AFRO Preak (In Partnership with Preakness Stakes)

Attendance: 4,500 per show (1999-2023)

Challenge:

Baltimore, a city with a 66% African American population, lacked relevant cultural entertainment options for its young and professional demographic. The city’s reputation was largely tied to the Inner Harbor, failing to position Baltimore as a lifestyle destination. Consequently, Washington, D.C., and other nearby cities became the go-to cultural hubs.

Objective:

Establish an entertainment attraction to position Baltimore as a vibrant cultural destination, engaging a diverse audience aged 25-54 from the DMV region.

Solution:

TFG launched Jazzy Summer Nights (JSN), the longest-running outdoor music series in the DMV. Hosted at South Point in Baltimore Peninsula, JSN delivers live music, vendors, and sponsor activations. To ensure impact, a fully integrated social media campaign leveraged web, email, street teams, Instagram, Facebook, and Twitter.

Results:

• Growth: Since its inception in 1999, JSN has evolved into Baltimore’s signature summer event.
• Audience Reach: Monthly attendance averages 4,500+, with a 20% crossover market of non-ethnic minorities.
• Economic Impact: Generates revenue for local businesses and attracts professionals, politicians, and cultural enthusiasts from New York to Virginia.
• Sponsor Categories: Health & Beauty, Automotive, Retail, Cannabis, Financial, Community Programs.
• Sponsor ROI: 20,000+ unique ticket purchasers, 14,000+ direct email subscribers, 250,000+ social media impressions, and extensive onsite marketing integrations.