NFL Draft
When the NFL decided to take its Draft on the road for the first time in more than 50 years, the league and its partner C3 Presents sought to reimagine the experience for fans and media alike. In Chicago’s Grant Park, they created “Draft Town” — a sprawling festival designed to bring fans closer to one of football’s biggest milestones.
C3 turned to Solomon Group, following a successful collaboration at Lollapalooza, to design and produce the centerpiece of the Draft experience: Selection Square. This massive tented venue served as the operational and broadcast hub, where team representatives submitted picks, former NFL greats hosted live moments, and newly drafted players made their first appearances. Fans lucky enough to attend experienced the action up close, with custom LED displays, dynamic scenic environments, and seamless live production bringing it all together.
Transforming Fan Engagement Through Live Production
Across multiple years and cities, Solomon Group played a behind-the-scenes but pivotal role in shaping the Draft experience. From creating “The Huddle,” a social media command center in Chicago, to fabricating iconic NFL shields and entrance signage that became on-air landmarks in Nashville, our team blended technical precision with creative impact. Alongside scenic fabrication, graphics, lighting, and audio systems integration, we also provided day-of show management and broadcast support to ensure a flawless experience for both fans on-site and millions watching at home.
Impact
Day three of the Draft was broadcast live from Selection Square, with ESPN and NFL Network showcasing venues designed and produced by Solomon Group. Across each host city, our role was not only to execute but to help the NFL elevate the Draft into a premier live event and media spectacle — combining fan access, sponsor visibility, and seamless broadcast integration.
We’re grateful to have been entrusted by the NFL and C3 Presents to reimagine the Draft experience and deliver innovative production solutions that connected fans to the energy of football’s future stars.
