News

BizBash
How Jack Daniel's Evoked the Spirit of Its Founder
3/2/2017
BizBash
Art Basel 2016: Inside the Splashiest Events and Installations
12/9/2016
Artnet News
Beach Party at the Nautilus
12/1/2016
BizBash
7 Ways to Make Your Events Stand Out From the Pack
11/21/2016
Miami New Times
Jack Daniel's Pops Up in Wynwood With Live Music, Tastings, and the Safe That Killed Jack
11/18/2016
BizBash
See the Winners of the 2016 BizBash Event Style Awards
11/17/2016
The Fader
Jack Daniel’s Turned A Chicago Storefront Into A Lynchburg-Inspired Saloon
11/10/2016
The Drum
Jack Daniel’s celebrates 150 years with pop-up ‘general stores’ in three cities
10/20/2016
BizBash
Why Jack Daniel's Hauled a Half-Ton Safe to New York
10/14/2016
Ad Week
The Mythical Safe That Cost Jack Daniel's Founder His Life Just Turned Up in NYC
10/10/2016
LA Guest List
Dos Equis Celebrated Most Interesting Man in the World with their Coveted Collection Tour
5/10/2016
Magnetic Magazine
The Impact Plan & Dos Equis Threw The Most Interesting Multi-Million-Dosita Auction Party in DTLA
5/10/2016
Village Voice
Dos Equis' 'Most Interesting Man in the World' Auctions Off His Treasures
4/14/2016
Event Marketer
Nine Ways Alcohol Brands are Adding Flavor to their Event Portfolios
3/2/2016
Fader
Ja Rule was Stellar at Jack Daniel's Motel No. 7 in Miami
2/24/2016
Fader
Robbie Rivera Kicks Off Jack Daniel's Motel No. 7 in Miami
2/24/2016
Event Marketer
Spirits Marketers Leverage the Allure of the Speakeasy
2/18/2016
WSVN News
Jack Daniel's Motel No. 7 Pop-Up
1/19/2016
Thrillist
Jack Daniel's Built a Motel and It's Glorious
11/20/2015
Page Six
Andrew W. K. officiates Vegas-style wedding in warehouse
11/18/2015
Fader
Cloud Nothing Proves Rock is Alive at Motel No. 7
11/18/2015
Bedford and Bowery
Jack Daniel's Greenpoint Rager Made Good on Promise: 'Noise Complaints... Guaranteed'
11/18/2015
Local Bozo
Jack Daniel's Hosts Motel No. 7 with Andrew W. K. and T-Pain in Wild Night Out
11/18/2015

Jack Daniel's Hosts Motel No. 7 with Andrew W.K. and T-Pain in Wild Night Out

By Emily Ziemski. Published on November 14th, 2015
Source: Local Bozo

Taking the G train usually signifies the start of a big adventure, so when we ended up in Greenpoint for Jack Daniel’s Motel No. 7 series on Wednesday night, we knew this night would end no differently. Peering down a dark alleyway, guests could only see a flash of red as a large, seemingly dormant warehouse loomed over the VIP line. As we began our descent down the barely-lit walkway, a jovial doorman cracked jokes and promised a night full of surprises as models in wigs handed us two sets of keys- one for a speakeasy, another for a private room; we had numbers 81 and 53.

Finally, we began to hear some noise cut through the tranquil night. As we approached the gates, the flash of red became clear: a giant, luminescent Motel No. 7 sign in all it’s seedy, motel-inspired glory. Walking inside proved to be similar to a time-travelling experience. Busy bellhops and hotel concierge bustled about in head-to-toe 70’s garb (yes, even with the hats) and the motel “lobby” was decked out complete with tacky shag carpeting. We loved it. We instantly took off in search of activity, especially since the invite had stated the dress code as “…bathing suits provided.” The first thing that caught our eye? The janitor’s closet. True to form, this room was covered in the manliest of male-related decor. Open playboys, beer cans and various rock band memorabilia lined the walls as a few ‘janitors’ leered at guests. One, rocking an impressive ‘stache and glasses that would make any dad jealous, sauntered over and propositioned a game. The game? Dueling air guitars, which resulted in us winning free t-shirts.

Riding on a winning high, we perused the rest of the venue, scoping out a swimming pool where guests could rent swimsuits (and definitely were participating!), a booth that demonstrated the craft of creating the Jack Daniel’s barrel, and a professional photo suite where patrons could get dressed up and have professional photographers create a photoshoot- offered by Jonsar Studios. Obviously, we beelined for this. As the night wore on, the demand for that was absurd and lines were long, but other photographers were milling about, snapping photos and then scanning keycards- allowing every shot to be sent directly to emails. It was so much better than attempting selfies in the dimly- lit space and everyone had at least one memento from the evening. Sipping Tennessee mules, we indulged in a few rounds of skeeball in the games area before heading upstairs to the private rooms, some of the evening’s best-kept secrets.

