Primus headlined the Aug. 14, 2021 concert in the Marymoor Park Concert Series in Redmond, Wash. (Photo Credit: BECU)
BECU has forged an agreement with a Los Angeles live music company to sponsor an outdoor music series and become the financial services partner for two Seattle music venues.
Molly Middlekauff, BECU's senior manager of Affinity Sponsorships, said the partnership with AEG Presents increases the credit union's visibility among concert goers in Washington.
"We are always looking for ways to drive brand awareness and get in front of younger audiences, and our partnership with AEG Presents helps us achieve this goal," Middlekauff said.
BECU ($30.4 billion in assets, 1.4 million members) announced in May that it had become the presenting partner of the Marymoor Park Concert Series, an annual outdoor event in Redmond, Wash., about 15 miles east of Seattle with an outdoor seating capacity of 5,000. BECU also became the exclusive financial services partner of two Seattle music venues owned and operated by AEG Presents: The Showbox and Showbox SoDo theatres. This allows BECU signage to be present at both venues.
Molly Middlekauff The Marymoor Park Concert Series was cancelled entirely in 2020 because of the COVID-19 pandemic, and in 2021 an abridged version was held with concerts in August and September.
Rob Thomas, vice president of AEG Presents Pacific Northwest, said this year it's back in full swing with 31 concerts from May through September. The next concert is Barenaked Ladies on Thursday and the last is Bikini Kill on Sept. 17.
"It is the highest number of concerts we have ever hosted at Marymoor Park and it is an honor for us to be able to host these world class performers and bring them to our community this summer," Thomas said.
AEG Presents runs tentpole festivals and multi-day music events, including the Coachella Valley Music & Arts Festival in Indio, Calif., and the New Orleans Jazz & Heritage Festival.
Rob Thomas As the presenting partner, Middlekauff said BECU is also able to promote its KEXP debit card, which launched in 2020, the 50th anniversary of the non-profit station Seattle station that broadcasts and streams an eclectic mix of music to a worldwide music community. BECU donates one cent per transaction to KEXP.
"The crossover between Marymoor Park Concert Series artists and KEXP artists, along with our debit card donation, allows us to market to engaged attendees and bring our brands together to help increase support for local musicians and the music community," she said.
The arrangement also provides perks to BECU members, such as pre-sale access to select concerts hosted by AEG Presents and faster entrance to concerts through a dedicated entrance by showing any of their BECU debit or credit cards. BECU also plans to partner with the series to run exclusive sweepstakes and premium giveaways.
The partnership helps the community because revenue from the Marymoor Park Concert Series helps support the operation and maintenance of King County Parks' facilities and public lands.
"This broader focus aligns with the 'people helping people' credit union philosophy," she said.
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