Infinity Park

Posted by on Aug 22, 2014 in Case Study

Infinity Park

Under Focus – Infinity Park in Glendale, Colorado

The Challenge

City of Glendale - DES MarketingIn 2006, the City of Glendale contracted with DES Marketing to develop a new brand identity for the City of Glendale. What was once a dirt-filled baseball field located just east of the municipal building is today a world-renown rugby stadium.

Working in tandem with the City of Glendale and Turner Construction, general contractor for the project, DES offered strategic support to formulate a marketing and communications program designed to introduce the sport of rugby not only to the City of Glendale, but to the United States. With the City of Glendale’s support, DES created and implemented strategies that met the city’s goals – to bring attention to the sport of rugby, to build awareness, develop youth programs, attract fans to the city and to secure media coverage to build stronger awareness.

The Solution

DES Marketing executed an intense nine-month design and promotional campaign that included a variety of marketing components. The initial step involved creating a name and a mark for the stadium that quickly moved into the brand design and development phase. Our work focused on message development, media outreach, planning and executing events and announcements, designing and developing collateral materials, initiating a comprehensive advertising and sponsorship campaign, conducting community outreach programs and activating surrounding businesses and leaders in the community. In the final weeks leading up to the September 2007 opening, DES worked hand-in-hand with the City of Glendale to develop opening day ceremonies as well as train the stadium operations team on game day protocol.

Following the stadium’s 2007 grand opening, the DES team immediately began phase two of the project, which included the July 2008 opening of the Glendale Sports Center and in November 2008, opening of the Infinity Park Event Center. DES was responsible for all creative, design and development of collateral materials, community outreach programs, promotional campaigns, website design and development, promotional events and opening day celebrations, media relations, sponsor sales and activation as well as creating sales tools and operations manuals.

During these grand openings, the Glendale Raptors Rugby Football Club program continued to grow which called for increased sponsorship sales and fulfillment in the stadium, game day production management, sponsor activation on-site and negotiations for broadcast coverage.

Today, the DES team manages all aspects of the city’s brands, sponsorship and advertising sales and fulfillment, design and creative services, web management, social media management, promotions and community outreach programs, media relations, general program business development, and event sales.

See the portfolio

Infinity Park: A sports, entertainment and event complex

Infinity Pak by DES MarketingInfinity Park is more than just a rugby stadium in Glendale, Colorado. It is a facility that has revitalized an entire community. Glendale Mayor Mike Dunafon envisioned Infinity Park as a central point…

Premier rugby and more

Glendale Raptors by DES MarketingRugby is the second most popular sport in the world. Played in 117 countries by 2.5 million registered players, the Glendale Raptors are taking rugby in Colorado to new heights, prompting former Colorado Governor Bill Ritter to name Glendale RugbyTown USA….

Glendale Sports Center

Glendale Sports Center by DES MarketingCome July 2008, the second phase of the Infinity Park development was completed, with the opening of the 35,000-square-foot Glendale Sports Center, a community fitness center operated by the YMCA of Metropolitan Denver…

Infinity Park Event Center

Infinity Park Event Center by DES MarketingOpened November 2008, the Infinity Park Event Center contains more than 145,000 square feet of indoor and outdoor event space to fit the need of any event. Built to harness the tremendous event industry in Metropolitan Denver, the event space…

Monday Movie Madness

Monday Movie Madness by DES MarketingDuring Summer 2008, the City of Glendale introduced a free outdoor movie series, Monday Movie Madness. Each year, movies are selected via an online “Viewer’s Choice” contest with the top entries being shown on the jumbo screen at Infinity Park…

Infinity Park Sports Field

The City of Glendale announced and opened an 8-acre open space for Glendale residents and the surrounding communities in May 2010. The park, located immediately south of the stadium, includes a pavilion, multi-purpose field, walking/jogging paths, public lawns, picnic tables, BBQ grills and free wireless Internet access.

High Altitude Training Center (HATC)

HATC by DES MarketingHaving opened its doors in March 2011, the HATC became the first of its kind in North America. The HATC is a state-of-the-art high altitude training facility featuring strength and power equipment, core training, balance and stability training, sports medicine services and nutritional counseling, a hot and cold recovery room and a classroom.

The Future: Glendale 180

The final phase of development will be the Glendale 180, located along the half mile of Cherry Creek that runs through Glendale. The development will consist of 42 acres of public and private property, including 20 acres of open space and greenways and 23 acres of developable land that will hold 1.5 million square feet of retail, entertainment and office space. The city envisions this new development as an entertainment district that will attract local, national and international visitors, Glendale residents, conference attendees and rugby fans.