Big Shamrock makes the big waves to debunk the entertainment & event industry’s ‘dirty secret‘ for good. In 2024 alone, the event industry did a business of $68.7 billion (36% more than the previous year). But that success came at a hefty price, with $5 billion lost in the process. Yet, when Shaq is involved, losses can’t be in the equation. We are talking about a chance meeting between the founders of Medium Rare, Adam Richman and Joe Silberzweig, and Shaquille O’Neal at a Tomorrowland music festival about seven years ago. They had a technical problem to fix: to get rid of the run-of-the-mill company sponsors lineup model for festivals. Shaq here would fit like a glove!

Recently, Shaq joined forces with Guy Fieri, Travis Kelce, and Rob Gronkowski for a one-of-a-kind event during the Super Bowl weekend – an event that is synonymous with good foods, good drinks, and of course a good time. To bring these forces on board responsible is an event company, Medium Rare. While the Chiefs and Eagles battled under the bright lights, the 52-year-old was busy cashing in, shattering the myth of an unprofitable event industry—raking in an impressive $4.5 million.

Apart from bringing Shaq and other celebrities on board, Richman’s biggest challenge was party planning in New Orleans. “It’s just not a city that’s made for the abundance of people that are coming on Super Bowl weekend, and that’s been a real struggle for us, and we have to get creative on where we’re putting our staff,” the Medium Rare co-founder said. But that is what keeps him on his toes.

The event was held on February 7, 2025, at Mardi Gras World. This year’s event will mark the seventh time for Shaq’s Fun House. As per the co-founder, the event was expected to welcome nearly 5,000 general admission guests and another 1,000 VIP guests. Among the several artists, DJ Diesel, American DJ John Summit, and American rapper and actor Ludacris will be performing for the crowd. 

Apart from the performances, there were also arrangements for carnival rides, circus acts, and more, with all-inclusive bar tickets priced at $299. Both creators have always been creative with their events. Even the idea to collaborate with artists for these lively concerts was forged in association with O’Neal. 

Adam Richman and Joe Silberzweig met the 4x NBA champion at the Tomorrowland music festival almost seven years ago. “At the time, we definitely didn’t think it was the start of Medium Rare and the start of our business. And I think that’s how a lot of great businesses are actually born,” Silberzweig said in a conversation with Fortune. 

And this is how the creative minds have focused on spotlighting the artists. Apart from O’Neal, the brand collaborated with more celebrities to arrange two more big events. 

Medium Rare cracked the code for a $15 million success!

As part of the exclusive Super Bowl event, Medium Rare also produced the Sports Illustrated party. DJ Dom Dolla and Diplo are on the roster of performers at the event. And just before the Super Bowl, Guy Fieri will attempt to break his own record for the world’s largest tailgate at Guy’s Flavortown. Nearly 10,000 attendees are expected to join the event. 

The founders shared that while more than $3.5 million had been spent for each of the events, the total revenue earned was reportedly more than $15 million. “We actually saw the big festival model was broken. Most festivals actually lose money. It’s sort of like a dirty secret of the industry,” Richman said. Throughout the year, both Richman and Silberzweig have learned from the mistakes of other brands and managed to thrive in this market. 

Speaking of the Los Angeles Lakers legend, the knowledge he has amassed over the years is wisely put to use to expand his $500 million empire. The man behind the fast-food chain Big Chicken. Shaquille O’Neal is now also eyeing an ownership stake in an NBA team. If this is what February is like, it will be an exciting year for O’Neal.