HAPPY INDEPENDENCE DAY

Happy 4th. Just in case you are wondering, we're taking a long weekend. Zapwater will be closed July 4th and 7th. Enjoy your holiday weekend.

STRIKE WHILE THE IRON IS HOT

I have never gotten the chance to wear a hard hat in my life. However, I have always been fascinated with architecture and development and was incredibly excited when I got the opportunity recently to tour the Iron Horse Hotel in Milwaukee before its completion. Currently scheduled to open in September, the Iron Horse Hotel is located right in downtown Milwaukee and is the industry's first modern luxury boutique hotel geared toward business and leisure travelers along with the growing segment of motorcycle enthusiasts.

Besides the excitement of getting to wear my first hard hat and get a sneak peak at a hotel that is sure to change both the hotel and nightlife scenes in Milwaukee, the experience was a unique blend of seeing different aspects of the hotel coming together while also imagining the finished product. The entire building houses an industrial chic aesthetic that results in luxurious yet understated rooms as well as a lobby that is destined to be a destination in itself. Between the restaurant Smyth and adjoining lounge, the Iron Horse Hotel is primed to become the "it" nightlife spot for visiting musicians and city residents alike.With the upcoming Harley Davidson 105th Anniversary celebration in September as well as the opening of the hotel itself, I can't wait to see what develops next at the Iron Horse Hotel!

Rebecca Palkovics
Assistant Publicist

NO DEVIL IN PRADA HERE!

I half expected my first day as a Zapwater intern to be traumatic à la Andy Sachs in The Devil Wears Prada. I envisioned myself spilling a tray of hot Starbucks coffee on my white ruffled button-down, frantically scribbling notes as a Miranda Priestly-esque character barked out orders, or unsuccessfully navigating the streets of Chicago in an attempt to pick up Dave’s dry cleaning. My nervousness stemmed from my inexperience in PR (as of three weeks ago my only exposure to the subject came from a single Wall Street Journal article), but I was banking on my writing skills and sheer enthusiasm to keep me afloat in this new and exciting world.

Much to my delight, neither Dave nor Susie resembled Miranda Priestly in manner or appearance, and I managed to get through my first day without so much as a broken nail. The environment was anything but catty or competitive— everyone was extremely helpful in teaching me the language and processes used in PR. When I was given my first assignment, to create vacation packages for the Abbey Resort, I was thrilled! The tasks I was being given fit perfectly with my creative personality and utilized my strong writing skills.

In my past few weeks at Zapwater I’ve done everything from perusing blogs targeting working moms (in hopes of finding one that might feature SuperMom, a.k.a. Kim Kleeman) to choosing photos of ladies in elaborate hats at the Chicago Service Club’s spring luncheon to send to the press. One of my favorite tasks was calculating the total monetary value of the media placements that Zapwater secures for its clients. It really makes me appreciate all of the hard work that goes into each account—and how great everyone here is at what they do!

Just as Andy entered the offices of Runway oblivious to the world of Louboutin and Lagerfeld, I waltzed into Zapwater clueless to the intricacies of pitching and press releases. With loads of guidance from my friendly coworkers, a lot of hard work, and unfailing enthusiasm, I’d like to think that I’ve made myself an asset to the Zapwater team. Now if only my journey could come to an end with a trip to Paris!

Erin Girard
Intern

CONFESSIONS OF A SHOE-O-HOLIC

I was six when Prince Charming placed that glass slipper on Cinderella’s tiny foot and the downward spiral of my shoe addiction began. From my first pair of bright white Keds to my latest purchase of Rene Caovilla bejeweled sandals, there is a certain kind of happiness and fulfillment that I can only get from shoes.

Does my obsession come from the belief that my fairy ending will happen if I’m wearing the perfect shoe? Or, is it that regardless of the inevitable fat day or bad hair day, my shoes always look good? I don’t know the answer, but I do know that I am not alone as evidenced by the camaraderie felt among women everywhere for Carrie Bradshaw and her passion for Manolo Blahnik.

What I have come to learn is that there is no cure. I had to admit that I had a problem and acknowledge my weakness and vulnerability. I had to stop sleeping in my new shoes and properly store them in their dust bag and box. It is a daily struggle to limit myself to only those shoes that are truly special. This struggle is what drives my continuous search for that exclusive boutique. For those women that are plagued by the same disease, don’t miss Grace on Damen in Bucktown. The unique styles are sure to make any recovering shoe-o-holic fall off the wagon.Trendsetters will not want to miss a spectacular sale at Grace (located at 1917 N. Damen Ave., Chicago, IL 60647, 773.384.7223) featuring the majority of spring and summer merchandise marked down to 50% off starting this Friday, June 27th through Thursday, July 24th. The boutique will be stocked with incredible deals on exclusive footwear collections from designers like Luciano Padovan (whose signature peep toe pumps were most recently seen in “Sex and the City: The Movie”), Georgina Goodman (London-based line boasts eccentric fashionistas like Kirsten Dunst and Thandie Newton), and Jean-Michel Cazabat (style setting publications like W Magazine and Marie Claire have praised the 25-year-old fashion veteran’s collections).

Guess where this shoe-o-holic will be this Friday?

Mayra Camara
CFO

CAMELOT: THE PR CAMPAIGN

Not since John F. and Jackie Kennedy has a political duo come on the scene with such star power it seemed almost unstoppable. Barack and Michelle Obama have literally cast a spell on the American public. From the most liberal democrat to the staunchest conservative, the entire population is studying the Obamas to find out just what it is that makes them so captivating.

Their effortless class, calming vernacular and endless style are likely products of Barack and Michelle Obama – the private couple – but the publicity focus on these attractive qualities is no doubt the result of a brilliant public relations campaign. From loosely rolled sleeves on him to her sleeveless dresses, the Obamas have become an entity with the strength of a well-calculated brand; we can count on them to deliver every time in the areas of speech, dress and approach. These qualities make them approachable but respected in a way that the majority of politicians fail to achieve.

From US Weekly covers to the fist pump heard round the world, the Obama PR camp has doubtlessly been carefully calculating and deliberately emphasizing every public move that makes the Obamas appear relatable. What many in the general public often neglect is that a public relations effort is behind a large portion of what you hear and see every day. The Obama PR machine has succeeded in grabbing the attention of voters of all ages from all walks of life. Only time will tell if this campaign will lead to the emergence of the Obamas–the First Family–and the introduction of the modern day Camelot.

Susan Scheiber
Publicist