Branded By BLR: The Fresh District VIP Booth @ Atlanta's 2018 Jazz Festival

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Executive Director Statement I want to start by extending my deepest appreciation to the team at the City of Atlanta's Bureau of Cultural Affairs and Mayor’s Office. I have never worked with a more dedicated team of polite professionals. If you have ever had the pleasure of working with this group, then I trust you’ll echo my sentiments - the leaders behind the festival are the essential ingredient to the Festival’s global success. The Fresh District team was absolutely honored to be apart of such a wonderful and well produced 3-day experience. We found that not only were we a welcomed addition to the VIP tent located in front of the Legend stage, we also brought intrinsic value to the attendees of that area and for those lucky enough to sample our delicious food provided by various Chefs and our awesome D.B.A. Barbecue partners. Producing a memorable VIP experience comes with its fair share of challenge and responsibility. At no time did we lose sight of why we were there - the promotion of Fresh & Local food systems through Georgia Agriculture consumption. No particular responsibility was more important than understanding the audience and finding relevant ways to achieve our objectives. From our food tastings, to the Georgia Grown desserts we provided, we offered a truly unique experience that fostered greater appreciation for our land and those agriculture producers that provide the flavorful food we eat. Our team saw this execution as the launch of the Fresh District platform and movement!!! Clearly, the Fresh District has become a welcomed addition to the landscape and culture of Metro Atlanta’s agricultural basis, education and exposure. We cherish our seat at the table and look forward to closing the gap between Urban Consumers and their Georgia Agriculture Producers.

Delano D. Massey Delano Massey

FESTIVAL SUMMARY The 2018 Atlanta Jazz Festival was met with inclement weather and yet, attendees numbered 75,000+. Â The 2-day park experience was welcomed by one and all. The very diverse crowd could be found walking about the various food vendors and consumer activations throughout the park. This year’s festival footprint took full advantage of the huge green-spaces available throughout the Festival. Â The producers erected three very specific stages that offered a variety of jazz-inspired music melodies.

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8 Cooking Demos 7 Regionally Recognized Chefs 1 Cocktail Mixologist - Georgia Grown Style 100+ items Farmers Market 2000+ Sampled Items 50+ Branded Volunteers 55” Flat Screen & Mounted Monitor - Rotating Relevant Images 20+ Banners + Sandwich Board Signage throughout Park 2 Media Based Interviews - Featuring Delano Massey



Grammy Nominated and Headlining act for the Mayor’s all White kickoff event Dionne Farris, found her way through the crowd to our table! Her exact words were, “Yummm, Yumm, Yumm!"

Chef Megan McCarthy whipped up this amazing desert treat: Jaemor Farms supply of Fresh Georgia Strawberries, Peaches, Goat Cheese and Brown Sugar.




Perfectly situated in the Bud Light VIP Lounge, sitting on The Meadow, just a few feet from the Main Stage, our fresh and local food experience attracted some of the more prominent names in the City of Atlanta. We covered about 10'x40' of engagement space within a 60'x30' enclosed area.

•  Within that space, we strategically placed our sponsor’s logos on all of our signage throughout the entire park. The Fresh District Sandwich Boards and Banner Signage could be found in well over 10 different locations throughout the entire festival grounds. •  Our cooking demos provided the perfect opportunity for Georgia Grown commodities to be featured in numerous experiences. All of our participating culinary expert’s integrated various locally grown products into their recipes. •  Along with the cooking demos, the Fresh District activation also featured a Farmers Market that provided fresh produce, teas, canned goods, herbs, breads, honey and ciders to support buying Georgia Grown products.


Low Touch Impressions Saturday & Sunday - Onsite: 150K+ •  Banners and Sandwich Board signs at each Stage •  T-Shirts on all 55+ Reps •  2,000+ Samples shared with the Audience •  400 Bags of Georgia Pecans provided to Guests •  Numerous Georgia Grown Desserts provided the Mayor’s VIP Tents High Touch Impression - 8,000 •  Main Stage Mic Mentions •  Recipes, Logos & Ingredients posted on 55 Monitor •  Lots of Georgia Grown Food Tasting Media Reach Impression - Ongoing (TBD) •  Flavor Magazine •  Southern Season Magazine •  Ash Said It - Digital Key Learnings •  People are genuinely looking for ways to get back to growing some of their own food •  There is growing appreciation for anything Fresh •  People are shocked to hear about Georgia’s Agricultural Legacy and Success - they have no clue