Experiential Economy

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Music

Red Bull

Mission:

Create a new music platform that elevates and enhances the festival experience and attracts a new demographic segment.

Strategy:

Dream big, start small. Curate an artist discovery stage, inviting the Midwest’s top underground DJs to perform atop a hotel rooftop overlooking the festival. Engage cutting edge curators, innovative technologies, non-traditional venues and more.

Results:

A hotel party burgeons into a main stage attraction with national acts. A new audience discovers Forecastle and becomes its fastest-growing segment, while Red Bull receives an impactful engagement platform for tastemakers, influencers, and early adopters.

Ocean Stage

Music

Red Bull

Mission:

Create a new music platform that elevates and enhances the Forecastle Festival experience and attracts a new demographic segment.

Strategy:

Dream big, start small. Curate an artist discovery stage, inviting the Midwest’s top underground DJs to perform atop a hotel rooftop overlooking Forecastle. Engage cutting edge curators, innovative technologies, non-traditional venues and more.

Results:

A hotel party burgeons into a main stage attraction with national acts. A new audience discovers Forecastle and becomes its fastest-growing segment, while Red Bull receives an impactful engagement platform for tastemakers, influencers, and early adopters.

Ocean Stage

Virtual Reality

HTC Vive

Mission:

Debut state-of-the-art, virtual reality technology to the US Festival market. Host national media, retailers, distributors, brand superfans, and more. Drive adoption.

Strategy:

Build, measure, learn. Before taking the highly-anticipated technology on a nationwide tour of major media markets, introduce at Forecastle in Louisville. Properly vet the technology and activation before 65,000 fans. Invite key stakeholders, advocates and influencers to experience it first. Record their experiences for R&D, product development and social media marketing purposes. 

Results:

HTC saves valuable resources while gaining the knowledge, data and content it needs to launch a full-scale, nationwide tour. Forecastle receives an extremely popular attraction, impactful sponsorship revenue, and over a billion media impressions from becoming the first festival to debut the technology.

World Tour Launch

Virtual Reality

HTC Vive

Mission:

Debut state-of-the-art, virtual reality technology to the US Festival market. Host national media, retailers, distributors, brand superfans, and more. Build awareness, drive adoption.

Strategy:

Build, measure, learn. Before taking the highly-anticipated technology on a nationwide tour of major media markets, introduce at Forecastle in Louisville. Properly vet the technology and activation before 65,000 attendees. Invite key stakeholders, advocates and influencers to experience it first. Record their experiences for R&D, product development and social media marketing purposes. 

Results:

HTC saves valuable resources while gaining the knowledge, data and content it needs to launch a full-scale, nationwide tour. Forecastle receives an extremely popular attraction, impactful sponsorship revenue, and over a billion media impressions from becoming the first festival to debut the technology.

World Tour Launch

Sustainability

Pabst Blue Ribbon

Mission:

Leverage the stimulating festival environmental to convert fan passion into impactful, recycling action. 

Strategy:

Partner with Pabst Blue Ribbon to craft a creative, artistic trading post where brand superfans fans redeem recyclables for authentic, one-of-a-kind, collectible merchandise. The bigger the effort, the greater the reward, the cleaner the festival.

Results:

Forecastle rises to No. 2 nationally in waste diversion. Pabst receives thousands of inspired engagements, meaningful relationships, and brand advocates. Music, art and activism converge to become an impactful tone-setter, attitude former, and catalyst for marketing relevance.

Brand Alliances

Sustainability

Pabst Blue Ribbon

Mission:

Leverage the stimulating festival environmental to convert fan passion into impactful, recycling action. 

Strategy:

Partner with Pabst Blue Ribbon to craft a creative, artistic trading post where brand superfans fans redeem recyclables for authentic, one-of-a-kind, collectible merchandise. The bigger the effort, the greater the reward, the cleaner the festival.

Results:

Forecastle rises to No. 2 nationally in waste diversion. Pabst receives thousands of inspired engagements, meaningful relationships, and brand advocates. Music, art and activism converge to become an impactful tone-setter, attitude former, and catalyst for marketing relevance.

Brand Alliances

"A gifted entrepreneur and trendsetter in the business and philanthropic community, JK has an engaging way of bringing people together to support one another in impactful and inspiring ways. His creative and collaborative approach is meaningful and methodical, unlocking intrinsic value and inventive solutions."

– John Yarmuth, U.S. Representative (KY-03)