HOUSTON—This year, Houston hosted the College Football Playoff National Championship Game on Jan. 8 at NRG Stadium, where Michigan beat Washington (ICYMI). And once again, Gifts for the Good Life (GGL) returned for the big game, working with CFP's director of events and hospitality services, Allison Doughty, to create a winning gifting experience.
From Jan. 6-8, VIP guests visited Four Seasons Hotel Houston to register, reminisce, and grab some unique swag.
GGL based its vision for the 10th anniversary experience on seven years of in-person fan feedback, and the company‘s long-term collaboration with Doughty, to create a space that married tradition with current trends.
It included an expansive salon-style gallery wall featuring a decade of souvenirs and memorabilia. Designed to be an on-site museum, the display featured curated objects that told the history and heritage of the championship events—everything from trophies, hand-painted footballs, and tickets to original drawings and kids’ accessories.
“Telling brand history through memorabilia seems basic, but not to people who value the experience of a brand and cherish the souvenirs that celebrate it,” GGL co-founder Susan Turnock explained.
As for the gifting, GGL created an anniversary box that contained 10 limited-edition pieces of soon-to-be memorabilia. Designed to present the items as a mini museum, the custom box unfolded to reveal compartments containing the swag. The center panel featured a limited-edition print with scratch-off championship stadiums so guests could commemorate their personal CFP experience. A branded football was housed in the box as well.
This year, GGL also expanded upon an established gifting tradition—the coveted personalized footballs. In years past, the footballs were presented at registration. This year, knowing that returning guests would be expecting them, Turnock said GGL created a sneak-peek display with a closed anniversary box under plexiglass with signage explaining that the box would be revealed in the gifting gallery.
In addition to the special gift boxes, the gallery also housed a giant map marking significant locations in CFP Championship history, which allowed guests to share their own personal memories from the last 10 years using stickers that said, “The best fans are from here” and fill-in prompts like “This game had the best…”
There were also engraved placards with QR codes throughout the space, which guests were encouraged to scan to learn more about the history of the CFP trophy, foundation, and mascot.
Of course, as a nod to a new trend-turned-tradition, thanks to NFL superfan Taylor Swift, the space featured a display with beaded friendship bracelets. Guests could choose from ready-made CFP bracelets or they could personalize their own with DIY kits. Turnock said “creating ‘Swiftie’ friendship bracelets was a remarkable draw for all guests.”
Keep scrolling to see more from the CFP gifting experience...