The Street Rave That Helped Save Downtown from the Doom Loop.
Background
Downtown First Thursdays (DFT) isn’t just a monthly event—it’s our Street Rave That Saved Downtown. As San Franciscans, we saw the decline of downtown firsthand and knew we needed to step up to help bring it back to life. Hired by the Civic Joy Foundation and Into the Streets, we took on the branding and social media marketing for DFT to make it a must-attend event that would re-energize the heart of the city.
Every first Thursday of the month from 5 PM to 10 PM, DFT transforms downtown into a vibrant playground of live DJs, drag performances, art installations, and street activations. And we were there to make sure it wasn’t just an event—it was an experience. Leveraging our expertise from UNDSCVRD SF Night Markets and SF Live, we helped turn DFT into a cultural phenomenon that draws 14,000 attendees on average to San Francisco’s South of Market / Downtown area every month. For us, this wasn’t just about branding—it was about reclaiming our city as a space for radical joy, connection, and creativity.
The Vision: A Street Rave to Revitalize Our Downtown
We didn’t approach DFT like just another project. This was personal. Our goal was to create a brand and event that would make San Franciscans proud and bring people back downtown. DFT had to reflect the playful, edgy, and vibrant energy of South of Market—an area we’ve always felt deeply connected to.
Our mantra from our client was clear: Make Thursday the new Friday.
Objectives
1. Create a Bold Brand Identity: Design a playful, cheeky, and modern look that reflects the energy of a street rave.
2. Drive Attendance: Use our expertise in social media marketing to position DFT as the ultimate cultural experience.
3. Showcase Diverse Voices: Highlight Filipino and BIPOC artists and performers to reflect the rich cultural fabric of San Francisco.
4. Revitalize Public Spaces: Reclaim downtown San Francisco as a vibrant and thriving community hub.
Strategy
Rooted in Community Superpowers
We drew on our deep roots in San Francisco’s cultural landscape to create a bold identity and marketing campaign for DFT:
• UNDSCVRD SF Night Markets: We helped launch this Filipino-American night market in SOMA Pilipinas in 2017, drawing over 8,000 attendees at its debut. This experience taught us how to create events that feel authentic, fun, and connected to the local community.
• SF Live (2024): As part of this $2.4 million city-funded initiative, we helped bring free concerts to parks and plazas across San Francisco. This reinforced our understanding of how to position public events as accessible, inclusive, and engaging for all audiences.
Building on these successes, we brought the same level of energy, creativity, and cultural authenticity to DFT.
Cheeky Branding That Turned Heads
We knew DFT needed a bold and playful identity that matched the energy of the event:
• Logo Design: Inspired by sound, movement, and the urban landscape, the DFT logo represents becoming a beacon of the vibrant energy of celebration, music, the arts and diversity brought to DT San Francisco.
• Color Palette: Electric blues, vibrant purples, and gold accents give the branding vibrancy while evoking the nightlife glamor of a street rave.
• Messaging: Leaning into the double entendre of “DFT” (down-to-fuck), we crafted tongue-in-cheek messaging that grabbed attention while staying approachable and fun.
Highlighting Diverse Talent
We spotlighted an incredible lineup of performers who brought vibrancy to DFT, thoughtfully curated by Noise Pop and The Midway:
• Heavy Hitters: Artists like Aluna, the Black female vocalist from Disclosure, brought global appeal with her genre-defying mix of house, pop, and electronic music.
• Campy Icons: Rebecca Black turned the mantra “Make Thursday the new Friday” into a literal anthem, delivering a playful and nostalgic performance that matched DFT’s cheeky, irreverent energy.
Our Local Heroes:
• Patrick aka King Most: A celebrated Latino DJ and producer, King Most brought his signature “Redirections” remixes to DFT, blending funk, soul, and dance music in a way that captivated crowds.
• DJ Wonway: A Grammy-nominated DJ, songwriter, and cultural powerhouse, DJ Wonway’s genre-spanning sets reflected the diverse and eclectic spirit of DFT. From Hip-Hop to Salsa, Funk to Samba, his presence brought an unmatched level of cultural depth to the event.
• Toro y Moi: The half-Black, half-Filipino indie icon from Berkeley headlined with his unique, genre-blurring sound, embodying the creative energy that defines DFT.
The collaboration with Noise Pop and The Midway ensured the lineup reflected the diversity, creativity, and boldness that make DFT an essential part of San Francisco’s cultural revival.
Results
1. The Street Rave Everyone Talked About: DFT became the must-attend event in San Francisco, bringing an average of 14,000 people to SoMa and downtown every month.
2. Bold Branding Success: Our cheeky, playful identity helped DFT stand out as a cultural cornerstone of downtown San Francisco’s revival.
3. Cultural Resonance: Featuring artists like Toro y Moi, Aluna, King Most, and DJ Wonway Posibul, DFT celebrated the city’s vibrant diversity and creativity.
4. Downtown Reclaimed: DFT helped reignite downtown San Francisco as a space for radical joy, bringing energy, culture, and community back to the heart of the city.
Press Coverage
DFT garnered significant media attention, with publications recognizing its role in reviving downtown San Francisco:
“San Francisco took another step towards a comeback Thursday night with its first Downtown First Thursdays.”
— ABC7 News
“Downtown First Thursdays is the latest in a surge of night markets and street activations across San Francisco.”
— Bay Area Reporter
Why This Was Personal
For us, DFT wasn’t just about creating a cool brand or driving attendance. It was about reclaiming our city’s narrative. We’re deeply invested in making San Francisco a place where art, music, and community thrive. From our work on UNDSCVRD SF to SF Live, we’ve seen how powerful public events can be in transforming spaces and bringing people together. DFT was our chance to continue that legacy and make an impact on the city we love.
Conclusion
Downtown First Thursdays isn’t just The Street Rave To Help Saved Downtown—it’s a testament to what’s possible when bold branding, cheeky social media marketing, and a commitment to creativity come together. With our fingerprints all over it, DFT is redefining Thursday nights in San Francisco, one unforgettable moment at a time.
