Image of Holiday Event Lighting at Exxon Mobil Headquarters

The Holiday Season and Live Events – The Perfect Marketing Match

The Holidays are here folks – whether you are ready or not! That means holiday themed live events across the country will be taking place to capitalize on the perfect marketing opportunity. Like aged cheese and vintage wine, the holidays and live events go extremely well together.

It’s All About the Live Events

From company Christmas parties to outdoor Holiday festivals – live event activity is featured this time of year! The most successful live events are great at creating that warm, nostalgic feeling we all crave especially around the holiday season. There’s no better way to accomplish this than by implementing rocking music and a live interactive stage production amping up the yuletide crowd, sending them into a frenzy of frankincense. In Depth Events has been there (and done that), creating magical moments for all while bringing products to the people in fun, creative and effective ways.

Understanding how to go about this can be tricky. You want to respect the true meaning of what holidays represent while hitting your key demographic numbers. Folks have to be entertained, while still being exposed to your promotional campaign. There is a fine line that needs to be traveled that does not overwhelm and offend the consumer. Make sure everyone is having a great time before introducing a product or service for consumption. A successful promotion has to be incorporated into the theme of the event.

Make Sure Your Event is Seen and Heard

Of course, using the best audio, staging and lighting company available is key to providing the most effective message. That’s where the experts at In Depth Events come in! Company Christmas parties will be booking entertainment and malls will be booking carolers and church choirs for their shoppers. In addition, tree lighting ceremonies, municipal festivals and 5k Holiday runs need the best possible production to make sure the message gets across to your attendees – even if the message is simply Happy Holidays!

So this is for all you marketing and event companies out there trying to spread holiday cheer to all the caroling consumers out there. Keep it genuine and intimate. Know that the holidays are actually sacred for many people and they don’t want to be nut cracked over the head with pushy and heartless Scrooges thinking only about the bottom line. Don’t forget to add some awesome live entertainment along with the essential fake snow in areas that don’t receive much precipitation. (Yep…our experts do that as well.) Happy Holidays – we’ll see you at the closest simulated North Pole!

Hopefully this blog has been informative for our event planner clients! For more information on In Depth Events and our event production capabilities, please Ask Us a Question today. We look forward to hearing from you and working with you on your event!

Image of U.S. Flag during Patriotic Events

Stage and Production Rental Services for Patriotic Events

At In Depth Events, we love doing outdoor festivals – and we’ve done hundreds of them, all over the country. However, some of our favorite types of events are patriotic events and festivals.

Providing the best stage and rooftop system for your patriotic event

As I am writing this, I am sitting side of stage at an airshow in McKinney, TX. The local police, firemen and EMS personnel are here, as well as several vintage planes from WWII and other armed conflicts and a Vietnam-era tank. In Depth Events has provided a 32 foot x 24 foot load bearing rooftop with flybays, and a 32 foot x 24 foot’ stage with a monitor wing. It’s a beautiful November day in Texas and the last skydive team included a WWII veteran, a Korean War veteran and a Vietnam War veteran.

Although I’ve never served in the military, I’m proud to be an American. Our production rental team, event professionals and technicians all come from different backgrounds, but we’re all proud to be a part of patriotic events – whether the event is a huge Fourth of July extravaganza for a City or for a smaller regional show benefiting wounded veterans.

For any event, you can trust that our event staff will provide exactly what you need. The stage and rooftop we’ve provided today is the perfect structure for this event. We’ll normally discount our production rental services for non-profits and today’s event is no exception. At In Depth Events, we’re honored to be a position to give back our services to people that have provided the very means for us to be in business.

Turnkkey production rentals or stand alone production services

In Depth Events is a full service production company, providing audio rentals, lighting rentals and generator rentals in addition to our stage and roof systems. However, production rentals is a very small industry and many times, we’re referred a show by a production company that may not offer some of the services we do. Today, Alford Media is handling audio and lighting and provided the referral to the end client for our stage and rooftop.

As you are reading this, you may be an event planner or another production company needing our services. Our audio rental inventory is available with our stages and rooftops or as a standalone production rental. Our lighting inventory is extremely diverse, and our special effects department can provide amazing, dynamic effects for your next event. Our production rentals services can be turnkey, but for some clients, they’ll only need a specific area of our expertise. In either case, we’re happy to work with you!

