With the Franklin American Mortgage Music City Bowl celebrating its 20th anniversary in 2017, Franklin American Mortgage wanted to maximize the activation of its title sponsorship while providing the best game-day experience for guests attending the Kentucky versus Northwestern match-up in an SEC-Big 10 battle.
In advance of the Dec. 29 game played at Nissan Stadium, home of the NFL’s Tennessee Titans, Franklin American Mortgage engaged CSM Production to develop a VIP tailgate party to serve as the anchor hospitality event for the company’s employees and invited guests.
As a private event for 700 VIPs, a branded and secure perimeter was created to define the space and ensure that invited guests were admitted. A uniquely-designed souvenir lanyard allowed guests to enter through a custom-built entryway. Utilizing a 15,000-square-foot space outside the south end zone, CSM Production designed an event space that included a large hospitality tent, a mobile SL-100 stage for live entertainment, and a series of interactive activation areas complete with a social media photo op, tailgate games, inflatables for young children, and promotional giveaways for guests.
With a blast of winter weather invading Nashville the week of the game, the temperature-controlled tent was a welcome relief for guests at the four-hour tailgate event. That tent featured satellite television on large screens, allowing fans to watch other games before kickoff of the Franklin American Mortgage Music City Bowl. Additionally, a bounty of tailgate fare was offered up by the caterer, which was cooked on-site and served in buffets. A large center bar anchored the tent, creating a high-end sports bar atmosphere.
The response and feedback from the company and guests were resoundingly positive, and plans are underway to attempt to repeat the success of this year’s Franklin American Mortgage Music City Bowl Tailgate Party at the 2018 game.
“Serving as the title sponsor of the Franklin American Mortgage Music City Bowl, our executives wanted to provide a new and exciting experience for our customers around the bowl game,” said Bobby Brannon, senior vice president and director of marketing at Franklin American Mortgage Company. “We reached out to CSM Production to share our vision and goals around our event. CSM Production brought to life what we envisioned and created a high-level customer experience. Not only were we thrilled with the final activation, we were even more impressed by their communication throughout the process and the customer service provided was second to none.”