Monthly Archives: August 2019

Why Secret Summer is the best party in NYC and still a secret after 5yrs

Photo by @larufoto

In comparison to the wealth of event and festival experiences that occur in NYC over the course of the summer (i.e., GovBall, Pinknic, la Luna), and many many more it is very clear to me that Secret Summer is by far the best festival in New York City. Below are the reasons why…

#1 THE PRICE

The price of Secret Summer depending on when you buy your ticket is $60-$150 (At the Door) most of the 1000 people who attend Secret Summer purchase a $75–$100 ticket because there are the most of those qualities. In fact in 2019 when we release tickets in April the first 100 $60 tickets SOLD OUT in 2hrs. That’s a testament to the strength of our following. That right there is your ROI and how to judge whether or not what you are doing is working. At Secret Summer all of your drinks are free all day! No other festival can claim this. The first year we actually gave the food away in the ticket price too but that was a huge disaster as people hoarded plates and left half eaten plates all over the place.

For example Pinknic charges you a $90 ticket for the privilege to then sell you glasses of Rosé at $15 a pop. They on top of that sell you a $20 ferry ticket which is actually $2.75 at the ferry…Then on top of that they had to cancel their Saturday event because of the heat and the mayors office issuing refunds (but many people never received that refund and had to write in to request it) so how do you sustain an event with that kind of bad blood…? Other festivals like GovBall everything is for purchase and at a price of $120 plus everything you spend your budget goes up sharply. Then there are the raves in NYC where you pay a very cheap price to be crammed in a small warehouse etc with 7k other sweaty people gyrating. If that’s your thing. At $60 that’s a good value but again nothing is included.

#2 THE QUALITY OF THE DRINKS

Photo by @larufoto – Luis Antonio Ruiz

To qualify as a cocktail it must have 3 ingredients. 2 is just an emergency and 1 is a problem. Its no secret that the cocktails at Secret Summer are of the highest quality. What Secret Summer does that is so unique is that we pair major liquor brands with ingredients from local farms to create pure magic in a glass. The freshness and quality are evident at first sip. I have attended too many other events and liquor expos where the quality of cocktail is basic and not about the complete experience. From House of Suntory to Aperol to Aldez Tequila, and newcomer Chinola, what the attendee gets is not only exposure to brands they have never heard of but a connection to local farms in their community. This wholesome experience adds to the total picture and rounds out their opinion of the brand itself. In many ways this is why the brands participate.

#3 THE BRANDS, SPONSORS, & PARTNERS

To participate in Secret Summer, a brand has to meet the festivals Aesthetic and match the level of quality. This high level of brands and the integrity of their activations are precisely why the overall experience is so great. Brands that invest in the overall quality of their experience reap the rewards of a depth of brand equity and brand value. How nice it is to effect someone so deeply that they become a fan for life all because of their experience at Secret Summer

#4 THE VENUE

The Foundry in LIC is by far and away the best event space in NYC and an Instagrammer’s dream. This coveted private venue is usually regarded for private events and weddings almost exclusively. This is a rare chance for 1000p to dance and celebrate under its turn of the century stone and ivy decked walls, its rustic cobblestone courtyard and myriad of nooks and crannies crammed with unique artists and eye catching interactions. Just 1 stop from Manhattan and a 20% Lyft discount ride away. The venue is hard to beat.

#5 THE PERFORMANCES

What is different about Secret Summer from other events is that there is no stage. The performances happen all around you all the time for the entire day. You may wander from the Albra room to the courtyard and back again thru the green house and see 4 different performances. This year we had High and Mighty Brass Band headline the festival by playing “MTV Unplugged” style in the round with everyone right there…Meanwhile Chinese dragons surprised guests while wandering thru the courtyard

Posing for pictures, delighting attendees, and interacting with everyone. The festival opened with 2 DJs spinning for a total of 4 hrs setting the mood before the band. In the other rooms guests found bespoke haiku typewriter poetry, the Secret Summer Clique of interactive dancers, hand crafted water color portraiture, psychics, face paint, magicians and more!

