CEG Live × XRoads41

XRoads41 set out with an ambitious goal: to become the premier festival destination in Wisconsin. While the property had assembled best-in-class operational teams to deliver an unmatched fan experience, partnership execution and premium sales efforts were underperforming and failing to maximize the venue's full potential.

CEG Live was brought in to develop and implement a comprehensive commercial growth strategy, focused on increasing partnership revenue the right way while ensuring brand activations onsite enhanced (rather than disrupted) the fan experience. By prioritizing best-in-class partnerships, premium inventory strategy, and high-impact brand integration, CEG transformed the property's commercial approach.

In just two years, CEG has tripled partnership revenue, sold out all premium suites and hospitality tables, and helped establish 17 tier-one branding assets onsite, further elevating fan engagement and reinforcing XRoads41's position as a premier festival destination.