The Garth experience

I sat in a sold out Sprint Center last night in amazement. I looked around this ten-year old facility and saw nothing but delighted faces who were willing Garth Brooks on and on as they experienced what arguably may be the best musical performer alive today. Brooks was on his fifth sold-out concert in two-and-half days and was giving it his all. But, he was clearly spent from approximately 12 hours worth of hard charging country and rock and roll since his first show Friday night at 8:00 p.m.

I've seen Brooks twice - first in 2007 when he sold out nine shows at Sprint Center in the arena's inaugural year in Kansas City. (As Brooks stated frequently last night, "We opened this frickin' building!") And, I attended last night with about 17,000 of my friends from low places, all of who could not get enough of this marquee performer.

What struck me sitting there was the experience of a Garth Brooks concert. I've seen Bruce Springsteen, U2, and the Rolling Stones in their prime - all multiple times. Only the Boss comes close to replicating what Brooks can do live - draw in an audience, guide them and own the attendee experience.

Brooks' genuine sincerity is his genius. The audience feels it, the audience knows it, and they repay that sincerity with their devotion to performer and music. There is no other concert that I've attended where the audience sings along, with abandon, to every word of every verse of every song - even those who weren't hit singles. Only the Boss comes close, which is why I tweeted last night that there is the Boss, and Garth...and everyone else is playing for third place.

Brands would be wise to study Brooks and follow his lead. He's genuine. He's sincere. He understands his audience. He prices his experience in a way that it's affordable to everyman/everywoman. And, he gives his absolute all to every concert-goer at every show. In return, you feel like you are the most important person at his show whenever you see him in concert.

Garth Brooks is a showman. He's also a brand that understands who he is, what he delivers, and revels in the relationship that he's created with his devotees.

If there is a case study for the consumer experience worth emulating, it is this. Seven sold out shows over two weekends are proof enough of what his consumers think of the experience.

Editor's note: Garth Brooks played shows on Friday night, May 5; Saturday afternoon and evening, May 6; and Sunday afternoon and evening, May 7. He will return to play concerts at Sprint Center, Kansas City, MO, on Friday night, May 12 and Saturday night, May 13. His wife, Trisha Yearwood, shares the stage with him for a portion of each show.