A decade ago, Atlanta-based company Sixthman began making noticeable ripples in the sea of themed cruises. Today, it’s catching big waves in the specialty vacation market.
If Sixthman founder Andy Levine is a virtual Captain Stubing, the Love Boat he creates focuses on passion of a different kind. Like-minded fans of specific types of music and pop culture sail together on a vacation themed around those interests.
Don’t expect to be bumping into Charo while scoring a drink from Isaac the bartender. On a Sixthman cruise, you’ll find the likes of musical heartthrob John Mayer, Southern rock icon Lynyrd Skynyrd and even the spirit of Elvis Presley.
After pulling off 35 full-ship voyages, Levine and company are throwing out even bigger nets. Later this year and into the next sees Sixthman building cruises around other marquee names, including alt-rock outfit Weezer, Turner Classic Movies and Kiss.
Yet according to Levine, Sixthman’s maiden voyage happened by accident.
Sixthman began as an artist management company. While wrangling post-grunge act Sister Hazel, it enlisted a group of fans to help with grass-roots promotion.
After lending a hand, these hardcore fans wanted something in return. In 2001, Sixthman created a cruise experience that would allow these fans to go on vacation with the band.
“It was a magical thing,” Levine said. “And from that point forward, we’ve spent every waking hour trying to figure out how to pioneer this [niche].”
This same cruise, now known as The Rock Boat, continues annually. By 2007, Sixthman began creating other cruises using one of two models: the host or festival.
The host version has Sixthman working with a particular artist to help create a musical event at sea centered around them. For example, Kid Rock’s cruise features himself as headliner with performances by some of his favorite bands.
“Then we have a festival mode, which is like Cayamo or The Rock Boat,” Levine said. “It has 35 artists on a level playing field. It’s like a Music Midtown on the water for four days.”
A laundry list of acts line Sixthman’s past cruise log, running the gamut from Indigo Girls to Zac Brown. Each has serious followings, but perhaps the most fervent fandom is set to make a splash.
For more than 35 years, bombastic rock band Kiss has continued to attract the faithful with a slew of products, projects and live shows. The group dubs its fans the Kiss Army. Now with Sixthman at the helm, Kiss takes its first shot at a cruise with many of its troops marching on board. The Kiss Kruise hits the ocean Oct. 13-17 sailing from Miami to a private island and Nassau, Bahamas.
“It was important for us to work with Kiss, because this is the band that had the first army,” Levine said. “We felt like that is how our business was born.”
Live performances include a rare acoustic session with Kiss sans makeup; full-blown costumed Kiss concerts; sets by other hard rock acts including Skid Row; and stand-up comedy. Among the amenities: each guest gets his or her photo taken with the band in full regalia.
“It’s a chance for us to not worry about the big stage show,” Kiss co-founder Gene Simmons said over the phone. “[We are going] to get out there and play obscure stuff, and really interact with the fans, which is what it’s all about. We’ve never shied away from diving into the deep end of the pool and just going for it.”
Sixthman will be going for it in an entirely new direction when it teams up with Turner Classic Movies (TCM) for its Classic Cruise. Although Sixthman typically stays in the musical realm, the popular cable network has its own dedicated fan base.
Last year, Dennis Adamovich, senior vice president of brand activation for TCM, TBS and TNT, was kicking around the idea of a network-themed cruise. When Adamovich found out Sixthman was in his own backyard, he spoke with Levine. After examining the Turner brands, the pair decided TCM and its loyal audience would be the best place to start.
The TCM Classic Cruise, which sails Dec. 8-12 from Miami to Key West, Fla., and Cozumel, Mexico, went on sale in June. By early August it was sold out.
The cruise reads like a floating film fest. TCM hosts Robert Osborne and Ben Mankiewicz join filmmaker Norman Jewison and classic movie stars Ernest Borgnine, Tippi Hedren and Eva Marie Saint. Film fanatics get the communal screening experience with movies including “North by Northwest,” “The Birds” and “Key Largo.” The event itinerary is still receiving its final edit, although Adamovich said to expect such things as movie karaoke, possible classic dance lessons and a surprise guest.
The TCM Classic Cruise and other Sixthman offerings prove the themed cruise concept may be drifting to another level. And Levine is ready to set his course to parts unknown.
“When people have an opportunity to disconnect from the world with [others] who have so much in common with them, I think they’re going to choose that,” Levine said. “You feel like you belong. ... We hope we can continue to create an environment where people can do that.”
Other upcoming Sixthman cruises:
Rombello (featuring Slightly Stoopid, Michael Franti and Spearhead, G. Love & Special Sauce, Citizen Cope and others)
Sept. 29-Oct. 3
Tampa to Cozumel, Mexico
The Elvis Cruise
Jan. 12-16
Jacksonville to Nassau, Bahamas
The Weezer Cruise
Jan. 19-23
Miami to Cozumel, Mexico
Cayamo (featuring Lyle Lovett and John Hiatt, John Prine, Richard Thompson and others)
Feb. 5-12
Miami to Cayo Levantado, St. Maarten and St. Barthelemy
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