THE LEGACY EXPERIENCE AT THE ARNOLD PALMER INVITATIONAL

The Arnold Palmer legacy was alive and well at the 2023 AP Invitational in Orlando. It was three months of work to bring this fan experience to life, sharing one of the most monumental stories in sports. A massive thank you to The Arnold & Winnie Palmer Foundation and Ideas United for bringing me onboard to creative direct this thing. With the help of the Arnold & Winnie Palmer Foundation we organized the fan experience into a series of themed rooms and tapped the Palmer archive for photos, trophies, and trinkets to represent a legendary life and career.

My role: I led a team of 24 creatives, event staff, and media strategies to build a branded takeover of the Lexington Cottage off the 18th fairway of the PGA’s Arnold Palmer Invitational in Orlando. The Legacy Experience told the story of Palmer’s life with photos, videos, trophies, and memorabilia. Our work was featured on NBC Sports, the Golf Channel, and other outlets. I designed the layout of the experience and concepted experiences in the four primary rooms. I led our copy and design teams to create signage, way finding, and promotional materials to direct fans to the Legacy Experience. As creative director, I was the primary contact with the client, representing the creative team.

EVENT ACTIVATION

CREATIVE DIRECTOR: Drew Grossman
ACCOUNT: Chris Koch
EXPERIENCE: Anna Helms
COPYWRITER: Connor Laubenstein
ART DIRECTOR: Christine Jo Della Abbott
AWPF CREATIVE DIRECTOR: Vikas Shah
AGENCY: Ideas United
CLIENT: Arnold & Winnie Palmer Foundation

5,635 Guests

Guests passed through our doors during the Arnold Palmer Invitational.
537 Leads

Leads captured from guests interested in learning more about the Arnold & Winnie Palmer Foundation and the Latrobe Legacy Campaign.
100+ Fan Stories

Through multiple digital activations on site we are able to capture fan stories as they walked through the experience.
1,300 Swings

At the Swing Like the King station guests could took a swing using Arnold Palmer’s clubs.
10K visitors to campaign website

The experience marked the launch of the Latrobe Legacy campaign at sincerlyarnoldpalmer.org