Arena Americas provided a bespoke hospitality structure for the March Madness Music Festival in Phoenix Arizona as the city hosted the National Collegiate Athletic Association (NCAA) Final Four tournament.
The tournament, which decides the national college basketball champions, was launched with the festival, which gave basketball fans the chance to preview products and technology, enjoy live music, food and drink and interact with sponsors.
Arena Americas provided a 20m by 15m double decker Arcum hospitality structure for the March Madness Music Festival sponsors who included AT&T, Coca Cola and Capital One.
The open-air structure featured a front balcony as well as interior lighting, a seating area and decor.
Gable, banner and railing graphics were changed each day to accommodate the different sponsors throughout the event to increase brand exposure. From the structure’s tiered seating and balcony guests could get a close-up view of the main stage’s headline performers.
Over the course of the festival more than 135,000 fans watched performances from Aerosmith, Keith Urban and the Chainsmokers.
North Carolina defeated Gonzaga 71-65 in the last Final Four match to take the National Championship.