When I started my internship at Empire Events Group, I was excited to learn about event planning, marketing, production, and everything that goes into creating a memorable event. While I expected to see the finished product, I didn’t realize just how much happens behind the scenes to make guests feel welcomed and create an experience they’ll remember.
The highlight of my internship was getting to help plan and produce the 6th Annual Sunset Jam, held on July 15, 2026, at the Transparent Clinch Gallery in Asbury Park.
Sunset Jam is an intimate evening benefiting The Kristen Ann Carr Fund, an organization dedicated to improving the lives of people affected by sarcoma. The event featured live music, food and drinks, a silent auction, and an incredible community of supporters gathered together for an important cause.
From the moment planning began, I quickly realized that putting together a successful music-focused fundraising event is about so much more than booking performers, selling tickets, and opening the doors. It takes thoughtful planning, constant communication, teamwork, and the ability to adapt when things inevitably change.
Starting With a Purpose
One of the first lessons I learned was that every decision should connect back to the event’s mission.
Sunset Jam wasn’t just about creating a fun night of live music. It was designed to raise awareness and support for The Kristen Ann Carr Fund while giving guests an unforgettable evening of community and connection. Keeping that purpose in mind helped shape everything, from the venue and entertainment to sponsors and auction items.
I was truly inspired by the incredible community that has been formed through the KACF’s mission and the events Empire Events Group produces for them. Being a part of planning this event highlighted the direct impact of our work as event planners to reinforce an organization’s mission through an event.
Finding the Perfect Setting
Sunset Jam is intentionally designed as an intimate, in-person music experience. With only 75 tickets available, the event gives guests the opportunity to connect closely with performers, the organization, and one another, in a way that wouldn’t be possible at a larger event.
Although it was my first time there, I saw how perfect The Transparent Clinch Gallery was for this event. The gallery’s owner is a long-time supporter of KACF, so that, along with its connection to music, photography, and the creative culture of Asbury Park, the evening had a unique atmosphere that could not have been recreated in a traditional event space.
This taught me that choosing a venue is not only about capacity and logistics. The right space becomes part of the story and helps shape the guest experience before the first performance even begins.
Coordinating the Music
Since live music is the highlight of Sunset Jam, putting together the musical program required careful coordination and thought.
Hosted by Jim Rotolo of SiriusXM’s E Street Radio, the evening featured performances by Meraki, Shotgun Curly, Ryan Gregg, Cranston Dean, Redbird, and the Sunset Jam house band of Stevie G, Jay Lynch, Chris Russo, and Kyle Bokert. The Transparent Gallery founder, legendary rock photographer Danny Clinch, joined several performances on harmonica, making the night even more special.
Seeing the artist lineup for the first time and how it came together helped me understand the importance of selecting performers who complement both the audience and the event’s mission. Each artist brought something different to the evening, but the performances still felt connected as part of one complete experience and community.
I also learned how important communication is when coordinating schedules, arrival times, equipment, and the overall run of show. Guests may only see the final performance, but behind everything is a minute by minute schedule.
Seeing the Value of Sponsors
Another eye-opening part of the experience was seeing how much sponsors contribute to an event.
In-kind support from local businesses Asbury Distilling Co., Asbury Park Brewery, Tito’s Handmade Vodka, Confections of a Rockstar, and Main Street Donuts helped add to the experience for guests while significantly reducing event expenses. At a fundraising event like Sunset Jam, every dollar saved through in-kind support is a dollar that can go back to advancing The Fund’s mission, making these partnerships just as valuable as financial contributions.
I learned that the best sponsorships are about much more than displaying logos. They create experiences for guests while building meaningful partnerships. Making that happen takes early outreach, careful organization, consistent follow-up, and plenty of attention to detail to ensure everything arrives where it needs to be and is ready when guests walk through the door.
Learning How Marketing Builds Momentum
Planning the event was only half the job. Building excitement beforehand was just as important.
Sunset Jam was promoted through Instagram, Facebook, and other digital channels to highlight the artist lineup, recognize sponsors, showcase auction items, and share the mission of The Kristen Ann Carr Fund.
One of my favorite parts was seeing how introducing each musician ahead of time helped build anticipation. As someone who wasn’t familiar with many of the artists before my internship, I found myself getting excited as I learned more about each performer—and I imagine many attendees experienced the same thing.
I realized that event marketing isn’t just one announcement. It’s a series of stories, reminders, updates, and conversations that gradually build excitement and encourage people to be part of something meaningful.
Watching the Details Come Together
One of the most valuable parts of the experience was watching the transformation from a schedule on paper into a real event.
Before guests arrived, there were countless details to finalize, including registration, signage, auction displays, food and beverage placement, artist needs, sound checks, run of show, and guest check in. Each task might have seemed small on its own, but together they shaped the entire guest experience.
My experience working on a team that prioritizes effective and clear communication taught me that clear dialogue is essential for a seamless event experience, for both the guests and planners alike.
As the gallery filled with conversation, music, and energy, guests enjoyed performances, browsed the silent auction, and connected with the mission of The Kristen Ann Carr Fund. It was at this time I truly understood that a successful event isn’t defined by a single element, but built through dozens of thoughtfully coordinated details coming together.
My Biggest Takeaway
From my first event as an intern, I learned that event planning requires far more than just creativity and organization—it demands adaptability, strong teamwork, a vibrant community, and, most importantly, a meaningful purpose.
Sunset Jam wasn’t just an incredible night of live music. It brought people together to support sarcoma research, patient care, and families affected by the disease. Being part of something that made a real impact gave me an even greater appreciation for the work that goes into every event.
I’m incredibly grateful to Empire Events Group and The Kristen Ann Carr Fund for allowing me to experience the process from behind the scenes. Seeing Sunset Jam come to life gave me a new appreciation for the work that goes into producing an event and strengthened my interest in pursuing more opportunities within the industry.
My first event may be over, but the lessons I learned from it will stay.