Some hotels speculated that music fans flying to Miami would choose one event over the other, and not attend both. But, as it turns out, both Winter Music and Ultra drew large crowds and, as always, gave venues and companies a great excuse to throw spin-off events.
“Due to the split between W.M.C. and Ultra, we have taken on 19 shows over two separate weeks,” said Dennis Wheeler, marketing manager of the Shelborne Hotel, which hosted a series of parties with DJmag and Pioneer DJ. Wheeler said that while tickets for the Winter Music week sold well, those for the Ultra events did even bigger business.
Erin Kozlowski, event manager for the Catalina Hotel & Beach Club, said that the date change wound up being a positive for the property: “We saw a peak in room revenue and sales on both weekends, when typically it would have just been the one week.”
While Winter Music crowds tended to be smaller, there was an upside, according to Garwin Lu, director of business development for Om Records. “Even though there may have been less people [at Winter Music], the parties were easy to get into, had cheaper drinks, and were more intimate,” he said. “For Om, after years of doing high-profile, large-scale events we wanted to go more premium and intimate this year anyway.” The label was able to achieve that goal with a party for its stars, Dirty Vegas, at the Setai, with Guess.
Ultra weekend saw even more corporate events, including an appearance by Tiesto at the Armani Exchange store in South Beach and the launch of DJ Armin van Buuren’s line of Q sneakers at the Gansevoort Miami Beach.
Liquor companies also chose the Ultra weekend to throw elaborate parties. Hennessy’s vice president of experiential marketing, Billy Paretti, said, “We decided to host the Hennessy Black Blue Moon Bonfire during Ultra because the weekend would draw a crowd that was more in line with our positioning for Hennessy Black.”
Belvedere Vodka also set up camp during Ultra, with its three-day event, “The Belve Music Lounge,” at the W South Beach Hotel & Residences. The space, furnished by Ronen Rental, was designed as “an escape from the festival—a place where people can lounge, socialize, and enjoy Belvedere cocktails,” said senior brand manager Tony Fair. “Creating the Belve Music Lounge at music festivals throughout the year is part of Belvedere's main communication platform.”
While organizers of both Winter Music and Ultra regarded the 2011 events as successful, neither party has made an official announcement regarding dates for the 2012 editions.
![DJ Kaskade headlined Ultra Music Festival's official after-party at LIV nightclub on Friday night.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/03/e20319sa.png?auto=format%2Ccompress&q=70&w=400)
![DJ Kaskade headlined Ultra Music Festival's official after-party at LIV nightclub on Friday night.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319liv__dsc_1512.png?auto=format%2Ccompress&q=70&w=400)
![“The benefit to hosting an event during Ultra is being able to book the world’s best talent because of their involvement with the festival,' said LIV's director of sales and marketing, Jimmy Vargas. 'It means we're able to market to the massive influx of jetsetters in town.'](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319liv_dsc_1435.png?auto=format%2Ccompress&q=70&w=400)
![At the Hennessy Black Blue Moon Bonfire, held on Saturday, March 26, DJ D-Nice was announced as the 2011 Hennessy Black DJ as he played music from a booth suspended over the ocean in front of the Fontainbleau.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319hennessy_black_1101.png?auto=format%2Ccompress&q=70&w=400)
![Hennessy Black's digital bonfire used digital mapping technology to recreate a live bonfire. It included four panels with a 3D video fire, as well as crackling sounds and incense to provide the aroma of a campfire.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319hennessy_black_1095.png?auto=format%2Ccompress&q=70&w=400)
![Instead of a red carpet, Hennessy Black rolled out a blue carpet (actually the train of a dress worn by a model) for the Hennessy Black Blue Moon Bonfire.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319hennessy_black_1094.png?auto=format%2Ccompress&q=70&w=400)
![Hennessy Black created a lineup of signature cocktails for its Blue Moon Bonfire event, including the Hennessy Black Spice, which paired Hennessy Black with ginger ale and a lime wedge.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319_mg_2678.png?auto=format%2Ccompress&q=70&w=400)
