Bulleit Bourbon: 3D Printed Frontier

Transforming a Historic Steel Mill into an Immersive Brand Experience

4Night Event

300+Guests per Night

20,000Sq. Ft. Venue Transformed

60+Moving Lights Installed

3Day Venue Buildout

In This Case Study:

Services
Challenge
Solution
Impact
Deliverables
Key Information
Photo Gallery

Fly Helo brought in BMG to support 3D Printed Frontier, an experiential activation for Bulleit Bourbon held at Tips Iron & Steel Co. in Austin, Texas.

The four-night event transformed a 20,000-square-foot steel mill built in 1899 into an immersive brand environment featuring a custom 3D-printed bar, 3D-printed drink station, wood burning art installation, specialty drink bar, DJ area, performance stage, and live entertainment.

BMG supported the activation through event management, technical coordination, lighting design, front-of-house audio, staging, power distribution, venue infrastructure, vendor coordination, load-in support, and strike.

The Challenge: Making an Unconventional Venue Event-Ready

The event was built around a unique space, but that space needed significant production infrastructure before it could host guests safely and support four nights of live programming.

Historic Steel Mill Conditions

Tips Iron & Steel Co. gave the activation a strong industrial look, but the venue also created practical challenges.

BMG had to account for power, heating, lighting, restrooms, guest flow, technical infrastructure, and a leaking roof inside a 120-year-old steel mill.

Shifting Scope and Schedule

The project evolved throughout the planning process, with changes to the scope of work, schedule, technical requirements, and production needs.

Those changes affected internal scheduling, vendor coordination, generator requirements, front-of-house audio planning, and event logistics.

Live Entertainment and Guest Experience

The activation needed to support more than a static brand installation.

BMG had to help create an environment that could handle guest movement, live musical performances, DJ moments, specialty drink areas, immersive installations, projection, lighting looks, and a performance stage across four nights.

The Solution: Event Infrastructure for a Four-Night Brand Activation

BMG provided the production coordination, technical infrastructure, and on-site support needed to turn the steel mill into a working event environment.

Event Management and Coordination

BMG participated in regular planning calls with Fly Helo and the client team leading up to the activation.

As the scope changed, BMG adjusted schedules, logistics, vendor coordination, equipment planning, and technical requirements to keep the event moving toward execution.

A BMG Production Engineer served as the on-site technical manager and production coordinator, overseeing event management logistics throughout the activation.

Venue Buildout and Guest Infrastructure

Working with Fly Helo, BMG helped support the transformation of the venue over three days.

The build included event areas for the 3D-printed bar, 3D-printed drink station, wood burning art installation, specialty drink bar, DJ area, performance stage, VIP spaces, and back-of-house areas.

BMG also supported the practical infrastructure needed for guest operations, including public restrooms, pipe and drape, heating, cooling, and equipment required for load-in and strike.

Lighting and Projection

BMG designed and installed a full lighting package for the activation.

The system included more than 60 moving lights, 16 LED lekos, eight exterior LED PAR fixtures, and three projectors. The lighting design helped shape the industrial venue, support the performance areas, and create a more immersive guest experience across the space.

Audio, Staging, and Power

BMG provided the front-of-house audio infrastructure needed to support multiple live musical performances.

The team also provided in-venue staging, redundant power, power distribution, generator planning, and technical support to keep the activation running across all four nights.

Impact

BMG helped Fly Helo and Bulleit Bourbon turn a historic Austin steel mill into a fully operational experiential event venue.

The activation welcomed more than 300 guests per night and gave Bulleit a distinctive environment for live entertainment, immersive brand moments, guest interaction, and product-focused experiences.

For the client, the result was a four-night event that used the character of the venue while solving the technical and logistical challenges behind the scenes. For BMG, the project showed how event management, technical production, lighting, audio, staging, power, and venue infrastructure can come together to support a high-impact brand activation.