At the 2018 SEC Men’s Basketball Championship, Colonnade helped generate fan engagement and excitement.

The 2018 SEC Men’s Basketball Tournament’s first trip to St. Louis was a great success and featured some of the nation’s best, most exciting games of all college basketball’s post-season offerings. Colonnade was in town before, during and after the event to ensure fans were entertained in sumptuous style and there was just as much action off the court as there was on the court.

SEC FanFare set up on 14th Street just outside the tournament with game day interactives such as pop-a-shot stations, free-throw challenges, the obstacle shootout challenge, and tons of fan giveaways. Dozens of exciting sponsor activations also kept fans in the middle of the action and engaged with the sponsors’ brands.  In addition to the high-energy games, local food trucks were on hand providing patrons with a wide variety of St. Louis’ finest flavors.

The Scottrade Center has hosted numerous NCAA men’s basketball events including the 2005 Final Four and Midwest Regionals between 2004 and 2012, but this is Colonnade Group’s first time executing SEC FanFare in the Gateway City. “The Scottrade Center has made some really wonderful improvements and renovations in recent years,” says Colonnade Event Director Jane Mitchum. “We enjoyed working with the City of St. Louis. They were very responsive to all our questions and needs. It was a great experience.”

Although it’s a new city for Colonnade and the SEC, Colonnade has all the experience and the resources needed to create a truly engaging experience that’s fun for fans and fruitful for sponsors. “We’re perfectly positioned to catch fans before, during and after every game,” says Jane. “When they see all that we have to offer and engage with all the sponsor activations, they’ll know that there’s no better place to be than at FanFare.”

During the Tournament, Colonnade also managed the official VIP hospitality to provide fans a place to relax, dine and entertain between games. In the historic Peabody Opera House connected to Scottrade Arena and adjacent to FanFare, Colonnade crafted a bar and snack area in the second floor Peabody Lounge and managed full food service for five days in the third floor Centene Lounge.

The tournament finished Sunday, March 11 with the University of Kentucky taking the title for a record 31st time. To see how Colonnade Group can help pull off your next high-energy event, visit

About Colonnade Group
Colonnade Group is a Birmingham, AL-based company that engineers exceptional experiences to elevate every fan’s game day. The company was founded in 1991 by CEO Robbie Robertson to fill a gap in event management expertise by providing comprehensive logistical solutions in the areas of premium seating, temporary structures, corporate hospitality and sales, fan experiences and customized solutions. Clients include more than a dozen Division I Universities, the nation’s largest collegiate athletic conferences, the NCAA, the College Football Playoff, and a wide-range of corporations. For more information, visit or follow @ColonnadeGroup on Twitter and Instagram.