secretsundaze - the story so far…
Summary
Essence:
Team: Giles Smith Resident DJ / Co – Promoter
James Priestley Resident DJ / Co – Promoter
Kristophe Hofford Production / Co- Promoter
Inception: May 2002 – This will be our 3rd year
Music Policy: Deep House, Disco, Soul & Electro
DJ’s: Resident’s – Giles Smith : Time Out’s “Best New DJ” 2003
: Residencies - Faith, All Over My Face, Medicine
: Radio Show “New Funk Theory” on MOS Radio
: PR Consultant for Medicine
James Priestley : Residencies: All Over My Face, The Social,
Medicine
: Works in Phonica Records Soho
: Record Industry Experience in label
management, distribution & press.
Guests - Ewan Pearson, Tiefschwarz, Ralph Lawson, Doc Martin,
D’Julz, Stuart Patterson, Ashley Beedle, Rob Mello…
Production Values: Kristophe Co-Produces The Bacardi B Bar – experienced in
design.
Secretsundaze has a distinguished look – Effective Use of lighting,
textures & colours. Use drapes, fresh flowers for the summer feel.
Plus our huge, infamous Disco ball.
Campaign:
Promotion: Word of Mouth
Sticker Campaign
Poster campaign – include “teaser campaigns”
Text Database
E – Mail Database
Press: Very good relationship with press
***This week (26th Apr to 3rd May) have features in 3 different publications! ***
Particularly London Press – Time Out, Metro Life (Eve Std Magazine),
Features in DJ / 7 Magazine, Elle & Fashion Line
“Three years now, secretsundaze have changed the face of London (and
daytime clubbing)” (Time Out, April 28th to May 5th 2004)
In reference to All Over My Face (secretsundaze’s sister party) “DC with a
roof on” (Time Out, December 4th to 11th 2002)
Demographic:
Average age group 25 – 35
Stylish but unpretentious
Truly cosmopolitan
High Disposable Income
Mixed Race & Sexuality
Renowned and well-respected in fashionable Shoreditch and East London
secretsundaze began in May 2002. having spent what seemed an eternity, searching for the perfect space to hold a party, the secretsundaze team, comprising of James Priestley, Kristophe Hofford and Giles Smith, found the ideal setting for a Sunday summer party, the roof terrace and bar of 93 Feet East, on Brick Lane in East London.
Building on a solid following of Giles and James’ DJing, and the support of a wide circle of friends and party people, every week, a loyal bunch would turn out on a Sunday afternoon to come party, turning their back on traditional Friday and Saturday night clubbing and booking Monday off work! As the summer continued, the crowds grew, the guest DJs loved it more and more and by this time the press were really picking up on this ‘secret’ Sunday afternoon and evening party. And since then, the party has gone from strength to strength.. secretsundaze is a secret no more!
The demographic of our crowd could well be described as enviable. Attracting people form all over London, and the surrounding regions, our clientele are some of the most mixed in London. With a healthy contingence of Spanish, Brazilian, French and Italian party crews, secretsundaze has always been a colourful affair, with a true cosmopolitan vibe inside and on the terrace. With an average age group of between 25-35, and certainly with a dollar or two to spend, according to the Bar Staff and their tips on sundaze, our mixed race, straight and gay crowd always come with a smile and totally ready to party!
Just as our crowd are creative, we make an effort with our promotion techniques. It’s a well known fact, difficult to pull off, but word off mouth is the best method of promotion, and it’s what we use most. This derives from our heavy weight sticker campaigns, found all over London, with just the name and dates on. We also do teaser poster campaigns which we carry out ourselves for maximum effect. We have an extensive text and email database, built up over 2 summers of secretsundaze and from our sister party, All Over My Face which we hold twice a month at Herbal and The Key. Off course, we print and distribute flyers for our events as well, but these are really used just to back up the rest of the promotion effort.
We also enjoy a good relation with both local and national Press. Time Out have always been with us – please see the selection attached, including our feature on the relaunch in this week’s issue. We’ve also had reviews of our events in the national dance press, such as DJ and 7, and in The Guardian Guide. Giles is experienced and well connected in the field of Press and as a result, is a Press and PR consultant for Medicine Bar.
