Switch

Our Success: Building Events from the Ground Up – Literally

Looking at an empty parking lot in early July, many would have a hard time envisioning a VIP event worthy of the Commissioner of Major League Baseball. 

Switch, in partnership with destination management company Kuoni Events, had that vision and is now receiving positive reviews from the St. Louis Cardinals and All-Star Game organizers for its creative design and production of the All-Star Game Commissioner’s Gala and Pre-Game Celebration events on July 13-14.

Our role was to design and produce the two invitation-only events, which were expected to attract approximately 5,500 attendees each. The Commissioner’s Gala is a tradition of the MLB All-Star Game festivities, and follows the Home-Run Derby. The Pre-Game Celebration takes place just before the All-Star Game and this year honored People magazine’s 30 “All-Stars Among Us” for 2009.

Typically these events are held at museums or vast permanent structures located near the ballpark. Because the St. Louis Art Museum and other museums are farther away and because there was open space next to Busch Stadium, MLB decided to hold these events on the Ballpark Village lot adjacent to the stadium. Being so close in proximity would make it convenient for guests to attend both functions.

The “blank canvas” so to speak gave us the opportunity to create both events, literally from the ground up. Because St. Louis is known for its hot summers, we suggested building a hard PVC and glass walled tent to house these events. This would efficiently keep air conditioned air inside while also providing the structure needed to hang banners and lighting. From a security standpoint, it gave peace of mind knowing that these walls could not be penetrated from the outside. With powerful storms the week leading up to the events, the sturdy tents could withstand torrential downpours with wind gusting up to 60 mph. Despite multiple days of storms and significant flooding, the team was able to vacuum up the pools of water and stay on schedule.

Because the events were in a tent and not held in a permanent structure, we needed to build docks and ramps as well as heated and refrigerated tents for catering. Temporary executive restrooms were brought in for the events. Multiple dumpsters were on site so we could keep the space clean and free of trash. Generators were used for electricity. In all, the event required 600 tons of portable air-conditioning equipment; 5,000 square feet of custom scenery and more than 50 Switch staff members to create and produce everything needed for the event. 

Many of the guests invited attend these events each year. We were charged with the challenge of making the event unique. It needed concept or twist that would stand out above the other events they had attended in other cities. The Switch event team was encouraged to show the heart and soul of our city through the décor of these events. Because of the legendary Cardinal fans who live in St. Louis’ distinct neighborhoods, it was decided to convey that “Spirit of St. Louis” to attendees at the Commissioner’s Gala through a neighborhood-themed event.

The MLB Gala was the perfect stage to introduce and/or re-acquaint this national audience to the ‘Gateway to the West…home of the best fans in baseball.’ We were able to do that by bringing the unique neighborhoods together under one roof and engaging the participants’ multiple senses.

To accomplish this task, Switch designed 70,000-square-feet of event space. It was divided into five geographic “neighborhoods” each telling a portion of the St. Louis story. To divide the space within the tent, Switch designed, printed and fabricated scenery, depicting landmarks in the various neighborhoods – Soulard, The Loop, The Hill, Central West End and Downtown. One of the goals was to create St. Louis scenes that would be easily reusable for other events. We also built multiple stages inside the tent for bands to play the music found in each unique neighborhood. The menu was also created to highlight the personality and heritage in each neighborhood.

Switch was charged with making the two events feel different so it would be exciting for guests who would be attending both events. We utilized our tent creation and neighborhood scenic flats and built on them for the “All-Stars Among Us”-themed Pre-Game Celebration. Each of People magazine’s 30 “All-Stars Among Us” were honored at the event with a walk-of-fame star featuring their name and a custom-made banner with their photo, name and hometown MLB baseball team logo. All elements were designed, printed and fabricated at Switch.

Switch was also responsible for selecting and producing the evening’s entertainment, which included bringing St. Louis musical icons Nelly and Chuck Berry on stage together for the first time ever. Switch staff produced and executed all aspects of the mini-concert, including set up of the stage and courtyard concert area, lighting and the sound system.

We had to take our creative and production experience and knowledge, and create a stunning décor from an  empty white tent on an asphalt parking lot. After months of planning and designing, we built it…and they came.