Playoff Fan Central

CLIENT College Football Playoff

EVENT Playoff Fan Central

VENUE 2024 George R. Brown Convention Center, Houston, TX 2025 Georgia World Congress Center, Atlanta, GA 2026 Miami Beach Convention Center, Miami, FL

GUEST COUNT Approximately 35,000–70,000+ attendees over three days, varying by host city

The Challenge

Playoff Fan Central must evolve each year alongside the College Football Playoff and its host cities. Fan expectations, attendance patterns, and cultural context vary significantly from market to market, requiring the event to adapt without sacrificing consistency or impact.

Assembli was challenged to grow engagement and attendance, support an expanding playoff format, and deliver a scalable experience that felt tailored to each city while continuing to showcase partners and official sponsors of the College Football Playoff.

The Execution

Assembli approached Playoff Fan Central as a flexible experience that could evolve alongside the College Football Playoff and its host cities. Rather than replicating the same layout year over year, the team evaluated each market's expected attendance, fan behavior, and cultural influence to inform how the space should function and feel.

In Houston, the focus was on re-energizing the event and driving deeper engagement. Assembli reimagined the footprint around a large-scale CFP field that became an iconic focal point, with a dramatic LED tunnel pulling guests into the space and a layout designed to increase dwell time and sponsor interaction.

Atlanta presented a different challenge. With higher attendance projections and an expanded CFP format, efficient movement and visibility were critical. Assembli delivered an intentional layout that guided guests naturally through the space, maximizing sponsor exposure and reducing congestion, while large-scale entry moments set the tone for a record-breaking year.

For Miami, the strategy shifted toward cultural relevance and visual refresh. While maintaining the proven operational framework, Assembli leaned into the city's identity through color and design. The Trophy Showcase drew inspiration from the iconic Wynwood Walls, creating a vibrant, photo-forward environment that felt distinctly Miami while remaining true to CFP brand.

Across all three cities, Assembli delivered a cohesive yet adaptable fan experience that continued to grow in attendance, relevance, and overall impact by responding to place rather than repeating past designs.