Rock The Wood 2023 | Immersive Event Design & Large-Scale Curation
As the creative director and talent buyer for the Rock The Wood summer concert series, I manage the comprehensive seasonal programming for The Tangled Wood’s premier outdoor amphitheater. The 2023 season focused on pushing the boundaries of traditional event branding by introducing a multi-sensory, immersive visual theme titled "2023D."
Strategic Event Production & Record Growth:
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Talent Acquisition & Logistics: Successfully curated and scheduled 55 professional musical acts for a high-frequency performance calendar, maintaining consistent Friday and Saturday night programming throughout the summer.
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Exceptional Market Penetration: Under my strategic direction, the 2023 series achieved a record-breaking attendance of over 65,000 guests, further solidifying the venue as a primary entertainment destination in the region.
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Innovative Immersive Branding: Engineered a groundbreaking anaglyph 3D visual identity system, as showcased in the woman/skeleton design. This “2023D” concept featured skeletal rock-and-roll motifs designed to be viewed through custom-produced 3D glasses, which were distributed to enhance attendee engagement.
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Integrated Marketing Ecosystem: Developed a unified suite of assets optimized for the 3D experience across multiple touchpoints:
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Experiential Collateral: Created custom-branded 3D glasses as a unique functional gift for patrons, bridging the gap between digital design and physical experience.
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Retail & Staff Identity: Designed a limited-edition apparel line and staff uniforms that utilized the specialized color-shift palette for maximum visual impact.
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Large-Format & Digital Promotion: Authored high-contrast posters and digital advertisements that maintained aesthetic integrity both with and without specialized eyewear.
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Technical Production Management: Oversaw the complex color-calibration requirements necessary for 3D reproduction across various substrates, ensuring consistent performance from screen-printed cotton to large-scale paper lithography and high-resolution web displays.