Farmers Smash House

Client: 
Farmers Insurance Group
The Situation: 

The Farmers Open at Torrey Pines is one of the key tournaments of the PGA season, held annually in January. Farmers approached VStar with the idea of creating a full-scale “house” in which people could actually “tee off” and smash household objects, highlighting their varying levels of insurance coverage, and promoting their popular campaign tag line of “What you don’t know can hurt you.” With a tight turnaround, a beautiful and high-profile outdoor site along the 18th fairway at Tory Pines, and several levels of PGA approvals to navigate, Farmers knew that they needed to turn to a scenic partner who kept their eye on the ball, so…they turned to VStar.

The Solution: 

VStar designers and engineers weighed the site specifications and logistical requirements, settling on the creation of a full-scale house, constructed of durable, windproof graphic wrap built around a three-sided box truss. Inside, guests encountered a wide variety of 2-dimensional faux furniture and household items, from a chandelier to a grand piano, set up as targets. Farmers’ ambassadors manned the tee boxes, as guests took their swings, shooting to smash the house and its contents, each leaving with a scorecard that helped them understand Farmers’ levels of coverage. VStar’s on-site operations personnel made sure that every shot counted, every divot was replaced, and everything came off without a hitch.