QueerFest at Rocco’s WeHo on behalf of LA’s LGBT Center

Overview

QueerFest was a sold-out queer variety showcase produced at Rocco’s WeHo in 2023. Co-created with my husband, the event blended drag, music, comedy, dance, and community activations to raise proceeds for the LA LGBT Center. Beyond the stage, we wove in queer-owned brand giveaways, caricature art, and grassroots outreach—turning the night into both a fundraiser and a celebration of queer joy.

My Role

I wore many hats to bring QueerFest to life:

  • Marketing & Promotion – Led the full campaign from organic social to paid media, direct mail, ticketing funnels, and on-the-ground outreach.

  • Creative Direction & Design – Built the event’s visual identity across posters, flyers, digital assets, and email campaigns.

  • Talent Curation – Booked and coordinated performers across genres, ensuring a diverse and electrifying lineup.

  • Community Outreach & Partnerships – Connected with local artists, queer-owned businesses, and community orgs for activations and support.

  • Communications & Logistics – Managed performer comms, vendor relations, and behind-the-scenes flow leading up to the show.

Strategy

QueerFest was positioned as more than just a night out—it was designed as a fundraiser with purpose. By combining high-energy performance programming with intentional community engagement, we created an inclusive space that reflected and amplified the heart of queer LA.

Key tactics included:

  • Leveraging Rocco’s WeHo as a culturally relevant hub in West Hollywood.

  • Multi-channel promotion: organic teasers, paid social ads, direct mailers, and in-person flyer distribution.

  • Spotlight campaigns on individual performers to drive excitement and peer-to-peer sharing.

  • Integrating surprise moments—like live caricature art and brand giveaways—to add layers of discovery.

Execution

  • Organic Social: Performer spotlights, countdowns, and BTS reels.

  • Paid Media: Targeted Instagram and Facebook campaigns aimed at LA’s queer nightlife audience.

  • Community Touchpoints: Postcards to local orgs, flyers in cafés/bookstores, and word-of-mouth buzz in West Hollywood.

  • Design & Visuals: A cohesive, bold queer aesthetic across all platforms.

  • Talent & Partnerships: Curated a dynamic lineup and collaborated with queer-owned brands for activations.

Results

  • Sold-Out Attendance at Rocco’s WeHo.

  • Proceeds Donated to the LA LGBT Center in support of community programs.

  • 100,000+ Organic Reach across Instagram with performer content and event promotion.

  • Press Coverage in Time Out and WeHo Times, amplifying the event’s visibility and legitimacy.

  • Community Response: A night remembered as both a joyful celebration and a purposeful fundraiser.

Reflection

QueerFest reinforced the power of community-driven production. Social storytelling and grassroots outreach proved just as impactful as paid campaigns, and the performer spotlights created organic momentum that carried into ticket sales. Next time, I’d scale the ad spend earlier, tap more queer media partners for previews, and explore hybrid livestream elements to expand reach.

What started as a one-night variety show grew into proof of concept: queer art, community, and strategy can come together to create culture and raise impact.