The Big Idea

Holding Court. A term borrowed directly from the game itself and reframed as a cultural statement about the growing community surrounding pickleball. A sport with no barriers. No age limit. No fitness requirement. Just competition, community, and the joy of the game.

Humana National Mall of Pickleball

Problem

Humana asked GMR to transform senior health advocacy into a community tradition. The challenge was producing a world class sporting event on one of the most iconic, logistically complex and environmentally sensitive public spaces in America while preserving the open to all spirit that makes pickleball unlike any other sport. The entire footprint had to be built in 48 hours, programmed across three full days and completely broken down within 12 hours, all while meeting ambitious sustainability goals and managing 150 plus VIPs and 25 plus programmed events simultaneously.

Project Goal

Create the most iconic senior pickleball tournament ever produced. 11 courts. 50,000 square feet. Professional players, local ambassadors from the DC Pickleball Team, coaching clinics, VIP programming and open community participation operating simultaneously in one of America's most visited public spaces. Court reservations booked out within minutes of opening. Over 3,000 picklers participated across 1,900 games and 650 plus hours of play across three consecutive years of the program.

The Work

The Holding Court concept gave the entire event its visual and experiential identity. A color story drove the customer journey from the exterior footprint progressively inward toward center court. White anchored the outer fencing, transitioning into green and then blue as visitors moved deeper into the space toward the White Hot zone at center court where professional players competed alongside cooking demonstrations that drew players and spectators alike. The color told people where they were, where they were going and where the heart of the experience lived without a single sign needed.

Role & Responsibilities

Creative Director

Concept development, creative direction, client facing, presentation design, color story and experiential design through production, furniture selection, team mentorship, on site supervision of union workers and volunteers, vendor communication, VIP programming support.