Casestudy Inaugural Concert at Tim Hortons Field | The Feldman Agency

Inaugural Concert at Tim Hortons Field

In 2012, the stadium that housed the CFL’s Hamilton Ti-Cats for 62 years was demolished to make way for a modern, multi-sport stadium. Intended to be home to the soccer events at the 2015 Pan Am & Parapan Am Games, construction on the stadium began the same year. In 2013, coffee chain giant Tim Hortons acquired the naming rights to the stadium. A marquee event was needed to celebrate the opening of Tim Hortons Field in 2014.
  • Provided top-to-bottom event management services

  • Sourced, negotiated, contracted and oversaw production staff and suppliers

  • Developed and managed event budget including all deposits and payments to event staff, suppliers and talent

  • Consulted on marketing plan development and execution

  • Programmed concert lineup designed to appeal to the demographics of the CFL’s audience
  • On September 27, 2014, some 20,000 people descended on the newly-constructed Tim Hortons Field for Hamilton’s largest outdoor stadium concert in more than 40 years. In the vein of the legendary 1975 show on the same site by rock legends Pink Floyd, the 5-hour concert was headlined by country music superstar Keith Urban, with Darius Rucker and Kira Isabella in support. The concert was the perfect opportunity to introduce the new stadium to Hamilton Ti-cats fans, thank neighbours for their continued support during construction and re-establish Hamilton as a live music destination.