Frontrunner Firsts: How Broccoli City and Frontrunner Transformed an MLS Stadium Into a Full-Spectrum Festival Experience

A soccer stadium wasn’t built to host a music festival. But in true Frontrunner fashion, that didn’t stop us—it just challenged us to reimagine the space completely.

For this year’s Broccoli City Festival, we partnered with the Broccoli City team to pull off a first-of-its-kind transformation: turning an MLS stadium into a fully immersive, multi-zone festival environment that delivered on both premium comfort and street-level culture.

This wasn’t just about putting a stage on the field.

This was about "Broccoli-fying" the whole footprint—inside and out.

📍 We Expanded the Map

To create the full Broccoli City vibe, we knew we needed more than a pitch and some seats. So, we extended the perimeter of the venue—adding square footage, street energy, and surprise at every turn:

• Outdoor lawn space turned into chill zones, pre-party hangouts, and community hubs
• A full street closure unlocked a plaza-like experience outside the gates
• A secondary entry system gave us flow control, sponsor integration, and multi-zone excitement
• We brought in outside food vendors, creating a truly local, curated culinary scene
• We helped produce the Black-and-Forth Art Market, highlighting Black creatives and small businesses

The result? Guests got more than just a lineup—they got a world to explore.

🎨 We “Broccoli-fied” the Stadium Interior

Yes, we had state-of-the-art stadium amenities—real bathrooms, seating, sightlines, and security infrastructure. That gave us a strong foundation.

But premium infrastructure alone doesn’t create a festival experience.

That’s where the Frontrunner + Broccoli magic came in.

We infused the venue with color, culture, and community—transforming sterile concourses into brand moments, and wide-open spaces into culture-rich zones of connection. The interior felt like Broccoli City, not just another game.

• Sponsor activations included immersive experiences from Hennessey, Jack Daniel’s, and Ben & Jerry’s
• Custom signage, environmental design, and photo ops kept the energy high and shareable
• Creative wayfinding and thematic zones guided guests through a journey—not just a map

We made every corner of the space feel intentional, inclusive, and made for this moment.

⚙️ The Building Helped—But We Brought It to Life

Modern venue amenities offered huge upgrades in comfort and operations—VIP seating, shade, permanent infrastructure, and fast concession lines gave fans more breathing room and fewer pain points.

But a smooth guest experience alone doesn’t build a festival.

That took strategy, activation, and extra-mile planning:

• Secondary entry gates to manage crowd flow and keep lines short
• Curated sponsor activations that added meaning—not just branding
• Expanded outdoor zones that made the event feel big, spacious, and dynamic
• Street closures that blended the energy of a block party with the control of a mainstage show

💥 A Stadium Became a Movement Space

The result? One of the most complex, ambitious, and culture-forward event builds in our portfolio—and a true Frontrunner First. We didn’t just manage a festival. We helped redefine what a festival can feel like inside a professional stadium.

Because at Frontrunner, we don’t just produce events—we transform space, scale community, and shape environments around experience-first thinking.

We were proud to help Broccoli City deliver something bold, fresh, and unforgettable—and can’t wait to do it again.

📸 Want to see how it all came together? Let’s talk.

We’ve got decks, footage, and lessons ready to go.

And if you’re dreaming about reimagining a space for your next big moment?

Frontrunner is already drawing the map.

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