X Games Aspen is a wrap and we are proud to report that the Studio X activation designed, executed, and managed by STAR during the 4-day event was a huge success. Having been involved with past X Games in our hometown of Minneapolis, we were excited to assist ESPN with the Aspen-edition. Who better to help execute this high impact activation than the hearty STAR crew from Minnesota?
Here’s how it all went down.
X Games approached STAR to design a casual, multi-use space for industry and technical events, speaker sessions, art displays, patron gathering, warming-up, and on-the-fly giveaways. In the evenings, the space transformed into a Party in the Plaza with featured DJ's and a high tech, dynamic light system, programmed to feature the X Games color palette. After a fun day watching competition all across the grounds, Studio X offered a warm and inviting environment for visitors of all ages.
If you weren’t able to attend, here are some insights related to engagement and where people chose to spend time. The speaker sessions were well-attended. Maybe a bit unexpected to experience thought leadership content at the X Games, but then again, we know the best way to engage people is through unexpected experiences.
The dance parties were the most well attended of the overall event. Studio X created a fun atmosphere with a cool vibe, and a welcome way for people to warm up. Strategically positioned, the space became an anchor for the entire village. We know people attend X Games for love of the sport, so it wasn’t necessary to create an over-the-top branded experience. Rather, engagement happened through interaction related to the fans, music, and athletes and executed in a casual and approachable way that felt authentic for the X Games brand.
And yes, because of the X Games branding and custom artwork within the space, many people stopped by for a selfie. How can you not share this amazing experience on Instagram?
This project is an example of the full-service offering STAR provides from design, production and delivery to on-site execution and run-of-show management. Our partnership also included facilitating multiple external partners including local labor crews, truss companies, media, ESPN staff, and brand ambassadors.
Our crew had some pretty long days in the cold temps and were definitely grateful for the right gear at 9000 ft. But hey, it’s all in a day’s work and we are grateful to be able to tell this story.
So, what’s next? X Games Summer, Baby!
Stay tuned for more great adventures from the STAR team.