Erica Freshman Zack Bush

There are two types of people on South Beach—there are the diehard party people, and then there’s everyone else. Rumor has it if you are among the elite party crowd, life is good. You’ve seen elite crowd around—the ones that own Swiss banks, or hit it big in a dot-com venture and now sail the world on their 75-foot (interior by Versace) sailboats partying with a few hundred of their closest friends. The ones that have their own bodyguards and wouldn’t dare drink anything but Cristal. 

But then there's you and I. Sure, we like to go out for a good time as much as the next person, but a couple of drinks, a lot of laughs, and we’re usually home by 1 or 2am. Boring maybe, but really, how many $20 glasses of champagne can one drink between midnight and sun-up?

So, determined to find more of a happy-hour-then-call-it-a-night type crowd (read: people with jobs), I started combing the beach for a fresh social environment. What I found was something far better than I had ever imagined—Erica Freshman, Zack Bush, and South Beach's new party scene.

Born and raised in Miami, these two life-long friends have witnessed the South Beach nightlife explosion first hand and have monitored its progression every step of the way. But at twenty-four and twenty-five years old respectively, and with careers of their own, the nightclub scene proved a little too intense for people like themselves who just wanted to go out, have a few drinks and meet cool, down-to-earth people. So, applying a fresh perspective to the problem, they decided to start producing their own social events the way they and their friends wanted them to be. What started out as a brainstorming session between two friends about what to do on a Friday night quickly blossomed into the best kept secret on the beach at sensual venues like The Townhouse Hotel's Roof Lounge, Nikki Beach's Bonfire, Honey's Vintage Vinyl and numerous others.  

Here's what Erica and Zack had to say about the new party scene...

Why did you feel the need for a new party scene? 
Zack:  I think we both felt the need for a "different" scene. We were looking for a place where new people could gather, meet, hang out, etc. We tried to provide an earlier style event—there actually are people on the beach who actually do like to go out and party before 1am. 

Did you feel people were getting tired of all the same old VIP/Attitude/Hype/BS thing?
Zack:  Absolutely. When we started with The Roof party at Townhouse, we wanted the atmosphere to be completely laid back...a "just come and enjoy" attitude. There was no picking and choosing by the doormen as to who got in, and the only times people didn't get in was if it was too crowded and we were at capacity. This is why we urged people to show up early. It was initially a happy hour event that ended up running until about 12:30 -1am...I guess that's what " happy hour" is on South Beach.  (laughs)

Erica, when I first approached you about the interview you were very modest and weren't at all concerned about the free press. You even wanted to talk to Zack before you agreed to do the interview-I get the impression that's the way you guys work in general. 
Erica:  It's not about the attention or the ego...we do this because we like to throw good parties...

Zack:  ...when we got into this business we didn't get into it to be "promoters…"

Erica:  …I hate the word "promoter." In my mind the connotation of a promoter is someone who is all about the flyers, the cell phones, and the bullshit. That is just so not who we are or what we do. I think that we've been fortunate not to get completely caught up in the whole nightlife bit...[but] whether I like the title or not, there are worse things to be called... (laughs)

So what makes you guys different from all of the other "promoters" on the beach?
Zack:  You have a lot of promoters who basically just print up fliers and distribute them everywhere. We don't do that. In fact, for most of our events we hardly even print invitations. We get on the phones and call our friends. We like to think that all of the people on our list are friends. It's not like come here tonight or go there tomorrow night, it's hey, wanna come and hang out with us and our friends and have a drink?...

Erica:  ...mostly because the people we invite work during the day just like us...

Zack:  ...they're young business professionals that are in their offices everyday just like we are. 

I've noticed that the vibe at your parties isn't like anything else I have seen on the beach. Do you have a certain type of crowd that you try to attract? 
Erica:  We're pretty open... I guess the crowd we attract is kind of a trendy crowd...a lot of young professionals. It's no secret that it's hard to meet people on the beach, but the other day I heard someone say that you can actually find someone that you would want to date at our parties. It doesn't matter if they're young or if they're old…as long as they get what we're trying to do. 

