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ROCK THE GARDEN

Co-produced each summer by Minnesota Public Radio and the Walker Art Center, Rock the Garden is a much-anticipated urban music festival that takes place on the Walker hillside overlooking the city. The selection of bands is a surprising mix of knowns and unknowns. The identity is redesigned each year to evoke a new theme.

strategies

  • Created an evocative, modern identity that shows the natural world taking over the material world of the concert.

  • Drove early sales by revealing the headlining band and offering tickets to members only.

  • Utilized PR, social, radio, print, and email to build awareness and demand for public sale.

results

  • Sold out — 12,000 tickets.

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