Guinness World Records Launches Live U.S. Events

Guinness World Records has formed GWR Live!, a new business unit dedicated to live events and entertainment services, in the U.S. Go!/C2, a division of Omnicom, has signed on as strategic partner and will handle operations for all U.S. events.

The new U.S. unit, based in Guinness World Records' New York office, will be led by Paul O'Neill as director, Lauran Lorey as sales manager and Adam Wide as global creative director, who will oversee concept development. In the last 18 months, GWR Live! has held live events in Dubai, Barcelona, Turkey, Tokyo and the U.K. The events have contributed to more than 250 new Guinness Worlds Records set.

The first U.S. event took place this past weekend at X Games 16 in Los Angeles, where BMX star Dave Mirra and skateboard professional Bob Burnquist attempted new live record-breaking tricks.