“40 oz NYC” are a series of events that take place over the summer at Riverside Park in Washington Heights. These events are highly anticipated over the winter months because of their ability to reorient, make memorable, and transform the NYC influencer’s summer. The preliminary goals for each event early on in the process were ambitious, but with persistence and an already captivated audience, the 40 oz established a following. Each event reached over 2,000+ attendees and received over 7,000 Facebook RSVP’s. Through word of mouth, positive reviews, and popular online viewership of media from each event, the 40 oz became solidified as a brand associated with establishing meaningful connections in a laid back atmosphere.