A pink celebration of wine, fashion and music in Atlanta
Now in its third year in Atlanta after a two-year hiatus due to the coronavirus pandemic, this year’s launch under its new name over Mother’s Day weekend features photo installations and performances by singer Robin Thicke, DJ legend Jazzy Jeff and singer/actor Rotimi. Singers Mya, Tamia and multi-talented hip-hop icon MC Lyte will take center stage at later shows in other cities.
“It’s really a balancing act,” Spears said. “We are not a music festival; we are an event of wine, fashion and instagrammable moments that just happens to have great music.
“We thought it would create great visuals and give people the ability to be unique and creative with something that hadn’t been done before,” Spears adds. “There are all-white concepts and events throughout the spring and summer, so we wanted to change that up, and this was a good opportunity for us to do that.”
DJ Stormy Monroe was blown away by the concept after performing at the rose’s inaugural event in Atlanta. The Caribbean scion who regularly tours Tribeca Buckhead, Red Martini and Spice House Midtown ensures the weekend will be exciting and memorable.
“My job is to make sure everyone has fun,” said DJ Stormy, a New Orleans native now based in Atlanta. “I’m the pre-game tour, so I want to set up the musical experience that they’re literally going to sing along, stand the whole time and get into that vibe.”
Spears is making some cosmetic changes to improve and improve event logistics since Atlanta’s last event was held in Piedmont Park in 2019. There’s now a Rose Garden, which Spears calls “the party within the party.” , which includes its own DJ separate from the main stage, appetizers, and a tasting menu of rose-based wine and cocktails.
The VIP area comes with a “love package” including meals prepared by chef Wolfgang Puck.
Celebrez en Rose also partners exclusively with three black-owned wineries: La Fete Wine Company, Michael Lavelle Wines and McBride Sisters Collection.
“As an entrepreneur and CEO who has multiple businesses, we are always looking for opportunities to partner with other Black entrepreneurs and brands,” Spears said. “We are able to bring together a consortium of partners who are all representative of black excellence and bring them all together.”
Since the only Celebrate in Rose was held last year in Washington, DC, Spears has taken special pains to prevent long lines from forming at the entrance to the event and at the bar. Producing a large-scale event also comes with disbelief from the business community that its black, male-owned experiential marketing and PR firm can consistently produce successful programming across all disciplines.
“Belief is nothing without the work behind it,” Spears said. “What I’ve experienced over the past 14 years is that when you’re the exception, people are slow to engage and give you a chance. When something hasn’t happened before, people are very reluctant to engage. Believe that something is possible and be dogmatic about confidence in yourself and your ability to execute.
Spears hopes Celebrate in Rose will serve as a gateway for her company to take on more lifestyle-based projects after focusing on mission and cause-based marketing for the past 14 years. He takes pride in being perceived as an “outlier” and prefers to fully execute his vision to fruition despite the obstacles that arise to deliver flawless user-friendly experiences.
“There’s always something that needs to be done, and there’s no substitute for getting the job done,” Spears said. “We continue to monitor the landscape and make adjustments, but ensuring that we keep people engaged and motivated in this new landscape is one of my priorities as a leader.”
Celebrate in Pink
Noon May 7. $85 – $400; VIP cabin for 10, 5000$. Fourth Ward Historic Park, 680 Dallas St. NE, Atlanta. www.celebrezenrose.com.