Splash Sports Bar at Thrive City is one of the most visually stunning sports venues in the San Francisco Bay Area. The venue spans multiple levels and zones, each with a distinct energy. From the sweeping sightlines of the main floor, to private lounge areas and entertainment bays, Splash is a premium destination for sports fans, private events, and corporate activations.
From the moment they enter, patrons are immersed in light, motion, and content. The space features IPTV across nearly 100 displays, an 840-square-foot curved LED wall, an LED ribbon ticker that wraps the entire venue, and luxurious golf simulator bays. This next-generation venue, brought to life by AVI-SPL’s XTG team, is managed from a single centralized visual experience platform: 22Miles.
The Centerpiece: An 840-Square-Foot Curved LED Wall
An 840-square-foot curved LED wall, fabricated and installed by SNA Displays, dominates the main floor of Splash. Multiple live IPTV feeds run simultaneously across different sections of the wall. On game night, an NBA game can dominate one corner and an NFL matchup another, while branded overlays and promotional content animate between broadcasts.
Sponsors, promotional partners, and venue branding rotate through the wall content on a scheduled basis. During private events or corporate buyouts, the entire wall can be quickly reconfigured to display custom branded content, personalized messaging, or event-specific visuals without any hardware changes or manual input switching.
The Ribbon LED Ticker Wall: Always-On Sports Intelligence
If the curved LED wall is the heart of Splash, the ribbon LED ticker wall is the nervous system. Also built by SNA Displays, the ribbon wraps the upper perimeter of the entire venue, continuously delivering live sports scores, breaking news headlines, real-time stats, league standings, and branded motion graphics.
The ribbon operates as a completely independent content layer, giving Splash a source of constant, real-time sports intelligence. Staff can update feeds, adjust scroll speed, push breaking news, or swap in branded sponsor messaging, all from a single software platform.
IPTV at Scale: Managing Nearly 100 Displays as One System
Splash relies on IPTV to deliver live video feeds across nearly 100 displays throughout the venue. At any given time, Splash is showing five to eight simultaneous channel feeds.
AVI-SPL’s XTG team used 22Miles’ IPTV-capable CMS, running on BrightSign Series 5 media players with BrightSignOS™ to create a stable, scalable backbone for multi-zone channel feeds. The Splash team can schedule events, so that displays switch to a channel feed the moment a big game starts. During venue takeovers or private parties, they can deploy branding or custom messaging system-wide, or every assigned screen in a dedicated zone.
Golf Simulator Bays: Entertainment Beyond the Broadcast
Splash also offers private golf simulator bays powered by Full Swing Golf. Each bay uses projection to render full-scale golf courses, with auxiliary displays on the surrounding walls. The golf bays represent a meaningful venue differentiator and revenue stream. Event organizers use the 22Miles visual experience platform to push custom messaging, sponsored content, or event branding into the simulator bays just as easily as anywhere else in the facility.
Turning Every Screen Into a Revenue Channel
At Splash, every screen is a revenue stream. Sponsor ads, venue promotions, and partner placements can be automatically inserted on a schedule between live sports broadcasts, without staff manually managing playback. Advertisers get guaranteed placement, and guests experience a polished, broadcast-quality content mix rather than awkward dead air or static slides. Ad inventory can be sold by zone, by time slot, by event type, or by audience, all managed centrally and delivered automatically.
One Platform, Total Control
Visual experiences throughout Splash are managed as one unified system through 22Miles, eliminating the operational fragmentation. Thanks to this unified approach, Splash staff can set up for events more efficiently; respond to live conditions; or deploy last-minute sponsor activations in seconds. There are no manual processes for reconfiguring zones during events: everything is connected, and everything responds together. The platform is cloud-based and hardware-agnostic, so new screens, new zones, and new experiences can be added without costly reconfiguration.
Splash at Thrive City represents what happens when a venue is designed around the idea that digital experience and physical experience are the same thing. This is the total experience model, and it’s quickly becoming the standard expectation for premium sports venues, entertainment destinations, hospitality spaces, and enterprise facilities of all kinds. Content must be live, coordinated, and visually impressive, with unique hardware installations that make experience immersive. This model takes investment, vision, and a powerful platform to grow and scale—but the results are undeniable.
