The iHeartRadio Ultimate Pool Party drew more than 2,500 people for daytime and evening concerts at the Fontainebleau Miami Beach hotel last month. The event was part of the Fontainebleau’s BleauLive concert series and was sponsored by Visit Florida.
Jason Derulo, Krewella, and Icona Pop performed during the daytime on a stage that fronted a pool, where audience members bounced beach balls. Derulo ended his set by hopping into the pool. The more elaborate evening stage was set up elsewhere on the grounds, and fans changed from their swimsuits into "Miami chic" attire. Pitbull, Kesha, and Afrojack performed, while Miley Cyrus, LL Cool J, and Enrique Iglesias made appearances.
The Sunshine State's official tourism promotion agency used the event to reach out to millennial travelers, said Steven Bonda, manager of meetings and conventions. As part of the effort, Visit Florida paid for five millennial bloggers, each with a guest, to attend the concert. It also created the hashtag #LoveFL, which trended during the event, and printed it on beach towels, cups, and heart-shaped church fans—a simple but key accessory on the hot day. Other beat-the-heat ideas included a pool chair made of ice with sunglasses frozen inside, plus a bar made of ice where Visit Florida served non-alcoholic orange slushies.
Twubs set up a live social media feed above each stage where posts that used the #iHeartRadio hashtag were featured. Music fans who weren't lucky enough to get tickets could watch a live stream of the concert. It also aired on the CW network Monday.
