s growth. This is driving new possibilities for venues as they capitalize on multiple occasions in order to make a memorable event.

      “I come from a design background and the last couple of years has really sparked my imagination, and I’ve challenged my team to do even greater innovation,” Brenon says. “We do most everything in house. We have fabricators on staff and a former prop person from Disney. Depending on our budget, we always want to create custom, one-of-a-kind materials for our clients.”

      Though the company creates beautiful, elegant décor, it aspires to be kid-friendly much of the time “because kids drive a lot of the traffic,” Brenon says. “They see or hear about events and push their parents to take them, and that’s what draws big crowds. But every year it has to keep changing or they get bored. I get a lot of my ideas from my own kids. I think, ‘What is the coolest thing you can see?’ Get inside a kid’s mind and find out.”

      The future for Shine Illumination will likely bring more innovation with a new focus on now-vacant “big-box” storefronts. Brenon and his team are now focusing on working year-round with shopping-center owners to make great use of these large, empty spaces by creating more innovative, Instagram-worthy experiences.

      Copyright © 2019 California Business Journal. All Rights Reserved.

       

      Tags: advertisingan event to be rememberedCaliforniaCEOcreate amazingly unique displayscreate and build custom displaysDana Pointentrepreneurentrepreneursfocusinnovationinteractive displayslighting setupsluxurymarketingnaturalOCpropertiesSan Juan CapistranoSocial MediaSouthern CaliforniaTraffic
      ADVERTISEMENT
      Dana Sullivan Kilroy, Staff Writer, California Business Journal

      Dana Sullivan Kilroy, Staff Writer, California Business Journal

      Dana Sullivan Kilroy has written for such prestigious publications as Fast Company, The New York Times, USA Today, The Los Angeles Times, O/The Oprah Magazine, ESPN and The Wall Street Journal. A graduate of UCLA with a degree in English Literature, Dana also works with the Nevada Museum of Art and the Reno Philharmonic on social media strategies. She is also a Director The Ferraro Group.

      WHAT TO READ NEXT

      lights, camera, action2
      Featured

      Lights, Camera, Testing!

      April 21, 2021
      Dennis Weiss Lead Gen
      Education

      Commentary: Preventing Lead Generation Fraud

      April 20, 2021
      yacht fishing sunset1.1
      Featured

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      April 16, 2021
      stock-market-3
      Education

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      April 12, 2021
      Dr. Chris Harts4
      Featured

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

      April 10, 2021
      House remodel
      Education

      Tips to Help You Find A Contractor for Your Home Remodel

      April 6, 2021
      Next Post

      Results Driven Leadership Group Features Retaining Top Talent Workshop March 19 and 20 at Center Club in Costa Mesa, Calif.

      Follow Us

      ADVERTISEMENT

      Categories

      • Art & Culture
      • Business
      • Editor's Choice
      • Education
      • Featured
      • Finance
      • Food & Dining
      • Health & Fitness
      • Human Interest
      • Insurance
      • Law
      • Marketing
      • Medical
      • News
      • People
      • Popular
      • Real Estate
      • Social Media
      • Technology
      • Uncategorized

      CBJ Partner Firebrand Media

      Laguna Beach Independent Newspaper

      Laguna Beach Magazine

      Laguna Beach City Guide

      On The Menu Laguna Beach

      Newport Beach Independent Newspaper

      Newport Beach Magazine

      Newport Beach Country Club Magazine

      Coastal Real Estate Guide (NB,LB, CDM)

      Montage Magazine

      Monarch Beach Resort Magazine

      Pacific Coast Magazine (SoCal)

      Omni Escapes Hotel Magazine

      Sea Island Life Magazine

      Salamander Hotel & Resorts Magazine

      Bespoke Concierge New York

      Evans Hotels

      View our entire portfolio here

      ADVERTISEMENT
      1REALTOUR-SAN DIEGO-WEB DESIGN
      ADVERTISEMENT
      Facebook Twitter LinkedIn LinkedIn Instagram
      C B J   LOGO  SVG-01
      • About
      • Contact
      • Testimonials
      • Demographics & Advertising Rates

      Newsletter

      Most Viewed

      • Judge gavel, scales of justice and law books in court

        Lawsuit Basics: How Much Does It Cost to Sue Someone?

        0 shares
        Share 0 Tweet 0
      • THE ONLY WAY

        0 shares
        Share 0 Tweet 0
      • REPORT: TECH GIANT CISCO ABOUT TO LAY OFF 14,000

        0 shares
        Share 0 Tweet 0

      Latest Articles

      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      April 22, 2021
      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      April 22, 2021
      safe workplace

      9 Essential Steps for a Safer Workplace

      April 22, 2021

      California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
      ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
      Site Design by 1REALTOUR

      Search
        Generic filters
        • Front Page
        • Business
          • Insurance
          • Real Estate
        • Finance
        • People
        • Featured
        • Technology
        • Law
        • News
        • Human Interest
          • Food
          • Art & Culture
        • Education
        • Health & Fitness

        California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
        ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
        Site Design by 1REALTOUR