A Night In White: The PopUp Dinner Brooklyn - Event Marketer

A Night In White: The PopUp Dinner Brooklyn

On June 28, more than 4,000 New Yorkers descended on Brooklyn’s Prospect Park for The PopUp Dinner Brooklyn, a one-night event in a series of four popup events presented this year by Acura. The PopUp Dinners are the love child of Hand Made Events, a company that started in 2011 in Northern California with a dinner for 3,500, and has since taken off with dinner events in several major cities across the country.

What makes these popup dinners so unique is the community- and word-of-mouth driven format. Hand Made selects the city, the location and provides the tables and chairs. But the rest is entirely crowdsourced. Attendees are encouraged to gather a group of friends, plan an elaborate meal and an even more elaborate tablescape (candelabras, formal china, feathers and sequins are encouraged, although electricity is not provided), and then bring it all to the location, which is kept top-secret until three hours before the event. (Agencies: Allied Experiential and Mullen, both New York City.)

Event Marketer was invited to grab a seat at the VIP table at the Brooklyn PopUp Dinner, and we share 20 photos from the event and Acura’s activation here. Be sure to check out our August issue for a complete report, plus strategic insights from Acura’s manager-national advertising, Gary Robinson.


Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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