Doubled Concessions Sales After One Week
Turning soft sales projections into breakthrough performance for The Orion Amphitheater.
The Journey
Located in Huntsville, Alabama, The Orion Amphitheater is a striking open-air venue inspired by Roman architecture, with tiered seating for up to 8,000 guests. Nestled near the MidCity District, it hosts a range of top-tier concerts and community events. Notably, the venue brings together music, culture, and cuisine with a heartfelt focus on sustainability and deep-rooted community connections, all in a distinctly Southern atmosphere.
Concessions sales at The Orion Amphitheater were off to a sluggish start. Even with a new roster of vendors, revenue was tracking as expected for a lightly attended show—just 40% of ticket capacity. That’s when they brought in Adam for his deep expertise in strategic, short-form video and his ability to turn slow performance into breakthrough momentum.
Adam crafted a focused storytelling strategy, highlighting just one irresistible aspect of the guest experience in each video. He hyper-targeted the youthful concert goers who value sustainability and organic products and used proven retention tactics to keep viewers watching to the end to ensure the brand’s message would be delivered. Within the first week, three Reels went live.
The result: despite only 40% of seats being filled, concessions revenue soared to levels typically seen at 90% capacity—transforming a quiet season opener into a performance worth remembering.
The Breakdown
Approach:
We hyper-targeted The Orion Amphitheater’s ideal client: progressive, young concertgoers who value sustainability and are willing to pay a premium to support it. Each video used focused storytelling to spotlight a single aspect of the experience, more effectively connecting the audience to the brand.
Results:
Despite 40% of the seats being filled, the actual revenue generated after the first 3 videos was aligned with 90% filled show. Thus, the actual revenue generated was more than double the projections.
Impact:
Since then, the vendors have continued to deliver outstanding revenue for The Orion Amphitheater. And, the videos have continued to contributed to The Orion Amphitheater’s brand image of being sustainability focused.
Transformation
Despite having new vendors at the start of the season, three short-form videos were enough to blast past projections and deliver doubled concessions sales.
“Adam absolutely nailed it—yet again! The entire team was thrilled with the final videos including our Branding Director (who rarely gives compliments). He understood exactly what we needed and delivered content that felt spot-on for our brand. What’s more, our concession sales at the next show nearly doubled what we projected. Results like that speak for themselves. Working with Adam is always a win.”
— Eliah M. Marketing Manager,
The Orion Amphitheater
Ready for change?