Save the Pitch! How EverBase Flooring Helped Protect a Multi-Million Dollar Turf Investment and Maximize ROI.

DF Entertainment, in-country promoter for Live Nation Latin America, had a large concert line-up in the largest and most iconic stadiums in Argentina – Estadio Mas Monumental River Plate. With a series of high-profile concerts on the docket – they needed a flooring solution that would protect the stadium’s brand-new multi-million hybrid turf.

DF Entertainment pioneered the live music industry in Argentina. As Argentina’s leading promoter, they developed a rapidly growing list of artists, concerts, and venues. In 2018, Live Nation acquired a majority stake in the company. Since then, they’ve been partners for live concert events with internationally renowned artists, continuing to grow the reputation and reach of Live Nation Latin America.

With a heady concert lineup at the end of 2022 and early 2023 – they booked a series of blockbuster concerts for the largest and most iconic venue in Buenos Aires, Argentina – Estadio Mas Monumental River Plate. River Place Stadium is considered a crown jewel for performing artists, with superior acoustics, fantastic atmosphere, and amazing fans. The stadium is also home to the Club Atlético River Plate professional football team and hosts the Argentinian national football team as well.

Shortly before these scheduled concerts, River Plate had installed a new, hybrid turf system at significant expense – and turf protection was of paramount importance.

Solution:

Doug Mark, International Business Development for Versare, was introduced to Mark Grace of SIS Pitches, who manufacture, install, and maintain grass, artificial and hybrid turf. SIS had completed the new installation at River Plate, and Mark was involved in maintaining the turf. Through this relationship, DF Entertainment came to choose Versare’s EverBase protective turf system.

Live Nation Latin America’s first concert to be held on the new turf was Guns N’ Roses on Friday, September 23, 2022. Five days later, Wednesday, October 1, the River Plate football team had a match scheduled. Turf protection was critical given the tight timeline between the concert and match.

They selected Versare’s EverBase Turf flooring system for the ease of installation and unique features that would ensure the new hybrid turf would be ready for play – and could be installed for multiple concerts by Coldplay and two by Harry Styles.

“From the first conversation with Mark and SIS to our meetings with Live Nation Latin America and stadium personnel – Versare was all in,” Doug explained. “From the corner office to the production floor – we were excited to partner with everyone involved.”

The new solution provided:

Full-Field Protection: Designed to allow turf to respirate and maintain moisture, EverBase flooring protected the entire field surface from wear and compaction from concert foot and equipment traffic.

Rapid ROI: With one investment, DF Entertainment/Live Nation Latin America installed this flooring system 7 times to accommodate their all-star concert lineup at River Plate Stadium. Within three to four installations, they recouped their original investment.

World-Class Support: Versare personnel expedited flooring shipments to Buenos Aires and were on hand to oversee and assist the promoter with installation. Once DF Entertainment personnel were trained, they were able to install, break down, and easily store.

“We had Guns N’ Roses Friday 23^rd September and the covers for the audience was down no longer than 60 hours,” Mark Grace, SIS Grounds Manager shared. “…and we hosted a game 5 days after the covers were removed. The protection combined with good turf management practices that were carried out prior and post-event, allowed us to host an Argentinian league game with no issues whatsoever.”

A month after Guns N’ Roses, theEverBase system was installed again for Coldplay’s unprecedented 10-night concert stand, followed by Harry Styles for two nights in December – with no degradation to the pitch.

Results

DF Entertainment/Live Nation Latin America now has a durable and reusable flooring solution for concerts at River Plate.

Extending the use of the stadium beyond football adds a new revenue stream for River Plate, more opportunities for Live Nation Concerts to host concerts at this internationally acclaimed venue, all while ensuring the pitch is pristine for matches.

The Argentinian people and residents of Buenos Aires are naturally proud of their Estadio Mas Monumental River Plate, and the increased use of the stadium for live events not only boosts the economy – adds to the prestige for the country and city.

Need turf protection with excellent ROI that will keep your field pristine?

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