Meeting/Event Information

September 10, 2015 PRSA Dallas Monthly Luncheon

September 10, 2015
11:30 AM - 1:00 PM

Seasons 52 at NorthPark Center
8687 N Central Expressway Suit
Dallas, TX 7522
Venue Website

PR Innovations:  Using Virtual Reality as a Storytelling Tool

The Patrón Spirits Company, the maker of ultra-premium tequila, has historically faced a challenge about how to give consumers and journalists an intimate, inside look at their hand-crafted, small-batch tequila process that is distilled in a remote part of Mexico.   That is until virtual reality technology, 360-degree cameras and drones came along.  Storytelling and consumer education, coupled with cutting-edge virtual reality technology, is revolutionizing how Patrón Spirits provides an authentic, intimate and unprecedented look inside its distillery.  

Join us on Thursday, September 10 as Greg Cohen, vice president of corporate communications at The Patrón Spirits Company, shares the behind-the-scenes story of how and why “The Art of Patrón Virtual Reality Experience” was created.  

Following Greg’s presentation, attendees can step into the Patrón Hacienda via virtual reality headsets and experience the ancient art of tequila making.   
Greg Cohen

Greg Cohen

Greg Cohen is the Vice President of Corporate Communications at The Patrón Spirits Company, the brand owners and marketers of Patrón Tequila, Ultimat vodka and Pyrat rum. Greg began his career in the beverage alcohol industry in 1995, handling public relations and communications efforts for Absolut vodka. Since that time, he's worked not just with spirits, but also with leading beer and wine brands, from Heineken to E&J Gallo.

Thursday, September 10, 2015
11:30 a.m. to 1 p.m.

Seasons 52 at NorthPark Center
8687 N. Central Expressway
Dallas, Texas

$38 Early Bird PRSA member price prepaid online
$53 Early Bird non-member price prepaid online
$25 Student fee prepaid online

Deadline to register:  Monday, September 7, 2015

Note:  Cancellations are due by 5 p.m. on Monday, September 7.  If you need to cancel, contact Liz Kennedy at  No refunds will be made after this date.  No shows will be billed.

Substitutions must be made in writing to Liz Kennedy at by noon on Wednesday, September 9.

Thank you to our sponsors!


$48.00 PRSA Dallas Member
$38.00 Earlybird rate before September 7

$63.00 Nonmember Prepaid Online
$53.00 Earlybird rate before September 7

$25.00 Student Price