SoFi Stadium / Making a landmark
Challenge
SoFi Stadium is LA's latest landmark, but the development as a whole needed more than football to succeed financially. They needed to attract visitors there 7-days a week, 365 days a year. The lack of a clear vision for the entire 300 acres, including housing, retail, NFL studios, and a park, raised concerns about people understanding the project's full scope.
Impact
The success of Hollywood Park won’t be known for many years. However, as this project was a unifier for the key stakeholders who continue to be part of it - we hit the nail on the head.
“This certainly could have succeeded without a stadium. But, I don’t know if the stadium could have succeeded without the project.” (Kevin Demoff, Rams’ COO)
In 2024, Sports Business Journal awarded SoFi Stadium Sports Facility of the Year, citing the fan experience as a core reason for the award.
Experience the extraordinary, everyday.
Connecting the brand to the customers they needed to service, I translated the strategy into action that could be applied to everyone.
To date, these have been used for everything from training hot dog vendors in the stadium to guiding the targeting of COSM to build out their first official location at Hollywood Park.
The experiences we developed to help all areas activate the brand:
Some examples of how these principles have been brought to life:
SoFi stadium has been implementing AI security screening as a way to simplify and improve the guest entry experience
Hospitality has begun hosting tours that invite fans and the public to explore an NFL stadium in a new way.
The corporate real estate group targeted COSM, and immersive entertainment venue pioneering ‘shared reality’. They gave them incentives to open their first official venue in Hollywood Park.
Developing a signature experience for an icon
In our brand activation brainstorming, I saw potential in utilizing the four-story-tall oculus to create a truly unique and ‘only here’ moment. We came up with an idea that would leverage the technology to engage fans and invite them to co-create their experience.
Just before SuperBowl 56, Samsung’s Dreamground launched, an interactive AR experience across Hollywood Park.
SoFi Stadium and the Rams introduced ARound as an AR addtion to in-game interaction.
You made it this far, so here’s a fun fact about this project.
My history with the Rams goes back to before I was born
My mom was one of the original Ram’s cheerleaders. Her high school yell team was recruited to be the sideline entertainment - a brand new concept at the time.
