Downtown FabWorks Portfolio | Culver's Blue Room Experience

project
description

At the iconic Field of Dreams in Dyersville, Iowa, Culver’s invited festivalgoers to slow down, cool off, and soak in Midwest hospitality. The Blue Room Experience was a welcoming, open-air brand activation where fans could sample vanilla custard, catch intimate performances, and sign a colorfully custom cow to support the National FFA. For two unforgettable days, it brought the Thank You Farmers® mission to life on one of America’s most beloved backdrops.

the
challenge

GMR Marketing came to us with a big vision and a fast-approaching deadline. They needed a full-scale, transportable brand environment that offered a fun experience and high-impact design while honoring the values close to Culver’s brand. Every element of the activation had to be easy to install in the middle of a cornfield and feel warm and welcoming, not corporate. It also needed to be modular for reuse at later events, including for Curdtoberfest in Milwaukee, Wisconsin, two months later.

description

We brought the Blue Room Experience to life through custom-fabricated scenic elements, all designed for setup on a raised stage platform. The structure resembled an open-air barn, made from lightweight flats and branded fabric panels to create a strong visual presence without sacrificing flexibility or function. We built fabrication-friendly details like wide entranceways and modular components so the environment could be transported, disassembled, and reassembled with ease. Inside the barn, we crafted a custard stand and musician's stage, with highboy tables for guests to enjoy snacks and tunes in comfort. A hand-painted blue-and-white cow replica offered a fun Insta moment while doubling as a donor wall to support the National FFA. Dynamic graphic walls and a backyard-inspired lounge with custom-made cornhole sets, seating, and white picket fencing helped complete the scene. From the tiniest trim piece to the overall atmosphere, everything we made helped ground the experience in authenticity, helping build a deeper connection between Culver’s and the communities they support. At the conclusion of Field of Dreams, the activation was deinstalled, stored, and received touchups and new signage for its debut at Curdtoberfest in October 2025.

Scott Beelman

Partner, Katapult Events

In the world of live events—where things often change on a whim—it's great to have a fabrication partner who understands our business and exceeds our expectations every single time.

Kristen Kain

Owner, Kristen Kain: Marketing + Events

Downtown FabWorks is a great group to work with on any event project. They are experienced in all things related to scenic fabrication and installation, and they are flexible and accommodating as the needs of the project are developing. Having a reliable scenic partner is crucial to the success of the project—and Downtown FabWorks does not disappoint.

Mandi (Ridgdell) Mueller

Account Manager, Solomon Group

We love our partnership with Downtown FabWorks! Between their quality leadership and fortitude they are second to none.

Paul Utterback

Business Development, Crystal Clear Imaging

A model company for design and fabrication. If you can dream it, Downtown FabWorks can do it.

Irina Gusin

Independent Exhibitions Producer

Dan and his team at Downtown FabWorks were able to fully produce and execute a large-scale structure thoughtfully and in record time when my project's deadline was threatened by Hurricane Ida. I couldn't be more appreciative of Dan's professionalism and hard work during a very stressful and uncertain time. Dan and his team were a joy to work with!

Mike Cassesi

Owner, CASSESI Commercial Construction

Dan and his team are true professionals who are in a league of their own. When it comes to creativity, quality, and skill, Downtown FabWorks is a company that we know we can trust. Dan is down-to-earth, responsive, hardworking, and a true pleasure to work with every time.

Chuck Breaux, Sr.

Owner, Assurance AV Solutions

Working with Dan and his team has been great. We always have a need for custom fab solutions in our line of work and these guys deliver top-notch work on time—every time. I highly recommend them for any of your fabrication needs.

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