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.
“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.”
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.”
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.