Tommy Bahama Santa Monica Pier Paddle

Tommy Bahama made waves at the Santa Monica Pier Paddle with many brand activations produced by NRG that brought a taste of its signature island life to everyone in attendance.

What we did

At the Santa Monica Pier Paddleboard Races and Ocean Festival presented by Tommy Bahama, racers faced waves as big as 10-feet. But back on the pier, thousands of spectators were enjoying smooth sailing. That’s because Tommy Bahama partnered with NRG to produce and manage the ultimate branded experience. NRG handled design, staffing, set-up and activation, creating a relaxing spectator retreat. Guests enjoyed pop-up retail with a handpicked selection of Tommy Bahama beach wear and limited-edition event clothing, lawn games, and of course, signature Mai Tais at the Tommy Bahama Lounge and Rum Bar.

The buzz began long before the event, thanks to a mobile tour also produced by the NRG team complete with a bright and unmistakably branded Tommy Bahama ice cream truck. A huge hit wherever it went, the truck delivered smiles and frosty treats across Southern California. And most importantly, it delivered a larger presence at the Santa Monica Pier Paddle experiential marketing event.


  • 59,290 Twitter impressions
  • 1,337 Twitter retweets
  • 1,447 flyers handed out
  • 1,758 giveaways
  • 2,790 scoops of ice cream
  • 14 ice cream truck stops

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