In about twenty rooms, there was something for everyone to enjoy. Wandering the hallways and peeking in gave off a sadistic, voyeuristic vibe that played perfectly into the motel theme. In that time, we witnessed a pillow fight, bachelorette karaoke, b-boy face-offs, jam sessions, a vampire boudoir photo session, and two couples being married by rocker Andrew W.K. Upstairs also featured a thrilling rave and a speakeasy, which unfortunately we were not privy to as the lines had become extensive. Drowning our sorrows in complimentary bourbon doughnuts, we headed back downstairs.

As the floor began to fill with happily-tipsy hipsters, we were more than happy to stand back and drink in the sights. We chatted with barbers who were hosting a haircutting station (yes, people were getting haircuts!), watched a few badass ladies from the Queens RollerDerby show off some skating tricks, and dipped our toes into the pool on the behest of the lifeguard. Then, as we began to hit sensory overload, whispers of a famous rapper making a surprise visit started to swirl around us. We chalked it up to idle gossip and opted for a round of pinball. Suddenly, the room went dark and the opening chords of “I’m Sprung” reverberated through the warehouse. Yup, T-Pain had actually showed up to Motel No. 7. The biggest twist of the night? Realizing that we knew a lot more of his songs than we thought. Understanding our night had hit its pinnacle, we dashed out of the warehouse and flagged a cab; happy to escape before the hoards of people tried to snatch up the few car services in the area. Goodness knows we weren’t waiting for the G train.

Fader
T-Pain Inaugurates Jack Daniel's Motel No. 7 Experience
11/18/2015
Brooklyn Magazine
T-Pain is Playing a Massive Greenpoint Warehouse Party You Can't Get Into
11/18/2015
Event Marketer
Inside Amstel's Battle Of The Burger Food Strategy
8/26/2015
Event Marketer
Flash Sampling: Dos Equis’ Twist On Cinco De Mayo
5/18/2015
Event Marketer
Winners: Full Coverage Of The 2015 Ex Awards
5/11/2015
Adweek
Is Virtual Realty The Next Big Form Of In-Bar Entertainment?
4/9/2015
Event Marketer
Oculus Rift, Dos Equis Create A ‘Most Interesting’ Virtual World
1/28/2015
BizBash
Dos Equis Imagines New Kind Of Masquerade In New Orleans
1/6/2015
Event Marketer
Perrier Launches An Artsy Bottle Collection
10/16/2014
BizBash
Here's What Happens When Street Artists Decorate an Event
10/10/2014
BizBash
How Brooklyn Became A Hot Event Location
10/1/2014
Event Marketer
Inside Harley-Davidson’s Prototype Feedback Tour
8/20/2014
Event Marketer
Ex Awards: The Best Event Marketing Campaigns Of 2014
5/7/2014
Event Marketer
Espolón Tequila Leverages Live Theater
12/20/2013
BizBash
11 Interactive Art Installations at Food Network's 20th Birthday Bash
12/4/2013
BizBash
Top 10 Innovative Brands 2013: #6 Dos Equis
6/12/2013
Event Marketer
L’Oreal’s Traveling Studio Offers Hair Analysis
5/14/2013
BizBash
Trend Spotted: A Masquerade-Ball Theme
1/7/2013
BizBash
Dos Equis Turns Masonic Hall Into Oddity-Filled Masquerade for "Most Interesting Man"
11/21/2012
Adweek
New Model Agencies: Mirrorball Ceo Michael Blatter Talks 'Social Currency' With 'Adweek'
10/11/2011
BizBash
Svedka, Hpnotiq Promote Female-Focused Products With Events at New Hotels
8/4/2011
Event Marketer
Dos Equis Serves Up Cold Beer and Creepy Crawlers for Cinco de Mayo
6/1/2011
BizBash
Dos Equis Creates Real-Life Treasure Hunt as Extension of "Most Interesting Man" Campaign
7/22/2010
Event Marketer
Steal This Idea: Harley-Davidson
4/19/2010
Event Marketer
Flash Nights
4/15/2010
Event Marketer
Modern-Day Mascots
4/13/2010
Event Marketer
Harley’s New Forty-Eight Goes Back to Basics
3/10/2010
Event Marketer
Activating Year-Round at Vacation Destinations
1/28/2010
Event Marketer
Dos Equis and Jim Rose Produce Variety Show Tour
1/28/2010
Event Marketer
On Premise: Amstel Light Stays Close To The Slopes
1/28/2010
Event Marketer
Stoli Affair Offers “Forbidden” Fruit
1/28/2010
Event Marketer
Turning Brand Heritage into Retro-Cool Events
1/28/2010
Adweek
Dos Equis Launches Cinco De Mayo 'Expedition' By Progressive Grocer Staff
4/24/2009
Ad Age
Forever Chasing Its Action Demo, Mountain Dew Rolls Out Street-Skating Film
5/13/2008
Ad Age
Mountain Dew Gives Gamers More Caffeine
9/26/2005
Ad Age
Mountain Dew To Produce Action Sports Movies
3/30/2005
Ad Age
Mirrorball’s Blatter Takes Marketers To Cutting Edge
1/3/2005