Secret Boston
| Company type | Private |
|---|---|
| Industry | Social media |
| Founded | February 2010 |
| Founder | Michelle McCormack |
| Headquarters | Boston , United States |
| Products | Social media platform, event organization |
Secret Boston, LLC is a United States-based social media enterprise launched in February 2010 by Michelle McCormack as a Facebook page. Over time, it has transformed into a comprehensive platform, both digital and physical, highlighting events, concepts, and individuals connected to Boston.
Fashion's Night Out
During 2011 and 2012, Secret Boston served as the official organizer for Fashion's Night Out Boston (FNO Boston), an annual retail celebration created by Vogue Magazine in 2008 to stimulate consumer spending following the 2008 financial crisis. For the first time in more than 15 years, Newbury Street was closed off to vehicles, enabling shoppers to enjoy festivities directly on the street. The founder of Secret Boston introduced Mayor Thomas Menino from a central stage on Newbury Street to formally inaugurate the occasion. Retail participants featured Tiffany, Barneys, Copley Place, Newbury Street Association, and Faneuil Hall.
Before I Die Wall
In 2012, Secret Boston collaborated with the Ames Hotel to present Candy Chang's "Before I Die Wall" on The Rose Kennedy Greenway as part of the launch for Fashion's Night Out Boston. The event was hosted by Secret Boston’s founder alongside Ben Mezrich, author of The Social Network, the book recounting Mark Zuckerberg’s founding of Facebook, which inspired the film directed by David Fincher.
RedBull Flugtag
In 2016, Red Bull invited members of the Secret Boston community to join "Flugtag," a do-it-yourself flying machine competition held at the Charles River. Six teams from Secret Boston constructed prototype aircraft; among them, SPHINXTOR won and earned an invitation to showcase their creation at the main event.
COVID-19
Amid March and April 2020 lockdowns, Secret Boston organized a "Social Distancing Sing-a-long." Each day featured a new Spotify playlist release, culminating nightly at 7 pm with Bostonians singing together from their balconies and windows to promote a sense of unity during isolation.
Controversies
In 2015, Secret Boston encountered criticism after disseminating an inaccurate rumor that U2 would perform at The Burren bar in Somerville, Massachusetts. This misinformation drew hundreds of attendees and local journalists who waited for hours before U2 publicly denied the appearance via Twitter. The company faced accusations of exploiting its audience for attention.
In 2021, Secret Boston became embroiled in a conflict with Fever, a European firm supported by Alibaba, which used the "Secret Boston" trademark to market tickets, causing confusion among customers who believed they were purchasing through the original organization. This dispute attracted extensive media attention and legal proceedings. On June 4, 2021, Boston Magazine disclosed that Secret Boston was committing $250,000 toward legal efforts to prevent Fever’s unauthorized use of its name.
The matter between the two entities continues to be subject to litigation.