New Home in Frisco
PGA of America
How we helped
- Digital Experience
- Visual Storytelling
- Social Media Moments
- Historical Recognition
FROM THE CLIENT
Four years ago, we made the difficult and wrenching decision to move our headquarters after 60 years in Palm Beach, Florida across the country to Frisco, Texas. Obviously, we needed to get it right, to establish the right messaging, the right positive vibe and over time to realize a proper return on our investment. We were very impressed with Advent’s presentation/ideas and ultimately put a lot of trust in them to deliver on their promises and our dreams. They did enormous diligence, really listened to what we were saying and were looking to achieve. Their final ideas were fresh and powerful takes on our hopes and dreams. They took the time to truly understand us, our goals, our business, our mission, our stakeholders, our game, and the community. Then they used their creativity to truly make our building, the entire campus, and importantly us as an association come alive. The real beauty of their work was that they somehow took all these somewhat intersecting desires/goals/soundbites and turned those random thoughts into a symphony of messaging and a physical representation of who we are, and what we are all about.
In short, they turned our building into our home. —Seth Waugh, CEO
The transformational “home” for the PGA headquarters is a symbol of the future of the organization and the game of golf. The facility at PGA Frisco, located 30 miles north of Dallas, fosters a spirit of collaboration and fun, while inspiring PGA Professionals that visit the PGA Frisco campus for years to come. The leadership’s goals for the new home included a commitment to:
SUPPORT AND EQUIP PGA PROFESSIONALS FOR SUCCESS.
MAKE EVERYONE FEEL WELCOME.
PAVE THE WAY FOR THE FUTURE OF GOLF.
At A Glance
- 106,000 square feet
- 11 standard hitting bays
- Four simulator bays wired with lights and high-speed cameras for further swing dissection.
- State-of-the-art motion-capture sensors that allow for in-depth stroke analysis
- Short game practice area
- Putting green and hitting bays
- Television and recording studio
The remainder of the 600-acre, $550 million PGA Frisco campus will open to the public in Spring 2023 and feature unique destinations encompassing: Fields Ranch at PGA Frisco, with two 18-hole championship golf courses designed by Gil Hanse and Beau Welling; a world-class clubhouse; a 30-acre practice facility; a performance center; the 510-room Omni PGA Frisco Resort; and the PGA District, featuring a one-of-a-kind indoor and outdoor golf-centered entertainment area.
Concept and Production Design
Fabrication and Installation