April 21st, 2026
Today’s sports and entertainment venues aren’t just places to passively watch a game; they’re environments engineered to deliver unforgettable fan experiences. Sports fans expect more than a single broadcast on a single screen. They want to see multiple games at once, track live scores without looking at their phone, and feel the electricity of the venue around them at all times.
For operators, that expectation has fundamentally raised the bar. Managing dozens, or even hundreds, of displays across different zones used to be a complex, manual, time-consuming process. Keeping content synchronized, relevant, and responsive often required constant intervention and created operational bottlenecks during peak moments.
At Splash Sports Bar at Thrive City, one of the most visually stunning sports venues in the Bay Area, 22Miles delivers the complete digital experience platform that brings it all together: live IPTV across nearly 100 displays, a jaw-dropping 840-square-foot curved LED wall, a sweeping LED ribbon ticker that wraps the entire venue, immersive golf simulator bays, and a fully integrated ad scheduling system, all managed from a single centralized platform.
This isn’t just an IPTV story. This is a story about what a total digital experience looks like when every element of a venue, every screen, every surface, every moment, is orchestrated as one unified system.
The Venue: Splash at Thrive City
Splash at Thrive City isn’t a typical sports bar. Located steps from Chase Center in San Francisco, the venue spans multiple levels and zones, each with a distinct energy and purpose. From the main floor with its towering bar and sweeping sightlines, to private lounge areas and entertainment bays, the space was designed from the ground up to be a premium destination for sports fans, private events, and corporate activations alike.
What makes Splash truly unique is how the physical architecture and the digital infrastructure are inseparable. The displays aren’t added on top of the venue — they are the venue. Walk in, and you’re immediately surrounded by light, motion, and content on every wall. The LED installations aren’t just decorative; they’re the primary communication layer between the venue and its guests, operating continuously from open to close.
Managing that level of visual complexity at scale required a platform that could go far beyond standard digital signage. It required a complete content orchestration system, and that’s exactly what 22Miles delivers.
The Centrepiece: An 840-Square-Foot Curved LED Wall
The first thing guests see when they walk into Splash is the massive curved LED wall dominating the main floor. Fabricated and installed by SNA Displays, one of the leading LED display manufacturers in North America, the wall spans 840 square feet, it’s not just the largest screen in the venue — it’s one of the most striking installations of its kind in any sports bar environment in the country.
What separates this wall from a traditional display is its architecture: the curved form wraps the space, pulling the audience into the content rather than simply presenting it from a distance. During a packed game night, multiple live IPTV feeds run simultaneously across different sections of the wall — one corner showing an NBA game, another broadcasting an NFL matchup, while branded overlays and promotional content animate between broadcasts in real time.
But the wall does more than sports. It’s a full-canvas advertising and brand activation surface. Sponsors, promotional partners, and venue branding all rotate through on a scheduled basis, managed directly from the 22Miles CMS. During private events or corporate buyouts, the entire wall can be reconfigured in minutes to display custom branded content, personalized messaging, or event-specific visuals — without any hardware changes or manual input switching.
Key capabilities on the curved LED wall include:
- Simultaneous IPTV feeds across multiple zones of the wall
- Scheduled ad and promotional content managed through 22Miles
- Real-time switching between live sports, branding, and event content
- Full-canvas takeovers for private events and sponsorship activations
- Dynamic overlays, scores, promos, and branded motion graphics, layered over live content
This level of flexibility is what transforms a large screen into a strategic asset. The wall generates revenue when it’s showing ads. It retains guests when it’s showing live games. And it elevates private events into premium brand experiences. All from the same screen, managed from the same platform.
The Ribbon LED Ticker Wall: Always-On Sports Intelligence
If the curved LED wall is the centrepiece, the ribbon LED ticker wall is the nervous system. Also built by SNA Displays, the ribbon wraps the upper perimeter of the entire venue, running continuously to deliver live sports scores, breaking news headlines, real-time stats, league standings, and branded motion graphics in a seamless, always-moving stream that guests can read from virtually anywhere on the floor.
What makes the ribbon so powerful is that it operates as a completely independent content layer. While IPTV broadcasts are running on the large displays and the curved wall is showing a full game, the ribbon is simultaneously surfacing a different dimension of sports content — the metadata that makes a game more meaningful. What’s the score in the game they can’t see? Which team just moved? What’s the latest injury update? The ribbon answers those questions without requiring guests to pull out their phones.
From an overhead view of the venue, the ribbon creates an almost stadium-scoreboard effect, a sweeping band of live information that gives the entire space a sense of constant, real-time sports intelligence. It’s one of the defining visual signatures of Splash, and it’s something very few venues in the country can replicate at this scale.
The ribbon ticker is managed entirely within the 22Miles platform, alongside every other content layer in the venue. Staff can update feeds, adjust scroll speed, push breaking news, or swap in branded sponsor messaging — all without touching the hardware.
Ribbon content includes:
- Live scores across all major sports leagues
- Real-time game stats and breaking sports news
- Venue announcements and event promotions
- Sponsored ticker segments and partner brand messaging
- Motion graphics and branded visual elements
Golf Simulator Bays: Entertainment Beyond the Broadcast
Splash offers something almost no sports bar in the country can: private golf simulator bays powered by Full Swing Golf, seamlessly integrated into the broader venue experience. These aren’t afterthoughts tucked into a back corner — they’re designed as premium private spaces with lounge seating, dedicated displays, and the kind of finish quality that makes them feel like a completely separate venue within the venue.
