Jazzy Summer Nights (JSN)
Attendance: 1,000+ (2023)
Challenge:
Despite its 148-year legacy, Preakness Stakes lacked cultural appeal and engagement with the African American community, leading to declining attendance.
Objective:
Culturally innovate Preakness by creating an Ultra VIP experience centered on music, fashion, and culinary excellence while increasing African American vendor participation.
Solution:
TFG, in partnership with The Stronach Group, introduced the Afro Preak Lounge, a high-end experience that fused horseracing tradition with cultural vibrancy. Features included live DJs, Caribbean cuisine, a cigar lounge, and curated fashion activations.
- Results:
Sold-Out Event: 20 VIP sections + 500 general tickets sold. - Media Impact: Featured on Baltimore Banner, WEAA, Fox-45.
- Economic Equity: 90% of vendors were African American-led businesses.
- Sponsor Categories: Health & Beauty, Automotive, Retail, Cannabis, Financial, Hospitality, Fashion.
- Sponsor ROI: 20,000+ ticket database, 250,000+ social media impressions, and high-profile event branding.
