Volvo Construction Equipment - "Diamond Nights" Event

Volvo Construction Equipment and Mack Truck wanted a once-in-a-lifetime event to showcase its new construction equipment at the 2nd largest construction tradeshow in the world. And they wanted to do it in the middle of the Las Vegas desert.

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Client

Volvo Construction Equipment, one of the world's largest manufacturers of construction machines. Mack Trucks, one of North America's major producers of heavy trucks.

Challenge

Volvo approached JMG and asked us to help them create a once‑in‑a‑lifetime event for two evenings, where Volvo's complete new lineup of construction equipment, including their Mack Truck line, would be introduced with flair to 6,000 customers and dealers. They wanted lights. They wanted fireworks. They wanted perfection. And they wanted it all in the middle of the Vegas desert.

If you've had the pleasure of standing in the middle of the Las Vegas desert, you'll notice a few things are missing. Like water. Bathrooms. And power.

Time to get to work.

Solution

We built an eight acre "campus," then created a pickup basketball game between 24 construction machines and trucks. (Yes, you read that right.) Then we had a Diamond Rio concert. Only in Vegas.

1. The Prep Work
JMG leased eight acres from the Las Vegas Speedway. Then we laid down three acres of pavement (bring on the rain). Next, we laid cables, dug holes for equipment stability, and brought in power, bathrooms, Hollywood chaser lights, 50 programmable lights, security, caterers, 12 bars, 18 food stations and two of the biggest tents you've ever laid eyes on.

2. The Show
We utilized two crews, two systems of electronics and A/V equipment and two management teams for the concert and basketball game. We rehearsed for two full weeks, then choreographed the entire basketball game with 24 pieces of equipment, along with college cheerleaders, ESPN announcers, referees and professional slam dunk performers.