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Case Study: New Festival Read More

Well before opening, much less planning and design, venues, and events must consider and adapt to ever-changing industry dynamics and competition. Our research and expertise provide ongoing strategic guidance throughout a facility’s lifecycle, including overall business and operating structure, management, and staffing, marketing and booking strategies, competitive analyses, benchmarking, and other analyses.

Types of Services

Site selection analysis
Benchmarking analysis
Market, industry, or competitive analyses
Third-party review of other studies
Operational, lease, and management/governance analysis
Customized stakeholder feedback such as surveys
Expert witness report or testimony

Service Value

Identification of preferred facility or event site
Quantification of expected demand to inform design
Operational improvements and efficiencies
Confirmation or redirection of development concepts
Identification of competitive position

Case Study

New Festival Feasibility Study

Twentynine Palms, CA | Client: City of Twentynine Palms
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Stone Planning and The Rooney Sports and Entertainment Group worked with the City of Twentynine Palms (the home of Joshua Tree National Park and the world’s largest Marine base), in the planning of a new citywide festival. The City currently hosts a number of special events and has a rich history in the music industry, and is located in one of the country’s major markets for festivals, including Coachella and Stagecoach in nearby Indio. Our study included an analysis of the local and regional market, an overview of the festival and music industries, an inventory of existing local and regional events and their characteristics, analysis of potential sites, interviews with industry stakeholders, and an analysis of a set of identified event opportunities that could potentially be held in the City. Based on these analyses, we provided recommendations regarding a specific event to be held in the City, and developed a business plan for its implementation.

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Case Study

Entertainment and Sports Arena / Gateway DC Planning

Washington, D.C. | Client: Events DC (The Washington Convention & Sports Authority)
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Stone Planning and The Rooney Sports and Entertainment Group worked with the Washington Convention and Sports Authority (also known as Events DC) in the planning of the new Entertainment and Sports Arena that opened in Fall 2018, as well as the existing Gateway DC festival grounds. The ESA is an approximately 4,000-seat arena and the home of the WNBA Washington Mystics and the Washington Wizards’ new G-League affiliate (the Capital City Go-Go), and is attached to the Wizards’ new practice facility. Our work included:

  • A comprehensive analysis of all competitive venues (arenas, theaters, auditoriums, and amphitheaters) within a 120-mile radius, including distance from the ESA, owner and operator, tenants, physical and technical characteristics/ limitations, parking/access, major partners (such as operations, booking/event promotion, F&B, and ticketing), rental rates, booking policies/priorities, usage, and anticipated competition with the ESA
  • Interviews with event promoters, talent agents and managers, facility managers, and others
  • Review of architectural plans
  • Sales, booking, and operational strategies, based on the arena and festival ground’s expected position within the local competitive environment. These included potential relationships with operators and event promoters, rental rates, potential revenue generation, and others