Stagecoach is all about the experience.  The excitement of live music, the vibrant atmosphere, the unique brand activations, and the people you share those experiences with make the event unforgettable.  And when people are met with attention-grabbing moments at every step, sometimes you have to raise the stakes.  And that’s exactly what Paramount chose to do at Stagecoach 2023, creating a truly unique experience for fans of the network’s popular TV show, Yellowstone.  To say the least, it was a true privilege to work alongside the agency, as we were tasked to translate the vision from PDF designs to IRL experiences!  

This was no small task.  And with the goal of giving fans an immersive experience to deepen their connection to the show, Fuller Street had the clear objective in fabricating interactive keystone moments of the activation.

Creating Engagement Through Experiential Marketing

For Yellowstone fans, this activation was more than just a booth at a music festival—it was a chance to step into the world of the Dutton Ranch. The network and agency sought to create a memorable, interactive, and visually stunning scene to draw in attendees, and stand out from the rest of the attractions at Stagecoach.

At the heart of this goal lies the principle of experiential marketing, where you create deeper customer engagement by inviting those customers into unique and memorable experiences.  Audience’s today crave experience-driven marketing.  And since brands desire deeper connection to their customers, experiential marketing is the win/win strategy to satisfy both sides of that equation.

The “Y” Logo Centerpiece: More Than Just a Symbol

As a hallmark of the activation, we built a large iconic “Y” – the TV show’s highly recognizable logo. We engineered it to sit atop a small barn-like structure that was positioned in the middle of the activation, and then lit from various angles by lighting towers positioned around the activation. This symbol carries a lot of weight with fans of the show—it’s instantly recognizable and carries all the emotion tied to the Dutton family’s legacy, and it accomplished the goal of drawing people in!

The Yellowstone “Y” isn’t just a logo – it’s a symbol of loyalty and community for the fans watching the show.  Watching this get built in the shop was one thing.  But seeing it on site, hearing fans buzz about it, and watching them take photo after photo with it confirmed that we’d struck the right chord in terms of fan engagement.

Since brands desire deeper connection to their customers, experiential marketing is the win/win strategy to satisfy both sides of that equation.

The Yellowstone Living Room Set: becoming part of the family

Recreating the Yellowstone living room created another significant photo opportunity. Complete with chairs, a mock fireplace, and a decorative trophy mount, this scene captured the iconic aesthetic of the Dutton family living room that fans know and love. Attendees were able to dress up in wardrobe, sit in chairs around the fireplace, and put themselves right into the world of Yellowstone with their friends and family.

Brand activations like this do more than just look good – they transport guests to a destination that is otherwise unreachable. It’s as if guests left the Stagecoach music festival and were now on the Dutton Ranch. They were no longer watchers of the show.  They instantly became part of the show’s legacy.  And this kind of emotional immersion deepens customer experience and ties their feelings about the show back to the Yellowstone brand.

The Yellowstone Barn Facade: A Nod to Authenticity

Opposite the living room setup was a barn exterior facade and set, complete with hay bales, small trees, and wood cattle fencing. Like the living room, this was another popular photo moment for guests to the Yellowstone Stagecoach activation. Like the other activation elements, this barn structure had to look and feel like something it came straight from the Dutton Ranch. Fans of the show are hyper-aware of these details, and they appreciated the authenticity.

As a company who makes fabrications for experiential marketing events, it’s crucial to deliver these kinds of authentic experiences for our clients.  This Yellowstone barn photo op moment is a prime example of blending storytelling with real-life elements. It wasn’t just a photo backdrop – it was a piece of the Yellowstone universe set right in the middle of the desert at Stagecoach.

And don’t forget the iconic Dutton Ranch entryway!

We nearly forgot the amazing entryway into the Dutton Ranch, that was built using real logs, cut with a chainsaw, finished, and engineered to stand free just outside the tent, complete with a sign that read “Dutton Ranch.”  Impressive attention detail once again by the FS Fabrication team.

Beyond the Set Pieces: Lighting and Interactive Features

The Yellowstone activation didn’t stop at photo ops. We also provided multiple lighting towers to highlight other key components within the tent space and cattle fencing to add to the authenticity of the other elements within the experience. The lighting helped create ambiance for the interactive elements, such as the cornhole game, a leather branding station, and an airstream pop-up gift shop.

Whether they were tossing a cornhole bag, branding leather with the signature “Y,” or picking up Yellowstone merchandise, festival-goers were immersed in the brand experience. Interactive elements like these allow attendees to engage on multiple levels, creating deeper bonds and connections between brand and consumer. The more tactile and hands-on the experience, the deeper the emotional connection to the brand or in this case the show.  

Managing the Logistics: Full 360 Production Management

Customer engagement through experiential marketing is what we help with through custom fabrications and event production logistics.  Bringing these immersive environments to life requires much more than just creative vision and skilled carpenters. That’s where our 360 Event Production Management services come into play. From concept design to fabrication and all the way through trucking, shipping, and onsite construction logistics, we are capable of handling it all.

Managing a complex build like this at an event as large as Stagecoach involves coordinating with multiple teams, staying on top of details with meticulous care, managing tight schedules, and ensuring that everything is constructed safely and on time. The Fuller Street team is experienced in navigating these challenges, which is why we are trusted by top brands and marketing agencies to deliver.

Why Experiential Marketing Works

The success of this activation underscores a growing trend in modern marketing—audiences want to experience the brands they love, not just see ads, watch the show, or hear about them via social media. This is true for brands with dedicated fan bases like Yellowstone, but also true for brands looking to grow their loyal consumer base. When fans get the chance to interact with brands in a tangible way, it forges a lasting emotional connection.
This is why brands are increasingly investing in custom fabrications for experiential marketing. These iconic elements generate buzz, increase attraction, grow brand loyalty, and offer endless opportunities for content creation—both for the brand and for the attendees who are eager to share their experiences on social media. Traditional word of mouth marketing meets innovative approaches through experiential marketing and brand activations.

The goal of delivering an immersive experience is to deepen customer connection to the brand.

This Yellowstone tent at Stagecoach 2023 was a powerful reminder of the impact that experiential marketing maintains. The Yellowstone interaction wasn’t just a passive two dimensional display. Instead it was a three dimensional immersive experience taking consumers on an interactive journey into the world of the Yellowstone show. Fans were allowed to engage deeply with the product they have grown to love so dearly. As a business that specializes in helping brands and agencies create these immersive experiences, Fuller Street thrives on making way for exceptional customer engagement through custom fabrications.

Whether you’re looking to grow your business through experiential marketing or need comprehensive Event Production services, Fuller Street is here to help you bring your brand to life in ways that resonate with your audience.

• Custom Fabrications: From eye-catching signage to immersive photo ops, we craft bespoke elements that elevate the overall experience.
• 360 Event Production Management: We handle every aspect of the event, from initial concept to flawless execution, ensuring a seamless and successful experience.
• Experiential Marketing and Set Fabrications: Our focus is on creating interactive, memorable experiences that boost customer engagement and fuel business growth.