NEW YORK -- The South Street Seaport here was the site of a back-to-back play by Pathmark Stores, Carteret, N.J., for the hearts and wallets of Asian and Hispanic shoppers during its annual Multicultural Arts Festival.
On Saturday, June 2, the chain focused on Chinese culture, with folk dancing on stage, and the following day it offered a program about Latin culture, which drew a crowd estimated at between 40,000 and 50,000 people.
The hottest number was a Latin dance contest, which was sponsored by Nutrament, the canned energy drink.
"It definitely creates interest with the consumers in the area," said Rich Savner, Pathmark's director of public affairs. "They recognize the Pathmark name, and, given that it's in its 12th year, there's a certain expectation of what the customer will see when they go to the various venues. The fact that they keep coming back is testimony to that."
The Pathmark Multicultural Arts Festival has been holding shows since May 5 and will continue through July 14, at various locations in New York City, Philadelphia and northern New Jersey.
Forty of Pathmark's most ethnically affiliated stores carry out the theme with displays, sales and announcements about the events and personalities on grocery bags and on in-store radio.
About 2,000 cans of Nutrament were opened, providing tastes for as many as 7,000, according to Paul McGlothin, president of Arts for Business, the festival's producer, Briarcliff Manor, N.Y.