Creating Cohesion with Live Nation
Live Nation says that somewhere in the world, they stage an event every 18 minutes. Thousands of attendees, every hour, every day, all in need of one thing: food in one hand and a beverage in the other.
Live Nation says that somewhere in the world, they stage an event every 18 minutes—and serve thousands of attendees every hour. As the world’s leading live entertainment company, they own and operate hundreds of venues across the globe, each with their own personality but all under the Live Nation logo.
Looking at each venue, Live Nation needed a brand implementation that could apply to multiple types of food, beverage, and retail installations—identifying the different services from afar while still feeling harmonious as a whole. We worked together to create a cohesive solution they can use across their portfolio, with the flexibility to meet the needs of each individual venue.
Jiffy Lube Live in Bristow, VA is a made-for-purpose amphitheater offering seating for over 25k guests. The concert venue was designed as a place for premier artists to play big shows without disturbing the local residents. It’s a self-contained facility with ample parking and great food and drinks.
We worked with Live Nation to update their concessions—across carts, bars, and tents—with fast implementation that wouldn’t interrupt their busy schedule of events.
Carts
The initial carts program set the foundation for a more consistent look and feel that would communicate the product offering of each location quickly and clearly. The carts were also made to be durable, easily moved, and versatile so that service could evolve and shift based on the crowd’s needs.
Island Bars
The island bars located throughout the venue carry through the same cohesive look and feel while providing a larger, more permanent space that is equipped to serve thousands of guests in less than an hour. Two large bars are placed close to the main entrance of the venue, capturing patrons on their way in so they can buy what they need quickly before making their way to the seats just around the hill. These bars were fabricated off-site in our facility then rapidly assembled and installed.
Modular Bar
Our design for the carts and bars made it possible to provide service in new spaces, creating moments throughout the pavilion’s concourse. We created a large, modular island bar that gives the appearance of a permanent structure but, in fact, is placed in an area that doesn’t allow for it. The bar is built from 8 modular pieces that quickly assembled—and can disassemble once the season ends.
Harmonized Appearance Throughout the Venue
In addition to these areas of service, we also modified Live Nation’s portable tents to harmonize their appearance with the new concessions concepts. Now, when walking through this Live Nation venue, each guest is greeted by a variety of service locations that feel like they fit together. And, Live Nation has the ability to expand and evolve as needed.