Corona Pro Surf Circuit
Category: Brand Activation
Company: High Impact Promotions
Location: Isabela, Puerto Rico
Year: 2019
Twice a year, Corona holds the Pro Surf Circuit during the best wave season at each of the surf spots on Puerto Rico's northwestern coast, known for its chill surf vibes. The Circuit consists of several events, where points from each event are added up to determine who is the best pro surfer of the season, who is named the champion of the circuit. High Impact and Corona work hand in hand with the A.P.S.P.R., (Association of Professional Surfing of Puerto Rico) to organize this 3-day event and create a Surf Town, where spectators and surfers can enjoy the beach and have a unique experience.
The Corona Pro Surf Circuit has a Surf Village that features a wide range of artisans, gastronomy, “Save the Beach Puerto Rico” and the opportunity to be portrayed with the distinctive Corona Volky.
Event areas: “Better World” has its educational talks to encourage recycling, taking care of the dunes and natural resources. The Corona Loft offers lots of entertainment, “jangueo” and music; and the Corona Spot is an area with Corona beach umbrellas where you can book one of them by presenting the beer at the entrance.
“True to its commitment to the environment Corona has the Better World area where educational talks will be given on how to contribute to the preservation of beaches in Puerto Rico. As usual, event attendees will be able to buy brand items to help the Save the Beach Puerto Rico program, which raises funds for the execution of dune preservation and beach cleaning projects ” said Joseph Magruder, brand director.
As part of this commitment, Corona strives to make all of its designs with natural materials, such as wood and natural fabrics. This beachy look is what gives Corona it's chill vibe throughout all its spaces.
The Corona experience was carried out around various businesses in Rincon, Añasco and surrounding areas under the concept of Surf Town. Live music and bands had Sunsets Hours events from Friday through Sunday to offer a weekend full of experiences during the day and in the evenings.
Role on this project:
Space Planning and Layout
Experiential Design and Art Direction
Pre-Production Logistics
Supervise Set Production: Managing production book execution and decoration detailing
Production Assistance during event
Credits:
Event Company: High Impact Promotions
Producer: Ariel Avilés
Experiential Design: Ariel Avilés & Verónica Redondo
Account Executive: Yamila Rivera & Gina santos
Client: Corona (Ballester Hermanos, Inc.)