Sponsorship Activation Monday – 11.24.14
Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res.
In efforts to enhance fan experience, the PGA Tour Shriners Hospitals for Children Open added six pools at the TPC Summerlin Golf Course in Las Vegas. The pools were placed at the final three holes of the course and will allow attendees to take a dip while enjoying the action on the course. The pools give the course a “club scene” feel and will attract a younger crowd to the tournament.
The Shriners Open wanted to create new entertainment options for their fans, while sticking to the ‘day-club’ feel of Las Vegas. Adding these pools will also allow for more sponsorship and engagement opportunities for brands. Two of the six pools are a part of the Zappos Fan Experience – which includes a variety of other interactive games and golf activities.
Pools and party decks seem to be popping up more and more among the sports world. The Jacksonville Jaguars added pool deck cabanas to its end zone this past summer. Companies and or fans can experience the game poolside on the 100 level for $12,500 – which is all-you-can eat through the third quarter. The Jaguars are hoping that the cabanas will draw larger crowds and high-level business executives to the games.
Adding pools to stadiums and golf courses is definitely an innovative way to engage with consumers and enhance the fan experience, and they seem to becoming more and more popular. In places such as Las Vegas and Florida where it’s warm almost year-round, adding these features is a smart marketing move because properties there are able to leverage something that is unique to them: the weather.