Grooving 2018 News


In seven short years, Groovin In The Park has become one of the most successful entertainment brands in the fiercely competitive New York City market. This reggae and R & B outdoor summer concert typically attracts over 20,000 music lovers to Roy Wilkins Park in Queens, and the Groovin’ brand has been a magnet for A-list entertainers such as Air Supply, Patti Labelle, Gladys Knight, R Kelly, Peabo Bryson, Jimmy Cliff, Toots, Beres Hammond, Busy Signal, Steel Pulse and many others. Surveys conducted by Groovin’ show that 75% of the attendees at Groovin are Jamaicans and Caribbean Americans with a mean household income of US$44,000 per annum, and with millennials forming the bulk of the mean age group. 

Groovin’ has always been aware of the diversity of its audience and with this in mind, the show created three tiers of audience hospitality to cater to preferences: the general admission, the VIP section, and the VVIP cocoon with elevated ultra-luxurious, all-inclusive cabanas with service attendants, plush seating and opulent bathrooms. But from a marketing  perspective,  the recent audience demographics are exciting too, and both Caribbean and mainstream companies are going after the lucrative Caribbean American audience.
“Over the years, Groovin’ has enjoyed the support of mainstream corporations such as TD Bank and Nutrament, and of course we have also benefitted from the participation of brands like Grace, Tower Isle, Western Union, Fly Jamaica and the Jamaica Tourist Board”, Chris Roberts, CEO of Groovin’ told the Gleaner. “Companies from Jamaica have always come in to New York to brand their products and services, but this year there is a greater level of awareness about the value of the Diaspora market, and we are going after new companies like airlines, resorts, consumer products and online shopping that offer services that are delivered back home, and we are also going after a bigger presence from home-based media companies here in the marketplace like the North American Gleaner and the North American Star“, he added.  
For the 2018 festival that takes place on June 24, Groovin’ is introducing marketing innovation to the event so as to make sponsor participation even more attractive and impactful. Beyond the offerings of branding with banners, posters, printed material and signage at the venue, the company has enlisted the inclusion of dozens of dollar vans across the city that will be branded with messages from both the festival and the sponsors. So although the festival is happening in Queens, residents in Brooklyn will also be impacted by the Diaspora promotion. And these marketing efforts will be further reinforced by Groovin’s own media platform, Groovin’ Radio 93.5 FM, as well as alliances with network television and the New York Daily News.
Artists that have been announced for this year’s festival so far are Kenneth ‘Babyface’ Edmonds, Romain Virgo, Capleton and the much hyped return of Busy Signal.
Groovin’ In The Park CEO and founder Chris Roberts (left) greets reggae icon Toots Hibbert ahead of Toots’ appearance on the concert
Groovin In The Park is a powerful Diaspora marketing platform in New York City, and the event typically attracts over 20,000 music lovers