Inside the Big 12 Championship Club: A Courtside VIP Activation
For four years running, Platinum XP has produced the Championship Club, a luxury courtside experience for VIP guests at the Big 12 Championship Tournament.
The concept was simple on paper but complex in execution: take a back-of-house space directly off the court and transform it into a premium hospitality lounge worthy of the biggest tournament in the conference.
From concept to completion, our team designed and built the entire environment from the ground up. Through custom fabrication, layered branding, lighting design, and strategic layout planning, our crew transformed an operational area into a fully realized hospitality space.
The result is a lounge that feels intentional, elevated, and fully connected to the energy of the tournament.
After four years of success, here’s a closer look at why the activation works — and how thoughtful production makes it possible.
Location: Close to the Action
One of the biggest strengths of the Championship Club is its location.
Working closely with the venue and tournament organizers, our team identified a space directly off the court that could be transformed into a premium hospitality environment.
Because of that placement, VIP guests can step into the lounge without ever feeling removed from the action. Guests move easily between courtside seating and the lounge without missing key moments of the tournament.
The atmosphere of the arena carries directly into the space, keeping the energy high while still giving guests a place to recharge between games.
A strong production partner looks at proximity and guest movement early — ensuring hospitality enhances the event rather than pulling people away from it.
Reimagining a Back-of-House Space
The area used for the Championship Club wasn’t originally designed as a hospitality space.
The area used for the Championship Club wasn’t originally designed as a hospitality space, which meant our team had to solve a few structural challenges early on.
Existing columns and the temporary nature of the arena ceiling presented some of the biggest hurdles during the original design phase. Our production team worked around those limitations to create a space that feels intentional rather than improvised.
Instead of relying on drape or lightweight temporary materials, we use hard interlocking wall panels to define the footprint of the club. These structural panels create clean lines, conceal venue infrastructure, and give the environment a permanent, polished look.
Lighting also plays a critical role. Our team layers warm lighting throughout the space to soften the industrial feel of the arena and shift the atmosphere toward something more refined.
The goal isn’t just to build a lounge. It’s to transform a utilitarian space into an environment that feels like it belongs within the venue.
Flow That Feels Natural
Great activations don’t just look good — they function well.
From the moment guests enter the Championship Club, our team designed the layout to encourage natural movement throughout the space. Floor graphics and custom signage guide guests while reinforcing the tournament branding along the way.
Seating clusters create gathering areas without interrupting circulation paths, while clear access to the bar and food stations prevents bottlenecks.
Another important feature is the three monitors installed throughout the lounge, each tapped directly into the live game feed. Even when guests step away from their seats, they never miss a moment of the action on the court.
Every element works together to keep guests comfortable, connected to the game, and moving easily through the space.
Designing an Elevated Environment
VIP hospitality should feel different the moment guests step inside.
Through custom fabrication, structured hardwall builds, layered branding, and intentional lighting design, our team created an environment that immediately signals exclusivity. Elevated lounge areas add depth to the room while creating multiple zones for guests to gather, relax, or connect between games.
At the center of the space, a full bar and food service area acts as a natural anchor point within the lounge. Our team positioned custom-fabricated hospitality elements to encourage guests to circulate, gather, and return between games.
Quick access to food and beverages also supports the rhythm of a live sporting event. Guests can step into the lounge, grab a drink or bite, and head back to their seats without missing the next tipoff.
Every production detail — from custom flooring and materials to lighting and layout — works together to create a premium hospitality environment that stays active throughout the tournament rather than functioning as a quick pass-through space.
Built to Support the Tournament — Year After Year
Producing the Championship Club annually has allowed the activation to evolve while maintaining the elements that work.
Our production team designed modular build components that allow the environment to be installed efficiently each year while still delivering a polished result.
Timing is a major consideration inside an arena that hosts a packed schedule of concerts, games, and live events. What once took significantly longer to build can now be installed by our full crew in just two days, with strike completed in half a day — a major advantage for a venue that operates on an extremely tight turnaround schedule.
Returning guests recognize the experience, but each tournament gives our team the opportunity to refine the layout, enhance the design, and adapt the environment to meet evolving client needs.
Four years in, the Championship Club continues to prove that great activations aren’t just about aesthetics. They’re about thoughtful production — creating environments that function well, support the event, and deliver an experience guests look forward to year after year.
Ready to build a custom activation for your next event?