#6 THE FOOD

A Small hand selected group of food vendors supplied the eats for 1000p festival goers from BBQ to Tacos, Dumplings, Ice Cream, Mochi, Grazing Platters, afghan comfort food, and more…The wealth of local delights were everywhere and just a short walk away.

Secret Summer after 5yrs is still largely a secret to many people but something tells me this won’t last for long…

xoxo

Tyler Hollinger

HighLife Productions

Photo by @larufoto – Luis Antonio Ruiz

THE COUNTRY’S ONLY FARM-TO-BAR COCKTAIL FESTIVAL

SECRET SUMMER RETURNS TO THE FOUNDRY FOR THE 5TH YEAR IN A ROW

ON AUGUST 4th

New York, NY (July 31, 2019) — Secret Summer, a one-of-kind farm-to-bar cocktail festival, featuring unique food and drinks and musical performances will take place at The Foundry in Long Island City (42–38 9th St) on Sunday, August 4th

Photo by @larufoto – Luis Antonio Ruiz

The 5th annual fete and immersive summer garden party, produced by Tyler Hollinger of  HighLife ProductionsAndrew Maturana of RAPT Hospitality and Allison Du Val of The Foundry, will welcome 1,000 attendees and feature seasonal farm-to-bar cocktails, unique food vendors, and live musical performances throughout the sprawling venue that includes a 3,000 square foot Main Hall, Garden Courtyard, Greenhouse, Albra Room, and Terrace.

The festivalwill showcase and serve up drinks from the world’s most prominent spirits brands like Aldez TequilaThe House of Suntory, Westward Whiskey, Aperol Spritz, Gem & Bolt Mezcal, The Long Drink, Runa, Mr. Black and more…that will pair perfectly with The London Essence Co: Fine Mixers from distilled essences, and Blue Point Brewery.

“This year, we are excited to be partnering with local farms , Brooklyn Grange Farm (Brooklyn Navy Yard), Windfall Farm (Montgomery, NY), Gotham Greens (Greenpoint Brooklyn + Hollis Queens), Bowery Farming (Manhattan) Lucky Dog Farm (Hamden, NY) and Lani’s Farm (South New Jersey, Bordentown) for the first time to supply the Secret Summer festival cocktail program with some of the most beautiful, local ingredients the season has to offer.” said event producer Andrew Maturana.

Photo by @larufoto – Luis Antonio Ruiz

KeVita Sparkling Probiotic and Natalie’s Orchid Island Juice Co. will also be on hand, serving their light, delicious and refreshing beverages, while Polar Seltzer and Harmless Harvest Coconut Water will be there to help keep guests hydrated. Elmhurst Milked is offering a variety of delicious iced lattes and coffee with 100% plant-based milks. Guests will be able to drink sustainably with HAY! Straws made from natural wheat stems that are 100% biodegradable. Delicious food offerings include a sustainable raw bar by MF Events and the return of Crazy Taco Mex, Cash Only BBQ and newcomers including Nansense NYC and Mama Margarita’s.Secret Summer gets even sweeter this year with Tipsy Scoop serving liquor-infused ice cream treats up to 5% ABV to satisfy everyone’s appetites and compliment the flavorful libations.

This year’s performers include High & Mighty Brass Band, DJ Dastan, DJ David Hohme, and Mira Fahrenheit. Secret Summer has also teamed up with LYFT to offer festival goers a discounted ride to and from the fest.

Farm-to-bar uses the same ideology that the farm-to-table movement has brought to our food. These vibrant seasonal sippers are prepared with only raw, peak-season ingredients sourced from local farms and paired with the best quality spirit brands on the market. These locally sourced items are skillfully incorporated into the Secret Summer program in many different and exciting ways. Secret Summer’s farm-to-bar program is our way of sharing and celebrating a lifestyle of wholeness, happiness and a passion for quality ingredients and experiences.

