During the construction of Northwestern’s new stadium, SME stepped up to design and deliver a premier, multi-tiered game day tailgate. The Lakeside Gameday Experience offered a range of options from stylish tailgate tents to exclusive VIP chalets. Fans easily browse and purchase their preferred tier through a custom SME built website. Each tier featured tailored amenities, all operated and managed by the SME team. ​

Throughout stadium construction, SME played a key role in revitalizing the game day environment by introducing essential infrastructure such as mobile bars and a premium hospitality area.