Category Archives: Events & Marketing

Tonic Delivers Full Event Production for UAW Chrysler Conferences

Tonic has worked with Fiat Chrysler Automobiles for quite some time and does a lot of work with UAW Chrysler.  This year, Tonic delivered full event production for both the Health & Safety and World Class Manufacturing Conferences which were held at the Riviera Resort in Palm Springs, CA in February.

WCM Conference 2016 Tonic

The engagement included a two-day build time.  Tonic was responsible for setup of

  • full staging, which included two LED screens
  • complete audio and visual
  • lightbox displays
  • eight breakout rooms
  • office space for event management crew

Tonic has done other event management and creative work for Fiat Chrysler Automobiles, UAW Chrysler and the World Class Manufacturing Academy (WCMA).  Take a look at the WCMA mobile classroom project which entails the refurbishment of a semi trailer.

If you have an upcoming event or are in need of creative applications of your corporate brand, contact Tonic.

Tonic Delivers Aquapalooza Event for Colony Marine

Nothing says summertime like boats, water, music, beer and 14,000 of your closest friends.  Colony Marine has contracted with Tonic for three years running to deliver a two day concert series to boaters on over 3,000 water crafts on Lake St. Clair in Michigan.  

From lining up sponsors and live entertainment to stage concept, design and build-out to onsite security and crowd management to full audio visual and sound production, Tonic handled the event in it totality. 

Hiring Tonic to run my Aquapalooza events year after year has been one of the best decisions I’ve made,” says Pete Beauregard, Jr., President of Colony Marine Sales & Service, Inc.  “Tonic is  a one-stop shop for high end events.”

Watch the video coverage of the Aquapalooza event here. It covers the full list of event sponsors, provides aerial shots of the boat line-up and displays the unique floating stage design with large LED screens and full audio visual setup.

If you have a vision for a similar water-based epic event, contact Tonic to work through the details and partner up.


Aquapalooza: Event Security & Crowd Management

The annual Aquapalooza concert on Lake St. Clair (MI) each July requires a comprehensive crowd management strategy to ensure the safety of attendees, performers and water craft.  
As the firm managing all aspects of the event, it is up to Tonic coordinate forces with necessary parties which include executives from both Belle Maer Harbor Marina and Colony Marine, the Macomb County Sheriff Department, Riccobono Security, Harrison Twp. Fire and Emergency Medical Services, Harrison Twp. City Officials, Michigan DNR and Macomb County Marine Patrol as well as Macomb County Executive Mark Hackel.  
Crowd at Aquapalooza 2014 Lake St. Clair, MI produced by
Crowd at Aquapalooza 2014 Lake St. Clair, MI produced by
Areas for security management include stage design, exit and egress patterns, water rescue,  boater safety , buoy layout, identification of extraction points, routing and security of entertainers and over night monitoring of gear and property assets.  Tonic also keeps in constant contact with Harrison Twp. Fire and the Selfridge Air National Guard Base to keep an eye on weather patterns so that action may be taken accordingly.
Boats at Aquapalooza 2014 Lake St. Clair, MI produced by
Boats at Aquapalooza 2014 Lake St. Clair, MI produced by
Crowd and asset management and security is just another logistical aspect of event production.  If handled correctly, nobody should ever give it a thought.  Rather, attendees and performers can enjoy a safe environment for fun in the sun.  

LED Wall for Picture-Perfect HD Indoor Displays

To add to its collection of outside LED walls, Tonic has recently purchased a state-of-the-art system to offer its clients unparalleled image quality for concerts, conferences or exhibitions taking place inside.

The A3 Pro LED wall from Absen offers a 3.9mm pixel ratio as compared to the 5.3mm pixel ratio for outdoor walls.  That equates to a sharper contrast that doesn’t compromise image details in low brightness conditions.  With 248 panels to work with, Tonic can build a wall up 50’x15’ for your next event.

This asset is already slated to be used at the Detroit Auto Show as well many events leading up to that.  It will make its debut this month in Nashville, TN at the Grand Ole Opry where Tonic will once again run call-of-show at the Plex Conference.  

Work with Tonic on your next important audio visual event to take advantage of HD quality graphics that will make a lasting impression on your audience.

Custom LED Walls, Light Boxes & Signs

LED is fast-becoming the go-to lighting solution for tradeshows exhibits and displays.  One reason for this is that LED lighting conserves energy over traditional incandescent, halogen and fluorescent light sources.  

LED Side view UAW Chrysler

Tonic recently built new exhibit properties for UAW Chrysler which included a variety eco-friendly LED lighting solutions.  

Presentation UAW Chrysler

These new UAW Chrysler displays were used at the Healthy & Safety Conference in Orlando, FL, an event for which Tonic handled full staging and production.  

