• by Tanya Gazdik , Yesterday

Mini USA is partnering with an open-air food festival for a series of immersive one-day events this fall. 

The independent brand of the BMW Group will join in at Smorgasburg’s events in Los Angeles, Atlanta and Miami.

Smorgasburg, known for its global flavors, draws between 3,000 and 7,000 attendees per day at its year-round markets. 

Mini will transform part of the festival into a Mini experience with the Mini vehicle family, a Countryman DJ booth and interactive experiences.

There’s also an integration with Red Bull that will include dance battles and signature Red Bull Mini mocktails, plus ticket giveaways at the Los Angeles event.

The collaboration underscores Mini’s commitment to bringing people together and creating memorable Mini experiences -- sometimes where it's least expected, says Kate Alini, head of marketing, product, and strategy for Mini USA.

“Partnering with Smorgasburg allows us to bring Mini’s playful spirit into an environment that’s all about community, fun, and great taste," Alini says in a release. "Together, we’re creating experiences that are as memorable and flavorful as the cars themselves.”

Attendees will be able to explore the latest Mini models, including the JCW 2 Door Hardtop, Countryman Cooper S, and Convertible Cooper S. Product specialists will be on-site to answer questions and offer walk-arounds.

The first 1,000 visitors to register at the Mini booth will receive a card for three free “Mini bites, big flavor” samples from select vendors, each inspired by Mini’s iconic colors and qualities as part of the Mini Bites Scavenger Hunt. 

Founded in Brooklyn in 2011, Smorgasburg has grown into the largest weekly open-air food festival in the United States, with seasonal and year-round locations in New York, Los Angeles, Miami, and Atlanta.