Project 91, a New York-based event producer, has launched Playgrounds, a new live experiences platform backed by investment from Justin Kalifowitz‘s Klaf Companies. The venture will unify Project 91’s portfolio of concerts, destination events, and branded experiences under one umbrella while supporting expansion into new markets.
Since its founding in 2021, Project 91 has produced electronic music events in unconventional New York City locations, including the Rockefeller Center ice rink, Central Park, and various waterfront spaces. In one notable booking, rapper Action Bronson performed at Katz’s Deli, the iconic downtown restaurant, with an 11 p.m. start time.
Place-Based Experiences
The launch aligns with a broader industry shift: promoters are increasingly treating the venue itself as a core component of the live experience. Events on aircraft carriers, rooftops, in warehouses, botanical gardens, ski resorts, museums, and historic landmarks reflect growing audience demand for settings that go beyond traditional music halls.
Summer Plans and Branded Events
This summer, Playgrounds will stage events at Brooklyn Army Terminal, New York Harbor, and a range of unconventional spaces in Charleston, South Carolina, including waterfront properties and the historic USS Yorktown aircraft carrier.
Alongside concerts, the platform operates a portfolio of recurring branded events:
- Mirari
- Friends in High Places
- Above 10
- Palma Day Club
- NYC Halloween Weekend
- New York Taco & Tequila Festival
The diversification can reduce dependence on a single headliner and open sponsorship opportunities, as audiences increasingly seek complete experiences rather than simply a ticket to a performance.
