3M & Avenue Event Group
3M and AEG teamed up to plan and produce “Keith Urban, Live at the Hangar” during the HIMSS show in 2017, a milestone event that had a terrific turnout and is still the talk of the annual HIMSS show. AEG took a blank canvas, all white hangar space and transformed it into an unforgettable setting for a corporate concert. AEG arranged the A/V, production and contracted Urban, along with managing all event vendors as well.
Guests enjoying an intimate evening with Keith Urban!
How we contributed to the event's success
BLANK CANVAS TO CONCERT READY
The airport Hangar was the perfect location, an all-white empty 20,000 square ft space, with a backdrop of planes & runway lights in the background. The space needed a lot of work. From transforming the lighting from ‘warehouse lightings’ to atmospheric and ambient, to bringing in luxury restrooms, no detail was left unfinished. We knew that guests had been to concerts before, but we needed this experience to be intimate, and exclusive, so we kicked the typical seated tables to the curb, and brought in cocktail tables, and soft seating. That way, guests could sit back and relax on the couch, and still be sitting front row at a Keith Urban Concert.
Advertising the event to their guests was one hurdle we had to get through. We didn’t want an overabundance of guests who were not invited, just because they heard Keith Urban would be at the event.. (because come on, anyone would!). In order to avoid that issue, we kept certain details a mystery, namely, the location. Any guests who’d RSVP’d on the Event Website were given a concert lanyard on the Convention Floor, but they still were unsure of where the event was taking place. From there, we arranged for staff to welcome any guests with Lanyards at the Convention Center, and they conveniently escorted them to the busses where they would be taken directly to the venue, for the event. The staff not only ensured that guests with lanyards could find their way quickly and conveniently to the pick-up location, but they stayed on the busses through drop off as well.
DOING IT IN STYLE
Upon arrival, the guests were dropped at their grand entrance, where they would walk into their private concert experience. From planes in the Hangar, to concert swag available for giveaways, there was no stone left unturned. From branded banners flanking the sides of the stage, to 3M giving away (10) signed guitars to some of their VIP guests, the event was an overwhelming success! It could not have gotten any better, Keith even FaceTimed with a family member of a guest, who was streaming the concert on his phone. Not only was the event a success, but 3M received an abundance of feedback the following day on the show floor!
We are Different
Because We are Invested
“A big, big thank you for your hard work to pull off last week’s launch event/concert. Monday was an incredible night and our executives, employees, and most importantly, our customers loved it. Keith Urban was fantastic.”
“We had such great feedback and we couldn’t have done this without your hard work. We set out to have an explosive launch and this week was exactly the way to do that.”
Health Care Division