While outdoor areas at the 2023 X Games at the Ventura Fairgrounds in California were meticulously branded and organized, the indoor spaces designated for athlete registration, the Athletes Lounge, and the VIP section did not reflect the event’s high-energy and youthful atmosphere. We deployed our Spotlight Influencer™ units to transform these spaces with enhanced branding, improved aesthetics, and organizational functionality.
The Problem:
The X Games faced several major challenges within the athletes’ area:
- The warehouse environment was unappealing and required significant transformation to align with the vibrant identity of the X Games.
- While the outdoor areas of the venue featured extensive branding, the warehouse interiors lacked any cohesive visual identity.
- The athlete registration process was unstructured and lacked signage, which could result in confusion and inefficiency.
These issues risked diminishing the overall experience for athletes, VIPs, and staff.
The Solution:
Spotlight® addressed these challenges by deploying five Spotlight Influencer™ units, which were strategically used across different areas during the event. The initial focus was on athlete registration, where the units created a clearly defined queuing system for athletes arriving to collect their packets. The custom graphics on the banners and panels featured bright, California-inspired imagery, including palm trees, which brought a fun, outdoor feel to the space.
Once the registration phase was complete, the units were repurposed to enhance the Athletes Lounge. The lounge catered to the youthful demographic of the X Games athletes, and the Spotlight® barriers were positioned strategically to add contemporary visual elements to the space. Placed near a bar area, the units complemented the fun and laid-back atmosphere of the lounge.
The units were also used in the VIP section, which featured lounge seating, a tiki bar, and dining areas. One particular challenge in this space was a large brick wall, which detracted from the otherwise lively setting. Influencers™ were placed in front of the wall, incorporating vibrant branding elements that elevated the space and created a more polished and professional appearance.
The Results:
The integration of Spotlight® barriers successfully addressed all of the challenges presented. The colorful graphics dramatically improved the aesthetics of the environment and by extending the branding seen in the outdoor stadium areas into the interior spaces, we were able to create a cohesive experience. Additionally, the structured queuing system for athlete registration reduced confusion and enhanced the overall efficiency of operations.
Feedback from event organizers and athletes was overwhelmingly positive. Spotlight®’s versatile and visually impactful products not only met the practical needs of the X Games but also aligned perfectly with the high-energy, youthful approach of the brand. Through innovative design and strategic deployment, our barriers turned a challenging space into an integral part of the X Games experience.