Independent creative agency People has been tasked by the DP World Tour with connecting the sporting community through the Genesis Scottish Open‘s official fanzone.
Following the appointment to design and build the 2024 fanzone, People has elevated designs for the 2025 tournament, which is being held at The Renaissance Club in North Berwick this week. The addition of two new activations brings the total to five unique experiences for golf fans to enjoy.
People’s design for the 2025 fanzone includes Mini Golf and Long Putt experiences, challenging golf fans to sink a hole-in-one from 60 feet and go head-to-head with family and friends – while also raising funds for Scottish charity, The Renaissance Club Foundation.
The fanzone also includes The Performance Lounge in partnership with NEXO, a black box space which hosts a range of console games and simulator golfing experiences, plus the Little Links zone, designed for younger golfers with a host of child-friendly games.
The fifth and final experience, The Academy, has been created in partnership with the Steven Gallagher Foundation, and aims to open the golfing world up to the next generation of players. This zone provides young amateurs the chance to book a lesson with golfing professionals, and PGA members.
People has also won a competitive bid to bring the headline sponsor’s new lounge and spectator activation to life, located at the 6th hole.
Following the design and creation of Genesis’ Electrify Your Drive activation at last year’s event, the luxury car brand has reappointed People to reimagine their new space. With a large scale brand lounge at the 6th hole, featuring unique concept car displays, activated swingbox with the latest TGL technology and a course side viewing platform.
Rory O’Donovan, Partner at People, commented: “These dynamic spaces within major sporting events are the beating heart of the sports fan’s day out. They are where people come together and make memories with loved ones as they discover new ways to get closer to their favourite sport. Our creative and production teams at People have been delivering unique and innovative fanzones for our clients for ten years, and it’s a pleasure to be working again with both DP World Tour and their headline sponsor, Genesis, to bring our expertise and create these exciting new experiences for fans.”
Speaking of the appointment of People, Joe Hunt, Championship Manager at DP World Tour said: “We tasked People with bringing the golfing community closer than ever to their sport, and we want our spectators to leave the Scottish Open with memories for life. People’s creative activations, event production and management will not only enhance the visitor experience but also redefine how we engage new players, spectators, and the wider sporting community. It’s this kind of innovative thinking that keeps the Genesis Scottish Open a stand out event in the golfing calendar.”