At Levi's® Stadium
A gameday experience like no other for the San Francisco 49ers.
A gameday experience like no other for the San Francisco 49ers.
"The Elevate Club was inspired by the spirit of the Gold Rush and the enduring traditions of the 49ers. This is a space for our members where heritage meets modern hospitality."
A space to ramp up anticipation, serving iconic dishes and signature drinks.
A moment to refuel and refresh, offering light bites, cold beverages, and the perfect pause before the action resumes.
A place to unwind and reflect, with crafted cocktails, sweet finishes, and conversations that carry on long after the final whistle.
The Gold Rush prospectors of 1849 didn’t wait for opportunity— they took risks, staked their claim, and fought for fortune. From “The Catch” to "The Pick at the Stick," the greatest plays in 49ers history are heists of legendary proportions. A reminder that gold can strike at any moment.
The Elevate Club channels this outlaw edge, this pioneer grit, and this relentless chase for gold, blending the intensity of the game with the prestige of the dynasty.
“We approached the transformation of this space the same way we approach every project with storytelling at the center. Turning an underutilized space into The Elevate Club meant infusing every texture, every line, and every light with meaning. This new space offers an experience that celebrates connection.”
This club adds something special to an already unforgettable gameday. It’s a place to gather, mingle, and celebrate The Faithful— with curated seating, a long central bar, and two food and beverage stations that keep the energy flowing. Specialty retail moments pop up for select games and events, creating fresh ways for fans to connect.
Guests are immediately immersed as they enter the Elevate Club, small details nod to the outlaw spirit and the 49ers way. A long runner on the floor highlights the five Super Bowl wins. The walls are covered in a graphic of the old gold coast in California where the miners would travel to strike it rich. Flanking the other side are images from old San Francisco 49ers ads against their rivals featuring Sourdough Sam, the original mascot for the team.
At the heart of the space is a custom-built bar designed to be both a social hub and a visual statement. Spanning nearly fifty feet, it anchors the room with a mix of rich materials and clean lines, blending modern polish with the classic red and gold 49ers palette. The bar features signature cocktails, premium offerings, and quick-serve options— all designed to keep fans close to the action without missing a moment.
Tucked away from the buzz of the main lounge, The Victory Vault offers a more private, exclusive escape on gameday. Designed as a hidden retreat, it wraps guests in warm gold tones and rich textures— a nod to the 49ers legacy of triumph. It’s the perfect spot for intimate conversations, special celebrations, or a quiet moment between the highs of the game. The Victory Vault gives loyal fans and VIPs a space that feels both elevated and personal, like being invited behind the curtain of something truly special.
Visuals of the frontier embody the grit and determination of the brave California pioneers chasing fortune.
Liquor labels and old bar backs are reminiscent of the history behind saloons.
Photos and graphics from the 49ers most ambitious and heist-worthy moments in history are celebrated and commemorated.
Gold accents add a touch of luxury and key into 49ers brand colors and the pursuit for greatness.
Inspired by the brave California gold miners of 1849— pioneers who chased fortune with grit and determination, a spirit reflected in the team’s relentless pursuit of victory.
Every element of the space began with a strong narrative foundation. We crafted a bespoke brand identity rooted in the legacy of the 49ers and the pioneering spirit of California’s Gold Rush. This identity served as the creative backbone for the entire experience, informing tone, palette, and visual hierarchy. From the development of a unique logo, to calling back to the team's iconic mascot Sourdough Sam, to crafting messaging that connected emotionally with “The Faithful,” the brand story provided cohesion across the space. The result was an identity that felt both timeless and tailored— anchoring every guest interaction in a shared sense of pride and legacy.
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The physical environment was designed to feel elevated, immersive, and unmistakably tied to the 49ers heritage. Custom-designed rugs grounded the space, while a bespoke bar became the central gathering point— a central anchor with gold touches. Tucked behind the main lounge, a private speakeasy, The Victory Vault, grants guests access to an intimate experience while wrapped in gold tones. Material choices leaned into warm woods, frosted glass, blackened steel, deep textures, and polished gold accents, bringing a sense of outlaw elegance to life through architectural detail.
The storytelling extended onto the walls through a curated graphic communications and art program. This included archival photography, custom murals, and immersive wall coverings that wove historical moments, player triumphs, and fan culture onto the floor.. Typography, wayfinding, and environmental graphics were developed as an integrated system— clear and modern but always echoing the legacy of the 49ers. Every surface became a storytelling opportunity, from subtle layered patterns to large-scale hero moments.
While working closely with fabricators, artists, installers, and the stadium operations team, we developed elements including furniture, lighting treatments, and branded fixtures to meet both aesthetic and operational needs. Every piece was carefully planned to meet California’s building and seismic standards while remaining flexible for temporary installation. From coronation-style gold finishes to precision production art, each element was delivered and installed with exacting detail, ensuring the final experience matched the creative vision.