Hosted by Tiger Woods at the historic Riviera Country Club, the Genesis Invitational is one of the most prestigious events in the game of golf. Each year, the world’s top players compete in one of the PGA Tour’s most exciting tournaments. Surrounded by the spectacular backdrop of the Southern California course, the multi-day event welcomes guests and fans for a high-stakes, high-emotion experience unlike any other.
This year, in-person spectators were allowed back to the course after a year away due to the pandemic. Our team at A3 Visual fabricated a variety of hardware, graphics, and wayfinding materials to help activate the course for the event.
Here’s a closer look at our work and the 2022 tournament.
THE RETURN OF IN-PERSON FANS & FESTIVITIES
Although still heavily televised, last year’s event was played without fans. But this year, the iconic course has once again welcomed guests back for the 2022 Invitational. Thousands of spectators came together for the tournament and to see some of the world’s top talent compete for the title, including Genesis Invitational winner Joaquín Niemann, Collin Morikawa, Cameron Young, Viktor Hovland, Adam Scott, and more.
The beautifully manicured and meticulously maintained Riviera Country Club provides a first-class experience for guests and players alike. With spacious greens and state-of-the-art facilities, fans were invited to enjoy all that the venue had to offer. Sponsored by luxury car manufacturer Genesis, the tournament boasts an opulent and sophisticated feel from the moment you arrive. It was our job to make fans feel immersed in the experience from start to finish.
A3 VISUAL: ACTIVATIONS FOR THE GENESIS INVITATIONAL
To help bring the activation to life, our team at A3 Visual collaborated with the TGR Foundation, to produce a variety of materials for the event. At the main entrance, we wrapped a series of towers, course maps, and more that showcased the tournament’s primary sponsors. Once fans made their way into the venue and onto the course, they were greeted by a fully-branded experience. We fabricated a number of tee box signs, monument signs, and fences as well as flags, directional decals, informational graphics, trailblazer signs, and cooler boxes. Additional sponsorship graphics featured other prominent partners, including FedEx and TaylorMade.
For outdoor venues like the Riviera Country Club, it’s important to use durable, exterior-grade materials whenever possible. Especially during the spring and early summer months when weather can be unpredictable, being prepared is everything. From BeMatrix frames with SEG graphics to custom MDO, gatorboard, vinyl, and more, we produced an activation that elevated the Genesis brand while also providing practical applications for both indoor and outdoor environments.
The majority of our graphics were produced using high-contrast, high-pigment print processes that underscored the elegance of the Genesis brand. The graphics combined bold black banners, fabric, and rigid paneling with bright white lettering and silver accents that made each design “pop” against the darker background.
OUTDOOR SPORTING EVENTS AND PARTNERSHIP PROGRAMS
For particularly high-visibility events like the Genesis Invitational, it’s important that sponsors and other partners are showcased appropriately. With international television coverage and millions more impressions coming through social media and other online outlets, the Genesis Invitational is a premier advertising channel for other brands—and not just in the golfing industry.
We worked closely with the TGR Foundation to ensure that each sponsor was represented appropriately throughout the event. Whether it be FedEx’s logo placed along the hospitality spaces at 18 green, or Citi’s logo printed on individual wayfinding boards and signage, we took great care to ensure that each partner was accurately represented.
View more highlights from the activation below and browse previous examples of our work at a3visual.com.