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At PRIME AE, our team members discover fulfilling and impactful work that makes a difference in their lives.

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Explore our impressive track record of achievements, awards, and professional affiliations, solidifying our position as recognized industry leaders.

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Spectator Village at THE PLAYERS Championship

Spectator Village at THE PLAYERS Championship

Entertainment, ecology, and branding builds an immersive, interactive experience.

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.

Client / Owner

The PGA Tour & Graphics

Key Features

Key Feature
Visitor venues
Eateries
Primary tournament entrance

Project Achievements

PRIME AE’s success for Spectator Village was achieved by integrating the native landscape, a spectacular experience for spectators, and the THE PLAYERS Championship’s well-established brand. The result was an immersive experience to entertain and delight, all completed on an accelerated schedule.

  • Respect for regional environmental context
  • Complex opened under an accelerated schedule
  • An array of venue and eatery options for spectators
  • New entrance provides striking gateway to the tournament experience

We’re Excited For The Future We Can Build Together

For more than a decade, we’ve been delivering solutions for the places we live, learn, laugh, and grow. Give us a call to learn how we can help you.