Florida's First Piña Colada Fest
A festival that did not exist. We conceived it, branded it, and produced it, from the entity and the logo to the lineup and the ticket at the door.
Start with an idea. Nothing else.
No brand. No website. No ticketing. No sponsors. The brief was a single sentence: Florida should have a festival built around the piña colada.
Turning that into a real, ticketed, on-the-map event meant building every layer of the experience in parallel, and making it feel established from day one.
Two markets, one celebration.
We positioned the festival to speak fluently to both English and Spanish-speaking audiences across the Sarasota–Tampa corridor, with bilingual campaigns and a lineup that carried real Caribbean and Latin culture rather than decorating with it.
A tiered sponsorship program gave brands a reason to invest, and press and PR built regional credibility before a single ticket was sold.
What we built
Every piece below started as a blank page. This is the work behind the event.
Proof it worked.
A full day of live culture.
The celebration started before the gates opened. We welcomed arriving travelers at SRQ Airport with a live steel drum performance, turning the festival's presence into a regional moment.
“Florida's First Piña Colada Fest.”SRQ Daily · Frances Vives, Founder, VD Brands
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