Who is Frazer Loveman of Hawk Alley Tailgate?

There’s a new Frazer in Seattle.
Only this guy’s not a pompous self-indulgent radio host who doesn’t want to get his hands dirty. This one’s the fan’s Frazer, and his name has a Z in it.

“I had been filming events at clubs in London. When I discovered what this (tailgating) was all about, I couldn’t believe it. Craziest thing I had ever seen.

-by Jim Wall, seahawkstailgating.wordpress.com

It’s not even 10 on a grey soggy Sunday Seattle morning in September, and there’s a guy with a video camera standing next to a big puddle in Hawk Alley. He’s wearing a brand new Seahawks jersey and hat, and has a big wide grin on his face. Something’s about to happen to me and he’s going to film me as the fool, and so taking the bait I step across the puddle and introduce myself.

It’s hard not to like Frazer Loveman when you first meet him. It’s also not hard to find him at Hawk Alley Tailgate. He’s the one running around filming everything, at the same time as enjoying the tailgate even more than everyone else. He’s everywhere at that party, and jolly hospitable he is, English accent and all.

Actually, it’s hard to believe Frazer has any energy left at all by the time Hawk Alley Tailgate (HAT) hits full flight on a Seahawks game day. Modestly, he is reluctant to admit that he’s now the point man and logistics coordinator for the largest and most established single tailgate party in Seahawks history, but he is. Actually, when NFL Films came by to do a feature on the entire Seahawks tailgate experience last year, they admitted that Hawk Alley Tailgate was the best single tailgate production they have seen in the NFL.

Frazer is a master in production psychology however. He knows that the team he is part of is an amazing little machine that continues to grow the anchor point of the entire Hawk Alley itself.
“There’s a lot of production that goes into our events, and we really rely on each other to make it happen,” says Frazer. “There’s only about 5 guys setting up the night before, so we really count on everyone.”

A week before a Sunday tailgate, Frazer is busy checking with sponsors and vendors. The day before he’s helping load up the trucks and helping the setup that night. He’s back onsite at 7am Sunday morning for the finishing touches and party start, which includes a ceremonial team shot of tequila for being so freaking crazy, then the chaotic fun really starts. Around 1pm, after people are leaving to go to the game, or watch elsewhere, he’s involved in teardown and pack up. Although he does go to some games, Frazer actually prefers to “crash” and watch at home as he’s pretty tired by then. No kidding.

Frazer is not only involved in the planning of the events, he’s booking entertainment and securing sponsorship months in advance, helping with venue setup and audio wire-up the night before, scheduling special events within the event itself, setup of vendors, food stations and bars, the DJ tower, and of course the Beast Bus itself…the iconic double decker landmark of Hawk Alley Tailgate.

That’s where it really started for Frazer about 4 years ago.
An Englishman and an English bus.

“I didn’t even know what a tailgate was,” claims Frazer. “I came from London, and fans just went to the bar before games. I got this call from Ben, who had developed the Beast Bus, and he wanted me to come down and shoot the tailgate festivities around it on game day. I had been filming events at clubs in London. When I discovered what this (tailgating) was all about, I couldn’t believe it. Craziest thing I had ever seen.”

Frazer credits the Hawk Alley Tailgate core production group of 5 and explains the story that unfolded just before he arrived on the scene in 2014. Dan, Ben, and Jeff and Kev originally were coming to Hawk Alley for pre-game tailgating in their own vehicles, each with a following of friends. Dan had started Blue Line Express, Jeff and Kev had started Hawk Strong, Ben has started the Beast Bus. Three great stories who were part of the foundation of Seattle tailgating, which was starting to seed. Along came a Superbowl Championship for the Seahawks, and with it came sky high excitement and swagger for fans thirsting to be part of something bigger. The three groups wanted to “take it up a notch” and joined forces following that championship year to create Hawk Alley Tailgate. Another tailgate founder, Gary joined the team, as did Justin who manages all the sponsors. Then Frazer fell into the mix. Nutshell.

Actually Frazer can’t express how lucky he feels to be part of something so special, and continues to refer to the founders of HAT and how well they have treated him. Even during our interview, he insists that the 5 founders are the key to the amazing ride he is fortunate to be on, and his modesty perpetuates. “I may be being interviewed,” he says, “but I want it to be clear that (Hawk Alley Tailgate) happened because of the other guys. I have only come in at the end and am very lucky to work with them.” Fraser is not a personal glory hunter, he just seems to be excited about being one cog in the biggest dance.

There are a lot of great tailgate parties going on in Hawk Alley and various other sites around Century Link Stadium on game days, but as Frazer points out, “even if people are at other functions or tailgates in the alley, at some point they’re going to stop in at our event even for a while… it’s the go to place!”

That’s probably what Frazer endears the most. The fact that he’s become a key cog in something that is attracting three times more people now than when it started four years ago, the quality of the entertainment value has skyrocketed, the special guests are incredible, the fundraising it generates is phenomenal, and it’s the now NFL standard.

