"It was Halloween night, and one of the busiest nightlife destinations in the Bay Area was a grocery store? The Daly City location of Seafood City, a Filipino grocery store chain, had a line of costumed visitors out the door that night during its Late-Night Madness, pop-up event series, during which the store is open until midnight while DJs perform."
"The events, which have been publicized widely on social media, began in Daly City in September as a fun way to launch the start of the store's new street food program, according to Patricia Francisco, the Seafood City's head of digital marketing and events. They built a menu for the event, including signature pandesal sliders and Filipino nachos, Francisco said."
"Breganza enthusiastically took to the assignment, working to develop a set that would be fun for four generations of Filipino Americans, plus the people working at the grocery store during its extended hours. He wanted to evoke the celebratory atmosphere of the Filipino house parties he grew up attending, he said. He drove about two and a half hours and brought his own sound equipment and cameras to the event to match his vision."
Seafood City's Daly City store hosted Late-Night Madness, a pop-up event series keeping the grocery open until midnight with live DJs and social media promotion. The series began in September to launch a new street food program and featured a menu with pandesal sliders and Filipino nachos. Organizers aimed to create a night market atmosphere that appealed to a younger crowd and showcased Bay Area Filipino musical talent. DJ JP Breganza curated a set for multiple generations, drove two and a half hours with his own sound equipment and cameras, and helped transform aisles and displays into a lively, dance-filled environment.
Read at www.mercurynews.com
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