When we say large scale, it’s really very relative. Some may think large is having 10 people over at their house and some may think the large is having a 500-person gala. The largest productions I’ve ever seen in my career are in festival production such as Coachella and Electric Daisy Carnival. As well, spectator events like the Genesis Invitational or Phoenix Open have been massive to see. These events are where you’re seeing hundreds of 1000s of people. So again, ‘large’ is very relative with whom you’re speaking.
That said, there are a lot of similarities in some of the basic elements of a production for these types of events. What I’ve seen, the bigger the production, the more likely the holes of an experience begin to be exposed.
To me, the first foundational item of building an event, is organization. Without organization within your team, you really have no ability to scale the size of the production. Organization isn’t a super sexy element to talk about and so it’s missed a lot of times in the discussion about event production. A lot of times you think about safety, security, crowd control, containment, you think about the weather, or water, or food. All of these details would be lost without organization. So, understanding that within a festival production, you really need to ensure your team is well versed and organized to handle all these different aspects so your guests experience is unrivaled. The areas where people have really struggled doesn’t seem to be around financing the production. More so, it becomes an issue in the investment of organizing all of these not so sexy aspects.
Today, as we’re watching events return, we know there’s this incredible labor shortage in the world, especially in the hospitality space. I think they said around 1.7 million jobs are still needing to be filled and 10% of the workforce needs to be filled within the hospitality space. Take a stadium like SoFi, the most expensive stadium that has ever been built at over $5.5 billion. It’s beautiful, it’s awesome, it’s unlike anything you’ve seen before. But if it’s not staffed accordingly, if lines are long, if staff is uneducated about procedures, all of this gets incorporated into the guest experience.
My point being that within a production, whether it be a festival production or large event, a lot of times you can get wrapped up in building something around the entertainment. Building around the bands you were able to secure, or the sporting event you’re hosting or whatever is eventually going to hurt you in the long run. This is the case 99% of the time, if you aren’t thinking about the organization and all the little details in between. Each of the nitty, gritty details needs to be incorporated in a very organized and thoughtful way. You have the ability to create the guest’s experience allowing them to actually enjoy and appreciate what you’re working for them to connect with.
Personally, I was so impressed on my visit to the Pebble Beach Concours, a pretty big event up in Northern California. This was the first year we were able to build the event. Watching their level of thoughtfulness and organization in the way a guest arrived, to how they got their tickets, to how the lines were conducted was fascinating. There are so many new areas that we have to think about in regard to COVID compliance. It all feels very similar to the things we previously had to consider after 9/11 in regard to security. Health and safety are now a part of the post-pandemic era. Understanding your protocols and what you plan to do are super important in integrating into your overall production plan affecting your guests experience.
To wrap up, festival production and large-scale event builds are more than just the main attraction, you must think about all the specifics that lead to guest satisfaction. If you’re looking to hire a company to build and produce your event, make sure you understand how organized the company is and how they focus on the details. While the entertainment is fun and exciting, the details will allow for a spectacular guest experience, while keeping retention and engagement high.
By Ryan Choura, CEO & Founder, Choura
Make your outdoor events extra vibrant with appealing outdoor builds from us. Choura is here to put everything perfectly in place by using top quality materials. This is how we ensure that every event remains a memorable one.
We offer temporary tenting and structures for schools, sporting events, churches, music festivals, and medical emergency response services. No matter the type of tents or structures you’re looking to create, whether it’s the frame, custom, pole, or clear span tents, we’ve got you covered. We stand out because of how versatile we are. We have added services and accessories that add to the success of your business. You have little to worry about.
Another thing that makes Choura unique is our scalability. Our tenting inventory can handle any unique request. With us, you don’t have to worry about having enough space because we give you just that–more room.
International Ad Tech company, The Trade Desk was looking to create a unique experience for their local offices in Downtown Los Angeles. Choura set out to do just that, producing a multi-sensory event engaging the employees and aligning offices on the values of the company.
With environments in mind, our team built an outdoor playzone for employees to enjoy filled with a custom basketball court, game area, giant slide and ferris wheel.
To make the event special to The Trade Desk, Choura’s creative and fabrication teams were able to create custom experiences for all guests. From the entry custom arch through the path to palooza with inspirational walls, to the ‘barcade’ designed to look like original Nintendo controls and equipped with video games, to the zen lounge and campground lounge, our team was thoughtful in the approach and ended up with a memorable experience.
