The Event and Venue Marketing Conference (EVMC) 2025 in Atlanta celebrated the 10th anniversary of the EVMC Awards this year at the iconic Fox Theatre with an elevated evening ceremony to recognize the most innovative and strategic marketing professionals in the live entertainment industry. This year, Van Andel Arena was awarded the Grassroots Campaign of the year award for the promotion implemented with AJR and Love’s Ice Cream.
AJR performed at Van Andel Arena on April 14, 2024. To promote the show and support a local business, Van Andel Arena and Love’s Ice Cream partnered to host an Instagram giveaway for 2 tickets to the show and a free ice cream flight from Love’s. Along with the giveaway, Love’s renamed 5 of their original flavors to coincide with the names of the band members of AJR including: Adam Toffee Crunch, Jack Chocolate, Key Ryan Pie, Chrisberry, and Maybe Man Coffee. These flavors were made available to the public in the weeks leading up to the show. Fans could also present their AJR tickets at Love’s for a BOGO offer on ice cream flights during that time. The night of the show Love’s was invited back to the arena to serve the custom ice cream flavors backstage at the show for AJR and their crew. Van Andel Arena then gifted the members of AJR with custom ice cream flight boards and scoopers.
The promotion lead to increased ticket sales for the nearly sold-out AJR concert. Love’s sold 87 ice cream flights on the day of the show and 158 flights that week, triple their typical sales.
About ASM Global:
Van Andel Arena, DeVos Place and DeVos Performance Hall are managed by ASM Global. ASM Global is the world’s No. 1 development and full-service venue company focused on client-first approaches for driving significant financial success. Acquired by Legends in 2024, the company’s elite network spans five continents, featuring a portfolio of more than 400 of the world’s most prestigious arenas, stadiums, convention/exhibition centers, and performing arts venues.
ASM Global translates its unique visionary ownership experience into innovative project development, planning, and execution; content programming; curated guest-immersive experiences; locally tailored solutions; and optimized revenue streams for our clients’ properties and surrounding communities. Focused on value creation and economic growth, ASM Global realizes venue business potential to elevate the profitability and profile of our clients and partners. We cultivate strong, inclusive relationships with the communities we work and live in while championing the welfare and development of our employees and small business partners, resulting in a more cohesive, resilient, and vibrant community.
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