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Schenectady's Ellis Medicine to sponsor 2019 concert series at SPAC
Monday, January 21, 2019
Schenectady-based medical provider sees deal with Live Nation as marketing tool
SARATOGA SPRINGS — Schenectady-based Ellis Medicine is sponsoring the 2019 concert series at Saratoga Performing Arts Center.
Ellis’ partnership with event promoter Live Nation will include acts ranging from Kiss to Phish to Tedeschi Trucks Band. Ellis decided to buy naming rights as a marketing tool -- a way to boost its profile with the roughly 400,000 people expected to attend Live Nation shows at SPAC this summer.
Live Nation is the global events promoter that presents the popular music performances at SPAC. Ballet, philharmonic concerts and other fine arts performances are not staged by Live Nation and are not part of the agreement with Ellis.
The roughly 30 shows will be called the Ellis Medicine Concert Series at SPAC. The full lineup will be announced later this year.
In practical terms, the agreement will result in concertgoers seeing Ellis signage, a tent and video presentations on site before concerts. All of these will be designed to get health-related information out to the audience and boost awareness of Ellis and the services it offers.
The arrangement might even help Ellis find some new employees, which is an issue in a tight labor market.
“We’re finalizing this in terms of how we can leverage this in recruiting,” Schwartz said.
Many SPAC concertgoers come from out of the region, but a large percentage live within Ellis’ service area, Schwartz said. Many are in the key 25-54-year-old age demographic, he said, and more than half are women, who, more often than men, are the family decision makers for healthcare. So it made sense to put Ellis’ name in front of concert audiences, he said.
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Ellis Medicine | Newsroom
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