Tag Archives: NYC Branded Events

How to Make a Cocktail for a Drag Queen??

[SLAAAAAAAAAAAAY EDITION]

HighLife Productions November 6, 2017


Ahhhhhhhhh….the age old question “How to make a cocktail fit for a Queen?” a drag queen that is! HighLife Productions was selected by Kettle Agency (WeareKettle) to put together a hand crafted mixology program for their recent #digitalindrag featuring MILK (@bigandmilky) SASHA VELOUR (@sashavelour) and BIBLEGIRL (@biblegirl666) . Each queen was perfectly fitted for their own cocktail creation based on their own distinct fieeeeeerceness! boom.

drag queen is a person, usually male, who dresses in clothing of the opposite sex and often acts with exaggerated femininity and in feminine gender roles for the purpose of entertainment or fashion. … While drag is very much associated with gay men and gay culture, there are drag artists of all sexualities and the culture spans labels and qualifications. Each queen is truly unique to their own heritage and 100% authentic which is why the marketplace and their followings are entirely over the moon about them!

BIBLEGIRL

A relative new-cumer to the drag scene… Branding and image are very important to Bible Girl. Using the hashtag #BibleGirlSucks, she has built an impressive following of her own, on Instagram in particular. “I had just finished a performance and was talking to a friend when I got pulled away from my conversation by this person who tells me ‘Look, you’re beautiful, you’re funny, you’re great, but don’t perform. You suck,’ and I just took it and ran with it.” In addition one of her favorite beverages is the classic La Croix. These elements matched up perfectly for what we called the “Bless You Child”

HOW TO BLESS THIS CHILD

  • (1) La Croix Berry Seltzer. (pour out 1/3 of the can to leave room for the most important part! The Booze.
  • (2) The Booze — We used a dry london gin but substitute your favorite alcohol as you please. We created a blackberry and mint infused gin syrup. Take fresh blackberries and reduce over heat adding water and sugar to sweeten into syrup. Once reduced and mashed place in food processor and strain all the little bits out. Combine with gin for your syrup. You are ready to pour.
  • (3) The Garnish. We had a lot of fun here as you can see we choose three different types of berries, metallic straws, and of course the miniature rosary so you can repent after all the sinning you will be doing from drinking this refreshing concoction.
  • **** As a final twist at the very end we added a spec of dry ice to the can so it smokes and bubbles delighting the senses and perfect for the photography

SASHA VELOUR

Sasha Velour is best known as the winner of Rupaul’s Drag Race Season 9. She is the creative director of Velour: The Drag Magazine, and produces the critically-acclaimed monthly drag show Nightgowns. Sasha’s visual art has been featured in PostureQU33R, Cicada, The Nib, InkBRICK, Comics Workbook Magazine, as well as in several solo gallery shows. Often decked in pink, more delicate tones we created a floral inspired tequila based cocktail that still had a lot of muscle.

HOW TO SASH-AAAAAAAAY

(1) step one we infused a simple reposado tequila (Herradura) with rose watermelon juice and fresh agave.

(2) Fresh watermelon juice best as is with out alot of fuss. In a shake mix you reposado tequila, watermelon juice, hint of lime juice, and a whisper of agave. Shake vigorously until nice and frothy.

(3) Pout out over a cut crystal 2inch clear ice cube and garnish with edible pansy (hey who you calling a pansy) and gold glitter for that added touch of sparkle to say “Hey handsome. Over here 😉

MILK

Milk is the stage name of Daniel Donigan, an American figure skater and drag performer. He is best known for being a contestant on Season 6 of RuPaul’s Drag Race.He was a competitive figure skater, for like, ever.

Dan joined the Marc Jacobs International family in 2009. He loves clothes, like any teenage girl. Duh. He was the Merchandising Manager at Marc Jacobs in NYC. MILK can be seen tackling models at every “Marc” runway show.

Dan breast-formed a drag group called “The Dairy Queens” which is cream-based on the East Coast. The members are: MILK, Skim Burley (MILK’s Drag Daughter), Yoohoo, Linda Lakes, & Juggz.

Obviously no one likes a MILKY COCKTAIL EVER — — except maybe a pina colada or maybe coconut milk….. annnnnnnyyyyyyywayyyyyy!!!! We were able to do a nice little work around.

MILK & HONEY

(1) This lychee inspired vodka based cocktail is infused with fresh lemon juice, lychee pure-hey! and topped with a creamy white espuma (Vegan)

(2) a bit more complicated than the rest because of the espuma but here is your at home hack to make it happen. Dry shake 3 ounces of egg-white, Pour 4 ounces of citron vodka into your shaker with 2 ouces of lychee puree and 1 dash of lemon. Add lemon bitters and shake like a polaroid picture. Upon pouring into your glass you will have a supple viscous foam gently sitting on top! (non-vega)

Always drink like a queen…!

XOXO

Highlife Productions

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@thehighlifeproductionsco

Experiential Marketing NYC

Branded Events: Depth not Width

HighLife Productions March 17, 2017

A Branded event is different and yet the same as a private event. The thesis is always the same — to provide the best time possible for your guests. With branded events however you want to maximize your brand’s exposure and impressions — and not all impressions are good impressions. So how can you do this?

GETTING THE MOST OUT OF YOUR EVENT
1. Who are you inviting?
The guest list, especially at a branded event, is of utmost importance. These are the people/press/influencers/VIPs you are trying to reach with your message/product. This carefully cultivated list should be filled with people who actually care about you and your product. Depth not width. What I mean by this is that the people who are your fans will propel your message and support you more than the person who is attending because they are getting paid/free drinks/doing it for their own agenda. Carefully think about those around you who are on YOUR side and will be YOUR champion.