On site, I’ve got a great band on stage and I’m enjoying watching the children eating cotton candy and wondering over the vintage planes. The adults are enjoying themselves as well, but they seem a bit more pensive. A child doesn’t have the capability to understand the sacrifices that the people in these planes made. As an adult, and a parent myself, I can only hope to identify with the heroes represented here – and I’m honored to be a part of this event and all our patriotic events!

I hope this blog has been informative for our event planner clients! For more information on In Depth Events and our event production capabilities, please Ask Us a Question today. We look forward to hearing from you and working with you on your event!

Live Event Marketing is Glowing in the Dark

How our Production Crew Turns a Live Event into a Glowing Marketing Extravaganza!

Understanding what events work and which never live up to the hype takes walking a very fine line. Now, more than ever, our live event marketing industry is looking for new, unique and innovative ways to get their clients and brands message across to event attendees. How does a marketing firm create this type of environment? They need help from innovative production companies! It’s important to choose a production company that has experience working with marketing firms. Only the two combined can create strategies that will incorporate the experiential components essential in making a truly successful (and memorable) live event.

A great example of our willingness to work with clients on experiential event trend is our Black Light 5K’s. At In Depth Events, we provide several clients with the live glow events elements necessary to cover crowds of up to 15,000 with high intensity UV in outdoor environments. These events are executed nationwide – offering a unique and memorable experience for all guests from all demographics. Event though my title is Live Event Market Manager, I was recently invited to help our crew build a Black Light 5K in Pomona and have a new found respect for the hardworking technicians that are my co-workers.

Hard at Work with the Black Light Production Crew

It starts with the team setting up the stage and trusses the night before in the center of the race track. It takes about 4 1/2 hours to complete the 20 foot x 20 foot stage and ADA ramp. It’s braced, locked in place and reinforced to provide stability for the DJs. And it’s built level on very un-level grassy ground. While the stage was being built, another crew built trusses at the start and finish lines of the race. This involved setting up pieces that were 20 ft. high with black lights being secured to all sides of the structure to create the glow effect the client required.

The next day the team returned at 8am to continue the build. They had their work cut out for them as they began creating peripheral staging to hold additional speakers to enhance and magnify the ultimate sound experience for the Black Light run participants. They set up 2 mini stages directly behind the main stage to literally pump up the volume. This turned out to be essential as the crowd far exceeded the expectations of the organizer!

Lighting and fog equipment for live glow events has to be secured to additional trusses that were placed on stage to help create the ultimate dance party experience which occurred directly after the run portion of the event. While half the team continued to finish setting up the sound system, lighting, and black lights for the main event area, the other half of the production crew had to set up even more trusses, lighting and audio at four additional locations throughout the run path.

Attendees began arriving at 4 pm and the gates were opened at 5 pm. The first wave crossed under the start line at 6:30 pm, and, after completing the race, went straight to the party area where the DJ’s were pumping music into the crowd. On entry to the party area, each attendee was given packets of UV reactive powder to throw in the air, on their friends or themselves! During the event, nearly 15,000 attendees showed up to Glow the night away under the high intensity, long throw black lights that were set up by our crew. These attendees came from every demographic and included every age group. However, the primary demographic seemed to be young couples with kids, definitely in the middle to upper income range and fitness minded. It was hard to see who was having more fun – the 30-something parents or the 12-17 year old kids at the stage barricades! Everyone was dancing the night away, glowing in UV reactive clothing and covered in UV reactive paint.

How to turn the Black Light Run into a promotional vehicle for my clients’ brands.

Since I was a guest on the production crew, I also was privileged enough to help with load out – and, I gotta tell you, it comes down much faster than it goes up! While I was working with the technicians, my mind turned to how I could use this event experience to promote my clients brands. Would live glow events work for promoting a sports brand? What about a non-profit? Can a glowing logo make a better impression than a print logo? Which of my clients would be interested in having their product presented at such a unique event in front of 15,000 consumers with disposable income?

The answer is, of course – all of them! But how best to utilize my new-found knowledge to help my clients? A sports drink client could certainly do giveaways. A sporting manufacturer could certainly give away UV reactive t-shirts. What if a client was willing to build an entire event to promote their brand? With a dedicated base of customers, a well-planned event could generate significant impressions for any of my clients. As I limped back to my car with the loaded trucks behind me, I was thankful that I do live event marketing for a living, and not production setup! I’ll be reaching out to my clients with my new ideas – and with the crew of In Depth Events in my back pocket, you’ll be sure to see my clients brands glowing soon!

