Putting the Star in All-Star

Putting the Star in All-Star


After impressing the MLB All-Star committee with a strong and detailed plan to WOW Miami with a unique sports marketing concept, Innovative Group was brought on to conceptualize, design, and execute a turnkey build of an empty parking lot adjacent to Marlins Park. Playing host to MLB’s premier All-Star Pre-game Celebration.


There was something for everyone to enjoy. From cigar rollers to domino tables to salsa dancers to live art to an interactive Barber and Shave Shop to an interactive PS4 gaming zone and more. All topped off by a live concert by Latin Grammy Award winner, Nicky Jam. And what’s Miami without a beach? We brought in 5 dump trucks of sand and created All-Star Beach, complete with VIP cabanas, a live sandcastle build, corn hole, Mojito bar, lap pool, and private Beach houses. MLB execs, their VIP’s, and key stakeholders were also treated to the finest cuisine the city has to offer with special and unique catering dishes created by world-class chefs.


Sponsorship Sales | Sponsorship Activation | Event Planning/Production | Hospitality/Catering | Concessions | Tenting | Graphic Design/Production | Brand Ambassadors | Traditional Suites | Single Day event | Concert


  • 4,000+ fans surprised and delighted
  • 30,000+ square feet of empty space successfully activated