Beef. Wine. Music. Texas.
read the full case study
Texas Reds Steak and Grape Festival is a Texas regional festival in the heart of downtown Bryan, Texas. It just celebrated it’s tenth year highlighting local ”Music, Steak, Wine, and Beer.” They manage three different stages with the biggest names in Texas music playing all day and into the night on Saturday and Sunday. It has grown considerably in the last decade, and pushing the event later in the year has helped create more interest than in those early years when the event suffered through the sizzling Texas summer. The horizon for this festival is very bright as they look to the future.
The festival had multiple goals. Primarily, they wished to capitalize on the weekend itself as a backdrop to create some meaningful content. Some of their goals:
- entice the best talent to participate
- establish themselves as one of the best festivals in Texas
- expand the exposure to those living outside the Brazos Valley
- inform and entice locals about the festival for the current year and the next
Fidelis needed to offer Texas Reds a product that would meet a variety of goals over the course of the compressed two day event. We identified one special opportunity: many independent musicians face a similar problem related to photography. Quality photography is expensive. Mostly, they will rely on the kindness of photographers, or their label (if they have one) will purchase photography for specific uses like covers. So – Texas Reds provided free, custom, fully licensed images from a skilled and creative photographer (Fidelis) from the festival as a thank you to the artists.
Fidelis also had a photographer at all of the festival’s main events building to catalogue a series of images for advertising. This catalog allows the Festival to run their campaigns and ads to get the community involved and attract statewide interest.
Concept / Process:
For the musicians, we simply provided an artists green room with air conditioning, drinks, food, and a space to rest — an always welcome respite for a long weekend. Once they were in the green room, Fidelis photographers politely offered a photo session to them. We treated each band as if they were an individual client. Not surprisingly, there was more than one “so…what’s the catch?” question by the artists. They were pleased to hear that there wasn’t a catch. An old abandoned church building provided the perfect setting for many of these Texas artists.
We also wanted to feed back into the local community and remind those who couldn’t attend that they were missing out! In addition to a roaming photographer, Fidelis built a quick “photo station” in front of the Texas Reds marquee for the community to get their pictures taken and post on Facebook/social media.
The images were fantastic. The musicians felt honored and are using them in their websites and on social media. The festival goers loved the photos. Texas Reds Fest is quickly becoming a favorite stop on artists’ tours and a community favorite.