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Producing one high-profile event is a feat of coordination, planning and execution. Producing four events in 36 hours at the Super Bowl is one step below madness.
But that’s what production agency Medium Rare has done for the last few years, and this year their parties are coming to the country’s biggest party town: Las Vegas.
In the days leading up to the Super Bowl, Medium Rare is bringing some of the biggest fan events to Sin City, getting more than 20,000 people in the mood for the biggest football game of the year. While it’s a monumental task, Medium Rare has success behind its properties to be able to pull it off, and big brands are all-in on the efforts.
The events—Shaq’s Fun House, Gronk Beach, SI The Party and Guy’s Flavortown Tailgate—are proven pop-ups that have cemented Medium Rare’s place as the second biggest producer at the Super Bowl outside of the NFL.
“We take really great pride in having these four monster events over the weekend. And they’re all really unique, different experiences that hit different segments of the Super Bowl market,” Adam Richman, co-founder of Medium Rare, told Adweek.
A weekend of parties
Shaq’s Fun House is first up for the Medium Rare team on the Friday before the game, and it’s the longest running of the agency’s four Super Bowl events. Launched in 2018, Medium Rare oversees all production, creative, operations, talent buying, partnerships and other details for Shaq’s Fun House.
Shaquille O’Neal is the celebrity host for a music festival that’s also part carnival and features a full midway, games, rides, and six hours of open bar and food. It’s the first event to take place at the massive XS nightclub at the Wynn resort on the Strip.
Usually, the Medium Rare team picks a big open space or parking lot to present the pop-up events, but since Las Vegas has so many built-in options, the agency partnered with the Wynn for three of its events.