Secretsundaze is predominantly a Deep House night. However, in the afternoon, we make sure we warm things up in an appropriate manner, encompassing a wide spectrum of music including Disco, Soul, Hip-Hop, and R & B. As day goes into night, the bpms increase. Come 10.30pm, when we finish the event, the place is totally going off.
We’ve welcomed a selection of the world’s most cutting edge House DJs including, Ewan Pearson, Ashley Beedle, Doc Martin, Tiefschwarz, Phil Asher, Justin Robertson, Dan Ghenacia, Tom Middleton, Ralph Lawson, Trevor Jackson, Ivan Smagghe, Cosmo, Bill Brewster, Fred Everything, Rob Mello, D'Julz, Joshua, Leo Elstob, Kenny Hawkes, Dave Jarvis, Kelvin Andrews, Freeform Five, Terry Farley and Stuart Patterson. It is testament to both the beautiful surroundings and cosmopolitan, mixed crowd, that every DJ that has played at secretsundaze has been desperate to play again, hence many of our favourites will be appearing once again this summer. Ewan Pearson, whose excellent remix and DJ skills have taken him all over the world in the last few years, hailed secretsundaze as his favourite gig in the UK, a sentiment that many of our previous guests have shared. We’ve also had many requests for slots come in, most recently from Fabric resident Craig Richards.
Our resident DJs certainly know what they’re doing too. Giles Smith was awarded the accolade of best new DJ by Time Out 2003 and hosts a fortnightly show on Ministry Radio which we find very useful in plugging events. Alongside the other resident, James Priestley, they hold residencies and guest spots at the capital’s finer night spots. Due to secretsundaze and their association with daytime partying, together they’ll be found at some of the festivals this summer appearing under the guise of secretsundaze DJs.
In it’s second summer season, when secretsundaze was in fall swing, due to licensing issues, we lost the venue. At the time, it had got to a point where we couldn’t cope with the amount of people coming to 93 Feet East for secretsundaze. On our last day there, over 3,000 people came through the doors of 93. So left without a venue, and with a hole in our hearts, we strove to find some alternative venues to fulfil the rest of our advertised summer season. Our next event was held at The Bolier House on Brick Lane. We put up about 20 A3 posters in the area, a couple of days before the event. We were overwhelmed on the Sunday when 2,000 people plus turned out for our party – true testament to our word of mouth promotion. We were also asked to host a room at the Trufest event, alongside the likes of Sunday Best, Haywire and Movement. Up against three of the more established London party organisers, we completely held our own, with our room rocking form start to finish, something the others would be wrong in saying. A few weeks after that, we held an outside stage as part of The Shoreditch Carnival. Again, with little promotion, 2,000 loyal party heads came out to see secretsundaze off in style, the final date in the calendar for 2003.
One of the reasons we feel people enjoy secretsundaze is because of our production values, which Kristophe looks after. Secretsundaze certainly has a distinguished look. It is both stylish and simple, utilizing subtle lighting, colours and textures in an effective way. Fresh flowers have always been a theme for secretsundaze. Also, a regular mainstay is our Disco Ball, reputedly the biggest in London – this is legendary in some circles and has to be seen to be believed! Both these features really play on the contrast between day and night time at the party.
The success of secretsundaze’s sister party is also a testament to the loyalty of our crowd. Again we welcome the world’s finest cutting edge DJs, this time extending our programming to a second room to include The UnaBombers, Bent, Maurice Fulton, Idjut Boys, Riton, The Pyschonaughts, Chromeo, Ross Allen, Yam Who? & Blackbeard. Time Out recently described All Over My Face as ‘DC10 with a roof on’, an accurate description of our cosmopolitan mixed crowd and their hedonistic traits!
This summer, the temperatures raised even further. The turn outs to our first 2 events of the summer have been overwhelming. Last week’s Time Out latest quote for secretsundaze was ‘about as secret as a footballer’s affair!’
