May 09, 2012 at 01:24 PM
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Chipotle Aims To Expand Event Marketing Platform

After drawing 17,000 people for its first Cultivate food and music festival in Chicago last October, America's favorite fast casual burrito chain, Chipotle, has its eye on expanding the Cultivate platform to similar events in other cities throughout the country. This year, the Colorado-based company will expand its Cultivate footprint to at least one other city, Denver, with many others cities planned in subsequent years. In addition to its Cultivate platform, Chipotle will continue to partner on small-scale events in local markets as well.

"Events are one of the most visible and hands-on ways in which Chipotle can engage its customers and spread its messages. For that reason, Chipotle must evolve our current events efforts into a truly world class program."

That means expanding the food and music events platform over the next five years, according to a recent job posting. The new Events Marketing Manager will be tasked with building the Cultivate brand into the premiere national food and music event in the country.

"We're bringing together farmers, chefs, thought leaders, artisans and musicians on a journey that not only celebrates wholesome food, but that also champions the like-minded people who share our vision to create a better food supply and a more sustainable future," Steve Ells, founder, chairman, and co-CEO of Chipotle said in a statement last Fall. "Through this festival, we are taking that commitment one step further by combining food, art and music as a way to elevate the discussion of where food comes from and why it is so important for people to understand that."

The new hire will also be working with Local Marketing Strategists to coach and help identify strategic opportunities for local events.