Created a love letter to Harlem’s small business community.
My contributions:
Editorial Development
Experiential Strategy
New Business Support
The challenge:
Small businesses and the restaurant community struggled with the sweeping effects of the pandemic.
As a leading voice in local experiences, Thrillist set out to develop a program that provided meaningful support at the neighborhood level, offering resources and advertiser backing to businesses during a pivotal moment of reinvention.
The approach:
I led the go-to-market strategy and sell-thru for Harlem Block Party, a small business incubator and experiential event created in partnership with Tren’ness Woods Black of the iconic Sylvia’s Restaurant.
This celebration of Harlem drew 5,000 attendees to 125th Street for a day of food, drink, and performances – spotlighting a selection of beloved local businesses.
Leading up to the event, content and social video powered by DoorDash told the stories of Harlem’s business community. Additionally, Thrillist offered each featured business a spot in its incubator program, backed by advertisers, providing marketing and creative support, raising over $150,000 for participating entrepreneurs.
