This October, the Upstage Labor Division proudly partnered with Berger Logistics, a subsidiary of Red Bull, to help bring one of Red Bull’s most iconic modular structures — the Holzhaus (“wooden house”) — to life during TwitchCon, San Diego. This marked one of the first times the Holzhaus has been assembled in the United States outside of Formula 1, making the project both technically ambitious and historically significant for everyone involved.
From Summit to Partnership: How It All Began
Our journey toward this partnership began at the Live Production Summit (LPS) earlier this year — a gathering of industry professionals, vendors, and thought leaders in live music and event production. It was there that our team met Silvester Grundmann of Red Bull, who expressed interest in learning more about our labor services and how Upstage could support Red Bull’s future Hospitality event operations.
Following our initial conversations, Silvester invited us to perform a test build at Berger’s Hyrum, Utah facility, where we worked with a large crane and safety systems to demonstrate our skill and precision. The test proved that our team could meet Red Bull’s high standards — and more importantly, that we shared a common approach to safety, efficiency, and excellence. That successful collaboration led directly to our selection for the TwitchCon San Diego Energy Station project, in partnership with Berger Logistics.
Teamwork and Grit: The Foundation of Our Success
When the time came to bring the Red Bull Energy Station featuring the Holzhaus to life in San Diego, Upstage deployed a hand-selected crew of 12 highly skilled professionals from our Utah labor pool. These individuals represented the best of what Upstage stands for: The Core Values of Speed, Teamwork, Expertise, and Grit.
Working side by side with Berger Logistics crews, our team erected the three-story wooden structure using a 200-ton crane and specialized equipment — completing the build in less than three days. Despite facing challenging weather, including 45+ mph winds during the second-story build, our team stayed focused, disciplined, and committed to safety.
The same determination carried through to the strike, where the entire structure was safely deconstructed in another two and a half days. From skilled riggers and equipment operators to truck drivers and stage hands, every member of the Upstage team stepped up to contribute wherever needed — embodying our core value of teamwork.
One of the key advantages that Upstage brings to the table is our in house trucking and logistics division, Pro Show Logistics. Our experienced team of CDL drivers coordinated extremely well with Berger Logistics to navigate the tight venue space and systematically offload, mobilize and load the 17 flatbed trailers with ease. Having Pro Show Logistics, a division of Upstage Companies onsite to ensure a safe and smooth build was a true difference maker.
Safety and Expertise: Setting the Industry Standard
At Upstage, safety is of the utmost importance. Throughout the project, our crew maintained full compliance with OSHA and Berger’s safety standards, using high-visibility gear, hard hats, retractable lifelines, and fall protection systems to ensure a safe environment for everyone on site.
Several members of our team held OSHA 10 and OSHA 30 certifications, reinforcing our commitment to industry best practices. Even with the project’s demanding schedule, we maintained a perfect safety record — completing the entire build and strike without incident.
Our ability to balance speed, safety, and precision is what makes Upstage stand apart in the live event and production space.
Looking Ahead: Expanding Opportunities for Berger / Red Bull
The San Diego project was more than a successful build — it was a defining moment for our ongoing relationship with Berger Logistics. The client was impressed by our ability to deliver ahead of schedule, even allowing for early demobilization of the crane due to our efficiency.
We are now in active discussions to support future Berger, Red Bull Hospitality events across the country, with additional opportunities planned for 2026 and beyond. Each new collaboration represents another chance to showcase our speed, teamwork, expertise, and grit — the Core Values that drive everything we do at Upstage.
A New Chapter: Entering the Corporate Activation Space
This project also marked an exciting step forward for Upstage as we continue to expand into the corporate activation and brand experience sector. While our foundation lies in live music and stage production, our teams have shown they can adapt and excel in new arenas — helping global brands like Red Bull, Toyota & doTERRA to create immersive, high-impact experiences.
By combining our labor force’s technical expertise with the creativity and precision that corporate activations demand, we’re redefining what’s possible for Upstage and our clients. The Red Bull Energy Station featuring the Holzhaus in San Diego was more than a build — it was a statement of what Upstage can achieve when passion and performance meet opportunity.
Watch the Holzhaus Build:
🎥 YouTube Video
🎥 Instagram Reel
Learn More About the Red Bull Energy Station: Red Bull Energy Station Overview
Event Partner: TwitchCon San Diego 2025