MUSKOKA BAY RESORT 2026 - MUSKOKA
Event Overview
Type: Event Execution
Client / Brand: Molson Coors & XMC
Dates: September 2–3, 2026
Location: Muskoka Bay Resort, Gravenhurst, ON Expected Attendance: High-Volume Golf Tournament Guests
Scope of Work: Nine Custom Hole Activations, Off-Site Staging, Low-Impact Flooring Installation, & Multi-Site Logistics
The Details: Who, When, & Why
Who The Host: Muskoka Bay Resort. The Client: Molson Coors in partnership with XMC. The Audience: Golfers, tournament attendees, and resort guests enjoying an interactive championship golf experience.
When Event Window: September 2–3, 2026. Peak Activation Hours: Early morning first tee-off through late afternoon tournament rounds.
Why The Objective: Molson Coors needed a massive, multi-zone brand presence across an active championship golf course. The build required nine fully distinct activations designed, manufactured, and installed to transform every other hole without interrupting play or damaging the grounds.
Client Spotlight: Molson Coors Experiential Activation
To execute nine distinct brand footprints across challenging terrain, we coordinated a multi-stage fabrication and installation strategy built for rapid deployment.
Custom In-House Engineering & Fabrication Our team designed and manufactured nine unique activation environments entirely in-house. Every structural element was custom-built to reflect Molson Coors branding while being engineered specifically for mobile deployment.
Complex On-Course Logistics & Off-Site Staging Placing nine structures across an active golf course meant staging all materials off-site and transporting them hole by hole. Each location presented unique access routes, uneven ground, and changing weather conditions that required precise leveling and low-impact turf handling.
Zero-Impact Installation Before First Tee Operating on a strict timeline with no room for delays, our crew completed all nine installations before the first golfers hit the course, leaving the championship grass untouched and the brand footprints completely turnkey.
Key Takeaway: By combining in-house custom fabrication with rigorous multi-site logistics, Molson Coors delivered a seamless, course-wide brand takeover at Muskoka Bay Resort.
