NFL Design & Branding NFL HOUSE by Sportsmark Management Group

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NFL HOUSE

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Industry Sports Teams & Events
Media Design & Branding
Market United States
Agency Sportsmark Management Group
Art Director Jennifer Mc Mullen
Released February 2012

Credits & Description

Category: Exhibitions & Live Events
Advertiser: NATIONAL FOOTBALL LEAGUE
Product/Service: NFL HOUSE
Agency: SPORTSMARK MANAGEMENT GROUP
Executive Vice President: Jan Katzoff (The Radiate Group)
President: Keith Bruce (Sportsmark)
Senior Director/Creative Services: John Koch (Sportsmark)
Vice President/Information Technology: H T Radke (Sportsmark)
Senior Account Manager: Stephanie Lee (Sportsmark)
Art Director: Jennifer Mc Mullen (Sportsmark)
Director/Business Development: Jessie Lamb (Sportsmark)
Senior Vice President/Events: Frank Supovitz (National Football League)
Vice President/Events: Mary Pat Augenthaler (National Football League)
Manager/Events: Alison De Groot (National Football League)
Coordinator/Events: Nicki Ewell (National Football League)
Media placement: Temporary Exhibition/ Live Event - Union Station, Indianapolis, IN, USA - 2 February - 5 February 2012

Describe the brief from the client
The National Football League (NFL) was seeking a full-service production company to create the first-ever NFL House, an exclusive, multi-day hospitality venue for NFL VIPs, partners and players, to celebrate Super Bowl in Indianapolis. Union Station, a historic train station, would need to be transformed into NFL House through on-building graphics, décor, menu options, private functions, entertainment, and special programming featuring NFL corporate partner activation. Concierge services would need to be offered to cater to these VIP guests’ needs. The NFL asked that an informational website be developed, along with registration, on-site badging and access control at the venue.

Describe the challenges and key objectives
• Initiate a hospitality opportunity that elevates the Super Bowl guest experience for 2,500+ key NFL stakeholders over 4 days
• Produce an ‘oasis of calm’ for team owners, NFL players, and sponsor executives to network and conduct business in a relaxing environment, in the midst of the frenzy of Super Bowl week
• Create a stylish environment that blends the existing beauty and striking architecture of historic Union Station with Super Bowl XLVI’s graphic identity
• Creatively integrate the NFL brand and all 32 teams within the 16,000 square foot space, while providing a warm environment in wintry Indianapolis

Describe how you arrived at the final design
The lofty train station needed a focal point, so we constructed a 4-sided 16’x16’x14’ functioning fireplace to radiate warmth and create ambience. The highest quality resources were used, including rich woods and leathers, to enhance the historic space. Intimate seating were designed to promote networking. Team logos were used to integrate 32 teams on an art wall, on helmets across the bar and video screens.
An ‘oasis of calm’ and exclusivity was created as a result of high-end security, comfort, food & beverages and VIP concierge services. Entertainment included ‘chalk talks’ with coaches and players, celebrity bartenders, DJ’s and chef competitions.

Give some indication of how successful the outcome was in the market
• According to NFL executives, NFL House was among the most-mentioned highlights of Super Bowl XLVI by corporate partners and special guests.
• According to SportsBusiness Journal, league officials said the numbers were in line with projections, ranging from 500-900 guests a day.
• “We were looking to partner with an agency who could provide exceptional hospitality management expertise, as well as creativity and innovation. The agency team has impressed me with professionalism, out of the box creative concepts, critical IT and access control solutions, world-class hospitality and event management experience.” Mary Pat Augenthaler, Vice President, Events, NFL