For over seven years, Choura has partnered with the Pebble Beach Company to help deliver its iconic experiences such as the Pebble Beach Concours and the AT&T Golf Championship. In 2019, we partnered with the company on the US Open Golf Championship building 300k square feet of tenting and custom flooring with a 30+ person crew over the course of the 3-month installation.
For the most celebrated athletes in golf, Choura helped house the platform for golf’s most esteemed players with a 90+ day build that incorporated custom structures, flooring solutions, spatial designs, and architectural engineering.
Choura has worked with the venue for over 5 years creating luxury experiences for various automotive and sporting clients as well.
As a long-standing partner of the event, Choura brings a collective 20 years experience building and producing miles of structures spanning Long Beach’s longest raceway. Our production team works alongside the organizers to deliver all the event infrastructure and equipment, while our creative team jumps in to design activations and lounges for VIP’s and sponsors.
Each year, the event organizers team up with Choura exclusively for all tenting, furniture, flooring and structures, built to withstand over 185k+ attendees in a 3 day period.
The 31 day installation spans all of Downtown Long Beach and utilizes frame, festival, and jumbotrac tents as well as minibeam structures, cabanas, and more. Over 500’ of glass wall and doors line the pit row.
Choura helped to make it possible for restaurants to reopen safely with custom safety solutions and build innovations. WeChoura partnered with highly-trafficked Orange County communities and high-profile Hollywood restaurants to create socially safe outdoor dining areas during COVID-19.
To help Orange County and Hollywood restaurants keep their patrons safe and their doors open, Choura worked with the city and local businesses to deliver the most extensive build-outs in Southern California.
Projects across Laguna Beach’s highly-trafficked Forest Ave, Craig’s in Hollywood, and various others included over 3,600 square feet of level ADA-compliant raised decks, stained plank flooring, planter boxes, artist walls, and curated lighting designs. Clients and patrons enjoyed the builds so much that many advocated to keep the spaces up even once social safety protocols lift.
Additionally, Choura produces a variety of sanitation kiosks with a spectrum of branding options and sizes ranging from 8’’ X 50’’ to 16’’ X 59’’ and larger. From slim dispenser stands to larger, multi-dispenser stands, each can be customized, are ADA compliant, scratch resistant, and suitable for indoor and outdoor use.
Building for hospitals in need, choura quickly pivoted to produce emergency facilities for first responders amidst the pandemic. Choura was able to use its resources and expertise in building to provide peace of mind during the COVID-19 pandemic by redeploying its team to build testing and triage facilities for local hospitals.
When the crisis hit, Choura provided triage facilities and hospital extensions for dozens of Southern California centers including Fountain Valley Regional Hospital and Medical Facility, Lakewood Regional Medical, Long Beach Memorial Hospital, and others.
The comprehensive constructions were fully functional temporary structures, complete with flooring, lighting, HVAC, walls, generators and power, negative air entry, and technical elements to ensure first responders had the space they needed.
Zoundindustries needed to make an impression at the year’s largest tech conference with a 3-build showcase of their partners: adidas, Marshall, and Urbanears.
The three unique builds required attention to lighting and placements that best highlighted the latest products for buyers.
All parts and materials were carefully crafted and assembled first at our Southern California warehouse to ensure the perfect fit for the real deal onsite.
Our teams worked with venue management to carefully deconstruct each build and ensure no damage to materials or site.
Participating in one of AdWeek’s largest industry gatherings, true[X] tapped the creative brains at Choura to create a space that personified the brand’s ethos and allowed true[X] executives to connect with other industry leaders.
We reinvented a stale hotel room into an executive oasis. Inspired by SoHo House and the brand’s identity hallmarks, we installed precise flooring, full hedge wrapping, and tailored decor to transform the space.
Impactful demo stations equipped with accessible and sleek custom-fabricated digital storage units paved the way for better connection and networking opportunities.
Over the years, Netflix has enlisted Choura’s team of experience builders to help bring to life diverse initiatives for Netflix showcasing upwards of 16 of their shows through scenic builds at their events Recently, we helped create an employee appreciation event for 1200 top Netflix leaders.
