America's passion for Jack Daniels was recently celebrated in style with a pop-up Motel No. 7 at Soho Studios. Access to Motel No. 7 was granted through the event website, via secret limited registration codes, and referrals from friends with tickets. Prior to the event, the motel's address was only given to those on the registration list. In the lead-up to Motel No. 7's launch, over 9,000 Jack Daniel's enthusiasts RSVP'd for the exclusive event. These guests were only allowed to check in if they presented a special motel key. Upon checking in to the pop-up motel, attendees were granted RFID tags that allowed them to upload personal pictures from the numerous photo booths stationed at the event. Throughout the evening, guests made amazing memories and celebrated with the premium whiskey brand that has added cheer to American parties for well over a century.
No Jack Daniel's event would be complete without lots of liquor. Based on this criteria, the event at Soho Studios was a huge success, as its lucky attendees were given free drink tickets. Nearly every variety of Jack Daniel's was served, although many guests preferred to stick with traditional shots of Old No. 7. Whiskey was clearly the drink of the evening, but several guests also indulged in craft cocktails, which were served in one of the motel's themed rooms. In addition to downing free drinks, guests were able to see how Jack Daniel's whiskey is stored. Real whiskey barrels were transported from Lynchburg, Tennessee (home of the Jack Daniel's distillery) to Soho Studios, where they were examined by numerous whiskey enthusiasts.
The overarching theme of Soho Studios event was Motel No. 7, with the old school Americana vibe mixed with modern technology to great effect. Within the pop-up motel, rooms were given a variety of additional themes. Several guests let loose in a room entirely dedicated to pillow fights. Attendees were also invited to lounge in or alongside a small pool that was created specifically for the event. The motel featured a chapel, in which four couples tied the knot! Prior to getting hitched, these couples (as well as their fellow event attendees) were given the chance to have their hair cut in the motel's exclusive barbershop. One of the most unique and appealing rooms in the motel featured a group of bachelorettes singing karaoke.
Music and Entertainment
From the beginning, Jack Daniel's has been associated with good music. This tradition was upheld at Motel No. 7, which featured a Frank Sinatra cover band and two EDM DJs. The act of the night, however, was Ja Rule, who offered a blast to the past with such hits as Put it on Me and What's Luv.
Miami's edition of Jack Daniel's Motel No. 7 tour was a clear success, on par with the well-attended Brooklyn event last November. After the motel was taken down and moved to its next location, guests enjoyed reliving the memorable party by viewing the photo booth shots taken throughout the venue's many interactive rooms. The Wynwood-based Jack Daniel's fun may be over for now, but additional events are set to take place in Chicago, Austin, and Los Angeles.