The White House Easter Egg Roll

White House Easter Egg Roll

CHALLENGE

Event production and logistics for the annual White House Easter Egg Roll held on the South Lawn of the White House in Washington, D.C., beginning in 2009 and continuing for all subsequent events. Rebranded and refreshed a long established tradition and incorporated contemporary production values.

PROCESS

Managed all aspects of the production including concept development and creative design, Ticketing and crowd logistics, load-in/strike and onsite schedules and operations. Facilitated all planning meetings across stakeholder groups.

Collaborated with the White House Visitor’s and Social Offices, the National Park Foundation, the National Park Service, and the United States Secret Service.

Overhauled the event entry system in order to allow 10,000 more guests to attend — a 50% increase from prior year events.

RESULTS

– 30,000 attendees attend this one day event.

– Revamped programming and branding to more fully integrate the event theme and appeal to modern youth.

– Introduced electronic ticketing to allow a more geographically diverse audience.