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Good Day LA and Annual Tree Lighting at Plaza El Segundo!


We go LIVE folks in 3…2…1!

“Happy holidays! Yes, that’s right, the holidays are kicking off. We’re not gonna wait till after Thanksgiving…we’re starting now! Welcome to the Mar Yvette Weekend Roundup.”

The segment kicks off with a harmonized ‘Jingle Bell Rock’ performed by carolers, outfitted appropriately, and the El Segundo High School Choir. However, it’s hard to focus on the lively tune when a large walking Christmas tree on stilts made of balloons twirls overhead swirling red and white ribbons vivaciously through the crisp morning air.

Camera pan left.

Magician Jim whips scarfs from his hands out of thin air- oh the wonder! Sweet XO teases viewers with their mouthwatering display of your favorite holiday treats (don’t you worry not a crumb was wasted after the segment ended) brownies covered in Oreos…cookies baked to that golden brown only grandma knows how to make…and jars of colorful candy piled high…and then…. 


Santa tells everyone to wear something warm tomorrow night because he will be bringing his chilly weather with him to the Annual Christmas Tree Lighting at Plaza El Segundo. (He doesn’t announce, however, that he will be entering the event in style—on top of an El Segundo fire truck!)


Melrose team, wearing matching holiday aprons, is killing it in the background showing off their snowball juggling skills on LIVE TV while Legacy Dance brings on the sparkles and sass. I mean little girls dancing in tutus...really? What’s not to love.

And …did I hear… Make your own music video, Elf on the shelf scavenger hunt, AND a $1000 raffle of a shopping spree to Plaza El Segundo? Sound the Applause!


But hold on, that was only the preview folks.

The event itself was a smashing evening full of a wide variety of entertainment including the Wondertree Kids, the LA Kings Ice Crew, Strolling Carolers, the Island Breezes steel drum band performing holiday songs, a stilt walker dressed as a live holiday tree, MC Jim McNeib,The Arty Loon show, the Powerhouse Dancers, and the El Segundo Middle and High School Choirs. 

The highlight of it all, however, horse drawn hayrides. After mangling the press, you best believe the Melrose team was first in line!

And how does Melrose celebrate a successful event? By hitting the Sweet XO candy bar of course!


Melrose PR

Ice Custard Happiness

I scream. You scream. We all scream for ice, custard, and happiness! I mean, we're in the dog days of LA-summer for goodness sake...and what better to cure that than the grand opening of Rita's Italian Ice West LA?

This past Friday, September 12th Rita's of West LA officially opened it's cool and sugar-coated doors to a crush of excited customers who received a super-freebie-Friday Italian ice, and helped donate to another lot of sweeties that were on hand for adoption from Best Friends of Los Angeles!

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Team Melrose was of course on hand for all the festivities first thing in the morning. Check out all our gratuitous treats and puppy pics on our Facebook page. Full disclosure: We can't pass up free Italian ice treats and puppies....I meannnnn....

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What we were really most excited about celebrating on Friday, was the idea that a single entrepreneur, with a simple formula, and an inaugural product named after his wife, Rita, was able to turn just a simple sweet-dream, into a successful franchise with an enviously loyal customer base.

The proof is in the custard, becuase over 30-years later we stood right on the corner of Pico and Sepulveda with smiles on all of our faces, and enough ice to beat the Socal heat for everyone arriving to join the party.

So, what's your favorite Rita's flavor? We'll have it waiting for you...



Not Impossible

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We headed out to the desert early last week with the same trepidation and nervous anticipation that most Vegas-goers seem to bear. But from a PR team that lives and breathes event-going, event-planning, and conference-content, we tend to arrive and pick up our badges with no expectations on the menu.

With this standard protocal, attendees, speakers, and even exhibitors tend to forfeit any blanket disappointment. What it doesn't hold insurance for however, is the potential of mind-blowing content that has (unbeknownst to you) been incubating in your own back yard.

#SXSWV2V is still quite green in it's second year of production. It's interest niche has long since been carved out by entrepreneurs across all creative industries. Some borrowed from SXSW Interactive as we've known it in Austin, and some looking to hop into the Downtown Project game while all of the OG players are still sizing up the batting order.

To be lucid about the biggest-bang-impression made on us this year, please imagine if you will, meeting us in attendance in Belmont 5, a convention hall nook in the infamous Cosmopolitan Las Vegas venue. Over the course of three days, Belmont 5 hosted several individuals, each experts in their own right, presenting their 20/20 Vision. We the attendees, were gifted 20 minutes of personal insight into what it's like being - well - inside each presenter's entreprenurial head.

Some used the brevity of form as a more introductory avenue, and kept things light, bright, and appealing to the community's shared funny bone. Others stood bravely and disclosed more personal narratives of their ventures (or adventures if you will), all the more bewitching in the quick blink of 20 minutes.

And one, Elliot Kotek of Not Impossible Labs, took 20 minutes to change our definition of impossible for the rest of our lives. Their mission statement says it all:

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Remember when you were younger and the old tall people always asked what you wanted to be when you grew up? I said, "A movie star." These guys said, "Global and Moral Game Changers of Inconceivable Magnitude." I'd like to change my answer...

On April 25th, 2012, Time Magazine published an article by Alex Perrydetailing the account of 14-year-old Daniel Omar whose hands were blown off by a bomb dropped by the Sudanese government in an attack on rebel forces. Perry subtly revealed the story of Dr. Tom Catena, an American surgeon from Upstate New York who lives and works in Sudan's Nuba Mountain, and that saved Daniel Omar's life.

