For those in the DJ and club industry scene, it is well known that Smirnoff has been a master at brand activations in this area for more than two decades. The Smirnoff Experience has a name for many different events and promotions over the years, the ones I was involved with took place in 2001 and 2002. 

These events were part of international tours of big name DJs (Derrick May, Green Velvet, Anne Savage, DJ Dan, Gilles Peterson) with top local talent. The tours were in multiple countries and had massive budgets. I found 13 compilation CDS from them online in addition to the one they made for one of the Smirnoff Experiences I was involved in. I still have the CD (cover shown)

My work on these events was mostly getting media coverage and helping with online promotions. I recall now too that I helped write the DJ bios that were part of the flyers. It was a thrill for me to get paid so well for that and to be involved in such large-scale productions. The first Experience I remember them giving out a free drink ticket to everyone of age attending. We are talking 4000+ people here. That’s a “drinks on me!” on an epic scale. 

These events weren’t free ($30 to $40 range) but for a corporate entity and its agencies to pull this off so well, I was truly impressed. My first experience at the former Guvernment & Kool Haus was highlighted by discovering they had a VIP area with an Arabic theme (I believe it was called the Kasbah) between the two clubs and I got to host media there so they could do interviews and stand ups. 

The partying got pretty intense as the night went on so at a certain point I said to the media there if you are not working anymore turn the camera off and stop taking pictures. Those who wanted to stay to party did what I said and those who were working were told to leave and cover the performances as is their job.

The second event at the Liberty Grand was less successful and more dramatic for me personally. That night I had two other events happening for the Toronto Downtown Jazz Festival which I had hired someone to look after for me. Earlier that day walking down Queen Street I had two cel phones going at the same time alternating talking from one to the other. It was a bit too much!

Also later that night at the Smirnoff Experience someone close to me got busted for marijuana possession at the door (remember when that used to happen?) and I had to help out with that for a while. Definitely a night to remember.

I also remember the promoters calling me into the artist area and saying if I wanted to see something unique. I was sure let’s see it and they pulled out a toilet paper roll filled to the brim with cocaine. Now that’s a pile of party favours for sure! Whatever helps keep the artists energized and happy. 🙂