Hub & Soul Music Series was created to activate Union Plaza in Lincoln. This music series brought cyclists, families, local businesses and musicians to the beautiful park. This event was created by Eleanor Creative, Lincoln Parks Foundation, and Lincoln Parks Department.

The Challenge and Objectives

The Lincoln Parks Foundation and Lincoln Parks Department realized that several of their parks were not being used in the way that they were designed for the community. They reached out to our firm to help create and brand a community music series that would incorporate local musicians, local restaurants, and ultimately bring hundreds of people into the park.

This specific event was created to activate Union Plaza. This park is six acres, sits adjacent to a beautiful bike path and is home to one of Lincoln’s favorite cafe’s – Hub Cafe.

Here’s what we were challenged to overcome:

  1. Park Activation. Union Plaza is on an urban island and it’s located next to the University, away from family units. The goal was to bring families from around the community to experience all that Union Plaza has to offer.
  2. Brand Awareness. Even though Union Plaza was created over 11 years ago, it still lacks name recognition in the community. The goal was to make Union Plaza synonymous with a local park that has the fun amenities for families.
  3. Connect to Cyclists. Union Plaza is located next to a bike trail. It was important to the Foundation and Parks Department that cyclists were aware of the benefits to this park.

Strategy and Tactics

We created a name that reflected music and our desire for this park to be a Hub for all people, especially cyclists and families. In addition, a long-standing restaurant called Hub Cafe also sits within this park.

We utilized a new website, social media, paid digital ads, news releases, print media, and radio to promote this event. Our strategy included a strategic organic social media campaign that highlighted the bands, sponsors, and local businesses affiliated with the event.


This music series ran for six weeks and we had over 600 people in attendance a night. Families, cyclists, and community members were able to experience the beauty and design of Union Plaza. The park amphitheater was activated, along with the adjacent trails and underutilized playground.