In support of The Greenway Foundation, Two Parts worked to both draw attention to the South Platte River and create summer celebration that brought the fun, educated all, and fundraised for the cause. We dove right into naming strategy and landed on CROSSCURRENTS – a day-long, multi-stage music festival that honored the South Platte, Confluence Park and its neighboring communities. With CROSSCURRENTS came the opportunity to design a fun, water-inspired branding system, complete with custom gradients, wave elements, and modern typography. These elements were used throughout our marketing strategy, including organic and paid social media efforts, tangible marketing opportunities, and in our expansive signage plan. 

In determining wow factors for CROSSCURRENTS, we decided on having two custom-built stages and made it our priority to work this concept into the event footprint. We successfully built a large stage on the East side of the river, complete with tents for shade, outdoor bars, and plenty of room for attendees to post-up in front of live music all day long. On the opposite side of the river, we built a custom, 360 degree DJ booth to be stationed on the Shoemaker Plaza platform to capture all the passersby. There wasn’t a moment that music wasn’t playing at CROSSCURRENTS and we made this feat possible with a detailed and alternating stage schedule going all day long! Music strategy played a very important role in bringing folks of all ages to the part for CROSSCURRENTS. Our team worked to enlist nationally-touring and local musicians that not only would draw the crowd, but also had an interest in water conservation and the overarching cause. We landed on the house-infused duo, DRAMA, as the headlining act of the day with support from CVBZ, Barbara, Grace DeVine, CRL CRRL, Radio Fluke and DJ Ruby.

While listening to music all day long, attendees were able to order from a full lineup of food trucks stationed at the bridge with plenty of outdoor bars located on both sides of the river. These bars stayed stocked with ice-cold cans of Pacifico, Coronita Hard Seltzers, Juneshine Hard Kombucha, recyclable water bottles, and more, for guests to sip on throughout the event. Additionally, as a part of our scope with The Greenway Foundation, we programmed a “VIP section” for special guests and donors to pop in and out, complete with ample shade, a gourmet taco experience, and a full bar of local spirits. 

With our help on strategic talent booking, defining and executing an impressive layout, creating a fresh new brand, and big marketing efforts, we were able to raise thousands of dollars for The Greenway Foundation. CROSSCURRENTS has seamlessly asserted itself as being Denver’s best river festival and we already can’t wait for next year’s festival.