How did the Delano party come about?
Zack:  We were throwing the Friday night party on The Roof at the Townhouse Hotel, but because of fire marshals regulations it has been temporarily shut down. [due to over-crowding] So we moved our Friday night to The Tower Bar at The Shore Club—this was an incredible event but it just got too big for the hotel and then we moved Friday night's outside at the Delano, but this too grew too quickly. Way too many people for the space so we had a meeting and brainstormed with the Delano and came up with the idea for a Sunday Sunset Barbecue. 

Is it attended mostly by locals or Delano guests?
Zack:  Both. We tried to get people out early on Sunday, but this we've learned, is a tough task. It's absolutely gorgeous outside at The Delano—an ideal place just to kick back, relax, enjoy a few cocktails and listen to music. It's a pretty mellow event until about 11:30pm, then we usually get packed and the fun really begins...

How much fun? 
Zack:  Well, we've seen some people get naked and go running through the pool... only to be reprimanded by Delano security.

Tell me what else you're trying to do.
Zack:  We basically got into this trying to provide a different scene. Thursdays at Honey [Vintage Vinyl] is the exception because it really is all about the music...it's 70s and 80s and some modern stuff...but I think the real difference is, at most of our events the music is more of a background. It's not about which DJ is spinning or what drugs you're doing—people are in their offices all day and when they go out at night they don't want to be cooped up in a club... Miami is gorgeous!

Erica:  ...most of the things we do are outdoors…

Zack:  ...where people can converse and have real conversations...

Erica:  ...it's really chill. A lot of the things we do are early, which is an unusual thing around here. 

Do you guys only throw parties or do you do other events as well?
Erica:  We've done some art shows and we're working on another one right now. We recently did a fashion show with Armani Exchange and Interview magazine. We like to do stuff that represents us...stuff that we would go to...

Zack:  ...we like events that are different and you really don't see that much.

Sounds like a much needed culture fix. 
Erica:  We are culturally deprived down here and so it's nice to be able to add a little bit I think.

Tell me what it was like growing up in the midst of all this.
Erica:  I've been coming to South Beach since I was 16…

Zack:  ...I started a little later...

Erica:  … and I've seen a lot of the evolution of it. I've always taken it for what it is. I liked every stage of the game in terms of what it's about. I think that's why we both moved back down here after college...we love Miami...

Zack:  ...it's known as a crazy party city and you have people who are always talking about the old South Beach, the new South Beach, what it is now, but basically you just have take it for what it is...a great place to party...

Erica:  ...and beautiful beaches—it really is the American Riviera.

But just by looking around at all the construction that's taking place it's obvious that South Beach is in transition. It's becoming more commercial and like it or not it's going to have an effect on the nightlife scene. How do you see the nightlife scene changing?
Erica:  There's a big push towards downtown... I think that's the next big area to really be developed. People are buying up property down there and when that happens you will see a major shift in South Beach. There will be more opportunity over there and new places opening.

Zack:  Plus right now downtown is all young professionals. New buildings are going up everywhere, and it's crawling with people. I think the nightlife is going to explode. And not even really with places like Space and the Living Room, but I would bet you will see more artsy lounges pop up.

Erica:  I think that when that happens you will really see South Beach shift and find its new identity. Right now it's able to live off what it used to be—and really it still is...

Zack:  ...I also believe that South Beach will always be South Beach…it will always be a hot bed for nightlife…it will always be wonderful as long as you take it for what it is. They're really aren't too many places in the world like it.

So what kind of mark are you guys trying to leave on the scene?
Erica:  I don't think we are—or really care for that matter.

Zack:  We just want to provide a great outlet where people know that if they come to one of Erica and Zack's events they know they'll have a great time. Obviously we've learned that we can make good money, but by no means has that been our motivator. That's why we haven't been like okay let's have an event Monday, Tuesday, Wednesday, Thursday and Friday. Don't get me wrong, people are successful with that, but we don't have the time and we're not in it for the money...none of our events have cover charges.

See, that's what I mean. I love you guys. It's not twenty bucks to get in... you can actually meet and have a conversation with people that you have things in common with…maybe a South Beach first. What's your favorite part of throwing these parties?
Erica:  I love to see people get dressed up, come out have fun, and go crazy—like up on the furniture dancing, crazy!

What about you Zack?
Zack:  My friend Jordan, who owns Honey—he and I are the one's who DJ...it's a lot of fun.

So you're a DJ too?
Zack:  ...(silence)... we just mess around.

P-l-e-a-s-e...modesty? Definitely a first for South Beach.