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ATA: Producing and Designing for an Unforgettable Event

American Trucking Association

In the world of event production, the seamless integration of graphic design, scenic design, program design and production can transform any gathering into a memorable experience. Combining these elements for a management conference in Nashville, our team successfully delivered an engaging live event production.

The key objectives included:

  1. Transforming Marketing Materials: Adapting marketing visuals into immersive graphic and video content.
  2. Custom Scenic Design: Developing stage designs tailored for two distinct spaces with specific functionality and aesthetic requirements.
  3. Dynamic Programming: Creating a dynamic stage production while delivering traditional program segments with flawless execution.  

Graphic Design

Our pre-production process began by interpreting existing marketing materials into a visually effective show design.

We chose to use the brighter colors in the brand palette, replaced background imagery with industry-related scenes, and brought forward shapes of interest that work well with show content.

For two independent program areas, distinct color schemes maintained consistency while giving each stage a unique identity. A third red, white, and blue theme celebrated the closing banquet and party. All content was custom-fitted to the screens, maximizing visual impact beyond traditional PowerPoint.

Compilation of three colorful banners for the ATA MCE24 (Management Conference & Exhibition). The top and bottom banners feature the MCE24 logo with vibrant geometric designs in shades of pink, orange, green, and blue. The middle banner has a 'Stay Tuned For' message with the Downtown Band Entertainment logo on a blue background, accented with white stars." Let me know if you'd like any adjustments!

Banner featuring Karl Rove, a political strategist and former Deputy Chief of Staff and Senior Advisor to President George W. Bush. His photo appears on the left side within a black diamond frame, with his name and title in bold white text on a green gradient background. The ATA logo is displayed in the lower-left corner, adding a professional and branded touch.

Banner showcasing Chris Tarbell and Hector Monsegur. Chris Tarbell, on the left, is described as the Founding Partner of Naxo and a former FBI Cyber Security Special Agent. His portrait is framed in a geometric design. Hector Monsegur, on the right, is listed as the Director of Research at Alacrinet and a former blackhat hacker. His image is similarly framed. The background features a green gradient with subtle texture and directional design elements, with the ATA logo in the lower left.

An event stage setup featuring vibrant magenta and orange geometric designs for MCE24, the Management Conference & Exhibition. The stage includes large projection screens displaying the MCE24 logo, framed by illuminated shapes. A presenter stands at the center, with rows of audience seating in the foreground under dynamic overhead lighting.

Scenic Design

The next step in pre-production is to use the event brand identity to inspire the stage scenic design.  Understanding the program needs in each space also helps inform the creative choices made with the scenic elements. 

Playing on the angular elements in the graphics, we opted for edgeblend screens with a slanted edge, drawing the attendee’s eye to center stage. Wanting to add dimension, hard scenic pieces were added to each stage.

First, an archway that aligned with the angle of the screens and provided a fun entrance for each speaker. Second, a hard scenic piece that could be placed forward of the drape line to provide depth and cover for the speaker exit. Each scenic element was independently lit, providing flexibility for additional segment color branding.

For the main general session stage program, our design focused on maximizing visibility for sponsors and program highlights. To accomplish this, we added two additional screen surfaces. The first being a center stage screen, in the shape of the key diamond component of the event identity design. Behind the center screen, we added framed printed pieces for more dimension. The second surface was an LED diamond able to receive another graphic or brand element and placed on the front of the stage for additional depth. Adding to the creative elements, this stage was built with a thrust reaching out towards the audience to allow speakers, sponsor representatives, and award winners to be surrounded by the attendees. 

For the second stage, the design focused on highlighting speakers with presentations. In addition to the three-dimensional scenic elements, we chose to use a more traditional 16:9 center screen so speaker content could be front and center, as well as shown in the larger edgeblend screens. The stage in this room was sized to accommodate a large 12-piece band that would be leading the celebration of the closing party.

An immersive event stage setup featuring the ATA (American Trucking Associations) logo prominently displayed on angular, three-dimensional geometric panels. The stage is illuminated with vibrant blue and green lighting, enhancing the dynamic shapes and creating a visually striking backdrop. A lectern is positioned on the left side, ready for the speaker, while the entire setup conveys a modern and impactful brand presence. A general session event stage setup featuring dynamic teal and orange geometric designs for MCE24, the Management Conference & Exhibition. The stage includes large screens displaying the MCE24 logo and a smaller screen with a sponsor logo. A presenter stands at the center, with rows of audience seating and colorful lighting effects projected onto the floor.

 

Stage setup featuring branding for Mack Trucks and the American Trucking Association's 'Share the Road' initiative. The stage is highlighted with geometric LED displays and green lighting. On the left, a diamond-shaped panel displays the Mack Trucks logo and the text 'Proud Sponsor,' while on the right, another panel prominently features the 'Share the Road' logo. The design includes dynamic lighting and bold geometric shapes to create a visually engaging environment.

Producing

The LAI Live Producers leading the production were focused on creating the best audience experience for each space, which starts in pre-production and carries through to the final curtain call.

For programming, we thoughtfully developed the show graphic content, music, and VO’s to highlight key moments in the show. We ensured segment timing was on point through our thorough cue sheets, recommended transitional elements to help with flow, and blocked the movement of each person walking across the stage which in turn guaranteed visibility for the brand and logo elements.

We supported the client’s vision of shortening the closing session to allow more time for the closing party by replacing portions of “traditional” programming with quick video segments shot during the event around the city of Nashville. 

Behind the scenes, production and event management is handled through a detailed production schedule of the logistics needed to deliver a successful show. From dock space and stage riser delivery to the requirements of placing semi-trucks in the General Session space, the process of coordinating with the venue house team, riggers, our AV team and the exhibits team is led by our Producers. We worked through tech schedules including talent rehearsals, band sound checks, and room flips, adjusting as needed to accomplish all tasks.

Pre-event and onstage teleprompter rehearsals gave each speaker a chance to get comfortable with scripts and their stage movement prior to the live show. Our stage managers led the charge of arrival times, technology pointers, proper micing and putting the speakers and others appearing in the sessions at ease prior to entering stage.

With our Producers running technical rehearsals and calling the show, each session was executed  smoothly and created the impact it was intended to have.

Wide-angle shot of the stage setup for the ATA MCE24 Management Conference & Exhibition. The stage features vibrant LED screens displaying the event branding in orange, pink, and green geometric designs. Diamond-shaped LED displays and sleek stage lighting enhance the modern aesthetic. Rows of seating are visible in the foreground, ready to accommodate the audience.

The Result

The event was a resounding success, demonstrating the power of cohesive graphic and scenic design, strategic production, and meticulous logistics. The event showcases the potential of integrated design and production in event management, highlighting how a clear vision and strategic execution can elevate any gathering into an unforgettable experience.

Create Unforgettable Event Experience with LAI Live

At LAI, we can work with you from the ground floor offering insight on how to host the best event possible. Contact us today!

 

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