Three days, two inter-agency teams – CSM Production and LeadDog Marketing Group – and more than 34.5 hours of programming in Sin City. That could only mean one thing … NASCAR Champion’s Week™.
Since 2010, CSM Production has played a significant role in Champion’s Week activities in Las Vegas. In 2017, that role doubled thanks to the collaboration between LeadDog and CSM Production.
The multi-day festivities kicked off Tuesday, Nov. 28 with the teams planning and executing the NASCAR Fan HQ at The Park and the NASCAR Fan Lounge at Beerhaus Presented by Coors Light.
Located just outside of the New York, New York hotel, NASCAR Fan HQ at The Park gave fans access to race cars, giveaways, racing-related displays, and NASCAR merchandise. The Park was open Nov. 28 from 1-8 p.m. and Nov. 29 and Nov. 30 from 11 a.m. to 8 p.m. PT.
CSM Production coordinated multiple autograph sessions with the Monster Energy NASCAR Cup Series drivers, created custom signage, a truss entry way, and custom-built structures featuring NASCAR’s partner logos.
The NASCAR Fan Lounge at Beerhaus presented by Coors Light played host to appearances by the three series champions. CSM Production spearheaded all fan activation elements including programing and appearances at Beerhaus, branding and signage, social media displays including but not limited to geo-targeted Snapchat filters, sponsor fulfillment, and autograph session logistics.
That same evening from 9 p.m. to 10:30 p.m. at the Rose. Rabbit. Lie at The Cosmopolitan, CSM Production orchestrated event details for “APPRECI88ION, An Evening with Dale Earnhardt Jr. presented by Nationwide.” It was an evening of storytelling with members of the NASCAR family and special guests. All proceeds benefitted Nationwide Children’s Hospital. The team was tasked with overall event planning responsibilities including audio, video, lighting, operations and more.
Fast forward to Wednesday, Nov. 29 from 2:30 p.m. to 5 p.m. LeadDog Marketing Group and CSM Production took the lead on NASCAR Victory Lap Fueled by Sunoco. Sixteen NASCAR Playoff drivers paraded down Las Vegas Boulevard showcasing their best burnouts. The green flag dropped at the Miracle Mile Shops and concluded at Toshiba Plaza at T Mobile Arena. A question-and-answer session was conducted upon drivers exiting their cars.
With a multitude of moving pieces for NASCAR Victory Lap Fueled by Sunoco, the LeadDog and CSM Production collaboration divided and conquered duties. LeadDog took ownership of route details which included serving as the point of contact for the city, Las Vegas Fire Department and public works. That team also was responsible for permitting and car movement along the route.
On the other hand, CSM Production managed event logistics including staging with custom signage, the run of show for the start line at Miracle Mile Shops and the finish line at Toshiba Plaza, and the fan viewing area. At the finish line, a 10-foot archway welcomed drivers as they walked down the 175-foot red carpet to a specially-designed stage for a fan Q&A hosted by Rutledge Wood and Kim Coon. CSM Production also handled bike fence and signage installation, staging for fan seating, signage throughout the post-Victory Lap area and more.
As the final event for CSM Production, the team wrapped up with NASCAR After The Lap supporting the Vegas Strong Fund. Since 2010, CSM Production has planned and produced NASCAR After The Lap, and in 2017, the team introduced a new approach.
Held at The Chelsea at The Cosmopolitan from 8 to 11 p.m., a concert featuring country music star Lee Brice and the first-ever, live on-stage, podcast episode of Glass Case of Emotion featuring hosts Ryan Blaney, Kim Coon and Chuck Bush, and other Monster Energy Series Playoff drivers. The team managed overall event planning, concert production, audio, video, driver meet and greets, lighting, oversaw stage design and more.
CSM Production’s creative team designed the branding for every event mentioned above. Divided into six specific events or activities, the team spent 500 hours creating 88 files for print signage and 120 digital ads or files designed. In total, 6,305 individual pieces were printed for the three-day affair. The team utilized five design programs including Illustrator, Photoshop and InDesign for 2D designs and Blender and Sketchup for 3D designs.
The 2017 Champion’s Week effort touched every department within CSM Production including fabrication, operations, production, creative, fleet and others. Twenty-three CSM Production and LeadDog team members were deployed for Champion’s Week activities, resulting in a successful series of marketing activations and events.