Harrah’s Total Rewards Concert
Rolling the dice on a surprise one-nighter
Four cities. One night. One incredible brand experience. That was the plan when Harrah’s rolled out its new Total Rewards customer loyalty program across the country. And when New Orleans was selected to represent the Southern United States, the challenge was on to make our city the star of the show.
With little over two months until go time, Harrah’s New Orleans and Solomon Group planned an amazing experience on the banks of the Mississippi River at Woldenberg Park. The event aimed to be an innovative brand awareness effort with a surprise celebrity concert performance.
48 hours prior to the event, with the performers’ names remaining a secret, we began positioning large-scale projection countdown clocks around the city. Then we created an immersive atmosphere complete with lighting, video, six camera positions, a satellite transmission station, an interactive workspace for experiencing Harrah’s brands, and a large, glass-enclosed structure tent.
The event drew an estimated 10,000 attendees—more than five times the presence of the other three cities—and featured extended performances by Mary J. Blige and Gavin DeGraw. The experience was simulcast to the other cities and tied together virtually via satellite with all lighting, video and design elements handled by Solomon Group staff.
What We did
- Concept Development, Direction + Design
- Multimedia A/V Production
- Concert Style Lighting
- Custom Fabrication and Environment Design
- Satellite Feed and TV Crew Coordination