Tips for Creating a Memorable Gifting Experience—Courtesy of the College Football Playoff

The limited-edition footballs have become collectibles and a go-to grab at the CFP VIP gifting suite. This year's football, in a nod to Hollywood glam, shone in gold. Lettering artist Lauren Nisenson customized all the footballs.Photo: Emma KappelLOS ANGELES—The College Football Playoff (CFP) National Championship game took place in Los Angeles this year on Jan. 9. For every winner at a sporting event of this caliber, there is a loser—Georgia beat TCU 65-7—but the latter were nowhere to be found at the event's official swag suite. Gifts for the Good Life returned for the big game, where it's been working with CFP's director of events and hospitality services, Allison Doughty, for the last six years to create a gifting experience that VIPs look forward to annually.

"We always like to think differently from year to year, because there are a lot of reoccurring guests," said Gifts for the Good Life's chief experience officer Susan Turnock. "We think about what they've seen in the past, what they've received, and do something completely different, but still keep up with the same branding that CFP is known for and the same quality."

So what ups the ante but still creates a successful gifting experience? Turnock and Gifts for the Good Life's owner Heather Arak-Kanofsky offer some tips...

1. Make sure the gifts are actually useable for the guests—and portable.
"These particular people want to have things that are useable—they don't like to throw out any swag," Turnock said. "That's what they always mention: 'We're so glad you're not giving us things that we have to leave behind or can't use.'"

She added that they always make sure the gifts are easy to carry around, since people are often stopping by the suite before or after other plans to check out the game's ancillary activations and events: "We know they retrieve these pieces and then have to carry it back to the room or other places, so we like for the items to be easy to carry and portable."

2. Think about the guest's journey throughout the event.
"We walk through the experience [of the game and its events] every year and think about what the guests are going to be doing on a daily basis," Arak-Kanofsky explained. "They want to fulfill their collectible situation, but they also want to feel really comfortable like anyone else. So we have to up the ante on both of those things every year—thinking about what does make them comfortable? What would they like or what will they give to others?"

3. Keep it sustainable.
This is something Gifts for the Good Life always has in mind. "We do a lot of activations, and we're really cautious and mindful about the imprint that we have," Arak-Kanofsky said. "It's thinking about how do we make sure that we don't have to send it home, that it'll have a great home, and it can help someone else?" Gifts for the Good Life also worked with CFP's sustainability program, Playoff Green.

4. Incorporate nods to the event's destination.
Every year, of course, the CFP takes place in a different city. And every year, Gifts for the Good Life bases its gifting concept and display on that location. For LA in 2023, cue a sleek, glam-filled look with a golden collectible football that's reminiscent of a certain film award statue. California-sourced and -inspired gifts were also on offer.

Keep scrolling for details and inspiration from this year's CFP swag suite from Gifts for the Good Life...