Las Vegas Raiders Allegiant Stadium Tours win big at the 2021 Tiqets & Stadium Business Summit Awards

Allegiant Stadium’s tour experience is recognized as a top fan experience in multiple award categories

BRC Imagination Arts (BRC) continues to secure wins for its Las Vegas Raiders stadium experience, most recently winning ‘Best Fan Experience’ from the Stadium Business Awards. The ‘Best Fan Experience’ award recognized the best fan experience in venues across the global stadium industry. The stadium tour was also awarded the ‘Most Innovative Venue’ award by Tiqets, and won Silver at the Corporate Content Awards North America in the ‘best use of content in a live or experiential setting’ category. 

The Las Vegas Raiders initially engaged BRC to create an engaging stadium tour for their new home – the most modern and technically advanced stadium in the NFL – but BRC took the ask much further.

“The Raiders wanted to promote their stadium tour as a ‘must see’ attraction in Las Vegas for every visitor, including non-football fans. That meant it had to be both authentic and, since it’s Las Vegas we’re talking about…Spectacular all with a level of immersion and excitement that takes guests deeper into the legendary story of this team,” said Brad Shelton, Creative Director at BRC. “This was more than an opportunity to show off the stadium – we looked at it as an invitation for visitors to experience an emotional journey that ultimately leads to fandom.”

The 70-minute tour allows visitors to experience the wonders of the Raiders’ new two-billion-dollar home while inviting guests to experience the fire that Al Davis described as core to the Raiders: the will to win. On a guided tour, guests explore the most exclusive areas of the stadium and enjoy stunning moments like an audio show in the Broadcast Booth hosted by Brent Musburger, a visit from Raiders-legend Howie Long in the Press Conference room, and a magical pre-game pep-talk in the Raiders Locker Room, culminating in a run onto the field (just like the players do on game day).

“Tour hosts control sound (including a score that personifies the team’s move from Oakland to Las Vegas), media, and even the LED ribbon inside the bowl of the stadium, via a device on their wrist, making every step of the tour feel like a magic trick to guests,” said Edward Hodge, Creative Director at BRC. “This experience has brought a new level to everyday sports venue tours because it’s not just a walk-through of a stadium — it’s a fully immersive adventure into the heart and soul of the Raiders’ brand history.”

The project has been overwhelmingly successful, including a 50% increase in retail for tour guests compared to other visitors to Raiders’ retail experiences, engaging its target audience and completely selling out since opening day.

“The past couple of years have arguably been some of the most challenging years sports venues have ever faced, so we hope this experience serves as a symbol not only of the Las Vegas Raiders’ brand excellence but also the resiliency of the sports community as a whole,” said Jay Chess, Vice President of Tours and Group Sales at Las Vegas Raiders.