Bringing Back One Of America’s Most Treasured Music VenuesAugust 4, 2016
By Jake Anderson, Account Director
Peepshow readers may be familiar with our ongoing work on Heineken’s “Cities” campaign, which aims to make great cities even greater.
It kicked off with Subway Symphony, James Murphy’s plan to replace the harsh tones of New York subways with melodic notes, and then helped bring to life The Bay Lights, a beautiful installation featuring thousands of ever-shifting LED lights on the iconic Bay Bridge that connects San Francisco and Oakland.
But this summer, we’ve helped Heineken launch what may be the most exciting phase of the Cities project to date: Supporting the revitalization of the famed Miami Marine Stadium.
My lifelong love for music has been chronicled (numerous times) on this blog, and I have a soft spot for iconic music venues – two personal favorites being the Twin Cities’ own First Avenue and Nashville’s Ryman Auditorium.
So I was incredibly excited to learn that Heineken was cooking up a creative way to support the renovation of Miami Marine Stadium. Constructed in 1963, the huge concrete structure was a monumental architectural achievement – and to this day, there is absolutely nothing like it in the world. Uniquely situated right on the edge of Biscayne Bay, it hosted on-the-water performances by legendary acts ranging from the Beach Boys to the Rolling Stones, plus hugely popular boat races.
Since Hurricane Andrew hit in 1992, the stadium has been abandoned, falling into disarray and becoming a canvas for local graffiti artists. But there has been a groundswell of support from the Miami community and major stakeholders in recent years – so Heineken decided to partner with the National Trust for Historic Preservation and Indiegogo to launch a crowdfunding campaign that would award unique perks for those who support the stadium’s renovation.
We headed to Miami and kicked things off with a press conference at the stadium, featuring Miami’s mayor and key representatives from Heineken, the National Trust and Indiegogo. The exciting event drew cameras from every local TV station (check out these great clips from Miami’s CBS and ABC affiliates) and all the top print media (Miami Herald and Diario Las Americas, for instance).
We then embarked on an evening yacht cruise packed with top Miami influencers. I could try to paint my own picture of the lovely evening, but their posts do it best:
The Night Show || Miami I was lucky enough to be invited with some of Miami’s top creatives (check tags in pic) by @heineken @heineken_us for a yacht cruise. Miami is full of unique destinations, but one, in particular, has been sorely missed. Miami Marine Stadium has been abandoned for more than two decades, so you may only have heard about the legendary performances it hosted — from The Rolling Stones to the Beach Boys to high-speed boat races. Now, work has begun to renovate Miami Marine Stadium to its past, and future, glory. I was part of a group to get an insider look at a unique crowdfunding campaign from @Heineken and @Indiegogo, called #SaveYourSeat So check it out! . . . . #travel #traveling #watchthisinstagood #traveltheworld #visiting #instatravel #instago #bleachmyfilm #folkvibe #trip #trek #magicpict #heineken #tourist #instapassport #instatraveling #mytravelgram #travelgram #travelingram #igtravel #explorer #miaexplore #moodyxheli #fatalframes #heatercentral #lifeofadventure #adventure #explore #artofvisuals
In recent days, the Indiegogo campaign eclipsed the $20,000 milestone, triggering a $20,000 match from Heineken. At last check, the total was north of $43,000 and climbing steadily.
If you’d like to support the project – and even have a chance to literally own a part of this important cultural destination – check out the crowdfunding campaign yourself.