A four-year title sponsor hospitality program that transformed the Indy 500 experience through fan engagement zones and VIP suite excellence.
The Ask
As the title sponsor of the Indy 500, Gainbridge needed a corporate hospitality program that matched the scale and spectacle of the most iconic racing event in the U.S. They wanted to impress VIP clients, amplify brand presence, and deliver a premium experience—year after year.
The Challenge
The Indy 500 is a logistical beast: three weeks of events, massive crowds, and layered operations across the Indianapolis Motor Speedway. We had to own every inch of the experience—fan-facing activations, VIP hospitality, and everything in between—while continuously raising the bar.
The Execution
- Fan Engagement (2019): Designed and produced a full Gainbridge-branded fan zone on the midway. Custom tent structures housing an IndyCar show car, VR racing simulator, enter-to-win activation, and swag stations. Onsite staffing, line management, and engagement tracking across 12 race-day activations.
- VIP Hospitality (2019–2022): Transformed the 10th floor of the Pagoda into a sleek, modern hospitality suite with a “light, bright, and white” design vision. Built custom bar and help desk, installed photo booth and video wall, sourced all décor and AV.
- Brand Integration: Integrated brand storytelling via designed impact walls, custom pillows, branded furniture, and a logo ice sculpture. Elevated experience each year: DJ sets, seafood towers, premium gifting, and seamless guest registration flow.
- Space Optimization: Overcame layout challenges of segmented space with custom 3D modeling to ensure perfect guest flow and fit.
The Outcome
- Gainbridge’s VIP suite became the gold standard for sponsor activations at the Indy 500
- Repeat guests noted it got “better every year”
- The brand’s visibility and guest experience skyrocketed—and the team kept bringing us back
Why It Matters
When a title sponsor trusts you to run point on their most public, high-stakes moment—and keeps re-upping for four years—you know you’re doing something right. This level of execution isn’t just about racing. It’s about brand elevation, strategic logistics, and delivering white-glove service at scale. Exactly what exec teams want in a leadership retreat or client activation.