The Challenge
At the 2023 X Games in Ventura, CA, outdoor areas were fully branded and energetic, but the indoor athlete and VIP spaces — housed in a warehouse — felt disconnected from the event’s identity. Athlete registration lacked structure and signage, the interiors had no cohesive visual presence, and the atmosphere did not reflect the high-energy X Games experience.
The Solution: Spotlight by Modus
Modus deployed five Spotlight™ Influencer units across multiple touchpoints. The first use was athlete registration, where the barriers created a clear queue and introduced bright, California-inspired graphics that brought life to the warehouse.
Once registration wrapped, the units were repositioned into the Athletes Lounge to add contemporary visual elements that complemented the youthful, laid-back environment. They were then used in the VIP area — especially to cover a large brick wall — bringing vibrant branding into a space that included lounge seating, dining areas, and a tiki bar.
Key Features Delivered:
- Custom California-inspired graphics
- Defined queuing for athlete registration
- Easy repositioning across multiple event zones
- Strong visual cohesion with outdoor branding
- Elevated aesthetics for athlete and VIP spaces
The Impact
Spotlight transformed unbranded indoor areas into cohesive, high-energy spaces aligned with the X Games identity. The structured registration flow reduced confusion, and organizers and athletes responded positively to the improved look and functionality.
Looking Ahead
The successful integration of Spotlight at the 2023 event supports expanded use across future X Games zones to continue improving branded experiences.
