SoFi Stadium / Connecting an icon
Spearheaded the brand for Stan Kroenke's 300-acre SoFi Stadium ecosystem, crafting experience principles that seamlessly integrated housing, retail, NFL studios, and parks into a cohesive narrative. This unified skeptical stakeholders and created a 365-day economic and cultural powerhouse beyond just a venue. Early validation came from Rams' COO Kevin Demoff: "This certainly could have succeeded without a stadium. But, I don't know if the stadium could have succeeded without the project."
We transformed Hollywood Park through a powerful brand promise that became our north star: "Experience the extraordinary, everyday." This wasn't just a tagline—it was the magic formula that united every stakeholder and shaped every decision.
By positioning Hollywood Park as the ultimate stage where the serendipitous magic that sits at the heart of LA could unfold, we created more than a destination—we built a place where extraordinary moments happen naturally, whether you're watching the Super Bowl or simply enjoying a Tuesday afternoon stroll.
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.
During our brand activation brainstorm, I reimagined the massive four-story oculus as the canvas for an unforgettable "only here" experience—transforming visitors into co-creators of their Hollywood Park memories. The concept proved so compelling that the team secured complete funding from Samsung, turning the creative vision into both a signature visitor highlight and a revenue-generating partnership.
Our original sketch concept
Just before SuperBowl 56, Samsung’s Dreamground launched, an interactive AR experience across Hollywood Park.
In 2024, SoFi Stadium and the Rams built on the idea and introduced ARound as an AR addtion to in-game interaction.
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.