Perry ended the article with, "Ultimately, even for a surgeon who is, by now, most likely one of the world's most experienced amputators, there are things [Dr. Catena] can't fix. After a little more than a month, Daniel's arms have healed into neat, smooth stumps, with barely a scar. The same can't be said of his mind."

[CUT TO] a few months later when Mick Ebeling, co-founder and CEO of Not Impossible Labs (...maybe between grabbing a local cup of Santa Monica's Dogtown Coffee, or perhaps taking a stroll in his Venice Beach hood...) reads Perry's article.

Next, (and this is where you cry our of sheer glee) in fall of last year, the Not Impossible team flew toward Sudan armed with 3D printers, filament and orthoplastic and in about one month, 16-year-old Daniel received a 3D printed arm, and fed himself for the first time in two years. 

Coming off the success of creating The Eyewriter - one of Time Magazine's 'Top 50 Inventions of 2010' and Gizmodo's Health Invention of the Year, Not Impossible Labs is disrupting the story of healthcare. In four *easy (please read: *brilliant) steps:

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And just in case any of the audience was only half listening at the end of that long day in Vegas after hours of panels, and speakers, and asprins, at least one takeaway was abundantly clear for any tech startups in any league...

Want to know how to attract investment? Focus on a problem.

Once you've solved it, what other problems does that success have a positive impact on? If you create a snowball effect of residual problem solving through a product or service, you're parenting a sustainable cycle of growth whether you are trying to enhance your business - or your life.

"...compelling others to action and, ultimately, making the impossible, possible."

Now, you may be reading this asking, "Ok, but how is my magnetic fanny back going to make the world a better place and push the limits of divine possibility?" Fair enough. And I can just as easily answer, "It probably won't." With the heart and the head of a doer, you're already a part of the sustainable cycle of collaboration propelling that which is - Not Impossible.

 But, the prosthetic arm that Daniel received and Mick conceived, cost around $100 to produce, and can be printed in about six hours. Elliot closed out his pithy but potent stage time in Belmont 5 saying, "This is not something for someone else. This is something for everyone."

If you'd like to learn more about Not Impossible Labs, find out how you can get involved in submitting a cause, or join the team - click here. Contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it if you want to follow up on this piece for any reason. We'll see you in 2015 at #SXSWV2V whether you're the next big startup overcoming insurmountable healthcare issues and changing lives globally, or you just wanted to get a piña colada and play the slots by a wave pool for a change.

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All My Single Ladies

In 1977, Studio 54 was transformed into a glamourous nightclub by Steve Rubell and Ian Schrager, with Jack Dushey as a financial backer. Why do you care? In 1977, Galina Sobolev's family moved from a glitzy neighborhood in Odessa all the way to New York City.

We here at Melrose PR always have a reason to celebrate. And if we don't have a reason - we find one. 


Seems to us like 1977 was the year that glitz met glamour, and we want to introduce you (rather reintroduce you) to one woman with the single best stories of the decade. From walking the runway alongside Pat Cleveland and Iman for such designers as Michael Kors and Michael Vollbracht, to walking the halls of Studio 54 alongside Mick Jagger and Andy Warhol, Galina Sobolev has weaved her way across the world, across the country, and into a fashion legacy all her own.

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If you haven't already heard, this past Tuesday we were lucky enough to be a part of event production for the 10th Anniversary VIP Celebration of the Iconic Single Kimono Dress. Single's signature kimono-style gown was what put the company on the map years ago. It's that flirty, mysterious design that caught everyone's romantic side by the hand and floated Sobolev's talent to higher heights.


Held at Decades on Melrose, among racks of vintage designer dresses as if in a dream, a blur of fashion and beauty bloggers, brand ambassadors, and bubbly set the most sublime scene for the sale.

If you feel left out, shake the envy off immediately and rush over to Decades as these Single Dress one-of-a-kind pieces will be on the shelves through Sunday the 29th until close! We also have a gallery full of photos from the event to tag yourself in.

And ...pssssst...we'll let you in on a little secret: You can see lots of clips from the evening coming soon on WE TV's launch of America's IT Girl with host and fashion expert Justin Howard. Stay tuned!






Better Late Than Never

The summers go by faster each year, and we have a few giant events to catch up on when it comes to sharing that summertime madness and Southern California cheer!

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We were more than honored to be a part of some new Memorial Day Weekend fun on #MainStreetSM along with Spin PR, where Main Street was transformed into a giant Monopoly board for a day!  With over 20 of Main Street's finest restaurants participating as well, customer collected (delicious) salaries and passed go on their way to even more tasty holiday treats! That is of course if they didn't end up in jail MAINopoly!

The event was a huge success, securing a number of top media placements. See our video trailer-recap here! Press covering MAINopoly earlier this summer can be seen in LA Weekly, Silicon Beach Clearly, Santa Monica Daily Press, and Spoon West.

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The inaugural MAINopoly event set the tone and fundraised in collaboration with Heal The Bay for upcoming summer events like the ever popular 2014 Summer SOULsitce on June 22! Were you there? Have some pics you'd like to contribute to the official 2014 gallery? Send them over to us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it to be featured on our blog!

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This week, we're in Vegas for SXSW's 2nd annual #V2V conference! Stay tuned for tons of pictures, quotes, and words of wisdom from our networking throughout this action-entrepreneur-packed three day conference.


The Melrose PR Team



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