Watergarden Park Outdoor Event Series is a new venue created from American Bank Center managed by ASM global. Due to COVID-19 and strict social distancing rules the live event industry has taken a big hit and forced to push back 90% of revenue generated shows and events to late 2021. This new concept was born once I found a UK venue that successfully put on the world’s first socially distanced pod concert. Taking the approach of merging drive in concerts with outdoor music festivals we were able to efficiently create a safe space for friends and families to enjoy live music from their own “VIP” viewing area.
I was Creative Art Director for branding the event series and getting accurate, detailed and clear information to the public through the use of digital advertising and radio marketing.
This was the first time people in Texas were seeing this concept, multiple variations of the event was designed to give accurate information to the public. Our goal was to start with brand identity and informational marketing materials before selling tickets to the public.
Newsletter e-blasts were sent out to target specific audience through Ticketmaster Engagement.
11x17" posters were made and hung up during demographic related events.
Outdoor digital billboard was made and designed specifically to get as much exposure as possible for the new venue concept.
Pod signage was not in the budget. They were made using typical computer paper and taped to the outside of each pod. This was not sufficient as south Texas humid and rainy weather quickly ruined each one. We reached out to a sponsor where I designed each pod number and located them inside each pod for easy visibility and QR code usage.
I took various photography pictures as the stage and venue was set up to keep social media followers engaged.
We introduced a new app that allows guests to order food and beverage contactless. Since this was new to our venue I created various digital and print designs for exposure. Digital and print designs were posted on social media apps, Facebook events, newsletters, pod numbers, posters, food and beverage on site signage and more.
I coordinated two separate photographers for different shows. I created a shot list for marketing purposes internal and external projects. Above photography by Lux Exposure
Photos by Twins Media
I created a TikTok account for American Bank Center. My main concept is "Behind the Scenes" focusing on live event staff working & what it takes to create these events. I shot all video footage using my phone as this is the easiest way to create TikTok content. Videos were shared on all American Bank Center social media platforms as well as internal corporate meetings. The idea was break the barrier stigma of corporate and patron relations.
