Iggy Stooges
For three years, Chicago's Grant Park has been the exclusive home of the annual music phenomenon, Lollapalooza. For those same three years, Anheuser-Busch has been the festival's exclusive beer vendor. The three-day event, held in August, welcomed 150,000 music fans in Summer 2007 who enjoyed 130 bands on eight different stages, including Iggy Pop & The Stooges, Pearl Jam, Patti Smith, Amy Winehouse, and Modest Mouse.
Lollapalooza was organized by Jane's Addiction singer Perry Farrell and is a music-lover's bonanza that touches on a remarkable range of musical styles. The diverse lineup has included Red Hot Chili Peppers, Pearl Jam, The Smashing Pumpkins, The Ramones, Waylon Jennings, Kanye West, and Billy Idol, to name a few. The event occurred annually from 1991 to 1997. It was revived in 2003 and canceled in 2004. A touring Lollapalooza festival was planned that year but canceled due to low ticket sales.
In 2005, the event found a permanent home at Grant Park in Chicago. Lollapalooza is more than just a concert. It is a musical, cultural and community experience that melds well with its location -- a jewel that the citizens of Chicago hold dear. The event seems to have settled comfortably into its new home. "Grant Park is truly one of the signature parks in America," said event producer Charles Attal. "I think people will be amazed when they see how we transform it into a musical playground." The Parkways Foundation and the City of Chicago have provided the use of the entire park for the event, which stretches from Lower Hutchinson north to Monroe Drive. The spacious park provides the festival with room to expand to numerous stages without anticipating noise bleed issues.
To accommodate the oversized urban venue, CITY Beverage-Chicago (CBC), Anheuser-Busch's distributor for the region, supplied a 90-person team to man multiple beer stations. "The significant advance preparation by the Sales and Operations Departments was evident throughout the smooth execution of this event," noted CBC General Manager Mike Flynn. "We applaud all the members of our team, as well as the support from Anheuser-Busch, for their dedication and constant on-site coordination. Their work added to the festival's enjoyment for everyone attending. It was truly a team effort that resulted in record beer sales."
Over the course of the weekend-long event, CBC sold over 580,000 ice cold servings of Budweiser, Bud Light and the lighter-tasting, lower calorie Bud Select. To accomplish this feat, the team utilized nine refrigerated trailers, six "way-matics" or mobile draft distribution centers, and 150 cold plates. "Having the correct resources can make all the difference in the success of an event, particularly an event the size of Lollapalooza," explained Flynn.
In addition to the adult-size fun on eight stages, Lollapalooza also features the KIDZ Stage, where the young and young-at-heart rocked out to acts such as Rock for Kids Youth Jam Band, The Sippy Cups, Paul Green's School of Rock Allstars, and Patti Smith in 2007. Kids also participate in music and dance workshops, body painting, and a mobile recording studio where they can record their own song on CD. Children aged 10 and under are admitted free if accompanied by a ticket-holding adult.
Beneficiary of Lollapalooza, the Parkways Foundation is a non-profit dedicated to enhancing Chicago's public spaces. The Chicago parks system is the most extensive in the country, comprising a collection of more than 550 parks, 250 field houses, golf courses, museums, and miles of shoreline. Proceeds from Lollapalooza benefit the Parkways Foundation.
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