In designing the 300th birthday celebration of the City of Detroit, VGA was responsible for creating an event that would showcase the city’s history and culture as well as attract a wide range of people from diverse backgrounds. Detroit’s world-class musical tradition provided the unifying element that would capture the interest of Detroiters of every economic and social background from all parts of the city.
Working closely with a committee of city officials and cultural and community leaders, VGA developed a three-day, free music festival honoring Detroit’s musical heritage. Live R&B, gospel, jazz, classical and Motown music filled five stages at Detroit’s waterfront Hart Plaza throughout the festival weekend.
Highlights of the event included performances by some of the biggest names in music – all native Detroiters. Della Reese headlined a jazz revue on Friday night. Legendary groups the Temptations and Spinners joined the incomparable Stevie Wonder for a once-in-a-lifetime free concert event on Saturday night. Jumbo screens were installed to project the concert to the millions of fans lined up on Jefferson Avenue. Additional viewing sites were hosted by Comerica Stadium and Dieppe Park in Windsor, Ontario.
On Sunday, the weekend-long musical extravaganza was capped off with a performance by the Detroit Symphony and a 900-person gospel choir comprised of singers from churches across the city. An estimated three million people attended the $5 million Detroit 300 festival weekend.
Detroit 300 Management Consultant
“VGA’s creative vision for the event, the organizational talent to implement a very complex and visible event including the coordination of a number of disparate (and historically uncommunicative) vendors, was all critical to an overwhelming success. We hosted over 5 million people throughout the course of several days while the eyes of the region, state and beyond were on us!”
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