AARP’s pitch: Talkin’ ’bout a generation

The AARP roars into Boston today for its annual “lifestyle” expo, a star-studded extravaganza expected to draw tens of thousands, with a lineup that ranges from Rod Stewart to Hillary Clinton.

But the event is much more than just another annual confab for one of the nation’s most politically influential membership groups. It’s all about marketing as well - both by the AARP, which is trying to remold itself in the image of the Baby Boom generation, and by a horde of companies and political candidates relishing the chance to reach this key demographic.

Emilio Pardo, the organization’s chief brand officer, does not mince words.
“It’s about us being relevant,” Pardo said. “It’s about us being relevant to all of those groups we are talking about.”
The three-day event, held at the city’s showcase Boston Convention & Exhibition Center, is also expected to be an economic home run.

AARP members, most of whom will be traveling or flying in from out of town for the event, will pump more than $24 million into the local economy, making it one of the biggest events held at the Boston Convention & Exhibition Center, city convention officials said. More than 25,000 are expected to show up for the “Life@50-plus” expo, renting out 20,000 hotel rooms during the event.

Even among big conventions, which often hire top talent, the AARP event is a standout for its media personalities.

There’s the session, featuring an “intimate” conversation with both Kirk and Michael Douglas, and concerts by Rod Stewart and Tony Bennett. Other celebrities slated to take the stage, include Maya Angelou, Brian Dennehy, Morgan Fairchild, Whoopi Goldberg, LL Cool J, Bob Newhart, Joan Rivers, Bill Russell, Richard Simmons, Ming Tsai and many more.
LL cool J is TEACHING FITNESS CLASS.