Overview Navy Pier Event Series brings global headliners and rising talent in house, techno and electronic music to Chicago’s iconic waterfront. Produced by Groundswell Experiential, the series runs 17 shows from New Year’s into the fall, drawing over 120,000 fans across the run. It’s one of the few places in Chicago where a world-class DJ plays with the lake and the skyline as the backdrop. On site Shows take over three spaces on the pier: the main Navy Pier venue, the East End and the North End. Crowds range from 2,500 at the North End to 12,500 at the biggest main-venue nights, so the series mixes intimate club-style sets with full festival-scale takeovers. New Year’s weekend kicks off the calendar, then shows land most weekends from spring through October. Audience The crowd is 21+ electronic music fans, young, social and out for a big night by the lake. They come in groups, stay for the full set and buy drinks all night, which is why spirits and cocktail brands keep coming back. Talent and Influencers Past and upcoming artists include Chris Lake, Black Coffee, Charlotte de Witte, BUNT and Levity. These are headliners who fill major festival stages around the world. Track record Past partners include Jack Daniel’s, Herradura, Hornitos, Jim Beam, EFFEN Vodka, Monaco Cocktails, Overtime Cocktails, REMIX and Toyota. Brand presence A brand gets a 10x10 activation at every show in a 15-show run. That’s 15 nights of sampling and selling product to a crowd already in a drinking mood. A cocktail brand can run a signature drink bar right off the dance floor, the spot fans hit between sets. Every show is also covered on social and digital channels, so the brand stays in front of fans between event nights.