Client: Dallas Open
Event: Dallas Open 2025
Activation: Fan Zone
Location: Ford Stadium, Dallas, USA
The Brief:
To mark the debut of the tournament on the ATP Tour, The Dallas Open team approached us with a blank canvas and asked for our expertise in designing & delivering an exciting and exclusive indoor Fan Zone featuring entertainment, bar, merchandise and interactive touchpoints. They also wanted to ensure that sponsors were a key of the space, to allow them to engage with fans for brand awareness.
The Process:
Tasked with undertaking the entire interior fit out of the space, our creative & production teams got to work on understanding how best to include all elements that captured fans attention whilst ensuring all areas were included suitably for a seamless user journey. The team included both physical & digital interactive activations, that showcased the brand-new event through fans perspective, to set the fan zone up as the main hub of activity at the tournament with everything in one space!
The Result:
Dallas Open Fan Zone: We delivered the interior fit out for the space including the merchandise & bar area and sponsor booths. The Fan Zone featured 3 tennis activations, allowing fans to engage with the physical side of the sport, and to show their live event attendance online.
Speed of Serve: Fans have three attempts to achieve their highest speed of serve!
Multiball Tennis Simulator: A favourite from last year, we switched up the gameplay for fans where they had a choice of points based or arcade games. Targets would be shown on the screen where fans had to hit the ball at the screen.
Photo Opp: We built an eye-catching foliage wall, featuring the Dallas Open branding, for fans to get a snap and share across all social media channels.
Merchandise Area: Allowing for full visibility and browsing, our sustainable branded walls popped with event branding and rails to display merchandise.
DJ & Hospitality Area: A space for fans to relax, we designed & built a DJ stage with branded walling and lighting, alongside the bar and casual seating in close range for fans to take a seat and soak in the event atmosphere!
Sponsor Booths: We built a cohesive space that allowed sponsors of the event individual booth space with event branding.
It was a pleasure to play such a pivotal role in the launch of a new tournament on the ATP Tour, to ensure fans both live & online experiences of the event went above and beyond expectations. We took over 2,500 photos on our Dallas Open themed photo opp, with fans of all ages & abilities thoroughly enjoying our physical tennis activations! The event was a solid testimonial of how our services have evolved with delivering outstanding & sustainable interior fit out, paired with our activation available, to provide a truly unique and inspiring fan experience for all.
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