Showcasing Premium Experiences with the BC Lions Through Purpose-Built Web Design

The BC Lions are one of Canada’s most recognized professional sports organizations, offering premium seating and hospitality experiences at BC Place. These premium spaces play a key role in hosting corporate clients, VIP guests, and major events, particularly as Vancouver prepares for increased global attention ahead of the World Cup.

The Problem

The BC Lions were investing heavily in upgrading their premium spaces, but online, they struggled to communicate the value of those experiences.

Their premium seating lived on a bland, template-driven page that made everything feel flat and one-size-fits-all. There wasn’t a strong way to showcase the vibe, the views, the amenities, or the real “wow” factor through images and video.

When they looked at what other teams were doing online, it was pretty clear their own premium offerings were getting undersold. The in-person experience was strong, but the digital one didn’t match. As a result, the site wasn’t performing effectively as a sales or marketing tool.

The Solution

Ballistic Arts offered Website Design & Development

We worked with the BC Lions to build a dedicated premium spaces website that actually feels like the premium experience they’re selling.

Instead of treating premium seating as a single page on a larger site, we built a dedicated experience that guides visitors through the offering, much like a good sales conversation. Each space has room to breathe, with the right mix of visuals, key details, and context.

Our goal was simple: the second someone hits the page, they can see themselves there, hosting clients, rallying a group, or planning an event at BC Place.

From a build standpoint, we made sure the BC Lions team had a platform that supports how they sell premium, not just how they describe it. That meant organizing the experience around how buyers think, making the information easy to scan, and setting up the site to support ongoing marketing and outreach as the program continues to grow.

The final result is a premium spaces site that the BC Lions can confidently send to corporate prospects, partners, and event planners, knowing it reflects the level of experience they’re delivering in person.

Key Success Factors

Visual Assets as a Primary Sales Driver

Premium spaces are sold on feel as much as features. By prioritizing photography and video, the site allows the experience to sell itself. This reduced reliance on heavy copy communicates atmosphere, energy, and value in seconds, not paragraphs.

Standalone Microsite Flexibility

Building the site as a dedicated microsite gave the BC Lions marketing team flexibility. They can promote, update, and evolve the premium experience independently without being constrained by the main team website architecture.

Clear Information Paths for Faster Decisions

We structured each space so visitors can quickly understand what they are getting, including amenities, views, catering, and ideal use cases. Less hunting, more clarity, and a smoother path toward inquiry.

The Results

The impact of the new site was immediate.

The BC Lions described the transformation as night and day. For the first time, their premium spaces were supported by a digital experience that matched the quality of the physical environment.

By showcasing immersive visuals, event highlights, and detailed space information, the Lions significantly strengthened their digital presence. The site now serves as a powerful first impression for corporate buyers, partners, and guests, helping reinforce the value of their investment in premium experiences.

A Closer Look at Our Approach

We Started With the Sales Conversation

Before we touched on design, we aligned on how premium spaces are actually sold.

Corporate buyers and event planners don’t browse the way typical fans do, so we mapped the experience around the questions they ask, the objections they face, and what they need to see before they reach out.

Based on this data, we continued to focus on the flow before moving to the actual page design. We asked, “What does someone need to understand, in what order, to feel confident booking a conversation?” That thinking shaped the navigation, content hierarchy, and presentation of each space.

Collaborating on Content and Asset Readiness

We reviewed the BC Lions’ existing photos and videos and organized them around the story each space needs to tell. We also identified gaps and opportunities so the site can continue to improve over time as new events occur and new visuals are added.

Making Sure the Platform Works for the Team Behind It

A premium site must remain practical. We built the experience so the Lions team can use it in real sales conversations, share it easily with prospects, and keep it current without turning updates into a development project.

Beyond launch, this site needed to support ongoing outreach and promotion. We set up the foundation so it can evolve with their premium program, whether that means new spaces, new event highlights, or fresh campaigns leading into high-visibility seasons.