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 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 to the Northeast Florida landscape.
Prosser | PRIME AE was brought in to create 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 complex under an accelerated schedule in March of 2019.
LOCATION Ponte Vedra Beach, FL
