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Glamour Builds On Its Women of the Year Awards

The magazine is expanding its annual awards and summit into a three-day event with interactive elements accessible to consumers, part of Condé Nast’s goal to find new revenue sources.
Glamour magazine cover | Source: Courtesy
  • Chantal Fernandez

NEW YORK, United States — November's 28th annual Glamour Women of the Year Awards and summit — the first hosted by editor-in-chief Samantha Barry, who succeeded Cindi Leive in the top role at the American women's title in January — will be more accessible to the public than ever before thanks to a new day of "experiences" for consumers, a weekend schedule and lower ticket prices.

As publisher Condé Nast moves forward with its efforts to cut losses by tapping new sources of revenue, “consumer experiences,” or events for which audiences buy tickets, are a key priority. That means developing new programs, such as the Teen Vogue Summit which launched in 2017, and expanding longstanding ones, such as Glamour’s Women of the Year Awards, an evening that celebrates the celebrities, entrepreneurs and unsung heroes who have shaped the preceding year and furthered women’s causes. For the last two years, the awards were complemented by a daylong summit of panels and speeches before the evening’s main event.
Barry says she made a “concerted effort to bring our audience into” her first iteration of the annual event by spreading the programming across three days from November 10 to November 12. Ticket prices start at $160 per day or $360 for the entire weekend. Last year, the summit was held on a Monday before the evening’s awards and cost $499 per person.
The weekend will kick off with a day of “experiences” on Saturday, November 10 designed to encourage consumers to bring friends and meet each other. Ticket holders will be able to sign up for three programs taking place around the city, in addition to a lunch option. Events include a “shopping field trip” with costume designer Patricia Field, best known for her work on “Sex and the City,” or a class on cryptocurrency with Meltem Demirors, chief strategy officer at CoinShares, among nearly 30 other options.
On Sunday, the event will continue with the third annual iteration of the Women of the Year Summit, a day of panels and workshops featuring “Crazy Rich Asians” star Awkwafina, Insecure’s Yvonne Orji, New York Times foreign correspondent Rukmini Callimachi, former Navy flyer Tammie Jo Shults (the pilot who safely landed Southwest Flight 1380,) The Wing founder Audrey Gelman, Away co-founder Jen Rubio, Outdoor Voices founder Tyler Haney and more speakers.
“By the time you get to Sunday at Spring [Studios], you will have already had this day of adventure with not only your friends but women you’ve never met before,” explains Barry. “You get to Sunday and you have this day of conversations and breakouts and interstitials — you’re not coming in raw to it.”

The actual awards ceremony, held this year on the evening of Monday November 12 (also at Spring Studios), will have a more approachable feel, too. "I'm taking it from a big theatre style to an intimate award ceremony style," says Barry. "I want the audience to feel... that they are part of an experience rather than observers." Tickets are limited and honourees will not be announced until the end of October when Glamour's corresponding December issue is revealed. The evening's award recipients will join past honourees including Malala Yousafzai, Hillary Rodham Clinton, Lupita Nyong'o, Supreme Court Justice Ruth Bader Ginsburg and many more.

Glamour Women of the Year Awards sponsors include L’Oréal Paris, a longstanding supporter of the event for 17 years.

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