Inside SoHo Weekend

After noticing early social promotion for a new event in New Orleans called Southern Hospitality Weekend (SoHo), our team reached out simply out of curiosity. Similar to our work with the National Fried Chicken Festival, we’re always drawn to opportunities to help build impactful event experiences, and this one immediately caught our attention.

Produced by the Morrow Hospitality Group under the leadership of Larry Morrow, SoHo Weekend came together in less than 30 days. With that in mind, our initial outreach was focused on getting involved in a future iteration. But with just four days to go, Larry’s response was simply: “Why not this year?”

Soho Weekend was created to serve as a gathering for the hospitality industry, including food and beverage professionals, tourism leaders, hotel operators, and event producers. The weekend functioned as a learning and connection hub, similar to New Orleans Entrepreneur Week, but focused specifically on hospitality. The event featured speakers, panels, and conversations that centered on what it takes to build, scale, and sustain businesses within this industry.

Coming in “late” meant one thing: we needed to listen first. We were introduced to the production team and key partners, including the National Urban League, who identified areas where our team could best support. With a large venue, a wide range of attendees, and a first-time event footprint, 2 critical support areas emerged: check-in/credentialing and talent management. 

Within 48 hours, our team helped design and implement systems for credentialing across multiple access types (general admission attendees, VIP guests, sponsors, media, and creators) and established a concierge-style approach for VIPs and special guests. The goal was to create smooth operations from arrival to exit. 

On the talent side, we worked closely with the production team to manage speaker and guest flow backstage. This included coordinating with on-site security, venue staff at the Contemporary Arts Center New Orleans, and external security teams for high-profile talent such as Keith Lee and Rick Ross.

Beyond those core responsibilities, we filled gaps wherever needed! We assisted with tech support, staging spaces, and real-time problem-solving. In many ways, our role became exactly what early-stage events require: flexibility and professionalism.

The result? A successful inaugural Soho Weekend with strong turnout, meaningful conversations, and momentum that exceeded expectations. What was initially envisioned as an annual event is already returning as a biannual experience, with the next Soho Weekend scheduled for September.

We’re grateful to have been part of the groundwork and use our expertise in experience to leave the event stronger than we found it. Our team is looking forward to being involved in future SoHo Weekends!