Image of Stage and Roof Systems for Live Events

Using Stage and Roof Systems for Your Event: A Guide for Event Planners

At In Depth Events, we’ve built hundreds of rooftops for outdoor events. Whether your event is using a load bearing stage and roof system or a non load bearing stage and roof system (also called a genie roof, or a shade roof), the basic rules that apply to safety and successful use are the same. Below, we’ll go over the most important guidelines for a successful show!

Pre-planning with your production vendor

Vital to the process of setting up a successful event is pre-planning. In most cases, the stage and roof systems are central to the event, so it’s important to get an overhead site plan in place early in the game. Begin by placing the stage and roof in a central location, pointing away from any close residential areas. Then, you can sketch in vendor booths, points of entry and exit for audience and placement of vendor booths and port-o-potties. Once you have a working diagram, check for crowd flow.

It’s better to have your stage and roof systems on high ground for a variety of reasons. It’s better acoustically, because it allows the PA to throw farther. It’s helpful for visibility as well. Most importantly, if it rains, then the performance area doesn’t get flooded out.

All stage and roof systems need to be guyed down. In some cases, we’ll use ground stakes to guy a rooftop down. However, if the rooftop is to be placed on concrete, or in a grassy area where power, gas, or sewer lines are underground, we’ll use water ballast. It’s important to know which type of points we’ll be using long before our trucks arrive.

On site with your production crew

All production companies want you to have a successful event. However, we need your help to make this happen! First and foremost, make sure you or a senior member of your staff is on site at the pre-arranged load in time to show the crew exactly where the rooftop is going to be placed. Have a printed version of your overhead and a printed version of the schedule of events ready for the production crew chief. This simple step will solve the majority of timing and placement issues.

The production crew chief will need to be able to access a senior member of your event staff at all times during the event. If you are using radios, make sure he has one assigned to him and knows where to charge it up during off times. If you are using cell phones, make sure to swap numbers and check them. Communication is key!

Finally, please provide the basic necessities for your crew. Many times, a crew will show up to begin the build two days before the event starts. If the porta-potties are not scheduled until the day before the event, things can get messy. Also, please make arrangements for water and ice to be available to your stagehands as they build your rooftop, during the run of show and for strike. (The occasional pizza delivery doesn’t hurt, either!)

Promotional banners and soft goods

It’s common for banners to be used for both load bearing and non load bearing rooftops. Each rooftop has different sizes available for banner hangs, so make sure and check with your event professional to see what these sizes can be – and let them know you are planning on hanging banners on our structures. We’re happy to hang these banners for you, but please be aware of these guidelines:

All banners MUST BE made of blow through material. Flat vinyl banners will not be hung. Smilies are not acceptable.
All banners must be grommeted on all four sides. Grommets must be placed on 18″ centers.
Our crew chief or rooftop supervisor has the final authority on any banners hung on our structures.

All banner art should be above center. The most common banner placements are teaser banners (above the stage, on the downstage truss), backdrops and flybay banners.

Safety, Safety, Safety

At In Depth Events, we are rabid about the safety of your talent and your attendees. We make every effort to make sure our structures are safe, and we will always have a rooftop operator on site to make sure that all components are functioning properly. In fact, in many cases, we’ll use portable weather stations mounted to the rooftop itself to monitor weather events in real time.

Your on-site operator will always be watching for one of four occurrences that will cause us to bring the rooftop down.

#1: Heavy rain. Drizzle and small storms don’t affect us. A raging downpour does. If you see frogs coming from the sky and small rivers forming, we will bring the rooftop down.
#2: High winds. Our roof systems are rated for moderate winds, but high winds will cause us to bring the roof down. If you see Dorothy and Toto, it’s time for the roof to be lowered.
#3: Lighting in the area. Lighting strikes within a few miles of our rooftops are bad news. A metal structure higher than anything else around it is a natural conductor. Unless you want your hamburger well done, we’re dropping the roof.
#4: Someone runs a car into one of our uprights. Yes, this really has happened before. If someone driving on your show site manages to hit the large aluminum structure in the middle of the event area, he’s probably hit it hard enough to impair the structural integrity. The roof needs to come down and be checked.

In most cases, we can re-raise the roof and continue with the show once the danger has passed. However, the rooftop operator has sole authority on lowering the roof and on re-raising it. If your rooftop operator tells you it’s time to bring the rooftop down, there is a good reason for doing so.

Author: Robert Chapman