San Diegans didn’t know what a busker was. A busker is a sword swallower, a pancake juggler, a pogo stick-trickster hopping over a flaming shopping cart. It’s a robotic mime and a slight-of-hand master. It’s a street performer. 

At the same time, Seaport Village (our client) wanted to give San Diegans reasons to come visit.

At Bailey Gardiner we assessed this situation. We took the un-appreciated and connected it to the unknown and we created curiosity, ownership, buzz and pride. We created a Busker Festival. Without it, Seaport Village would never garner so much media in such a short period of time. An arts story in both the Union-Tribune and the LA Times, a week’s worth of TV segments, countless blog and regional print stories, I’ll stop tooting my really loud horn.

But stop for a minute and think about how simple it is. We gave our client an event to own. Our client jumped on board and embraced it. In turn, the city embraced it, bringing locals to what they used to consider a tourist destination and introducing new demographics to the spot.

The media embraced it, bringing a fresh perspective to a long-standing San Diego icon. It gave the media a reason to talk…and partner. This event in particular gave the busking art community a home in Southern California. It gave Seaport Village yet another asset to be proud of.

Media doesn’t just happen because a PR person puts a release in front of a writer. It happens because someone gives that writer something worth talking about. And if you find yourself with nothing to talk about, create something.

If you already knew what a busker was, you’re likely pulling your small bills from the ATM and heading down to the Big Bay to pay your tips to the talent. If you didn’t, it’s a good thing I’m writing this now. Come down, experience it. Seaport Village is offering to share with you an art little known to San Diegans – for free. These are some of the nation’s top buskers putting in hard work to build a respect for their acts in our hometown. It might seem strange to you, but stop and talk with any of them. One of our Canadian-born buskers, Masonious Max told me, “I’ve never seen an event bring a city together like a busker festival.”

And if you don’t believe him or me, believe the media. They don’t just write about stuff because it’s in front of them. They write about it because it’s worthy.

Do you agree? Can an event like this really change the reputation of a destination and leave a mark on a city?