LED Wall Audience view UAW Chrysler

At this show, Tonic also introduced its new wireless LED lighting control board which made programing lights much easier than before.

Video and Photography Production by Tonic

 This is a 14’x7’x17′ fully lit LED light box arch. Tonic produced all of the original photography and video for the display.  This library of digital imagery will be used for a variety of other assets at future events.  Tonic also built a LED hanging sign 17′ x 10′ for ID at larger shows.

Large Graphic UAW Chrysler

One of the goals for the development of the new assets was to be light-weight for a savings in drayage.   This was accomplished through the use of large fabric graphics.  

If your organization is looking for custom LED lighting solution for its exhibit, contact Tonic, a creative firm in Detroit that delivers high-impact productions, events and communications.

Tonic Rolls Out the Red Carpet at Sheetz Corporate Event

Sheetz, once again, partnered with Tonic to deliver its year-end conference.  This year’s venue was the Grand Ole Opry Hotel in Nashville, TN.
Sheetz 2014 Staging
Tonic  |  16′ x 24′ LED Back Wall
 The Hall of Fame event claimed a full house, and, there wasn’t a bad seat in the place thanks to Tonic’s 16′ X 24′ LED back wall.  The stage design and lighting engaged each attendee, giving them an optimal view and excellent experience.
Sheetz 2014 Call-of-Show
Tonic | Corporate Event Call-of-Show
 Tonic handled every aspect of this corporate event, providing video production, staging, audio, lighting, graphics and call-of-show services.  They also contributed to theme development.
The show came off without a hitch, so, Tonic has already been asked to return to Nashville in 2015 for yet another captivating Sheetz event.
Sheetz is a family owned convenience store chain based in Altoona, Pennsylvania. For more than 60 years, the mission at Sheetz has been to meet the needs of customers on the go. Sheetz has a commitment to its patrons, employees and the communities in which it operates.
 Tonic Logo
 Do you need a full-service, call-of-show vendor for your next corporate event?  Contact Tonic, a Detroit-based creative firm that delivers high-impact productions, events and communications.

Brose Partners with Tonic for Grand Opening of Plant Facility

When Brose North America was ready to launch the opening of its 380,000-square-foot New Boston, MI plant, the automotive supplier partnered with Tonic to produce the event.  

Brose North America's newest plant is at 23400 Bell Road, New Boston.
Brose North America’s newest plant in New Boston, MI

Tonic helped the Brose team prepare to host guests as prominent as Michigan Governer Rick Snyder and leading automotive executives to the friends and family of Brose employees.

Governor Snyder at Brose Plant Opening
Governor Snyder speaking at Brose New Boston, MI Plant

Tonic tended to the expected and logistical event details like delivery of tents and chairs for catering.  They also took point on providing the staging, lighting and audio for the grand opening program, which included a ribbon cutting cermony with the Governor.

Brose New Boston, MI Plant Ribbon Cutting with Governor Snyder
Brose New Boston, MI Plant Ribbon Cutting with Governor Snyder (September, 2014)

In addition, Tonic enabled a headset audio tour of the plant so visitors could learn more about current and future state plans for the new facility.

Brose Headset Tour of the New Boston, MI Plant (September, 2014)
Brose Headset Tour of the New Boston, MI Plant

“It was an awesome event, as always,” said Eveline Perry, Executive Assistant at Brose North America, Inc.  “All went quite well.  …It was amazing.”

Brose supplies around 80 car brands and over 30 suppliers with electric motors and mechatronic systems for vehicle doors, liftgates and seat structures. The family-owned company employs close to 22,000 people at 57 locations in 23 countries. Its current business volume totals 5 billion Euros. Brose is one of the top 40 automotive suppliers in the world and is the fifth largest family-owned company in the industry

If your corporation needs help hosting a grand opening or any other type of facility event, contact Tonic to learn more about its event planning and production services.

Outdoor Stage Build & Setup for Concert on the Lake

The focal point of Aquapalooza 2014 for the nearly 25,000 people in attendance over two days was the floating stage.  The barge was designed and engineered specifically for this outdoor concert venue on Lake St. Clair in Michigan.  Tonic has managed the outdoor stage design, transport, build and setup as well as full show production for Aquapalooza for the past three years.

Aquapalooza Stage Design by
Aquapalooza Stage Design by

The stage was configured to efficiently utilize space as well as provide for the safety of performers, crew and the crowd.  It includes a back entry from land for entry and heavy loading.  Stage right features a VIP lounge with areas for full catering and bar.  Stage left includes a covered structure for the audio visual equipment and crew.

Aquapalooza 2014 Lake St. Clair, MI Stage Banner Design
Aquapalooza Stage Banner Design by

It was important for Colony Marine, the host of the event, to gain brand recognition.  A number of event sponsors also required logo exposure.  The next phase of staging included graphic design and material selection to accommodate wind and potentially adverse weather conditions.

