Summit Success on the Field

The Halo Board at Mercedes-Benz Stadium in Atlanta, GA

Client Objective

To increase attendance and improve networking at its annual summit, Piedmont sought to energize its traditional format – first by securing the high-profile Mercedez-Benz Stadium as the venue – followed by engaging Meeting Expectations to get them across the goal line.


The ME team capitalized on the unique venue and its amenities by creating dynamic branding on the 360° Halo Board for an immediate “wow” moment as attendees entered. As the agenda moved through education and networking, we used the Halo Board to provide visual cues and shift attendee focus.

We made the event a must-attend by building on the exclusive opportunity to experience field access, carving out time in the agenda for participants to experience private stadium tours and creating photo-ops with game day features.


34% increase in registrations

11% decrease in no-show percentage

People on the field at Mercedes-Benz Stadium
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