NEW BELGIUM BREWING: GLITTERY GLOW-UP AT SEATTLE PRIDEFEST
Pride Month in Seattle features some of the biggest celebrations in the world. 200,000 people descend on Seattle Center following the Parade, and many companies understand this opportunity to show their support of the LGBTQ+ community as well as highlight their brands in a fun and welcoming environment.
This year, our longtime relationship with the PrideFest organizers yielded a new partnership with New Belgium Brewing. They wanted to offer attendees in one of the beer gardens a free, fun activity that would also let them highlight their beer sponsorship of the festival. Our big idea: to construct a Glitter Garden.
Our initial proposal had to be adapted due to on-site size constraints, so we went back to the drawing board for a fresh concept that would work.
We drew up some plans and then converted them into a 3D model for being able to precisely measure the dimensions and materials we would need to execute the vision.
Preliminary Concepts
Initial rendering of our concept in Sketchup
We obtained all the wood and lattice we would need, and spent several days painting it all white and sprinkling glitter onto the pieces that would be facing out.
Once we had the materials itemized and priced out it was just a matter of assembly. The complication was that this had to be done on-site, as the final structure would be too big to move. Further, we could only set it up on a single afternoon the day before the activation was taking place.
We gathered all the pieces and prepared for the big day. Here are the results:
BEFORE:
AFTER:
It took a few hours and a couple mishaps but the final vision had been realized. The Glitter Garden was ready for business tomorrow!
We included framed photos of previous Seattle Pride Parades for a splash of color and featured fake ivy and wisteria to maximize the “garden” feel. New Belgium had room to display their products in the glass cabinets, and we brought real salon chairs and mirrors for the guests.
When we returned to the activation the following day everyone was really enjoying themselves and the line to get glittered was across the beer garden! We deemed it a very fun and creative project with an awesome outcome that really pleased the client and spoke to their brand and values. They hope to reproduce this next year!
NÜTRL SELZTER: TWIXMAS EVENT PRODUCTION
In late 2022 we were approached by Anheuser-Busch, a wild-posting client of ours, to create a community-focused event around the holiday season. They wanted to put their new American product, NÜTRL, a vodka seltzer beverage in front of a group of local influential people that would help spread buzz about the brand. We came up with an idea that would do just the trick.
With AB’s blessing we partnered with two local nonprofits, Sonic Guild and One Reel, to produce a memorable event centered around the beverage release. Sonic Guild was able to team us up with two great local music acts to perform at the event, and One Reel provided a stellar art gallery space in which to host it. We provided the rest!
With very short notice we put together a list of invitees and marketed tickets to the general public. We set up a stage and bar inside the gallery, with tasteful NÜTRL branding to remind guests of the evening’s sponsors. As soon as the doors opened people started rolling in.
Getting people to try the drinks ended up not being a very tall task; NÜTRL was a huge hit with attendees. People loved the fun flavors and classy look of the brand.
The music started with DJ Marco Collins and flowed into a melodic set by Bijoux before Chong the Nomad brought the house down with her high-energy performance.
The night was a tremendous success and we hope to partner with NÜTRL again in the future for more fun events! People didn’t want to leave when the show ended. It was a very memorable way to close out 2022 with friends and fun.
Regency Centers and Melrose Market: Small Business Saturday Night Market
Melrose Night Market
Community = Good Business. This is the Polite Society motto, and it’s at the heart of everything we do. In 2019, we were approached to throw a winter event for Melrose Market on Capitol Hill.
As we brainstormed concepts, we decided the best date for such an event would be on Small Business Saturday, a day dedicated to supporting your neighborhood businesses and uplifting the local economy. With an event space on the bottom floor, this was the perfect location for our Night Market.
Melrose Market itself is comprised of small, local businesses with a common thread; they all value local, sustainable, premium products. By partnering with Seattle Made, a local nonprofit, whose mission aligns with the market business’ beliefs, we were able to bring in 22 makers to create a European holiday-inspired bazaar.
The footprint of the building was such that we could flow the foot traffic from the upstairs Melrose Market tenants down to the bazaar space downstairs. We were also able to leverage the reach of the businesses and the nonprofit partner to generate more attendance and interest in the event. A win-win for all involved!
On Saturday, November 30th, we filled Melrose Market Studios with the local makers who create everything from handcrafted jewelry to caramels, perfumes and much more! In addition to visiting the market and bazaar, visitors could buy raffle tickets to win one of three baskets filled with a mix of themed goods from Melrose Market and Seattle Made vendors, with all proceeds benefiting Seattle Made.
The day after Black Friday is naturally a busy day for Melrose Market’s tenants, with an influx of holiday customers in Seattle looking for places to dine and shop. To ensure customers were welcomed to the market, we placed local buskers throughout the upstairs space to give it a lively and cohesive feel. A guitarist serenaded diners and shoppers on Melrose Market’s main floor, along with a balloon artist and origami artist who dazzled visitors with a little piece of art they could take home with them. In the event space below, the scene was set by another musician playing holiday songs, an artist who created poetry and watercolor prints for attendees, and a hilarious puppet show that entertained children and adults alike.
A steady flow of shoppers moved throughout the space during the four-hour market, starting off their holiday shopping season by benefiting both local businesses and a nonprofit whose goal is to support Seattle’s diverse local ecosystem of makers.
It was the combination of neighborhood businesses, local artists, and a community nonprofit working together that made this event memorable. When the community comes together, the results are undeniable. It ensures good business.
Check out our Melrose Night Market video below!
Snow Day in Denny Park
When the days get colder, we all hope for the magic of a Snow Day. A chance to escape the drudgery of your day and go out and play. But when days get colder, the nights get longer and that is when the magic truly happens. Is there anything more magical than a Snow Day night? For five weeks this winter, we took over Denny Park, Seattle’s oldest park, to create a magical, immersive winter light installation. In South Lake Union, every day was Snow Day.
In the fall of 2018, Friends of Denny Park & Amazon came to us with a vision of creating a family-friendly, interactive event that would drive people to South Lake Union after hours and give local businesses a boost during the holidays. Even though it doesn’t snow often in Seattle, everyone loves the excitement of a Snow Day, so we decided to recreate this feeling with an immersive lighting display in Seattle’s oldest park.
We strung over 30,000 lights throughout the park, turning it into a winter wonderland. We kicked off the festivities with a Grand Opening Party with a holiday market, beer garden, food trucks, live music, stilt walkers and more. KEXP’s DJ Troy Nelson curated a Snow Day playlist for the festivities, an ice sculptor carved a custom Snow Day installation, and attendees could get their picture taken inside a giant Snow Globe. Event goers were able to experience fun, winter activities all while taking in the immersive scene that lit up Denny Park. After the opening party, the lights remained up for 5 weeks.
Over the course of the 5 weeks, between 20,000 to 50,000 people visited Denny Park to see the lights. The holiday season was an especially wonderful time to activate the park. Providing joy to the neighborhood as well as drawing in more people to this historic park in Seattle was extremely rewarding and exciting.
With this much success and support in the first year of Snow Day, we are very excited to build on the event for next year, and all the years to come all while engaging more and more of the local community!
Check out our Snow Day Video!