Case Study | Pickleball Club and Sports Facility | Pickleball Club
Pickleball Club Marketing
A 60,000 square foot warehouse turned into a sport and culture destination, launched from zero
How a first-time facility brand went from a blank page to a soft opening in six months: a graffiti-inspired identity and brand guide, a website with memberships, lessons and court booking, six production days of photo and video, a monthly social engine, a press-ready media deck, flyers, a newsletter, a 30-60-90 launch plan and paid media. The doors opened with a brand people already recognized.
The Client
Pickle Alley
Founder Morgan Burrows and a locally owned team secured a 1930s warehouse, a fifteen-year lease and the funding to turn 60,000 square feet into a pickleball club with nine indoor courts, five outdoor courts, a 2,800 square foot gym and social lounges, with a cafe and clubhouse to follow. The building was under construction. The brand did not exist yet. The opening date was set.
We built the brand while the courts were being poured. A graffiti-inspired wordmark and brand guide set the tone: sport meets street culture, not another gym. From there came the website with membership tiers, lessons, amenities and a court booking flow, a monthly social program that ran from construction updates to an opening countdown, flyers for leagues and a community membership program, a newsletter, and a media deck that pitched the story of a historic warehouse brought back to life. Six production days, including drone, interviews and a New Year's Eve event, supplied the photo and video. Paid media and a 30-60-90 plan carried the club into its soft opening.
Services
By the Numbers
Objectives and Approach
Build the Brand Before the Building
Pickleball is the fastest growing sport in the country, and most facilities market like gyms. The brief was to make this one feel like a cultural destination, and to have members signed before the courts were finished.
Sport Meets Street
A graffiti-inspired wordmark, spray-paint textures and a purple, teal and lime palette, documented in a brand guide so every flyer, story and sign reads as one brand.
Sell Memberships From a Rendering
A website with membership tiers, court booking graphics, lessons and amenities pages built from renders and construction photos, then re-shot as the space came online.
Content Through Construction
Monthly social from "then vs. now" construction updates and pickleball 101 explainers to player archetypes, an opening countdown and event announcements.
Make It a Story
A media deck framing the club as adaptive reuse, small business and the sport's growth, with drone footage, interviews and B-roll ready for press and paid media.
Services Marketed
Seven Ways to Play
Brand
A Mark Built for Spray Paint and Screens
The wordmark, its variants, the brand guide and the social grid system it produced.
Website
Memberships, Lessons and Court Booking
Homepage, landing page and program pages designed from renders before the space was finished, plus the court booking graphics, parking guide and signup pop-up.
Press
The Media Deck
A fourteen-slide press kit framing the club as adaptive reuse, small business and the fastest growing sport in the country, with story hooks, assets and access for editors.
Video
Montage and Member Testimonials
Shot and edited by our team: a facility montage for the website and ads, and a testimonial cut from member interviews.
Social
A Monthly Engine From Construction to Opening Day
Construction updates, an opening countdown, pickleball 101, player archetypes, membership explainers, gym reveals, event announcements and a post-opening photo series.
Print and Email
Flyers, Newsletter and Community Programs
A challenge court series, a sliding-scale neighborhood membership program and the opening newsletter, all in the brand system.
Photography
From Renders to Real Courts
The court layout renderings we worked from, and the facility as it opened: courts, gym, pro shop, outdoor courts and the neighborhood murals around the building.
What We Managed
A Full Marketing Department for a New Facility
Impact Summary
A Facility That Opened as a Brand, Not a Building
A 60,000 square foot club launched with an identity people recognized, a website selling memberships, a social following built through construction, a press kit in editors' hands and a content library that keeps the feed full. The same launch system fits any club, gym, studio or venue opening its doors. See the live site at picklealleyla.com.
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