Huntington Beach, CA


In June 2023, Schaffer worked with Gail & Rice to stage the VW Beach Party as the launch event for the new ID.BUZZ – the modern successor to the brand’s iconic VW Bus. A historic launch and highly-anticipated introduction, the event was envisioned by Volkswagen, the world’s largest car company, and their experiential agency and event producer to celebrate the brand’s fabled VW Bus, and launch it into the modern era for fans who are as passionate about the VW brand.

The Schaffer team’s excitement for the event started when we saw the opportunity to be part of what was indeed a historic moment and to participate so closely with the brand’s vivid fan base. A catered event is not often one of a brand’s watershed moments, but to launch the ID.BUZZ, surfside, and enjoy great creative freedom and expectation from Gail & Rice and the brand team gave SCHAFFER the adrenaline to craft a moment of creative and culinary genius.

For the event, the SCHAFFER team designed a surf-culture menu and immersing attendees in VW logos and iconography at literally every service point: from acai bowls in VW-branded coconuts to SoCal Breakfast Grain Bowls, Tacos and custom pastry. We were allowed to shape the story of the launch with buzz, excitement and immersion to match the car itself. The menu specifically included:

• Avocado Toast – watermelon radish pickled red gluten-free toast VG|GF

• Chocolate Banana Chia Seed Pudding

• Mini Meyer Lemon Waffle Skewers – honey, blueberries, pineapple, mint

• Mini Egg McMuffin – smoked ham, aged cheddar

• Mini Breakfast Burger – open-faced burger, caramelized onions, cheddar, sunnyside up quail egg

• Mini Breakfast Dogs in Blankets – breakfast sausage, puff pastry, maple syrup

• Nashville Chicken Biscuit- cole slaw, spicy chicken, biscuit