We have the great luck of a retail shopping destination client with a 500-seat cultural venue. On the not-so-great side, it’s a challenge to attract patrons and shoppers during South Florida’s off season – the incredibly hot and humid summers (with added bonus of hurricane season). Mainstreet at Midtown is known for its year-round outdoor festivals and events like a 16-week Music on the Plaza concert series (held during the drier and cooler months of the peak social season), its Peace Love & Wellness Music Festival, Children’s Festival, Cool Yule Tree Decorating Contest, and others.
So, we needed a summer event, and it REALLY needed to be indoors.
Any time you work on a brand-new event with a client, there’s always the possibility that — even with a great concept and a clever hook, after everyone’s hard work, late nights, inspired ideas, creativity, sharp copy, media hooks, great pitches, relentless social media outreach, promises from everyone to cover the event, smart media buys, great sponsors, high-profile partners, and every other factor you can imagine — you’ll have a half-full venue. There are so many intangibles you can’t control; then add in that it’s summer, in Florida, during hurricane season, when it usually rains every afternoon from 4:00pm until 7:00pm, it’s hot and humid and hair gets frizzy, people are away on last-minute vacations before school starts and/or work gets back to a more normal schedule, and did we mention it’s summer? And that no one knows what a “swede” is?
Yet none of that seemed to matter last Friday night when the inaugural SWEDE FEST™PALM BEACH launched to a sold out crowd of over 500 attendees on Mainstreet at Midtown.From the red carpet in front of The Borland Center for Performing Arts through the final credits, this was high-energy entertainment for everyone involved, with “swedes” submitted by amateur filmmakers ages 10 to 60. More > “SWEDE FEST™PALM BEACH Opens Big!”
By the time the sun broke through on Saturday, there were sailors, peapods, skunks, princesses, fancy pink or red dresses, chef’s whites, Sweetheart candies, rhinestone sunglasses, heart-shaped bandannas, Victorian gowns, Argyle sweaters, a variety of hats, tutus, and an outfit made of balloons interspersed with characters wearing nothing but collars. More > “A Barking Good Time on Mainstreet at Midtown: Valentine’s Paws on Parade”