Fair play we think!
secretsundaze xxx
Summary
Essence:
Team: Giles Smith Resident DJ / Co – Promoter
James Priestley Resident DJ / Co – Promoter
Kristophe Hofford Production / Co- Promoter
Inception: May 2002 – This will be our 3rd year
Music Policy: Deep House, Disco, Soul & Electro
DJ’s: Resident’s – Giles Smith : Time Out’s “Best New DJ” 2003
: Residencies - Faith, All Over My Face, Medicine
: Radio Show “New Funk Theory” on MOS Radio
: PR Consultant for Medicine
James Priestley : Residencies: All Over My Face, The Social,
Medicine
: Works in Phonica Records Soho
: Record Industry Experience in label
management, distribution & press.
Guests - Ewan Pearson, Tiefschwarz, Ralph Lawson, Doc Martin,
D’Julz, Stuart Patterson, Ashley Beedle, Rob Mello…
Production Values: Kristophe Co-Produces The Bacardi B Bar – experienced in
design.
Secretsundaze has a distinguished look – Effective Use of lighting,
textures & colours. Use drapes, fresh flowers for the summer feel.
Plus our huge, infamous Disco ball.
Campaign:
Promotion: Word of Mouth
Sticker Campaign
Poster campaign – include “teaser campaigns”
Text Database
E – Mail Database
Press: Very good relationship with press
***This week (26th Apr to 3rd May) have features in 3 different publications! ***
Particularly London Press – Time Out, Metro Life (Eve Std Magazine),
Features in DJ / 7 Magazine, Elle & Fashion Line
“Three years now, secretsundaze have changed the face of London (and
daytime clubbing)” (Time Out, April 28th to May 5th 2004)
In reference to All Over My Face (secretsundaze’s sister party) “DC with a
roof on” (Time Out, December 4th to 11th 2002)
Demographic:
Average age group 25 – 35
Stylish but unpretentious
Truly cosmopolitan
High Disposable Income
Mixed Race & Sexuality
Renowned and well-respected in fashionable Shoreditch and East London
secretsundaze began in May 2002. having spent what seemed an eternity, searching for the perfect space to hold a party, the secretsundaze team, comprising of James Priestley, Kristophe Hofford and Giles Smith, found the ideal setting for a Sunday summer party, the roof terrace and bar of 93 Feet East, on Brick Lane in East London.
Building on a solid following of Giles and James’ DJing, and the support of a wide circle of friends and party people, every week, a loyal bunch would turn out on a Sunday afternoon to come party, turning their back on traditional Friday and Saturday night clubbing and booking Monday off work! As the summer continued, the crowds grew, the guest DJs loved it more and more and by this time the press were really picking up on this ‘secret’ Sunday afternoon and evening party. And since then, the party has gone from strength to strength.. secretsundaze is a secret no more!
The demographic of our crowd could well be described as enviable. Attracting people form all over London, and the surrounding regions, our clientele are some of the most mixed in London. With a healthy contingence of Spanish, Brazilian, French and Italian party crews, secretsundaze has always been a colourful affair, with a true cosmopolitan vibe inside and on the terrace. With an average age group of between 25-35, and certainly with a dollar or two to spend, according to the Bar Staff and their tips on sundaze, our mixed race, straight and gay crowd always come with a smile and totally ready to party!
Just as our crowd are creative, we make an effort with our promotion techniques. It’s a well known fact, difficult to pull off, but word off mouth is the best method of promotion, and it’s what we use most. This derives from our heavy weight sticker campaigns, found all over London, with just the name and dates on. We also do teaser poster campaigns which we carry out ourselves for maximum effect. We have an extensive text and email database, built up over 2 summers of secretsundaze and from our sister party, All Over My Face which we hold twice a month at Herbal and The Key. Off course, we print and distribute flyers for our events as well, but these are really used just to back up the rest of the promotion effort.
We also enjoy a good relation with both local and national Press. Time Out have always been with us – please see the selection attached, including our feature on the relaunch in this week’s issue. We’ve also had reviews of our events in the national dance press, such as DJ and 7, and in The Guardian Guide. Giles is experienced and well connected in the field of Press and as a result, is a Press and PR consultant for Medicine Bar.
