Experiential & Events

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Our in-house Experiential & Events team creates unforgettable moments that translate a brand’s marketing objectives into actionable B2C or B2B experiences across the Live Nation ecosystem. We concept, design, build and execute 250+ global bespoke experiences each year including festival activations, custom events and hospitality programs.

The work

Chateau Ste. Michelle

Chateau Ste. Michelle kicked off our multi-year strategic
partnership in 2023 as the clear leader in premium wine
through a distinctive live music platform that recruits
the next generation of wine drinkers. To accomplish this,
we created a touring wine lounge inspired by the brand’s
Chateau in Washington, offering festival fans photo moments,
frosé, and surprise pop up performances by Diplo, T-Pain and more.

Festival Hospitality

A few Live Nation partners have taken full advantage
of our festivals’ prime destination locations, hosting
key B2B client hospitality programs in-market. We have
curated full-service weekends for their guests at
Lollapalooza in Chicago, Ohana in Southern California,
Bottlerock in Napa Valley, Rock in Rio in Rio de Janeiro
and The Town in Sao Paolo. In addition to private
suites onsite, these weekends also included daytrip
excursions, chef-curated dinners and surprise, private


The Dunkin’ Rhythm Room became the ultimate holy
grail of music festivals, providing caffeine-devoted
Gen Z and Millennials with premium coffee &
Munchkin samples, customized merch, unique photo
ops, and games across Tortuga Music Festival,
Boston Calling, Governors Ball, and Lollapalooza.

IHG Hotels & Resorts

IHG® Hotels & Resorts is harnessing the power of live
music culture to increase awareness of the IHG master
brand and IHG® One Rewards program among the next
generation of travelers. To do so, we produced official
festival kick-off parties for both Governors Ball and
Lollapalooza at premier IHG properties. Likewise,
we upleveled the VIP viewing decks at Austin City
Limits Music Festival, giving fans premium stage
views in true IHG style.

Liquid Death

Liquid Death is making health and sustainability
50 times more fun. Inside “The Country Club”
you’ll find a casket-turned-cooler stocked with
Liquid Death on ice, a custom-made skull fountain
under a skylight projection of souls being sucked
into the ether, a 5-piece string quartet performing
live covers of metal hits, airbrush tattoos, astrology
HorrorScope readings and more.


Since 2016, Salesforce has created exclusive, high-end
hospitality events infused with the electrifying essence
of live music. This collaboration encompasses A-list artist
tours and flagship festivals, as well as proprietary customer
events, including the iconic Dreamfest party, and various
industry and trade events.