EL DORADO
Founded in 1967 by a family of Cuban immigrants, El Dorado Furniture is a household name in South Florida and ranked among the top 50 home furnishings retailers in the United States, with 14 locations and 3 outlet centers in Florida. The company, which is still family-owned, hired Raygun for event production and consultation on appealing to a younger demographic of emerging homeowners.
Challenges
One of the oldest, largest home furnishings retailers in Florida, El Dorado Furniture approached Raygun for assistance in producing an event at their historic original retail storefront in Little Havana, Miami, as part of a larger campaign based around Women’s History Month titled #ELLADorado (a pun based on the gendered forms of the Spanish words for “The”). The company aimed to use the campaign to update its reputation as a family-owned, community business by incorporating a more contemporary, inclusive view of womanhood. The agency was given a truncated timeline of just three weeks to produce the event.
Strategy:
Titling the event “One Night Para Ella,” Raygun reimagined the store, with its unique “Boulevard” concourse, as a vibrant festival square, and built programming around a panel discussion on women in male-dominated business spaces. Sharing El Dorado’s desire for diversity and inclusion, we invited five panelists and a moderator from across the spectrums of race and gender working in several different industries, from personal care to entertainment and media. Two of the panelists, singer Yoli Mayor and electronic musician DJane, provided music for guests. We designed several “Photo Moments” around the panelists’ personas, such as an authentic African market for the founder of a Black-owned beauty brand and a recording studio for a radio host, and also included interactive encounters with sketch artists and other creatives.
Results:
“One Night Para Ella” was a smashing success with the client and guests. Several high-profile visitors such as social media influencers and cast members from The Real Housewives of Miami attended. All who took the journey down El Dorado Boulevard enjoyed the evening, from the engaging panel discussion to the sparkling entertainment from Yoli Mayor and DJane.