Asked if there is concern about the production becoming too large and corporate, Frazer explains that management smartly keeps this a local event by bringing in local suppliers such as Heritage Vodka, Papa Bueno Tequilla, J. Wilbur Foods, and other Washington companies when possible. Only 4 local charities are featured to ensure credibility. Local Washington state entertainment is booked. It may be a big shiny party to some, but it is home grown Seattle all the way, and no one can deny that.

Frazer loves the exciting new changes each year. He’s also a tech junkie, and can’t hide his excitement in telling me about the new audio equipment he just secured.
“We needed an audio sponsor, so we approached Mackie, and they jumped at it.” he boasts. “A speaker array stack, 32 channel mixer…all wi-fi. Incredible fun and the sound is going to be unreal this year.” He’s really excited now.

That plays into Frazer’s favorite part of the event day. The entertainment, especially the music. Frazer recognizes that with such a large diverse group of fans, the music and entertainment also has to be diverse. “Not everyone is a country music fan, not everyone is a rap fan, metal or hip hop fan,” he explains. “We need all kinds of music and entertainment, and we try to recruit locally.”

But who does Frazer enjoy the most?
“I like the Sea Pope,” he replies. “We had the band Decent at Best last year. They were awesome.”

I ask him what Seahawks player he would be, leaving him in thought for a moment or two before he replies. “A player who is no longer a player,” he finally says. “I like guys who really give a damn.” Frazer tells me a little story about seeing former Seahawk Joe Tafoya standing in the rain for hours in order to give an autograph to every single person who wanted one.
“One of the nicest human beings I’ve ever met,” he claims.

Weirdest thing Frazer has seen at HAT?
“Last year we had a wedding,” he explained. “We didn’t see that coming.
Funniest thing? “We had a windstorm come up, and the canopy tent up on the DJ tower blew off. Went about 150 feet up in the air down Hawk Alley. Could have injured someone, but it didn’t so it was pretty funny.”

So who the heck is Frazer Loveman away from Hawk Alley Tailgate?
“I love media,” he states. “I don’t watch much TV, but I love watching instructional videos on YouTube, and other productions. “I love production.”

Frazer is so passionate about logistics and production, that he found himself studying the setup of the recent Guns and Roses entire setup at the Gorge.
“I see the railings, the staging and wonder how the heck they even got all this stuff down there. I compare it to our challenges and what we’re going to do.”

He’s also a camera geek. “Red Epic V camera,” was his instant response to what his dream gear would be. His media company, 1 Love Media, has already produced specials featuring Beverly Sherman and Jordan Babineaux, not to mention previous works from his past life in London.
But Frazer now loves Seattle, and the fact that there is a lot of community spirit here. When asked how Hawk Alley Tailgate creates success in production, Frazer has some great insight.
“Show up,” is the most resonating. He showed up at the Beast Bus early one morning and found a huge worm.
He adds the fact that you want to surf the popular wave.
“In Seattle if you can film anything with a Seahawks logo, you will get viewed.”

Frazer’s down time includes just hanging out with his wife Reana, and watching Game of Thrones, with a pre-show discussion between the two about who may be killed or vanquished that night. Just a down to earth kind of guy living in Seattle.

Where does Frazer think Hawk Alley Tailgate goes from here?
“Bigger,” he forecasts, and he doesn’t see challenges the management can’t handle in the future.
“We have some minor challenges we need to stay on top of such as licensing and liability,” he points out, “but our biggest challenge is manpower. We’re still a small group putting on a big show. And we’re volunteers.”

Frazer points out that a big advantage of Hawk Alley Tailgate is that it’s really unpretentious, a lot of fun for everyone, and has a great reputation with everyone checking their egos at the door. When I ask him about highly visible Seahawk personalities, he welcomes them and just wants them to enjoy themselves with everyone else. He states there is no controversy with anything from egos to fundraising, to newbies.
“I didn’t know what a band wagoner was when I came here,” he states. “Everyone has to start being a fan somewhere, and we’re happy to provide a start for people who just want to be a fan and have a good time,” he points out. “I guess I was a band wagoner at first.”
So fans keep coming, having a great time enjoying the best pulled pork on the alley, the best spirits, the best entertainment, the best atmosphere. As Frazer points out, they estimate that as many as 70% of the attendees at Hawk Alley Tailgate do not go to the game after the event, but still have an awesome day. When asked about the relationship between the Seahawks and Hawk Alley Tailgate, Frazer says it’s good, but independent. “The Seahawks know who we are and treat us well,” he replies.

“I have to credit the drive of our founders, good marketing, and increased resources for contributing to our success,” he claims. “It’s fun being part of it.”

Do Seahawks tailgate fans appreciate the effort and work that you put in to provide them with such a great finished product, I have to ask.

Frazer thinks so now.
“Especially my teammates,” he replies. “And that’s the most important part.”

Prediction: very soon, a lot more Seahawks fans will know the new Frazer in Seattle.

Seahawks Tailgate Wall Blog

Sully & Wall @ the 12s Gates Games