Every spring in Ponte Vedra Beach, Florida, an event occurs that draws visitors from around the globe. THE PLAYERS Championship, known as the 5th major in golf, offers the highest purse and is among the most challenging fields for professional golfers. It also offers a spectacular event for spectators with extensive venues, close access to play, corporate related opportunities, and a strong reverence for the Northeast Florida landscape.
PRIME AE team members contributed to creating a more immersive and interactive experience, reimagining visitor venues, eateries, and the primary tournament entrance. The new Spectator Village is the synthesis of ecology, entertainment, and branding. Implemented in 2019, the new entrance complex includes an array of options for visitors while maintaining the environmental context of the region. Visitors enter the admissions area through the Nicklaus Gate, located in a carefully preserved oak maritime forest. This landscape serves as the backdrop for the entrance and portal to the Spectator Village and golf course beyond.
Delivering a new experience at THE PLAYERS Championship entailed multiple design workshops, supported by an extensive, in-house produced, three-dimensional visualization process. These processes ultimately yielded the production of implementation documents to support the opening of the spectacular complex under an accelerated schedule.
