Singer Fergie performs for the ESPN The Party crowd.
HOUSTON – Closing out its 13th year, ESPN The Party on Friday played host to 2,500 guests in a 65,000-square-foot warehouse in this city’s Arts District. Multi-platinum, eight-time Grammy Award-winning solo artist and vocalist Fergie and super producer DJ Khaled headlined the show sponsored by Alfa Romeo, Dunkin’ Donuts, MillerCoors and YETI. Construction of the party site, which included 1,000 LED tubes, began Jan. 23. Event Eleven produced the party for the 10th year.
Lauren Robinson, associate director, Sports Management and Sponsorship Activation, notes in a behind-the-scenes tour with Culture Map Houston: “We usually like to embrace the environment that we come into, so because it was a warehouse and all the culture, artsy thing, we wanted to pay an homage back to the city of Houston and develop that construction site feel because we’re ultimately in a warehouse,” Robinson said.
Construction equipment is strategically placed around the warehouse, emblazoned with strips of neon lighting in various colors to match the hundreds of flashing septrons on either side of the stage flashing where Fergie and DJ Khaled performed. “This is a super heavy lighting show,” Robinson said.
Additionally, in a recent interview with Sports Business Journal, Vice President of ESPN CreativeWorks, Carrie Brzezinski said: “It’s about showing commitment to sponsors and to the NFL, which is one of our largest partners. We always think it’s important to put a shine on the ‘E’ in ESPN, to show our partners that we’re a mix of entertainment and sports.”