Petesgiving – Branding a Legendary North Florida Thanksgiving Tradition

Happy Thanksgiving from 63 Visual!

Every town has its traditions, but few are as iconic, well-loved, and deeply rooted in community spirit as Petesgiving—the legendary Thanksgiving Day block party in Neptune Beach, Florida. At 63 Visual, we were proud to develop the official branding for this unforgettable North Florida tradition, bringing together nostalgia, local pride, and the unmistakable energy of the beaches community.

Whether you’re a long-time local or new to the scene, Petesgiving is a can’t-miss cultural event—equal parts reunion, celebration, and pre-feast party. In this post, we’re diving into the story behind the event, our design process, and how great branding helps elevate community experiences to something truly memorable.

What Is Petesgiving?

Petesgiving is the unofficial name for the beloved Thanksgiving morning block party held annually at Pete’s Bar in Neptune Beach, Florida. Pete’s Bar, established in 1933, holds the distinction of being the oldest bar in Duval County. With nearly a century of history, Pete’s has seen generations of locals, visitors, and beach lovers pass through its swinging doors.

On Thanksgiving morning, the area surrounding Pete’s transforms into a vibrant street party where up to 5,000 people gather to reconnect, celebrate, and kick off the holiday. Bars open early, local musicians take the stage, and the streets fill with smiling faces, plastic cups, and a sea of familiar faces. For many, it’s as much a part of Thanksgiving as turkey and stuffing.

“Everybody that lives here has been coming out for years and everybody comes out and has fun,” @yajnosdod said. “Gets a little extra smile on their face before they go spend the rest of the day with their family.”

Why It Matters: A Community Tradition with Deep Roots

More than just a party, Petesgiving represents a homecoming for countless people who grew up in Northeast Florida. Thanksgiving is one of the few times each year that old friends return home, and Petesgiving has become the place to meet, reconnect, and celebrate together before settling in for family dinners.

There’s something uniquely powerful about gathering on familiar streets with childhood friends, neighbors, and locals. The energy is electric, and the morning air feels filled with both excitement and gratitude. It’s not just a social event—it’s an expression of community pride.

Branding a Tradition: 63 Visual’s Role in the Story

At 63 Visual, we specialize in brand design that reflects the identity of a place, an experience, or a moment in time. When we were approached to develop the branding for Petesgiving, we immediately recognized the opportunity to honor the legacy of Pete’s Bar while capturing the lively, irreverent, and neighborly vibe that defines the event.

The challenge? Create branding that feels timeless, local, and instantly recognizable—while also resonating with an audience that spans decades.

Our Design Approach

We started by studying the visual history of Pete’s Bar itself. Hand-painted signs, neon, vintage type, and weathered walls all inspired us to tap into a retro, beach-town aesthetic. We wanted the design to feel like it had been there all along, like something pulled from a dusty drawer behind the bar, rediscovered and given new life.

The final branding included:

• A bold, custom lettered wordmark for “Petesgiving,” with the kind of character you’d expect to see on an old jukebox or dive bar tee.

• A vintage-style badge that could live on shirts, cups, posters, and social media, instantly recognizable whether viewed up close or from across a crowded block.

• A warm, nostalgic color palette inspired by sun-faded beach signs and classic Thanksgiving tones, keeping the design anchored in both place and season.

• Flexible assets to allow the event team to use the branding on everything from printed flyers to merchandise and social media posts.

By focusing on authenticity and locality, we ensured the brand identity felt as if it had been part of the tradition for decades.

Petesgiving 2023: New Management, Same Vibe

This past year marked a turning point in the story of Pete’s Bar and the Petesgiving tradition. Under new management for the first time, there was understandable concern from locals about whether the essence of the event would change.

The new management team leaned into the community’s expectations rather than against them. According to First Coast News, they expected around 5,000 people in attendance—many of whom had been attending for years. The team promised to maintain the spirit of the event: a low-key, fun, beach-style morning gathering before everyone headed off to family dinners.

“Everybody that lives here has been coming out for years and everybody comes out and has fun,” said one attendee. “Gets a little extra smile on their face before they go spend the rest of the day with their family.”

The event delivered on that promise—and then some. With live music, overflowing patios, and the sun shining over First Street, it was a reminder that change can be a good thing when it respects the heart of a tradition.

Why Branding Matters for Local Events

Branding isn’t just for major corporations or national campaigns. In fact, some of the most important branding happens at the local level, where design becomes a vessel for memory, pride, and place.

For Petesgiving, having a recognizable brand does more than just look good—it helps:

• Promote the event on social media and beyond, attracting new attendees who may not know the local lore.

• Preserve the identity of the event across changes in management, format, or even generation.

• Create lasting merchandise that becomes part of the memory—t-shirts, koozies, stickers, and more that people take home and keep.

• Strengthen community ties by giving people something to rally around, share, and take pride in.

As designers, there’s nothing better than seeing our work in the wild—especially when it’s worn proudly by a crowd of happy, slightly sunburnt locals toasting plastic cups under palm trees.

Pete’s Bar: More Than Just a Dive

To understand Petesgiving, you have to understand Pete’s Bar. It’s not fancy. It’s not flashy. And that’s exactly why people love it.

Located just a block from the beach, Pete’s is an old-school watering hole that’s been pouring drinks since Prohibition ended. Over the years, it’s become a staple of the Neptune Beach community, offering pool tables, jukeboxes, cold beer, and no-nonsense charm.

Pete’s isn’t trying to be trendy—it is the trend. And its endurance is part of what makes Petesgiving feel so real. The bar isn’t just a venue—it’s the beating heart of the tradition.

Join the Tradition

If you ever find yourself in Northeast Florida on Thanksgiving Day, do yourself a favor and swing by Neptune Beach for Petesgiving. Whether it’s your first time or your fifteenth, you’ll be welcomed like a local, handed a cold drink, and swept into the kind of block party that defines what a true community tradition feels like.

And when you see the branding? Just know it came from the heart—from a design team that lives here, loves it here, and is proud to contribute to the culture that makes our corner of the world so special.