Jon Amezcua
Timber Busch Country entry arch and mountain logo above a festival crowd

Busch LightBusch Country

A festival footprint that felt like a national park lodge.

Busch Light's national-park heritage, built at festival scale — timber architecture, mountain marks and a taproom people stayed in.

01

The Footprint

Guests moving through the Busch Country entry under the timber arch and sail-cloth canopies
Busch Country — CMA Fest, Nashville
Timber pergola lounge with mountain-print scrim walls and a prize wheel sign at the entry
Guest drinking a Busch Light with the Nashville skyline behind the activation deck
02

Hospitality

Merch counter with hats, bandanas and koozies against a mountain-print backdrop
Bartender raising a can inside the timber Busch Light bar build with a lit logo sign
Hand holding a cold Busch Light can with a festival wristband against a timber wall
03

Details

Close view of Busch Light premiums — hats, frisbees, bandanas and koozies on the branded counter

Related

Festival crowd walking past the Toyota Paradise Park tent and signage at Stagecoach
Creative Direction

Toyota — A Decade of Activations

Völkl athlete lit from both sides in near darkness, holding a red Vostra racket
Creative Direction

Völkl Tennis — Vostra V9

Rule Your Beat neon environmental wall glowing over the Burger King activation at night
Experiential

Billboard × Burger King — Rule Your Beat