Aquapalooza Stage Setup by
Aquapalooza Stage Setup by

Tonic handles coordination of stage setup including management of labor to assemble trusses, equipment—some custom, some rental—screens and a variety of other audio visual components.

Aquapalooza Stage LED Wall by
Aquapalooza Stage LED Wall by

Tonic constructed a Light-Emitting Diode (LED) video display wall for the Aquapalooza stage.  This type of technology, with its high resolution and switch rates, fit the need for the daytime event perfectly.  Video projection allowed the crowd to see the performers and themselves up close on the big screen.

Front view of floating barge stage from water.  Aquapalooza 2014 Lake St. Clair MI produced by
Aquapalooza Stage with VIP Lounge  by

Safety of the temporary stage structure is of utmost importance.  Equipment load, technology used, management of electricity and crowd control is all considered in the stage configuration for any venue.

Aquapalooza Stage showing side VIP Tents
Aquapalooza Stage VIP Tents by

Once the stage is set and the show goes live, crowd management becomes critical.  Tonic coordinated land and marine security patrol for the concert.  With over 6,000 watercraft in attendance over the two-day event, there were no major accidents or injuries reported.

Aquapalooza Stage Rear View by
Aquapalooza Stage Rear View by

Let help your organization with indoor or outdoor stage design and build for your next concert, festival, or corporate event.  Contact us about Tonic’s full array of services for live marketing events.


Record Attendance to 2014 Aquapalooza Concert Event

Colony Marine, the largest boat dealer in Southeast Michigan, partnered with Tonic for the third year in a row to bring Aquapalooza to Lake St. Clair on July 26-27, 2014.  Managing promotion, talent acqusition, production and security for the show, Tonic drew record attendance of nearly 25,000 people over the two-day concert and boating event.
Front view of floating barge stage from water.  Aquapalooza 2014 Lake St. Clair MI produced by
Front view of floating barge stage from water. Aquapalooza 2014 Lake St. Clair MI produced by
“Tonic was the nuts and bolts that made the weekend festivities a success,” said Pete Beauregard, Jr., Owner of Colony Marine.  “Year after year, they add sponsors and assets.  They continue to be our go-to for delivery of high-end events like this concert series on the lake.”
Crowd at Aquapalooza 2014 Lake St. Clair, MI produced by
Crowd at Aquapalooza 2014 Lake St. Clair, MI produced by
Aquapalooza is a free, on-water celebration.  It features live entertainment on a floating stage, a VIP lounge serving food and beverage and sponsorship giveaways to the crowd.  This year also included one lucky winner of a Crest Pontoon valued at $40,000.
“While we pride ourselves on securing quality entertainment to perform on a specially-designed barge stage,” says Eric Flynn, COO of Tonic, “our main concern is crowd management.”
Boats at Aquapalooza 2014 Lake St. Clair, MI produced by
Boats at Aquapalooza 2014 Lake St. Clair, MI produced by
According to counts by local marine enforcement and a drone fly-over, the Saturday rock concert line-up attracted about 3600 watercraft and the Sunday country performers brought in about 2700.  “That equates to a half mile square grid of boats and people to manage,” says Flynn.  “Our safety and security teams kept the weekend free from any major accidents or injuries while our expert production crew used state-of-the art audio visual equipment to keep the entire crowd entertained and rockin’.”

The entertainment line-up included Craig Morgan, Capture Detroit, Jo Caine Band, Meldrum Brothers Band, Under Pressure, Motor Inns and emcees DJ Cha Chi from Liquid Entertainment. Major sponsors included Chrysler UAW, Bud Light, NASH FM 93.1, 96.3 WDVD and Tonic.  The event took place in front of Belle Maer Harbor.

If your company would like to become an Aquapalooza sponsor, or, if your organization has interest in hosting a similar concert event in the water or on land, contact Eric Flynn at Tonic for details.  If you’d like to browse more photos from the event, check out Colony Marine’s Aquapalooza page.

Plex Partners with Tonic on Corporate Meeting

Plex | Corporate Staging

Plex, a leader in the cloud-based ERP for the manufacturing enterprise, recently partnered with Tonic for full production of its corporate meeting.

From staging and lighting to audio visual and sound, Tonic ensured that the Plex team had what it needed to effectively communicate with its audience.

Plex | Corporate Staging 2

If you’re looking for a production company to provide call-of-show services for your next event, contact Tonic.  Tonic is a creative firm delivering high-impact production, live marketing event and corporate communication services.

Plex | Corporate Staging 3

Plex (Troy, MI) delivers industry-leading ERP and manufacturing automation to nearly 400 companies, including aerospace and defense, food and beverage and motor vehicles.  With insight that starts on the production line, Plex helps companies see and understand every aspect of their business ecosystems, enabling them to lead in an ever-changing market.