Each bay uses projection technology to render full-scale golf courses, with auxiliary displays on the surrounding walls keeping guests connected to live sports while they play. The Splash branding visible on dedicated panels inside each bay is managed through the same 22Miles system that controls the rest of the venue — meaning event organizers can push custom messaging, sponsored content, or event branding into the simulator bays just as easily as anywhere else in the facility.
For private bookings, corporate events, and sports entertainment experiences, the golf bays represent a meaningful revenue stream and a powerful differentiator. They extend the definition of what a sports venue can offer — moving beyond passive viewing into active participation, all within the same content-managed ecosystem.
IPTV at Scale: Managing Nearly 100 Displays as One System
What Is IPTV Digital Signage? IPTV — Internet Protocol Television — integrated into a digital signage CMS allows live video feeds to be distributed across multiple displays simultaneously. Unlike traditional broadcast distribution, IPTV digital signage gives operators flexible, software-driven control over what appears on every screen, in every zone, at any moment.
At Splash, that means managing five to eight simultaneous IPTV channel feeds across nearly 100 displays without any manual input switching or physical infrastructure changes. A game switches? The system updates. An event starts? Content reconfigures automatically. A private party takes over a zone? Branding deploys instantly, across every screen assigned to that area.
The platform powering this is 22Miles’ IPTV-capable CMS, running on BrightSign Series 5 media players with BrightSignOS™. Together, they create the stable, scalable backbone that makes always-on, multi-zone content delivery reliable across a 24/7 high-energy environment.
IPTV capabilities at Splash include:
- 5–8 simultaneous live channel feeds across the venue
- Zone-based content scheduling and assignment
- Real-time content switching without disrupting playback
- Multi-feed management from a single centralized interface
- Remote monitoring of all devices and display health
- Template-driven content creation for consistent branded visuals
Ad Scheduling: Turning Every Screen Into a Revenue Channel
One of the most significant, and often underappreciated, capabilities of the 22Miles platform at Splash is fully integrated ad scheduling. Every display in the venue, from the massive curved LED wall to the bar-side monitors, can be programmed to deliver scheduled advertising content as part of a broader content strategy.
This means that between live sports broadcasts, sponsor ads, venue promotions, and partner placements can be automatically inserted on a schedule — without staff manually managing playback, and without disrupting the flow of the live content around them. Advertisers get guaranteed placement. The venue generates revenue from display time that would otherwise go unused. And guests experience a polished, broadcast-quality content mix rather than awkward dead air or static slides.
For venues considering revenue-generating digital signage, this is the capability that changes the business model. Splash isn’t just using its screens to show sports — it’s using them to operate a media network within the four walls of a single venue. Ad inventory can be sold by zone, by time slot, by event type, or by audience — all managed centrally, all delivered automatically.
Ad scheduling capabilities include:
- Scheduled advertising across all display zones
- Time-slot and event-based ad insertion
- Sponsor and partner content management
- Automated playback without staff intervention
- Campaign tracking and display reporting
- Flexible inventory — sell by zone, screen, time, or event
One Platform, Total Control: The 22Miles Difference
What makes the Splash deployment remarkable isn’t any single screen or any single technology; it’s that every piece of it is managed as one unified system through 22Miles. The curved LED wall, the ribbon ticker, the golf bay panels, the bar monitors, the IPTV feeds, the ad schedules, the private event branding, all of it lives in the same CMS, controlled by the same team, updated in real time from the same interface.
That level of integration eliminates the operational fragmentation that plagues most large venues. There’s no switching between systems to manage different display types. No separate software for IPTV, signage, and ads. No manual processes for reconfiguring zones during events. Everything is connected, and everything responds together.
The operational benefits are measurable: faster event setup, reduced staff workload, simplified troubleshooting, consistent branding across every surface, and the ability to respond to live conditions, a game going to overtime, a VIP arriving, a sponsor wanting a last-minute activation, in seconds rather than minutes.
And because the platform is cloud-based and hardware-agnostic, it’s built to grow with the venue. New screens, new zones, and new experiences can be added without costly reconfiguration. The infrastructure scales as Splash scales.
What Splash Proves: This Is the New Standard
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. The screens aren’t an amenity. They’re the environment. And when that environment is managed by a platform as capable as 22Miles, the result is something that feels genuinely different from anything else in the sports bar category.
Multiple live games are visible from every seat. Live stats scrolling at eye level across the entire perimeter. A curved LED canvas capable of broadcasting, advertising, and brand storytelling simultaneously. Private simulator bays with integrated content management. An ad network running quietly in the background, generating revenue around the clock.
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. The audiences showing up to these venues today assume that the content will be live, coordinated, and visually impressive. IPTV makes the live content possible. The unique hardware installations make it immersive. The 22Miles platform makes all of it manageable.
The question for operators is no longer whether to invest in digital experience infrastructure; it’s whether the platform they choose can support the full vision. At Splash, 22Miles does exactly that.
Book a demo of the 22Miles platform to explore how IPTV, LED video walls, ad scheduling, and multi-zone content management can transform your venue into a total digital experience.
