Spring Fling is the annual concert hosted by the Associated Students, Inc. at California State University, Dominguez Hills. The idea for Spring Fling was conceived by students, who noticed that other Cal States celebrated the end of the academic year with a large-scale concert for their students; something CSU Dominguez Hills did not have. In 2017, the first Spring Fling was formed, featuring student DJs, balloon artists, henna artists, obstacle courses, food trucks and much more. Attended by nearly 1,000 students, the event was well received and students instantly wanted to see the event grow into an actual concert.
My first year as Program Coordinator for ASI, I was tasked with improving the concert to heights never thought possible. Sending out various surveys, we polled the students and asked for their direct feedback regarding requested artists, vendors and activities they would like to see. 2Chainz was a unanimous selection, and the negotiation period began shortly after.
The marketing materials were designed based on 2Chainz’ recent album at the time, Pretty Girls Like Trap Music. Pink promo boxes, glow sticks, shirts, buttons and stickers were used as promotional materials, as well as a poster and event calendar that mimicked the artists’ album cover. The concert took place at the Dignity Health Center (then known as the StubHub Center) with over 2,000 students in attendance, doubling from the previous year.