Cultivating Career-Defining Partnerships with Don Strasburg and Sam Warren, the Creators of Icelantic’s Winter on the Rocks
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Eleven years ago, Sam Warren walked into Don Strasburg’s office and said he wanted to put on a concert at Red Rocks Amphitheatre, but not during the regular concert season—he wanted to do it in the middle of winter. As Partnership Director at Icelantic Skis, Sam described his vision as a pipe dream born out of a love for Colorado, live music, and bringing their like-minded community together. And there was one person who could make it happen: Don Strasburg, co-President of AEG Presents Rocky Mountains and the Pacific Northwest. It’s through their partnership that Winter on the Rocks was born.
“I remember coming into [Don’s] office and sitting down, and being so nervous,” Sam said. “Don's a big note taker. So he was writing his notes. [He] wrote this number down on a paper and he flipped it around. And that number was how much [money] artists for Red Rocks was going to be. And he said, ‘That's what I need you to make in sponsorship.’ And the meeting was over. I think the rest is history.”
A decade later, Icelantic's Winter on the Rocks has hosted artists like Anderson Paak, Major Lazer, Damian Marley, and De La Soul. The headliners for the 2022 concert are Diplo and Sofi Tukker.
In this episode of Forge Ahead, Don and Sam talk about cultivating lasting business partnerships, building products that reflect your values, and why shared, in-person experiences are more important than ever.
Visit www.forgeaheadpodcast.com for the full Show Notes or to learn more about the show.
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