Client: Soho House Toronto
Role: Producer
To celebrate Caribbean culture during the renowned Toronto Caribana weekend, I threw an epic day party, complete with Carnival Dancers, and turned Soho House Toronto into its very own island jam!
Objectives:
1. To set the precedent of Soho House Toronto’s first Caribana event that successfully curated an authentic Caribbean experience while being highly regarded as one of the best in the very eventful month of Caribana. Additionally, this event was used as a pre-cursor for members to attend before the popular Drake curated concert, OVO Fest, in the evening.
2. To highlight and celebrate the Caribbean diaspora and community, not only among Soho House members but also Toronto at-large.
3. To showcase Soho House Toronto as an accessible, culturally diverse, and culturally relevant space to the masses.
Transforming the main floor with tropical plants and decor to create an Island jungle party theme. Headlined by Jillionaire of Major Lazer, and backed by local DJs and costumed dancers, the energy was kept high with a mixture of dancehall, soca, and hip hop. I activated the side patio as a ‘cool down’ section and offered complimentary Corn Soup, an Island staple food item, and provided dominoes on the tables for members and guests to relax and engage with one another. Guests also received complimentary branded Riddim ‘n’ Rum bandanas as a party favour.
The inaugural Riddim 'n' Rum event received over 400 guests in attendance, capping at the property's capacity. Amongst the attendees were actors Stephan James and Shamier Anderson. Musicians Daniel Caesar, Jazz Cartier, and Charlotte Day Wilson. And Rap Radar Co-Founder, Elliott Wilson.
The event resulted in a 32% increase sales vs the previous year.
