2021 Rock The Wood Summer Concert Series | Event Management & Branding
As the lead coordinator and creative director for Rock The Wood, I manage the end-to-end production of a premier summer concert series hosted at The Tangled Wood’s outdoor amphitheater. This annual initiative involves the strategic curation of musical talent combined with a high-impact, custom visual identity that positions the series as a cornerstone cultural event in the region.
Strategic Event Production:
Talent Curation & Logistics: Managed the scouting and contractual procurement of 54 regional bands for the 2021 season, ensuring a diverse and high-energy performance schedule every Friday and Saturday throughout the summer.
Integrated Brand Identity: Engineered a yearly-evolving visual theme, which synthesizes the flagship restaurant’s rustic roots with high-octane concert aesthetics. The design features intricate, hand-illustrated “tangled” bass guitar motifs and vintage rock-poster typography.
Omnichannel Marketing Strategy: Developed a comprehensive suite of digital and print assets to drive attendance and brand engagement, including:
Large-format promotional posters detailing the seasonal performance schedule.
Targeted digital advertising campaigns across social media and regional event platforms.
Staff apparel and retail merchandise designed to enhance the onsite experience and generate secondary revenue.
Experience Design & Artist Relations: Created bespoke collateral to foster professional rapport with performing talent, including custom-branded guitar picks. This attention to detail elevates the venue’s reputation within the music industry and provides artists with a tangible connection to the “Rock The Wood” experience.
Production-Optimized Graphics: Formulated all designs to perform across high-contrast environments, from low-light digital displays to high-fidelity screen-printed merchandise and large-scale environmental signage.