About Secret Summer:

Secret Summer is the nation’s first and only “Farm-to-Bar” cocktail festival. It’s a celebration of sustainable mixology, fresh eats, music, art, dance, fashion and more. Vibrant seasonal sippers are prepared with only raw, peak-season ingredients sourced from local farms and paired with the best quality spirit brands on the market. The Foundry in Long Island City provides the perfect location for the party. The fully restored 19th century building boasts 3,000 square feet of raw space with a lush outdoor courtyard that will be open to ticket-holders offering up stunning views of the Manhattan skyline along with a gorgeous indoor Greenhouse. General admission tickets begin at $125, which includes unlimited cocktails and beverages and access to all rooms and performances. For more information, visit www.secretsummernyc.com

Secret Summer 2019

The country’s only farm-to-bar cocktail festival returned to The Foundry for the 5th year in a row on August 4, 2019.



Secret Summer, a one-of-kind farm-to-bar cocktail festival, featuring unique food and drinks  and musical performances will take place at The Foundry in Long Island City (42-38 9th St) on Sunday, August 4th from 3pm-9pm.

The 5th annual fete and immersive summer garden party, produced by Tyler Hollinger of HighLife Productions, Andrew Maturana of RAPT Hospitality and Allison Du Val of The Foundry, will welcome 1,000 attendees and feature seasonal farm-to-bar cocktails, unique food vendors, and live musical performances throughout the sprawling venue that includes a 3,000 square foot Main Hall, Garden Courtyard, Greenhouse, Albra Room and Terrace.

The festival will showcase and serve up drinks from the world’s most prominent spirits brands like Aldez Tequila, The House of Suntory,  Westward Whiskey, Aperol Spritz, Gem & Bolt Mezcal, The Long Drink, Runa, Mr. Black and more… that will pair perfectly with The London Essence Co: Fine Mixers from distilled essences, and Blue Point Brewery.  

“This year, we are excited to be partnering with local farms , Brooklyn Grange Farm (Brooklyn Navy Yard), Windfall Farm (Montgomery, NY), Gotham Greens (Greenpoint Brooklyn + Hollis Queens), Bowery Farming (Manhattan) Lucky Dog Farm (Hamden, NY) and Lani’s Farm (South New Jersey, Bordentown)  for the first time to supply the Secret Summer festival cocktail program with some of the most beautiful, local ingredients the season has to offer.” said event producer Andrew Maturana.
KeVita Sparkling Probiotic and Natalie’s Orchid Island Juice Co.  will also be on hand, serving their light, delicious and refreshing beverages, while Polar Seltzer and Harmless Harvest Coconut Water will be there to help keep guests hydrated.  Elmhurst Milked is offering a variety of delicious iced lattes and coffee with 100% plant-based milks .  Guests will be able to drink sustainably with HAY! Straws  made from natural wheat stems that are 100% biodegradable.   Delicious food offerings include a sustainable raw bar by MF Events and the return of Crazy Taco Mex, Cash Only BBQ and   newcomers including  Nansense NYC and  Mama Margarita’s. Secret Summer gets even sweeter this year with Tipsy Scoop serving  liquor-infused ice cream treats up to  5% ABV to satisfy everyone’s appetites and compliment the flavorful libations. This year’s performers included High & Mighty Brass Band, DJ Dastan, DJ David Hohme and Mira Fahrenheit.  Secret Summer has also teamed up with LYFT to offer festival goers a discounted ride to and from the fest.  

Farm-to-bar uses the same ideology that the farm-to-table movement has brought to our food. These vibrant seasonal sippers are prepared with only raw, peak-season ingredients sourced from local farms and paired with the best quality spirit brands on the market. These locally sourced items are skillfully incorporated into the Secret Summer program in many different and exciting ways. Secret Summer’s farm-to-bar program is our way of sharing and celebrating a lifestyle of wholeness, happiness and a passion for quality ingredients and experiences. 




Services provided: Overall Creative Direction, NYC Culture Creation, 360 Degree NYC Event Production, Strategic Conception & Planning, Innovative Experience Design, Immersive Experiential Marketing, Venue Sourcing and Logistics, Brand Activation & Partnership Farm-to-Bar Mixology, Farm-to-Table Cuisine, Vendor Sourcing & Contract Management, Event Marketing, Event Ticketing, Branding Program Analysis, Metric Measurement, Compliance and Regulation, Talent & Influencer Booking and Management, NYC Model Staffing