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Strategic Press Release What is this? This press release, part of a comprehensive 10-month-long effort to facilitate the production of a 30,000-person event at San Francisco's 3Com Park, home stadium of the professional football team, the San Francisco 49ers, is strategic rather than promotional. It was one element of a larger governmental compliance package. The goal was to reassure and encourage officials in city management and the police department. The youth-oriented, high-energy tech-music nature of the event, with attendees and vendors on the field, in the bleachers and circulating and celebrating in sub-venues around the stadium, brought controversy in advance, with much media attention and official scrutiny. Covered heavily in advance and during by all local TV and print news outlets, the event was very successful. No incidents or injuries occurred, and substantial revenues were realized by both the City of San Francisco and the client, the event's producer. Also see: Security Brief.
External press:
New Wave
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Party at 3Com
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Promoter has Backing of Top Brass
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Still on, Contrary to Reports FOR IMMEDIATE RELEASE 12-Hour New Music Mega Event Set for at 3Com Park San Francisco, Calif. (DATE) – In what may be first event of its kind to play a big league venue, San Francisco’s 3Com Park will host METROPOLIS, a 2 p.m. to 2 a.m. carnival of music, dance, laser light and thrill rides expected to draw 35-40,000 young adults. Paying $35-50 per for primarily pre-sale tickets, attendees will circulate six dance arenas erected both within the stadium and on the exterior parking lot. To supply the driving music favored by young adults, the producer, San Francisco-based [Client], will fly in more than 50 name-brand DJ’s and bands from across the United States, Canada and Europe. Besides state of the art audio production, the San Francisco lighting wizards of Lumatech will be slicing beams across the varying venues and firing lasers into the night sky above the open-air 3Com Park arena. Daytime and evening elements will include carnival rides, extreme sports demos, roving circus performers and cutting edge gaming exhibits. All this high-end technological sound and fury goes to entertaining the new edge generation: the 18-25 set, known to marketers as the Gen-Y segment. Sci-fi lighting and all-night dancing reverberating a major sports arena, with heavy pre-event marketing now underway at college campuses across five western states, is expected to set the stage for prime generational association and high-tech branding. Besides the usual booths, exhibits space, and merchandising, corporate sponsors signed-on will see their logo materialize in holographic laser lights above the heads of tens of thousands of dancing young people. Literally projecting their brand at the event will be the likes of ______________________, ______________________, ______________________, ______________________ and ______________________. A year in the making, the production was given the green light only after [Client] met standards set by not only 3Com Park’s careful managers, The City’s Recreation and Park Department, but also the San Francisco Police and Fire Departments. More than 300 private security officers and a major contingency force of medical personnel, SFPD and SFFD officers will supervise the proceedings. For the duration of the event, with technicians on site and roving area neighborhoods, the acoustical engineering firm of [Sound Engineer] will monitor sound levels and adjust output as needed to comply with preset emission standards. “Anytime you get 30 or 40,000 young people together there is understandable concern on the part of the authorities,” says [Press Contact], [Client]'s Director of Communications. “But we are not an itinerate producer ready to take the money and run. San Francisco is our hometown, and we know our future standing here comes down to the safety and security of this single show. Quite simply, we have a responsibility owed not only to our investors, but also to our community. METROPOLIS is the first of five for-profit and nonprofit productions Clockwork has slated for 3Com Park before year’s end. For the events now scheduled: the base rent paid for 3Com Park will return a gross of $400,000 to The City; [Client] will pay out no less than $375,000 for city employees and municipal services; total revenues in stadium taxes for the five events will likely exceed $250,000; and the total of all revenues, taxes, employment, goods and services for the five events is expected to generate about $10 million within the City and County of San Francisco. ### [The preceding was one element of a larger compliance package.]
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