2. Interaction/Immersion
A branded event should be all about your brand. It is the star. it is the focus. From the minute your guests walk thru the door and beyond the star of the show should be your brand. This is a delicate line to walk because you want your branding to be present but not “in-you-face.” Classy vinyls on the window, signature cocktails, thematic color schemes all communicate your brands vision and aesthetic w/o saying “BUY ME.” Aggressive, in your face branding and advertising can actually have the exact opposite effect you are trying to build. Think about it like dating. Woo the girl/guy, charm her, flirt, tease, entice. Don’t try to get to home plate at the on the first swing.

3. The Staff.
At a branded event every staff member is a brand ambassador. From the bartender, to the check-in staff, to the waitresses, to the DJ. Everyone is a representative for the brand so having a staff that is courteous, attractive, professional and attractive all help cultivate the premium experience for the staff.

4. Social “Call-to-Action”
Because you want a lasting impact to stay with your guests when they leave you need a savvy social media plan. 1. Facebook event page- this is where all your info is displayed the where, when, why. 2. Ticketing confirmation and RSVP whether it’s splashthat or eventbrite these tools keep track of guests contact info (which is imperative to your mailing list) plus allow more branding activations on their pages 3. Custom hashtags allow you to see the impact of the event as well as cool photos people post themselves. 4. Snapchat geo-filters further propel this conversation outward on a variety of platforms. 5. Also what I like the most “Marco Polo” App which you can send custom video messages to all your attendees with announcements and then thanking them for coming. 6. Finally get everyone to follow your instagram and FB for further updates and news. Give your guests a little treat like a discount code on their next purchase or VIP access just for showing up at this event. Remember to seduce, charm, tease, your fans not go all in for the close right up front.

5. The Wrap Up
So what’s next? Your branded event was a huge success, the venue was amazing, the decor inspiring, the staff charming as hell, and the whole thing went off without a hitch. Video. Text. Voice. These three pillars of marketing are the three content channels with which you should develop assets from your event to keep your brand on the forefront of people’s minds. Use your event vid to chop up into super 1min chunks for IG, Use stills as a little reminder of the great times your guests had, and finally follow up with a blog or an email thanking everyone for coming and give them a little extra discount on the side for being so super cool.

BONUS

Events are one of the only ways I know to combine all of these things into one element. It’s all encompassing and totally immersive. These are the kinds of things that leave lasting impressions on people. Deep meaningful impacts because they touch the soul and something emotional within us. Seeking this deeper connection is much more meaningful than spreading all your marketing work to as many channels to as many people as possible without saying something meaningful. Depth not Width

Go to the profile of HighLife Productions

HighLife Productions

Aquarius 2019

AM NY interviewed Tyler Hollinger about the Aquarius festival’s sustainable seafood.

“Sustainable seafood isn’t on the minds of people the way it should be,” Co-founder Tyler Hollinger says.

Read the whole interview >

Secret Summer Festival 2017

In its 3rd year Secret Summer has grown to almost 1000 attendees, 15 brands, 8 performances and 5 different food vendors. The only “Farm-to-Bar Festival” in the world where all cocktail ingredients are locally sourced within 100 miles of the city. HighLife Productions curated all elements and produces this 360 degree experience as the marquee event on the company’s calendar. Immersive, interacting, and delicious; Secret Summer is an experience like none other. Read some of the press below…

GARDEN COLLAGE

NYC PLUGGED

GAB & GOBBLE

INVITED NYC

MAN’EDGED

EDIBLE QUEENS

SOCIALLY SUPERLATIVE

G STYLE

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.

Wearable NADI X

Wearable Experiments the wearable technology brand tapped HighLife Productions to help them put together an innovative branded launch for their new line of yoga apparel called NADI X. Neuehouse provided the venue and HighLife Productions provided vendor selection, branded partnerships, event production, and model staffing. Signature Herradura coconut margaritas were served in bespoke hand cut coconut & company branded coconuts for all to indulge. A gorgeous spread of charcuterie and artisanal cheeses delighted the senses and the evening was capped off with a panel discussion led by Refinery29 and an immersive yoga demonstration of the new line.

Services provided: NYC Event Catering, Cocktail Design & Mixology, NYC Model Event Staffing, NYC Event Design, NYC Event Production, NYC Venue Sourcing, Event Photography.

Vice

Tapped by VICE to provide model staffing for their annual holiday party for 1300 guests. HighLife provided over 30 models decked in black leather to greet guests, manage the event, and keep the party going till the wee hours of the morning. Located in the historic Weylin Bank event space and teamed up with Smorgasborg this was one of the best holiday parties of the year!

Services provided: NYC Model Event Staffing, NYC Event Logistic Support.

On Foodable Side Dish: NYC’s Secret Summer Popup — Farm-to-Bar Meets Urban Jungle

There’s no better way to close out the summer than with a party. In Long Island City, that’s just what happened — but with a more exclusive (and spirited) twist. Secret Summer is a popup event boasting farm-to-table food and cocktails. And today, we open the doors for you, our plus-one.

In this On Foodable Side Dish, brought to you by the Foodable WebTV Network, Foodable NYC video correspondent, Colleen Hagerty, is joined by Mixologist Andrew Maturana, who explains the development of the event’s farm-to-bar beverage program and what in-season ingredients he is most excited about. On the other side of the plate, Chef Varon Barrio-Carrillo explains what’s being served food-wise, and why the New York dining scene is in need of more “local” flavor.