PEAK Event Services Builds Custom VIP Experience Suite for New England Free Jacks Rugby Team
Summary of Project
When the New England Free Jacks rugby organization sought to provide an elevated fan experience at their home playing field in Quincy, Massachusetts, they reached out to PEAK Event Services to help design and build a Temporary Structure to facilitate their Lantern Suite, an enclosed VIP-ticketed fan viewing and seating space.
Client Needs
The client’s primary objective was to create a unique fan experience, but more importantly allow for an additional revenue stream at events. Moreover, both the client and City of Quincy wanted to position this new endeavor as a sporting and entertainment destination located just outside of Boston. The PEAK Tent Team designed and built an elevated indoor/outdoor space with tiered, stadium-style seating to be utilized as a ticketed VIP suite complete with food and beverage service.
Challenges & Solutions
Through multiple site visits and brainstorming meetings, the PEAK Tent Team was able to present a design plan that balanced the client’s objectives of building a practical yet aesthetically appealing enclosed grandstand along the field’s sidelines that provided added revenue. With creative reign to build the space, the PEAK Tent Team began construction during the winter months so that the structure would be ready for the Free Jack’s season start in March. The PEAK Tent Team overcame minor challenges, which included scheduling and weather obstacles, as the tent sits on a municipal-owned site and was built during the winter months in periods of inclement weather.
Unique Attributes
PEAK built a custom structure tent featuring a 6-foot elevated and tiered flooring system that allowed for stadium-style guest seating. The structure included a recessed 5M x 15M glass enclosed space which provided optimal fan viewing and food service. While for this activation the Free Jacks opted for non-branded tent tops this season, prior activations for the Boston Cannons installed customized tent top options for enhanced brand optics; something that may service the team in the future as they solidify Veterans Stadium as their home.
Results + Takeaways
For this project to be successful for both the client and the end user, PEAK designed a custom space that provided an optimized game viewing experience for guests and aligned with the client’s budget and goals to create a top-notch fan experience and additional source of revenue at events.
Overall, the team had a successful season making it to the finals, as well as positive fan experience. Additionally, the project has been driving other entertainment opportunities including a series of music events and festivals to be hosted at the site throughout 2023.
