Las Vegas Raiders Allegiant Stadium Tours

The Las Vegas Raiders engaged BRC Imagination Arts to create a stadium tour for their new home - the most modern and technically advanced stadium in the NFL. But the Raiders wanted more than a stadium tour, they wanted a fan experience that would celebrate the spirit of Raider Nation while serving as an immersive “open house” for fans and a “conversion tool” for fans of other teams. The Raiders were also looking for a next-generation fan experience that would create new revenue opportunities. This was particularly important in 2020/2021 – the Raiders had just moved to Las Vegas and were trying to build brand loyalty in their new market, but at a time when fans would not be allowed to gather for games in the stadium.

The resulting 70-minute tour allows guests to experience the wonders of the Raiders’ new two-billion-dollar home, while inviting guests to experience the fire that Al Davis described as core to the Raiders: the will to win. From an original soundtrack that tracks the team’s journey from Oakland to Las Vegas, to a wrist-worn device that gives tour hosts complete control of the experiences throughout the stadium, the tour embraces a marriage of emotional storytelling and technological innovation to give guests a one-of-a-kind immersion into the iconic Silver and Black.

Tour hosts control sound (including an original soundtrack that personifies the team’s move from Oakland to Las Vegas) and media via a device on their wrist, making every step of the tour feel like a magic trick to guests. Together they explore the most exclusive areas of the stadium and enjoy stunning moments like an audio show in the Broadcast Booth hosted by Brent Musburger and a visit from Raiders-legend Howie Long in the Press Conference room. The experience culminates in the team’s locker room, where guests are met by a larger-than-life, three-dimensional hologram of the Head Coach, who passionately delivers the same hair-raising pep talk he delivers to players before guests are led out onto the field.

The project has been overwhelmingly successful, completely selling out since opening day.