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A “legendary” night with American Express and Front of the Line

- August 15th, 2014

Being a lifestyle journalist often affords you experiences that the general public may only dream about. It’s our job, after all, to convey the feelings of what it’s like to be the first to experience, for example, seeing a new designer’s collection or sampling a new food trend. These things are all connected to our senses so naturally, our emotions run high.

This is exactly the experience that American Express’s Front of the Line has been offering to their cardholders for 25 years. It’s a program that originated right here in Canada, launching in 1989 by giving cardholders exclusive access to the Phantom of the Opera in Toronto. Since then, the invitations have spanned to big ticket rock concerts (think, Lady Gaga and One Direction), classical performances, exclusive sporting events and even Fashion Weeks around the world.

To launch the 25th anniversary celebrations, a handful of media and bloggers were invited to The Molson Canadian Amphitheatre in Toronto for a private dockside dinner and show, featuring R&B singer John Legend. We dined on delicious tacos and smoked ribs (courtesy of BBQ-joint, Barque), and listened to a DJ spin groovy tunes before Mr. Legend took to the stage.

During the evening, I had a chance to catch up with David Barnes, vice president of advertising and communications at American Express Canada, who explained his passion for Front of the Line and why giving musical experiences in particular is such a big focus for the program (Front of The Line’s partnerships includes Live Nation, a concert promoter who put on the John Legend show).

 

 

David said he is a huge music fan; he’s even seen David Bowie and Queen perform live, so he couldn’t think of a more fitting way to help others enjoy their rewards.

It was a warm evening, the sunset was beautiful, and the private lounge was filled with people who were there eating, catching up with friends and listening to John Legend. The best part? It wasn’t just media and bloggers who go to have this experience.

Thanks to the program, regular folks who love a good summer night and John Legend also got to have the experience.  And that’s exactly the idea. Now if only John Legend’s wife Chrissy Teigen could have also made an appearance…

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