ESPN’s ESPY awards, presented by Capital One, rolled into Los Angeles on July 15. Taking place at the Microsoft Theater, the official show celebrating the year in sports made many headlines in particular for the buzz surrounding Caitlyn Jenner’s Arthur Ashe Courage award acceptance speech.
Like the entertainment industry award ceremonies that blanket Los Angeles each winter, the sports-centric show also brought with it a host of related events around town, including ESPN’s many official events over several days. Among the affairs in the packed program were the 15th annual celebrity golf classic on July 14 at Pelican Hill Golf Club; the ESPYs experience fan event within Microsoft Square at L.A. Live with activities, performances, and red carpet viewing on award day; the ESPYs Escape suite at the Ritz-Carlton pool deck on July 14 and 15; an ESPN the Magazine preparty; as well as a massive official post-party on the Event Deck.
Each of the diverse events aimed to reach a specific audience—from the elite group of athletes and celebrities at the intimate suite to the large-scale post-awards party for 3,400 guests. The brand accommodated each demographic while meeting its marketing and entertaining goals.
Wolfgang Puck catered a 10-foot-tall dessert display on which doughnuts on pegs spelled out the party's purpose.
This year ESPN moved its Escape lounge from the JW Marriott pool to the Ritz-Carlton pool in order to provide a more exclusive and intimate atmosphere for the invited athletes and celebrities, according to ESPN executives. Escape also drew inspiration from the existing Ritz-Carlton decor for a nautical feel accented with gold and navy hues. ESPN's Stephanie Bonk and Sivan Zaitchik worked on the event with producer Caravents.
The official athlete lounge for the awards, the Escape on July 14 and 15 featured games such a Pop-a-Shot, ping-pong, and life-size Jenga.
The ESPYs Escape featured lounge seating areas backed with logo hedging, as well as gifting from sponsors and partners.
On July 14, ESPN the Magazine hosted the official Body at ESPYs preparty for its seventh annual Body issue in conjunction with the awards. The issue features more than 20 athletes from a variety of sports on six separate covers, and the party’s decor drew heavily on the magazine’s imagery. ESPN's Timi Jordan, Lauren Robinson, Bianca Gomez, Eden Ghebresellassie, and Anne Powers worked on the event with producer Event Eleven.
The party at Milk Studios drew athletes, presenters, nominees, celebrities, sponsors, and other V.I.P.s as well as Disney, ABC, and ESPN executives for a total of 1,400 invited guests. It was the first time ESPN hosted the party at Milk; the event had previously been held at Lure in Hollywood. That venue is now known as Le Jardin, and this year hosted another ESPN awards week event, Uninterrupted at ESPYs.
Entertainment came from DJ Lo Down Loretta Brown (also known as Erykah Badu), DJ Khaled, and Fetty Wap.Â
Keeping with the theme of the venue, Event Eleven designed the space to feel like a photo studio with massive oversize prints from the issue. Projections evoked the look of film reels, and framed images hung in a gallery-like arrangement throughout the venue. Lounge seating had a stripped, modern feel.
Presenting sponsor Cadillac's logo sprawled on the wall behind the DJ booth. Additional sponsors included Capital One (which was presenting sponsor of the awards), Axe, Gatorade, Grey Goose, Miller Lite, and Nautica.
Logos floated on hedges as well as appeared in signage on the wall behind the party's arrivals carpet.
A 20-foot hashtag wall and projections brightened the after-party space exterior. Inside, live hedgerow walls surrounded raised lounges on either side of the stage and dance floor. Tying it all together was a 48-foot stage wall projected with video imagery of elements of nature. Falling rose petals, kaleidoscope effects, bubbles, and other looks provided eye candy throughout the evening until the walls opened to reveal the evening’s headline entertainment. ESPN's Bianca Gomez, Timi Jordan, Eden Ghebresellassie, and Anne Powers worked on the event along with producer 15/40 Productions.
For the party’s second year on the Event Deck at L.A. Live, the production team created a strikingly different look and feel. Whereas for the previous two years, the party had evoked an urban loft—with stainless steel bead curtains, metal I-beams structures, exposed truss, and other details—this year, the vibe was more natural and organic. ESPN execs estimated about two thirds of the guests were new to the party this year.
Decor included a raw wood plank back bar and buffet walls and a dramatic six-foot flower arrangement in vibrant oranges. A chandelier-like ceiling treatment made from 1,000 Edison bulbs hung over the party space for a big impact over a large crowd.
Ciara performed at the after-party, serving as arena-level headline entertainment for the crowd of 3,400, which included presenters, nominees, athletes, sponsors, executives, and other V.I.P.s. Big Sean also performed.
A 16- by 16-foot wood logo wall with interlaced huckleberry vines incentivized guests to share snaps and selfies on social media.
