We are passionate about live events, music and entertainment.  We believe today's consumers crave more communal, and personalized, experiences that touch their emotions and create lasting memories.  We know this from our experience in the category.

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We believe in immersive brand experiences.  We believe transacting is about more than just selling products or services in a store or online.  Today's leading consumer brands go beyond the core product or service to build lasting and emotional customer relationships.  We've been there and witnessed it firsthand.

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We build relationships.  We leverage our strengths.  We set goals and work with our partners to achieve them.


Building genuine customer relationships is often overlooked and undervalued.  At Backline Partners, we believe every business exists to serve customers and address needs, not just to transact and generate revenue.  Therefore, the customer relationship is everything, and the stakes are higher than ever.

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Goods and services are no longer enough to foster economic growth, create new jobs, and maintain economic prosperity. To realize revenue growth and increased employment, the staging of experiences must be pursued as a distinct form of economic output. Indeed, in a world saturated with largely undifferentiated goods and services, the greatest opportunity for value creation resides in staging experiences.
— B. Joseph Pine II & James H. Gilmore, The Experience Economy

Photography provided by Unsplash