FEDEX FIELD

Case Study & Testimonial

OBJECTIVE

FedEx Field - Concert at the Kickoff

FedEx Field is a football stadium located near the Capital Beltway (I-495) in Prince George's County, Maryland, United States, near the site of the old Capital Centre. FedExField is the home of the Washington Redskins football team. With seating for 85,000, FedExField is the largest venue in the NFL in terms of regular capacity. The stadium has five levels – the Lower Level, the Club Level, the Lower and Upper Suite Levels, and the Upper Level. The Lower, Club, and Upper Levels are all named after important figures of the Redskins, NFL, and Washington, D.C. area. The Lower Level is officially named "George Preston Marshall Lower Level", The Club is named "Joe Gibbs Club Level, and The Upper Level is called "Pete Rozelle Upper Level." The Suite Levels have 243 suite, lounge, and Owner's Club luxury boxes and 15,044 club seats. FedExField hosts the annual Prince George's Classic college football game, which is a game usually between two historically African American universities. It has hosted scores of college football games - and major concert events!  FedExField, the team’s wholly-owned stadium, remains as one of the largest seating capacities in the NFL and the entire United States. When FedEx Field's new owner Daniel Snyder wanted to create and execute a series of concerts to reward season ticket holders loyal to the brand, he turned to Station Avenue Productions.

THE CHALLENGE

Create a music concert with three unique genres of musical entertainment to appeal to diverse fans.

Secure Martina McBride, Country/Pop.

Secure Montell Jorden, Hip Hop/R&B.

Secure David Clayton Thomas of Blood, Sweat & Tears, 60s-70s Era Classics

Hire well-known and respected vendors to executive the vision of the event.

Adhere to stadium policies, insurance regulations and all formal parameters for event execution and staging.

Working within a three-day turnaround, oversee and coordinate the erection and dismantle of all staging and elements.

Coordinate, manage the execution of three distinct musical artists, including all artist demands and requirements.

Coordinate and manage the housing and menu requirements for 150 personnel hired for construction and staging.

Supervise and instruct the erection of steel supports for staging, lighting and sound - while protecting the natural grass of the stadium at all times.

Create, manage and supervise a virtual "Tent City" of workers hired to facilitate all elements of the event.

THE SOLUTION

Tapping into Station Avenue Productions' solid and well-established agent relations, Station Avenue Productions rapidly convinced three popular and well-known artists to appear on an outside stage in August for the epic outdoor event, which followed a football game. Although there were no dressing rooms or facilities typically found for artists performing at traditional concert arenas or venues, Station Avenue Productions worked tirelessly to ensure all artists were comfortable, happy and all requirements of the respective leading artists were met - and exceeded. 

 

Utilizing Station Avenue Productions' remarkable allied partners, the event production powerhouse contracted the best in National Touring and Mobility for Steel Scaffolding and Riggers: Mountain Productions. For Lighting, Sound & Backline Company,  the award-winning Clair Bros who had worked with all of the artists chosen for this unique event. Station Avenue Productions professionally and dutifully negotiated with all local hotels for ideal rates and accommodations for all staff and crew, as well as for the performing artists. Working creatively, as always, Station Avenue Productions created comfortable dressing rooms for the artists and utilized suites to welcome the artists during the football game and for the duration of the concert event. Naturally, Station Avenue Productions coordinated limo and ground transportation and executed pickup and return for all artists featured at the concert event. Additionally, Station Avenue Productions worked with high energy and commitment with stadium catering to execute a cafeteria-style "mess hall" to feed the more than 150 workers on-site three solid and tasty meals each day. With a minute-by-minute timeline established by Station Avenue Productions, every element of the concert event was managed and executed with professionalism and style. Station Avenue Productions even created a security and emergency services plan with stadium reps, for the benefit of the hired crew and for the protection and sanctity of the stadium.  

EVENT SUCCESS

Due to the well-executed management and efficiency of the vendors and Station Avenue Productions, Mr. Snyder, CJ DiRoma and stadium marketing reps began conversations to evaluate the viability of delivering a national stadium concert series across all NFL owners,  which - while in conversations to do so - the NFL governing body decided to take the preseason concept and create co-branded events with musicians for the launch of the NFL season.  

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