Inside FUUD Agency’s Full-Day Celebration of Latin Culture at Soho Beach House Miami
- East End Taste
- 2 days ago
- 3 min read
From a hands-on Venezuelan arepa workshop to a sold-out evening of live music, FUUD Agency brought food, hospitality and community together in support of earthquake relief efforts across Latin America.
On August 6, Soho Beach House Miami became the setting for a full day of Venezuelan flavors, live performances and cultural connection. Produced by FUUD Agency, two complementary events invited guests to celebrate Latin American heritage while raising awareness and support for communities affected by recent earthquakes across the region.
The programming began with an intimate culinary workshop before expanding into a sold-out beachfront celebration attended by members of Miami’s Venezuelan, Latin American, hospitality and creative communities.
An Intimate Introduction to Venezuelan Cuisine
The day opened with the Doggi’s Arepa Workshop, a hands-on experience led by Doggi’s Arepa Bar. Approximately 20 Soho House members and invited guests gathered to explore one of Venezuela’s most recognizable dishes through food, conversation and storytelling.
The workshop positioned the arepa as a gateway into Venezuelan history and everyday life. Guests connected over the preparation and traditions surrounding the dish, creating an intimate setting for cultural exchange.
Santa Teresa Rum added another dimension to the experience through its Santa Guarapa activation. Its presence complemented the culinary program while introducing guests to an additional expression of Venezuelan heritage.
From the Kitchen to the Beach
As evening arrived, the celebration moved to Soho Beach House’s Beach Bar for Caracas at the Beach | Music for Venezuela.
The sold-out event welcomed approximately 225 guests for a lively program of music, food, drinks and cultural programming. Internationally recognized Latin singers, musicians and artists joined cultural voices, hospitality leaders and creatives for an evening that balanced entertainment with a wider humanitarian purpose.
Against the backdrop of Miami Beach, the venue was transformed into an immersive celebration of Latin identity. Live performances energized the crowd, while the shared mission behind the gathering gave the festivities a deeper sense of connection.
A Sold-Out Celebration With a Greater Purpose
Rather than following the format of a traditional fundraiser, FUUD Agency centered the day around participation. Guests were invited to experience Latin American culture directly through its food, music, hospitality and traditions.
The approach allowed conversations about earthquake relief to emerge organically throughout the programming. It also demonstrated how cultural events can create space for both celebration and social impact without allowing one to overshadow the other.
Venezuelan Heritage Poured With Purpose
Santa Teresa Rum remained part of the cultural narrative throughout the day. Following its participation in the arepa workshop, the Venezuelan brand continued the experience that evening with Santa Teresa guarapita served during Caracas at the Beach.
Its integration extended beyond conventional sponsorship signage. The rum appeared alongside Venezuelan cuisine, music and hospitality, allowing the brand’s heritage to connect naturally with the story being told.
The activation reflected FUUD Agency’s broader approach to experiential marketing: incorporating partners as contributors to an event’s cultural identity instead of presenting them solely as sponsors.
The Celebration Continued Online
The energy from the two events extended well beyond Soho Beach House. Artists, organizers, partners and attendees shared photography, videos, posts and Instagram Stories from throughout the day.
According to the event’s partnership report, the resulting campaign generated more than 500,000 in social reach and over 10,000 social impressions. The online response amplified both the participating cultural voices and the initiative’s message of support for earthquake-affected communities.
Where Culture, Community and Impact Meet
Together, the Doggi’s Arepa Workshop and Caracas at the Beach illustrated the power of collaboration among artists, hospitality venues, cultural organizations and brands.
The events offered two distinctly different ways to connect—one through an intimate culinary tradition and the other through the collective energy of live music. Yet both were grounded in the same idea: meaningful experiences can emerge when culture, community and purpose come together naturally.
For one day in Miami Beach, an arepa workshop and a packed beachfront performance became parts of the same story, one celebrating the richness of Latin American culture while directing attention toward communities in need.
