The Robert Group was hired by Live Nation to provide strategic communications & interagency coordination for JAY Z’s inaugural Made in America Festival (MIA) in Los Angeles. The event was held in the heart of Downtown, at Grand Park, on Labor Day weekend and attracted over 70,000 concert goers - many traveling by Metro to get there.
Early concerns regarding noise levels, crowd behavior, traffic, parking, and street closures were mitigated by an intensive TRG-led effort to hold stakeholder briefings, community meetings, and communication between Downtown Los Angeles stakeholders and the Live Nation team. TRG led the coordination with key stakeholders to make the festival a success, including City staff and departments, Metro, LA County Sheriffs, residents, and businesses. The event made over $14 million in local spending for the City, as reported by an economic study released by the City.