Where Monuments Meet Momentum: A Brand-New Capital One Arena

ABOUT THIS ENTRY

In 2024, Monumental Sports & Entertainment (MSE) announced a public-private partnership with the District of Columbia to create a brand-new Capital One Arena – a completely transformed building that would serve as the engine for a revitalized downtown and a catalyst for economic growth. To communicate this innovative vision to internal and external stakeholders, MSE worked with Elevate Creative to craft and launch the “Where Monuments Meet Momentum” (WMMM) campaign, a fresh brand identity for Capital One Arena designed to drive engagement and excite fans about the future. The campaign’s comprehensive narrative focuses on using the “momentum” of the building’s unmatched history to construct a vibrant and thriving “monument” that will serve generations to come. Through a series of dynamic, colorful, and radiant renderings, the campaign leans into visual storytelling to convey the wow-factor of the arena’s new design that will be complete through six construction phases over three years.

How does this represent "Excellence in Engagement"?

Monumental continues to raise the game in provision for its fans and athletes, with a driving commitment to stay at the forefront of the industry and a prominent responsibility to represent D.C. on the industry stage as the capital of entertainment. Primarily targeting fans via digital mediums aligns with the modern and creative feel that surrounds the project’s finished product, including the release of the building renderings to heighten the expectations of what guests can get excited for. Crafting a campaign that embodies the project’s guiding principles of focus (innovation, fan-experience, community, hospitality, and athlete performance) with a throughline across the creative assets is essential to authentically remain in touch with the fanbase, as they were warmly welcomed into this reimagined space. In addition to the initial launch tactics, MSE will soon be launching The Reserve, a 3,000 square foot space that will serve as the official preview center of the new Capital One Arena. The Reserve will provide guests with an interactive experience to explore some of the premium elements of the new building, including multiple scale models of the arena and surrounding footprint, interactive screens that showcase key features of the venue, and a full-scale model Vault suite.

Objective

When examining the project’s key areas of focus, the overall fan experience remained at the forefront, with 60%+ of the investment designated toward significant premium improvements and upgrades to raise the caliber of the building. It was important to communicate MSE’s fan-first mantra to provide every guest, from street to seat, with an unparalleled hospitality experience, while emphasizing the building’s ability to cater to fans of all interests and fandom, ensuring accessibility, comfort, and engagement for everyone attending events. The storytelling around the building’s future design and functionality was key in explaining how the transformation will pay homage to the past while simultaneously reimagining the experience – truly future-proofing it to absorb advances in technology or fan preferences. Given the opportunity to make a splash and capitalize on a groundbreaking announcement, MSE began work to craft a marketing strategy as grand as the project itself to generate buzz and excitement across the region, using the idea that this project investment is for MSE’s teams and athletes, staff, corporate partners, the community, but most importantly, the fans.

Strategy & Execution

After months of prep work establishing the brand framework and with the legislation officially passed on Dec. 18, the announcement was made publicly on Dec. 19. MSE worked with the city of D.C. to plan a ceremonial groundbreaking on the 19th to commemorate work beginning on the building. Key executives from all parties including MSE’s CEO Ted Leonsis, D.C. Mayor Muriel Bowser, and NBA Commissioner Adam Silver were in attendance and participated in the speaking program to give insight into what this monumental project means for the community and the sports industry. Ted Leonsis had the honor of unveiling the hero rendering of the reimagined building exterior, which took place with a dramatic 50-foot tall curtain drop in front of media, invited guests and staff, with a surprise appearance by the entire roster of the 2024-25 Washington Wizards team. The fanfare continued with Leonsis, Bowser, Silver and other city leaders taking the first hammer swing to a dry wall, a compelling public visual that marked the start of a new beginning. Using the momentum from the in-person event, MSE pushed out the freshly announced renderings through all digital channels and launched a new transformation website to enhance fan communication.

Organizations

• Monumental Sports & Entertainment
• Elevate Creative (creative materials)
• Gensler (building renderings)

Links

•   Website

Credits

Jim Van Stone
President, Business Operations and Chief Commercial Officer
Monumental Sports & Entertainment

Hunter Lochmann
Chief Marketing Officer
Monumental Sports & Entertainment

Adam Gotts
Vice President, Project and Revenue Management
Monumental Sports & Entertainment

Erin Mitchell Martin
Vice President, Venues Marketing
Monumental Sports & Entertainment