Yerba Madre Super Bowl ‘Trailgate’ Experience
To support Yerba Madre’s “Yellow Means Go” campaign, Stoelt Productions transformed the private 50-acre Oak Canyon Ranch into a hiking-meets-tailgate environment coined the “Trailgate.”
The expansive outdoor setting was reimagined in bold Yerba yellow, blending football culture with campsite nostalgia. Custom-fabricated yellow football uprights stood tall within the footprint, along with a 16’ x 9’ LED wall for Super Bowl viewing, and yellow tree stumps, picnic tables, Adirondack chairs, and branded coolers created natural gathering zones across the property.
Several sourced vintage elements were painted to match the same saturated yellow tone, creating a cohesive monochromatic visual look throughout the build.
Stoelt fabricated custom directional signage, installed a yellow gallery wall of nature-inspired artwork behind the DJ booth, integrated a 10-foot inflatable Yerba Madre can, and layered in eclectic camping props—from vintage lanterns to life-sized faux moose and bear—to add depth across the space.
Grilled brats, hot dogs, and cheeseburgers were cooked live beside the vintage yellow and green studio prop vehicles, reinforcing a true tailgate atmosphere, while the bar served Yerba Madre mocktails throughout the day.
Guests began with a guided pre-game hike to an overlook before returning to the Trailgate for game viewing and programming, with influencers and brand superfans documenting the full game-day journey , while influencer chefs joined the catering team at live grill stations to cook alongside the spreads.
Branded jerseys, beanies, cups, tents, and coolers were woven into the environment as both merchandise and functional design elements, resulting in a fully immersive outdoor build that translated the campaign into a physical, shareable experience.
Yerba Madre | Super Bowl ‘Trailgate’ Experience
CLIENT: Public Display of Affection (for Yerba Madre)
TYPE: Experiential Activation + Influencer Event
LOCATION: Los Angeles, CA.
ACTUALIZATION: Stoelt Productions led the fabrication, design, and execution of Yerba Madre’s “Trailgate,” transforming a 50-acre ranch into a monochromatic yellow campsite-meets-tailgate experience for hiking, content creation, and Super Bowl viewing.
OUR ROLE:
Translation of “Yellow Means Go” Campaign into Physical Environment
Scenic Design + Fabrication of Monochromatic Trailgate Footprint
Venue Sourcing + Coordination
16’ x 9’ LED Wall Installation + Super Bowl Game-Day Streaming Integration
A/V Integration for DJ Booth + Outdoor Sound System
Custom Fabrication of Yellow Football Uprights
Yellow Gallery Wall Fabrication + Installation Behind DJ Booth
Prop Styling + Sourcing (Vintage Lanterns, Faux Moose + Bear, Camping Elements)
Monochrome Scenic Painting of Sourced Decor and Props
Sourcing of Vintage Studio Prop House Vehicles
10’ Inflatable Yerba Madre Can Fabrication + Installation
Tailgate F&B Environment Buildout (Live Grill Stations + Service Areas)
Yerba Madre Mocktail Bar Integration
Campsite Seating + Furniture Sourcing (Yellow Tree Stumps, Picnic Tables, Adirondacks, Bleachers, Branded Coolers)
Merch Integration - Branded Custom Jerseys, Beanies, Cups, Flags, & Coolers
Full On-Site Production + Vendor Management
Vintage VW Photo Bus Sourcing + Activation Integration
Custom “Acorn Hole” Game Fabrication (Branded Boards + Acorn Bags)
Custom Hand-Painted Directional Signage
