July 6, 2026 – For the last two years, the half-million attendees of the Lollapalooza summer music festival in Chicago’s Grant Park have been treated to a new feature: a bright red Coca-Cola-branded pop-up roller skating rink, complete with a DJ booth, cubbies full of skates and plenty of frosty soda cans.
The marketing ploy was the brainchild of Coke and Live Nation Experiential, an in-house division of the global company that owns the festival. But the rink itself was built about a thousand miles south — in New Orleans’ Bywater neighborhood — by Raven PMG, an under-the-radar Louisiana business that’s found success in the $130 billion and growing experiential marketing industry.