Competing for the consumer’s attention is especially intense at public venues like sports arenas and stadiums. Inundated with advertising messages, not to mention the game or event at hand, it can be difficult to stand out and grab someone’s attention.
Coca-Cola Bottling Co. High Country in Rapid City, S.D., found a solution to this vexing challenge at the Rushmore Plaza Civic Center in Rapid City: a full wrap of its corporate suite in bold Coca-Cola red.
“When we got the suite in January of 2012 we wanted to do something dynamic that would stand out and make it obvious we were in there,” explains Holly LaGrande, marketing manager for Coca-Cola Bottling Co. High Country. “Because we were the first to wrap the inside of one of the suites it was very visible, not only because it was the first one, but because it was so bright and so red. It’s very vibrant, and I was even worried that we overdid it. However, the people at the arena like it and were looking forward to someone doing it because no one had to that point, and the beer companies followed up with their own wraps.”
LaGrande used Photo Tex PSA Fabric – Aqueous Printers from LexJet and printed the wrap in 60″ x 144″ panels. The panels were installed in the suite in two four-hour sessions, which LaGrande did by herself. She says it would have been nearly impossible to apply the graphics by herself with an adhesive-backed vinyl since Photo Tex is repositionable and thus extremely easy to apply and re-apply if necessary.
“First, I had to take out all the light fixtures, door stops and electrical outlets and strip everything out. Then, I started at the top on the far left and applied each panel across. I was able to pull it apart and get it re-applied easily when it bunched up,” says LaGrande.
LaGrande plans to update the graphics for the 2013-2014 hockey season in late summer or early fall and says she’s looking forward to printing the project on the new Canon iPF9400 she picked up from LexJet earlier this year.