Music and camaraderie filled the air at Kyle Field as country music icon George Strait performed to a record-breaking crowd. Texas A&M University transformed a field of play into a field of melody and memories. How did they pull off a first-of-its-kind concert at their football venue? Let’s take a closer look.
Venturing into Uncharted Territory: The Blueprint
Organizing the concert was unlike any other, requiring space and seat reconfiguration. With no previous scalings or field diagram to guide the way, Texas A&M and the Messina Touring Group joined forces to develop a strategic seating plan. The plan introduced field seating and redesigned the entire student section seats to align with concert standards. Ultimately, standing-room-only options were introduced to satisfy the unrivaled demand. Each area was meticulously planned and configured to ensure that every attendee would enjoy an optimal viewing experience.
The Strategic Ensemble: Meeting Promoter Demands
With over 100 athletic events managed annually, Texas A&M is well-versed in event organization, yet the concert’s scale was a new venture. The concert called for a collective approach, where the ticketing system provider, promoter, school and its affiliated ticket partner, the 12th Man Foundation, each played a crucial role. Addressing the promoter’s requirements was an essential step in ensuring a successful concert. To bridge the gap, Texas A&M via the 12th Man Foundation, tapped into its partnership with Paciolan, who helped provide solutions, including implementing tools like seat level pricing, platinum seat marker, and fee management to meet the promoter’s intricate ticketing needs. Additionally, setting up data reports to cater to both internal stakeholders and the promoter.
“Our partnership with Paciolan proved invaluable in aligning with the promoter’s requirements for the record-breaking George Strait concert at Kyle Field. Their expertise in handling unique live events and their dedication to our vision played a significant role in our overall success.” - Trev Alberts, Texas A&M Director of Athletics
On-Sale Strategy: Managing High Volume
Texas A&M executed a strategic on-sale plan that was both comprehensive and thoughtfully developed, managing queues totaling more than half a million devices, ten times larger than the average on-sale. Central to this approach was implementing fourteen distinct on-sales, each designed to provide an orderly and exclusive experience. An important piece was granting early access to 12th Man Foundation donors as a way to show appreciation for their loyalty and support of Texas A&M Athletics. This plan included providing exclusive priority access based on six donor tiers. Such initiatives continue to drive the donor benefits program and reward the dedication of Aggie supporters.
In Closing: A Concert to Remember
With 110,905 fans in attendance, The King at Kyle Field set a new record for the largest ticketed concert in U.S. history.* The event's success reflects the pioneering spirit of Texas A&M whose commitment to honoring traditions while continuously innovating has set new standards within its community and beyond.
*Source:
Billboard. "George Strait Breaks All-Time U.S. Concert Attendance Record With 110,000-Plus at Texas A&M Show." Billboard, 10 June 2023,
