Colfax Marathon Expo Hall
Growing a health & fitness expo from 35 to 100+ exhibitors through strategic event management
PROJECT DETAILS
Client: Colfax Marathon Expo Hall
Partnership: Freeman
Duration: 9 years
Location: Broncos Stadium at Mile High, Denver | Wings Over the Rockies Air & Space Museum
Challenge: Strategic expo growth within NFL stadium constraints and complex regulatory requirements
Result: 200% vendor growth—from under 35 to 100+ exhibitors in 5 years
Project Overview
Partnered with the Colfax Marathon Expo Hall to transform their vendor presence through strategic problem-solving and comprehensive account management over a 9-year engagement, navigating complex venue logistics and multi-stakeholder coordination at one of Denver's premier sports venues.
Challenge
The Colfax Marathon Expo Hall needed to significantly expand its exhibitor base while managing the complexities of operating within Broncos Stadium at Mile High—including NFL scheduling constraints, union labor requirements, stadium safety protocols, and facility regulations. The event required seamless coordination between multiple stakeholders and the flexibility to accommodate last-minute changes while staying within budget.
Strategy & Execution
Stakeholder Management & Coordination
Cultivated strong relationships with special event and stadium event staff
Collaborated with Freeman floor plan designers to optimize vendor layouts
Ensured compliance with stadium safety regulations and facility rules
Coordinated union labor for installation and breakdown
Worked within NFL league schedule constraints that dictated stadium availability and event timelines
Adaptive Planning & Design
Redesigned floor plans year-over-year to accommodate changing stadium availability dictated by NFL scheduling
Adjusted event setup and breakdown timelines annually based on league-mandated stadium commitments
Optimized layouts to work within contracted areas that varied from year to year
Maintained vendor satisfaction and event flow despite changing spatial constraints and time windows
Balanced growth objectives with flexible space allocation
On-Site Leadership & Problem-Solving
Managed multiple on-site and last-minute changes to serve customers and attendees
Led team to execute changes while maintaining budget constraints
Wrote and submitted contract work tickets
Obtained fire marshal approvals
Supervised on-site crew for installation and event execution
For the milestone 10th anniversary, the event moved to Wings Over the Rockies Air & Space Museum (a former World War II-era aircraft hangar), requiring specialized planning:
Adhered to strict preservation protocols to protect the facility and historical exhibits
Designed attendee flow patterns that protected museum displays
Coordinated vendor move-in to ensure zero damage to the historic venue
Balanced accessibility with preservation requirements
Special Venue Coordination: 10th Anniversary Event
100+ Exhibitors Scaled from single digits to over 100 vendor spaces
200% Growth Achieved in just 5 years
9 Years Long-term partnership built on trust and results
Results
Scaled vendor area from single-digit booths to over 100 exhibitor spaces at Broncos Stadium at Mile High
Maintained a 9-year client partnership through consistent delivery and complex problem-solving
Successfully adapted floor plans and timelines annually to accommodate variable stadium availability driven by NFL league schedules
Successfully managed multi-venue logistics, including an NFL stadium and historic museum facility
Executed last-minute changes while consistently staying within the client's budget
Coordinated multiple stakeholder groups: union labor, stadium staff, fire marshal, venue management, and client team
““Darlene and I have worked together for 7 years in a partnership with Freeman and The Colfax Marathon Partnership. Darlene has amazing attention to detail and responsiveness to our needs as one of her VIP clients. I propose an idea, and she runs with it and makes it happen. She quickly solves problems and follows up. She has helped me to grow our vendor area exponentially, from single-digit booths to over 100 booths for vendors and sponsors at Broncos Stadium at Mile High. If she were ever to leave, I’m not sure anyone could fill her shoes. I know that nothing will fall through the cracks working with her! I can’t recommend her enough!””
Skills Applied
Event logistics management for large-scale expos and trade shows
Stakeholder coordination across union labor, venue management, and client teams
Budget management with adaptive planning under changing conditions
Regulatory compliance, including fire marshal approvals, stadium safety, and historic preservation
On-site event supervision and real-time problem-solving
Client relationship management, maintaining long-term strategic partnerships