March 10, 2018

Amplifying Riverside Events

Live Nation Riverside (Calif.) asked Amplify Entertainment Marketing to assist in helping to enhance a unique “Fan Experience” at two recent shows in Riverside, CA.  The first one was a special “Tribute to Tom Petty” concert held at the Riverside Municipal Auditorium and the second a “Beatles vs. Stones” show at the FOX Performing Arts Center.

For the Tribute to Tom Petty show, thanks to support from Colin Whitley from Rickenbacker Guitars, Michael Shultz from Fender Musical Instruments Corp and Robert Morris from Morris and Holmberg Case Co., we were able to showcase replicas of the guitar models that Petty famously performed and recorded with.  The display included information on the instruments themselves (including Tom’s Rickenbacker poster featuring his signature model) and highlighting some of the well-known songs showcasing those models.  The display also featured a large format photo gallery of Tom’s live performances from the archives of our good friends at

We then moved over to the historic FOX Performing Arts Center (where the world premiere of “Gone With The Wind” was held in 1939) for a sold out performance of the tribute show “Beatles vs. Stones.” For this event, we utilized some of our own personal collectables, including a Ltd. Edition “Beggar’s Banquet” Fender Telecaster featuring the original album art (2018 marks the 50th anniversary of the Stones’ seminal LP) and the original proof sheet for the “Exile on Main St.” album and original album “Magical Mystery Tour,” both by the great John Van Hammersveld.

At the events, the displays were surrounded by enthused concert attendees taking everything in, most of whom wanted their pictures taken with the collectables.  It was a great way to ‘amplify’ these Riverside events.

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