The Warmup Beer Garden

Event Activation + Concept Development + Experiential Marketing

Seeing an opportunity to tap into Minneapolis' vibrant sports culture, I created The Warmup Beer Garden—an outdoor pre-game tailgate experience at Hotel Emery designed to energize game day foot traffic, activate unused outdoor space, and build deeper connections with the local community.

Steps from U.S. Bank Stadium, The Warmup blended craft beer, grab-and-go bites, lawn games, and music into a lively atmosphere that quickly became a favorite stop for Vikings and out-of-town fans.

The activation not only boosted Food & Beverage revenue during home games but also strengthened Hotel Emery’s presence as a dynamic, neighborhood-driven destination downtown.

Year
2023 & 2024

Client
Hotel Emery

CONCEPT

Creating a Game Day Destination

The Warmup transformed Emery’s outdoor space into a high-energy beer garden experience, offering casual, football-friendly vibes with local flavor.

Key Elements:

Craft Beer Partnership: Featuring exclusively local brews from Indeed Brewing Co., bringing authentic Minneapolis flavor to the experience.
Grab-and-Go Food: Tailgate-inspired bites for easy snacking
Lawn Games: Cornhole, giant Jenga, and other casual games to create a lively, social environment
Live DJ Sets: Powered by GenerationNOW DJs, delivering high-energy music to build pre-game excitement.
Walkable Location: Strategically timed and positioned to catch pre-game traffic just blocks from U.S. Bank Stadium

The Wins

By tapping into game day energy, The Warmup Beer Garden transformed underutilized outdoor space into a vibrant pre-game hub—boosting revenue, increasing foot traffic, and drawing in both locals and visiting fans. I led the concept and execution from start to finish, building a full promotional strategy and securing key local partnerships with Indeed Brewing Co. and GenerationNOW DJs. The activation drove hotel bookings, elevated F&B revenue, and helped solidify Hotel Emery as a spirited, sports-connected downtown destination.