SF TRAVEL Golden Gate Bridge Game Activation
At IMEX America, SF Travel needed to stand out among 3,000+ exhibitors while positioning San Francisco as the host city for Super Bowl LX in 2026. The goal was clear: attract meaningful booth traffic, spark conversation, and convert interest into qualified leads, all without disrupting sponsor meetings happening in the same space.
With a high-impact booth and just 10 weeks from concept to show floor, the experience had to be bold, efficient, and unmistakably San Francisco.
Trade show attendees move fast, and traditional booths will just fade into the background. To break through, the experience had to stop people in their tracks, invite participation, and create an emotional connection to the destination.
Rather than adding more screens or signage, we leaned into play, visibility, and shared energy. If San Francisco was about to host one of the biggest sporting moments in the world, the booth should feel like a pregame moment.
The Idea, The Vision
Bring San Francisco’s most iconic landmark to life and turn it into a game.
We transformed SF Travel’s booth into a destination experience anchored by a 13-foot-tall Golden Gate Bridge structure with an interactive football-throwing feature. The 40' x 40' activation gestured directly to Super Bowl LX while creating a physical, high-energy moment that pulled attendees in from across the show floor.
The Golden Gate Bridge structure dominated sight lines while preserving space for sponsor meetings and conversations. Attendees were invited to step up, throw three foam footballs, and aim for targets at varying difficulty levels. The result was inclusive, fast-moving gameplay with instant rewards and built-in photo moments.
High-energy game coaches, dressed in referee-inspired uniforms, brought stadium-level enthusiasm while managing flow, messaging, and lead capture. Appearances by San Francisco icons Lucile the Seal and Sourdough Sam added surprise moments and social-ready content throughout the show.
A tiered prize system kept participation high:
Custom San Francisco stickers for all players
Limited-edition illustrated tote bags for winners
Raffle entries for a custom professional sports jersey as the grand prize
What We Delivered
Entire Productions led every aspect of the activation:
Experiential strategy, concept development, and space planning
Structural design, engineering, and fabrication
Game mechanics, safety planning, and lead capture integration
Talent casting, training, costuming, and on-site management
Sponsor coordination to ensure the activation enhances meeting goals
Post-event reporting, prize fulfillment, and ROI analysis
The Results
The Golden Gate Bridge activation turned SF Travel’s booth into a must-visit destination at IMEX America.
Over 1,000 participants across three show days
1,500+ qualified leads captured
500+ badge scans per day on average
Consistent crowds and extended dwell time
Sponsor meetings supported, not disrupted
Strong organic social content driven by gameplay and mascot moments
Sponsors unanimously reported a positive impact, noting increased energy, better conversations, and stronger engagement compared to previous years.
Client Feedback
“Working with Entire Productions on our Golden Gate Bridge x Super Bowl activation at IMEX America was a touchdown. They brought our vision to life through creative direction, design, and full-scale execution. Over 1,000 attendees participated, driving foot traffic, brand awareness, and real excitement. We see them as a strategic partner and look forward to working together again.”
The Takeaway
When trade shows are crowded and attention is limited, experiences matter. By designing an activation rooted in play, visibility, and cultural relevance, SF Travel shifted its booth from a passive meeting space into a brand moment people remembered.
The Golden Gate Bridge was more than an installation. It was a statement about what San Francisco represents: energy, creativity, and experiences people want to be part of.
Services Provided
Experiential strategy and concept development
Structural design and engineering
Custom swag and prize development
Talent casting, costuming, and management
On-site activation and operations
Lead capture integration
Sponsor and stakeholder coordination
