A sweet name and logo for the new amphitheatre at Boyd Park was unveiled during a press conference at Del’avant Event Center on April 9. What was formerly LaGrange’s city park and pool, is now Sweetland Amphitheatre at Boyd Park.
This new name reflects the amphitheatre’s history as a spot for families to gather and the home of LaGrange’s cherished Sweet Land of Liberty Parade. Established in 1935 as the City Park or Municipal Park, it became the anticipated summer “hangout” back in the day, with the addition of the pool. Years later, a baseball field was incorporated into the park with assistance from the Callaway Foundation. On July 4, 2004, the park was renamed for Jim and Annette Boyd. The Boyds started the “Sweet Land of Liberty” parade more than 30 years ago, which is held on the Fourth of July each year, and today still begins at the park. In recent years, the park had become unused and slightly deteriorated.
Now it’s set to be the South’s sweetest stage, featuring star-studded performances and events. Upon completion (scheduled for spring 2016), the amphitheatre will bring a new beginning to Boyd Park and the community.
“Boyd Park has always been such an important part of LaGrange and named for a family who has made such a difference in our community,” said Bobby Carmichael, Downtown LaGrange Development Authority executive director. “It’s the perfect place to bring friends and families together and to pay tribute to our history and those who have supported it.”
The name Sweetland Amphitheatre was selected after an extensive brand development process led by local firm, Kelsey Advertising & Design. “After studying top amphitheatres throughout the United States, we focused on developing a unique name that ties in with our community,” explained Brand Strategist Andy Fritchley. “The Sweetland name, which honors the Boyd Park legacy, is meaningful to local residents and provides an appealing image that’s easy to promote throughout the region. It also reflects the charm and sense of community of this area.”
The new brand identity echoes the patriotic feel of the name and the location, with a vintage look that’s a nod to the history of the park. Incorporating geometric shapes, along with some ornamentation, the logo takes its inspiration from the art deco style of the 1920s-40s. It’s an eclectic style that features a mix of traditional elements with machine-age design – making it a perfect fit with the history of Troup County. The elements of the logo also represent the natural and manmade features of the amphitheatre, including the starry evening sky, curtains, bunting and the stage itself.
Designed by The Smith Design Group, the amphitheatre is carved into the existing hillside, creating a tiered bowl. To preserve the memories and image of historic Boyd Park, the original pavilion is being rehabilitated and expanded. The pool has been removed to allow for the expansion, accommodating a covered entry to the park as well as new restrooms and concessions to serve the large open green space and amphitheatre. The green space, approximately the size of the downtown Square, will have decorative lighting and convenient power and water connections for community outdoor affairs including festivals, fairs and fundraising events. With stadium seating and space for lawn chairs, the amphitheatre will offer capacity for about 2,200 spectators. Lush landscaping including the bicentennial tree at the front entrance of the park will help set the backdrop for an intimate venue steeped in beauty and history.
Merging the history and the progress of this town, the amphitheatre project has been made possible by the public-private partnership between the City of Lagrange, Troup County and The Callaway Foundation, Inc.
“The amphitheatre will be the jewel of LaGrange, providing residents and visitors a venue like no other in this area,” said Callaway Foundation President Speer Burdette. “While still paying homage to the past, it’s sure to provide enjoyment for many years to come.”
About Sweetland Amphitheatre at Boyd Park
Where tall pines sway to the rhythm of a southern breeze, sits the South’s sweetest stage in the heart of LaGrange, Georgia. Carved right into the hillside of historic Boyd Park, Sweetland Amphitheatre provides an intimate outdoor venue for star-studded performances and community events. Scheduled to open in spring 2016, Sweetland Amphitheatre will offer lawn chair and stadium seating for about 2,200 spectators.
