21 Events Inc. / Puerto Rico Convention District Authority (PRCDA)

Celebrate Tito Puente

Celebrate Tito Puente

Series Sponsor Proposal Preparation & Design, Series Event Logo & Visual Design, Marketing Strategy, Event Management & Logistics, Production Coordination, Concert Support, Social Media Management, Media Outreach & Relations, Press Release Writing & Distribution, EPK Set-Up & Distribution

1.7 billion

Digital Impressions

164 million

Newswire/Earned Media Impressions

Overview

Celebrate Tito Puente was a series of commemorative events held in Puerto Rico during Hispanic Heritage Month, celebrating the 100th anniversary of the legendary musician Tito Puente. Sponsored by the PRCDA and produced by 21 Events Inc., the series took place from September 25 to October 8, 2023, with an additional concert in December at the Palladium in Times Square, New York. The events honored Tito Puente’s enduring legacy through a variety of activities, including a press conference, mural and suite reveals, jazz nights, dance competitions, and a symphonic concert by the Puerto Rico Philharmonic. Each event was designed to celebrate Puente’s contributions to music and culture while engaging diverse audiences across Puerto Rico and beyond.

The King of Latin Jazz

The King of Latin Jazz

The Challenge

The Celebrate Tito Puente series aimed to pay tribute to one of Latin music’s most iconic figures while enhancing the PRCDA’s cultural presence during Hispanic Heritage Month. The challenge was to orchestrate a series of high-profile events that would not only honor Tito Puente’s legacy but also resonate with a broad audience, from local communities in Puerto Rico to international fans. With multiple events spanning various locations, meticulous planning and coordination were required to ensure each celebration was executed flawlessly.

Event Schedule & Highlights

  • September 25, 2023 – Kickoff Events at José Miguel Agrelot Coliseum:
    The series began with a press conference, the Tito Puente Suite reveal, and the unveiling of the “El Rey del Timbal” mural by artist Celso González, along with a photo exhibit showcasing Tito Puente’s life and career.
  • September 26, 2023 – Tito Puente Jazz Night at Distrito T-Mobile:
    This public concert featured performances by Tito Puente Jr., Isidro Infante, Humberto Ramirez, and other special guests, attracting approximately 2,500 attendees who celebrated Puente’s music.
  • September 28, 2023 – Tito Puente Ran Kan Kan Dance Competition at Distrito T-Mobile:
    The dance competition included lessons and a $1,000 first-place prize, drawing around 2,500 participants and spectators.
  • October 8, 2023 – Puerto Rico Philharmonic Concert at Centro de Bellas Artes Luis A. Ferré:
    The series concluded with a symphonic celebration featuring Tito Puente Jr. on timbales, a Tito Puente Photo Exhibit, and sponsor acknowledgments on the stage screen. The event had an attendance of approximately 1,500.
  • December 15, 2023 – Additional Concert at the Palladium in Times Square, New York:
    This event was added to the series to extend the celebration of Tito Puente’s centennial. Although we were not on-site, we provided key support by designing event materials and coordinating promotional efforts to ensure a successful turnout.

Series Sponsor Proposal Preparation & Design

Our involvement began with the preparation and design of sponsor proposals. These proposals were crafted to align with the event’s branding and goals, effectively communicating the significance of the series to potential sponsors.

Series Event Logo & Branding

We created a cohesive visual identity for the Celebrate Tito Puente series, developing the event logo and branding elements that were used across all promotional materials. The branding captured the essence of Tito Puente’s vibrant legacy while ensuring consistency throughout the series.

Marketing Strategy & Media Outreach

We designed and implemented a comprehensive marketing strategy that included social media management, email campaigns, and influencer engagement. Our media outreach efforts involved distributing press releases, media alerts, and managing relationships with key media outlets to maximize coverage. Additionally, we set up and distributed an Electronic Press Kit (EPK) to ensure comprehensive media coverage of the events.

Assisted with Event Management & Logistics

We provided critical support in coordinating event logistics, working closely with the event team to ensure seamless execution. This included managing on-site activities such as the press conference, Tito Puente Suite reveal, mural unveiling, and various performances, ensuring each event was carried out without a hitch.

Production Coordination & Sponsor Relations

We managed all production elements, from designing signage to coordinating stage presentations. We also maintained ongoing communication with sponsors, aligning expectations and ensuring their involvement enhanced the overall event experience.

Advertisement Campaign Coordination

Our team led the coordination of advertising efforts across various media platforms, strategically placing ads to maximize exposure and drive attendance at each event.

El Rey del Timbal

El Rey del Timbal

Key Results

  • Widespread Media Reach:
    The campaign achieved an impressive 1.7 billion promotional/digital impressions, with 164 million newswire/earned media impressions.
  • High Audience Engagement:
    The events attracted thousands of attendees, with significant participation in the jazz night and dance competition, as well as a sold-out concert by the Puerto Rico Philharmonic.
  • Enhanced Brand Presence:
    The series effectively honored Tito Puente’s legacy while enhancing the PRCDA’s cultural presence and outreach during Hispanic Heritage Month.

Celebrate Tito Puente

The Celebrate Tito Puente series successfully paid tribute to one of Latin music’s most iconic figures through a series of thoughtfully curated events. HypeSmack’s comprehensive management—from event planning and marketing to media outreach and concert support—ensured the campaign not only honored Tito Puente’s legacy but also engaged a wide audience across Puerto Rico and beyond. The success of this series underscores the enduring appeal of Tito Puente’s music and the effectiveness of a well-executed, culturally resonant campaign.