Secretsundaze is predominantly a Deep House night. However, in the afternoon, we make sure we warm things up in an appropriate manner, encompassing a wide spectrum of music including Disco, Soul, Hip-Hop, and R & B. As day goes into night, the bpms increase. Come 10.30pm, when we finish the event, the place is totally going off.
We’ve welcomed a selection of the world’s most cutting edge House DJs including, Ewan Pearson, Ashley Beedle, Doc Martin, Tiefschwarz, Phil Asher, Justin Robertson, Dan Ghenacia, Tom Middleton, Ralph Lawson, Trevor Jackson, Ivan Smagghe, Cosmo, Bill Brewster, Fred Everything, Rob Mello, D'Julz, Joshua, Leo Elstob, Kenny Hawkes, Dave Jarvis, Kelvin Andrews, Freeform Five, Terry Farley and Stuart Patterson. It is testament to both the beautiful surroundings and cosmopolitan, mixed crowd, that every DJ that has played at secretsundaze has been desperate to play again, hence many of our favourites will be appearing once again this summer. Ewan Pearson, whose excellent remix and DJ skills have taken him all over the world in the last few years, hailed secretsundaze as his favourite gig in the UK, a sentiment that many of our previous guests have shared. We’ve also had many requests for slots come in, most recently from Fabric resident Craig Richards.
Our resident DJs certainly know what they’re doing too. Giles Smith was awarded the accolade of best new DJ by Time Out 2003 and hosts a fortnightly show on Ministry Radio which we find very useful in plugging events. Alongside the other resident, James Priestley, they hold residencies and guest spots at the capital’s finer night spots. Due to secretsundaze and their association with daytime partying, together they’ll be found at some of the festivals this summer appearing under the guise of secretsundaze DJs.
In it’s second summer season, when secretsundaze was in fall swing, due to licensing issues, we lost the venue. At the time, it had got to a point where we couldn’t cope with the amount of people coming to 93 Feet East for secretsundaze. On our last day there, over 3,000 people came through the doors of 93. So left without a venue, and with a hole in our hearts, we strove to find some alternative venues to fulfil the rest of our advertised summer season. Our next event was held at The Bolier House on Brick Lane. We put up about 20 A3 posters in the area, a couple of days before the event. We were overwhelmed on the Sunday when 2,000 people plus turned out for our party – true testament to our word of mouth promotion. We were also asked to host a room at the Trufest event, alongside the likes of Sunday Best, Haywire and Movement. Up against three of the more established London party organisers, we completely held our own, with our room rocking form start to finish, something the others would be wrong in saying. A few weeks after that, we held an outside stage as part of The Shoreditch Carnival. Again, with little promotion, 2,000 loyal party heads came out to see secretsundaze off in style, the final date in the calendar for 2003.
One of the reasons we feel people enjoy secretsundaze is because of our production values, which Kristophe looks after. Secretsundaze certainly has a distinguished look. It is both stylish and simple, utilizing subtle lighting, colours and textures in an effective way. Fresh flowers have always been a theme for secretsundaze. Also, a regular mainstay is our Disco Ball, reputedly the biggest in London – this is legendary in some circles and has to be seen to be believed! Both these features really play on the contrast between day and night time at the party.
The success of secretsundaze’s sister party is also a testament to the loyalty of our crowd. Again we welcome the world’s finest cutting edge DJs, this time extending our programming to a second room to include The UnaBombers, Bent, Maurice Fulton, Idjut Boys, Riton, The Pyschonaughts, Chromeo, Ross Allen, Yam Who? & Blackbeard. Time Out recently described All Over My Face as ‘DC10 with a roof on’, an accurate description of our cosmopolitan mixed crowd and their hedonistic traits!
This summer, the temperatures raised even further. The turn outs to our first 2 events of the summer have been overwhelming. Last week’s Time Out latest quote for secretsundaze was ‘about as secret as a footballer’s affair!’
Fair play we think!
secretsundaze xxx
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