![DJ Samantha Ronson performed a set at the Hennessy Black Blue Moon Bonfire event, held at La Cote by the pool area of the Fontainebleau Miami Beach.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319_mg_2990.png?auto=format%2Ccompress&q=70&w=400)
![Guess, Dub Frequency, and Om Records partnered for Winter Music Conference to present a party at the Setai on March 10.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e203191213629461_2rx3j_l.png?auto=format%2Ccompress&q=70&w=400)
![Dirty Vegas was the headline act for the Guess party, which also included a set by Om Records label-mate DJ Colette.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e2031920110310_280guess_ohm_dirty_vegas_party_at_guess_and_setai.png?auto=format%2Ccompress&q=70&w=400)
!['Between our brand and Guess, we were able to throw a beautiful, intimate event showcasing our latest signing, Dirty Vegas, and their new release, Electric Love,' said Garwin Lu of Om Records of the Winter Music party.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319guess_ohm_dirty_vegas_party_.png?auto=format%2Ccompress&q=70&w=400)
![DJmag and Pioneer DJ partnered with the Shelborne Hotel for events during both Winter Music Conference (pictured) and again during Ultra Music Festival.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319wmcshelborne2.png?auto=format%2Ccompress&q=70&w=400)
![The Shelborne Hotel hosted 19 shows over the two weeks of Winter Music Conference and Ultra this year.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319wmcshelborne.png?auto=format%2Ccompress&q=70&w=400)
![Belvedere Vodka hosted the Belve Music Lounge, as a place for DJs and media to unwind, in the private bungalows at W South Beach Hotel & Residences during Ultra Music Festival.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319bml_day_1_ultra_atmosphere.png?auto=format%2Ccompress&q=70&w=400)
![The Belve Music Lounge lineup included DJ sets by high-profile stars, many of whom played at Ultra as well. Emerging artists also had the chance to perform at the lounge.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319bml_day_1_ultra_stage_shot.png?auto=format%2Ccompress&q=70&w=400)
![V.I.P. guests attended the Belve Music Lounge between noon and 7 p.m. on the Thursday, Friday, and Saturday of the Ultra Music Festival weekend.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319bml_day_3_ultra_atmosphere_1.png?auto=format%2Ccompress&q=70&w=400)
![The Catalina Hotel & Beach Club hosted the Detox Recordings 'Swimsuits Optional' party on Saturday, March 26, during Ultra. The hotel's events manager Erin Kozlowski said, 'The month of March is historically our busiest month of the year.'](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319img_2027.png?auto=format%2Ccompress&q=70&w=400)
!['At Catalina, we catered to the W.M.C. guests by hosting events daily, and did the same again in late March with Ultra,' said events manager Erin Kozlowski. 'With the festivals divided this year, we did not know what to expect. But the change was for the better.'](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319img_2067.png?auto=format%2Ccompress&q=70&w=400)
![On Thursday, March 24, the eve of Ultra, Armani Exchange celebrated its partnership with festival star Tiësto by hosting the DJ at a V.I.P. event inside its store in South Beach.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319axsouthbeach_tiesto3_39_.png?auto=format%2Ccompress&q=70&w=400)
![Tiësto gave fans at his Armani Exchange store a first listen to tracks for his new Club Life Volume One - Las Vegas album. A special version of the album containing a bonus CD will be sold exclusively at Armani Exchange stores worldwide.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319axsouthbeach_crowd_39_.png?auto=format%2Ccompress&q=70&w=400)
![At Winter Music Conference, Muscle Milk hosted a lounge where they offered attendees Muscle Milk Light Café Lattes and other samples. The brand's touring Muscle Milk Protein Power Crew breakdancers also performed.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e20319wmcmusclemilk2.png?auto=format%2Ccompress&q=70&w=400)
![DJs from management company Armada Music performed at the launch of DJ Armin van Buuren's 'Q by Armin van Buuren' shoes at The Gansevoort Miami Beach on Saturday, March 26.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e203191.png?auto=format%2Ccompress&q=70&w=400)
![Shoes signed by DJ Armin were available for purchase at the 'Q by Armin van Buuren' launch.](https://img.bizbash.com/files/base/bizbash/bzb/image/2011/11/e203192.png?auto=format%2Ccompress&q=70&w=400)