Sugar Land Town Square – Event Planning


Event Overview
Client: Sugar Land Town Square/City of Sugar Land
Event Name: Sugarland Concert
Location: Plaza of Sugar Land Town Square
Date: November 2006
Attendees:

  • General public
  • City officials
  • Fort Bend charity (benefiting Mayor’s Youth Advisory Council)
  • Local media

MMI Strategy and Implementation
To increase the awareness and profile of the City of Sugar Land and Sugar Land Town Square, MMI coordinated an event surrounding the Grammy-nominated, CMA Award-winning band, Sugarland. By securing the band and partnering with the largest country music radio station in Houston, MMI created an event that put Sugar Land Town Square on the map as a regional destination for concerts and events. With private and public components to the event MMI managed all aspects to engage the local community, including:

  • Promoting the event through radio spots, flyer distribution, billboards, kiosks in Sugar Land Town Square, print and online advertising and email campaigns
  • Coordinating charity involvement by the Mayor’s Youth Advisory Council to raise funds through t-shirt sales benefiting Child Advocates of Fort Bend
  • Managing a private party for band members and friends
  • Coordinating and supervising event logistics and rentals, including staging, large scale AV and lighting
  • Obtaining pre- and post-event press coverage

Event Results
The Sugarland concert was well attended with more than 5,000 people in Town Square.  As a result, Sugar Land Town Square has received multiple regional awards as an event destination. Additionally, Sugarland band t-shirt sales during the performance raised money for  Child Advocates of Fort Bend. City officials, including Sugar Land Mayor David Wallace, were in attendance, and MMI secured extensive coverage in the local media.