COASTAL CULTURE CASE STUDY
Where Culture Comes to Life
At grand boulevard
In 2014, Grand Boulevard launched Coastal Culture—a year-round arts and entertainment initiative designed to enhance the visitor experience, strengthen community ties, and establish the Town Center as a cultural destination. By curating a diverse calendar of free and ticketed events, Grand Boulevard has transformed from a traditional retail hub into a vibrant gathering place for locals and tourists alike. Eleven years later, the program continues to thrive—drawing thousands annually and benefiting the community through charitable partnerships and cultural engagement.
“As we continue to identify exciting entertainment and first-class attractions for our Town Center, it made sense to create an umbrella title under which the schedule will run. We’ve always been ardent supporters of cultural arts and strive to bring the best to Northwest Florida.”
–Stacey Brady
Director of Marketing & Communications, Grand Boulevard
The Challenge
Expanding Beyond Retail to Build Lasting Community Connection
Grand Boulevard needed to evolve beyond its identity as a high-end shopping and dining destination. While foot traffic was steady during peak seasons, the team saw an opportunity to create deeper, more consistent engagement with the community year-round.
The core challenges included:
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Enhancing the guest experience beyond retail
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Driving traffic outside of peak tourist months
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Offering inclusive events for locals and visitors
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Supporting regional arts and nonprofit organizations
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Building long-term brand affinity through meaningful community involvement
The Approach
Building a Branded Cultural Initiative Rooted in Partnership and Purpose
To address these goals, the Grand Boulevard marketing team introduced Coastal Culture—a branded umbrella for all arts and entertainment programming. The initiative was fueled by a 2% Arts & Entertainment surcharge on retail and restaurant sales, with funds going directly into a dedicated 501(c)(3) to support public events.
Key elements of the strategy:
1. Signature Cultural Events
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30A Songwriters Festival Main Stage Performances
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South Walton Beaches Wine & Food Festival
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ArtsQuest Fine Arts Festival
2. Seasonal & Community-Focused Programming
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Weekly Grand Boulevard Farmers’ Market (January–December)
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Outdoor concerts and performances by Emerald Coast Theatre Company
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Lawn games and nightly live music (Spring–Fall)
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Holiday events like Halloween on the Boolevard, Hometown Holiday Parade, Festival of Trees, and Coastal White Christmas
3. Strategic Partnerships
Collaborated with organizations such as the Cultural Arts Alliance of Walton County and Emerald Coast Theatre Company to bring professionally produced, community-focused events to life.
4. Mission-Driven Giving
Maintained a commitment to philanthropy by ensuring select events benefit area nonprofits, including the Destin Charity Wine Auction Foundation.
The Results
A Destination Transformed and a Community Enriched
Over more than a decade, Coastal Culture has elevated Grand Boulevard’s status and created long-term value for both the center and the greater community.
Program Outcomes:
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Stronger Community Engagement
Thousands attend each year; most events are free and family-friendly.
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Brand Loyalty and Identity
Coastal Culture has become synonymous with quality, culture, and connection.
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Charitable Impact
Events like the Wine & Food Festival have raised significant funds for children in need through local nonprofit partnerships.
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Increased Foot Traffic & Sales
A robust year-round calendar ensures consistent visitor flow and extended dwell time, benefiting Grand Boulevard tenants.
