Objective:

Host a food truck style Superbowl Tailgate Party over the course of 5 days leading up to Super Bowl LIII to raise money and awareness for the NFL Retired Players Association

Key Strategies: 

• Bring in food trucks, vendors and sponsors to help delineate the Super Tailgate Party from the dozens of competing events in and around the Super Bowl.
• Obtain sponsorship with major brands
• Identify requisite permitting and alcohol license requirements
• Identify prime location adjacent to Mercedes Benz Stadium

Methods: 

• Partner with an industry-leading eSports company as the primary attraction for the event
• Partner with local food and alcohol vendors to encourage Atlanta residents and tourists to attend
• Partner with national fan clubs for the Patriots and Rams
• Make the Super Tailgate free to attend
• Utilize an aggressive direct marketing campaign including social and digital media,  flyers, and coupons

Results: 

• Attendance of over 25,000 party goers over the course of 5 consecutive days
• Raised awareness and contributions for the NFL Retired Players Association
• Became the official watch party for The New England Patriots national fan club
• With less than 60 days obtained required city and state permits
• Partnered with Allied Gaming to use their HyperX 60 foot esports gaming truck as the primary attraction.
• Procured a long term partnership with HyperX after the success of the party