Flashback to Fall of 2012. Firefly year one was in the books, and preparations were in full swing for the festival’s second installment. Our Chicago-based office was buzzing with adrenaline and inspiration. We recognized our potential to turn Firefly into one of the best music festivals in the country and we were spending all day every day thinking about how to get there.
Red Frog, like Firefly, places a huge emphasis on experiences that people will remember for years to come. Over the years, the office has been home to themed conference rooms, tricycles, a zip line, a tree house, a bar, the list goes on. An impromptu brainstorm session in the tree house (something very common at Red Frog) resulted in us realizing we were missing out on a hometown advantage. Chicago has several of the best music venues in the U.S., and dozens of Firefly artists pass through town while touring each year. We were missing a huge opportunity. So there we were – we had a musical city, a cool office, and dozens of up-and-coming artists at our fingertips. Naturally, the Treehouse Session project was born.
ZZ Ward was our trial run. She came into the office on a Friday afternoon and brought Red Frog to their knees. There she was; sitting on a stool in front of Red Frog’s treehouse singing acoustic versions of “Put the Gun Down” and “Move It Like You Stole It”. In that moment, we knew we had something special. To this day, over two dozen artists have played in or in front of our tree house.
Fast forward to Spring of 2015. With three successful festivals under our belt, Firefly had grown exponentially in size. Despite the scale of the festival, it was a priority to continue to offer unique performance opportunities for our fans. The Coffee House had proven to be a huge success, so we decided to take it up a notch and bring a tree house to Firefly.
We designed a stage. We wanted it to be a natural extension of the trees, the main driver of character in The Woodlands. We built a catwalk that allowed fans to interact with artists in unusually close proximity. We created Treehouse Sessions to be a one-of-a-kind experience that could only be found in The Woodlands at Firefly. In June of 2015, AWOLNATION, Citizen Cope and The Dirty Heads headlined the first-ever Treehouse Session stage.
We’re excited to announce we are expanding the Treehouse Session experience this year. There will be more sessions and there will be later sessions. We already have several artists signed on to play Firefly’s most intimate music experience. Stay tuned, the full Treehouse Sessions lineup will be released in the next few weeks, and you won’t want to miss it.