SoFi Stadium / Hollywood Park
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.
Work
We began by asking stakeholders what they wanted, conducting over 23 interviews (including with the CMO of the Rams and the Mayor of Inglewood), and hosting 6 focus groups. As a team of strategists and communications professionals, we created a powerful positioning focused on diversity and creativity, reflecting the city's essence. From the development of the strategy, my role was to establish principles that would allow every person on the property to carry it out. Connecting the brand to the customers they needed to service, I translated the strategy into action that could be applied to everyone—from hot dog vendors in the stadium to the brands targeted for the commercial plaza—ensuring a unified experience throughout.
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.
Delivering on that promise
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.
Elevating from just a watching experience
Game day experience is expensive and often ‘not as good’ as the home viewing experience. To connect and create value for fans, we needed to leverage the brand could come to life to change the standard game-watching experience.
In our brand activation brainstorming, we saw potential in utilizing the four-story-tall oculus. So far that’s been brought to life in several different ways - include Samsung’s Dreamground and ARound, their AR in-game interaction.
You made it this far, so here’s a fun fact about this project.
I’ve got a lot of history with the Rams
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.