By connecting a strategic layout design, highly engaging experiential concepts, and custom-fabricated builds, we were able to produce a memorable experience for all in attendance.
We continue to partner with Netflix for experiential programming across internal events and original content platforms.
As a brand that’s continuously evolving, Facebook wanted to stand out on the tradeshow floor. To help the tech giant, Choura’s fabrication team created modular structures that covered Facebook’s business and branding objectives.
We created a double decker structure housed with upper and lower level private meeting spaces that were fully equipped for executive presentations.
We executed a flexible build strategy to repurpose components of the larger execution across multiple shows.
Each structure utilized internal wiring and electric outlets as well as local Wifi hotspots to keep teams working and charged.
As Vital Protein’s preferred partner for all trade show and retail pop-ups, Choura works with the brand on their goals for all market needs. We’re able to utilize that information to design mutli-use builds to highlight the brand’s latest products for key retailers and consumers.
To keep with the pace of the brand’s growth, our build strategy required modular components that could easily be updated without a complete build overhaul.
To maintain the integrity of the design and quality across multiple shows and events, Choura created custom travel boxes for safe transportation and storage.
Nationally recognized, Amazon enlisted Choura and team to create a unique activation at the famous Comic-Con event. We took the project on, producing a must-see experiential moment introducing fans to acclaimed Amazon shows by recreating iconic scenes through an immersive build.
Choura introduced specialized flooring to weather hundreds of thousands of fans. The structure was thoughtfully created to gain ample exposure while still allowing fans to feel that intimate connection with the brand.
Positioned on the highly trafficked corner across from the convention center, the build was branded to maximize visibility.
The structure housed digital and augmented interactions, including VR activations that allowed fans to step inside their favorite shows.
For over 4 years, Choura has had the privilege to partner with global conglomerate AEG on many of their brand activations. In 2020, we had the opportunity to create an epic experience at the 62nd Annual Recording Academy Grammy Awards. Our team stepped in to produce creative and unique red carpet and afterparty experiences for talent and executives.
Choura delivered a memorable pre-party and afterparty for AEG execs and talent, utilizing our own high-end furniture and decor collection.
We commissioned floral artists and our lead producers to create ornate hanging installations and centerpieces providing that wow factor as guests entered.
Our team was able to create a number of headline moments for the event including, the custom-fabricated bars and an entry piece that inspired guests with AEG values.
For over 17 years, our teams have partnered to deliver the iconic two-week tournament for the largest tennis event in the world. Most recently, we had a new goal put on our team: to attract new audiences and re-engage legacy ticket-holders. To achieve such goals, Choura reimagined key builds with a creative and strategic approach in mind, developing experiential concepts throughout the space.
To maintain the cultural relevance of the event, our team designed cornerstone builds and activations with a consistent theme to tie the 88 acres together and excite new fans.
We looked at every piece individually to inject the goals of Desert Champions in every build – from custom sponsor bars, a reimagined restaurant, and retail village.
The experience required a full team of production specialists from each key division to build from the ground up — including furniture selections, creative design, structures and engineering, event production, and overall marketing strategy.
From its inception in 2019, the BeachLife Festival organizers turned to Choura and their expert teams to help them build a one of a kind festival experience in the South Bay. From creating one of a kind structures, to sponsor activations to the design of a fully functioning layout, we delivered a seamless production for fans and top talent.
An organized project team kicks off the project months in advance to align on event goals and set a plan into motion.
The unique venue required an environmental design that considers safety restrictions, fan traffic flow, and positioning of multiple stages and sponsor activation areas.
Since working with the BeachLife team from the beginning, our team understands its goals on a granular level and have made structure investments and strategies to help the event continue to evolve.
Our team of experts is dedicated year around to ensure the guest experience is like no other. As the trusted production partner for builds, structures, flooring, and decor, we’ve helped the organizers bring to life the largest music festivals in the desert for multiple consecutive years.
As soon as the festival wraps, our team starts planning the next year to navigate the 78-acre venue exploring new layouts and experiential concepts with the festival organizers.
We know festival event production takes a village so from day one, we put a dedicated team in place to participate in sprint production sessions alongside the organizers and their partners.
Trying to be better and more engaging than the last, we consider every year a new evolution of the festival. This allows our creative teams to be actively ideating new solutions for more fans year-round.