Fanatics

Crunchy Tech installed a suite of corporate AV solutions for Fanatics. An integrated town hall setup led to a direct increase in efficiency & engagement.

Client: Fanatics
Location: Jacksonville, FL
Industry: Enterprise
Scope: Meeting AV & Video Wall
Completed: 2021

3x3 Video Wall

13 Displays

12 Video Sources

Project overview

Building a High-Impact All-Hands Experience for One of Sports' Fastest-Growing Companies

Floating 3×3 Video Wall, 13 Displays, AVoIP Distribution, and Unified Cisco/Crestron Control for a High-Impact All-Hands Experience

Fanatics, a global leader in licensed sports merchandise and one of the most recognized names in sports commerce, engaged Crunchy Tech to design and deploy a full distributed AV system for its new corporate office, with particular emphasis on the Town Hall space at the heart of the facility. Culture and communication drive performance at Fanatics, so the company needed a space that could work as an energizing daily environment for employees and as a platform for leadership to reach the entire organization during all-hands meetings.

The Town Hall had to do two things well. First, it needed to be a visually striking break area that reflected the energy of the Fanatics brand. Second, it had to become a high-performance all-hands venue on demand, ready to host company-wide leadership presentations with reliable conferencing, distributed audio, and full audience participation. Crunchy Tech delivered a system that does both, anchored by a ceiling-flown floating video wall and unified by enterprise-grade AV that keeps every meeting simple to run.

Project challenges

Designing for Scale, Spectacle, and Zero Technical Friction

The Fanatics Town Hall carried a demanding set of design and engineering requirements, well beyond a standard corporate AV installation:

The space had to serve two very different functions: a casual daily gathering and break area, and a high-stakes all-hands venue where the CEO and senior leadership address the entire company. The AV system had to move between those modes with no manual reconfiguration, and it had to perform cleanly during high-visibility leadership events, where any failure would directly undercut executive credibility and employee confidence.

The signature floating video wall, a 3×3 array of nine 55-inch LCD panels suspended from the ceiling above the stage, required careful structural planning and precise installation. A true floating appearance meant engineering a ceiling-flown mount that kept structural hardware visually minimal while safely carrying the full weight of the nine-panel array.

With 12 video sources and 13 display endpoints across the space, including the video wall, dual-sided ceiling-mounted screen arms, wall-mounted monitors, and a presenter screen, the distribution architecture had to be fully flexible. Any source needed to reach any display without a complex, inflexible matrix of dedicated cabling runs.

Audience participation was a core requirement. Fanatics' all-hands meetings are interactive: employees ask questions, leadership responds, and the dialogue flows. The system had to support six roaming wireless microphones passed freely through the audience, with clean pickup reaching both in-room speakers and remote conference participants, no feedback and no drop-outs.

Everything had to be operable by non-technical staff from a single control interface. With the CEO presenting and the whole company watching, a technical hiccup that slowed the meeting or drained the room was not an option.

Understanding the client's needs

A Space That Energizes Culture and Leadership Communication

Fanatics' vision for the Town Hall was clear: build a space where employees actually want to spend time, and where leadership communication lands with impact. The all-hands format is a cornerstone of the company's culture, the moment when the CEO speaks directly to everyone, shares strategic direction, celebrates wins, and hears back from employees at every level. The AV system needed to be worthy of that moment.

The floating video wall was central to the client's design brief from the start. Fanatics wanted a visual centerpiece that told every employee walking in that the company invested in their environment and took their experience seriously. The system had to make that statement and be practically excellent at the same time: sharp content display, reliable conferencing for distributed all-hands meetings, and simple operation for the staff running the space.

Crunchy Tech worked closely with Fanatics during design to map the full range of use cases, from casual content playback during breaks, to live CEO broadcasts, to hybrid all-hands sessions with remote participants joining from Fanatics offices across the country. Every decision accounted for both the everyday experience and the high-stakes moments.

Technical solutions

One platform, integrated subsystems

Technology partner	Components	Role in project
Video Conferencing Core	Cisco Codec Pro, Cisco P60 PTZ camera, Vaddio OneLINK balun, Cisco Touch 10 touchpanel GUI	Enterprise-grade conferencing intelligence and usability for the Town Hall's large, specialized space; PTZ camera extended via balun for flexible positioning
Signature Video Wall	3×3 array of nine 55" LCD panels, ceiling-flown to create a floating appearance above the stage	Served as the visual centerpiece of the Town Hall, an architectural statement that also delivered high-impact content display for all-hands presentations and leadership broadcasts
Distributed Display System	(2) dual-sided ceiling-mounted arms floating (4) 65" screens; (4) additional 65" wall-mounted monitors; (1) 55" presenter monitor	Gave every audience member complete, unobstructed sightlines; a dedicated presenter monitor gave speakers control at the stage
AV over IP Distribution	Just Add Power video over IP distribution system supporting 12 video sources	Removed the need for extensive point-to-point cabling; allowed flexible matrix routing of any of the 12 sources to any display or the video wall array across the full space
Audio DSP & Routing	BSS Soundweb digital signal processor	Handled all audio signal routing and processing across the Town Hall for both break-room and all-hands meeting configurations
Amplification & Speakers	Crown Audio amplifiers, JBL pendant speakers	Provided high-output, evenly distributed audio coverage throughout the large Town Hall for both ambient use and all-hands sound reinforcement
Wireless Microphones	Shure wireless microphone system, 6 wireless handheld mics	Let audience members ask questions during all-hands meetings by passing mics freely around the room, with clean pickup for both in-room and remote participants
Control & Automation	Crestron 3-Series control processor, Cisco Touch 10 interface	Unified all back-end AV communication and automation into one experience operable entirely from the centralized Cisco Touch 10 GUI

Implementation methodology

Coordinated Design-Build Execution with a Focus on Architectural Integration

The Fanatics Town Hall installation was executed through Crunchy Tech's integrated design-build methodology, which here required close coordination with the office's architectural and construction teams from the earliest stages of the project. The floating video wall, central to the client's vision, was engineered during design, with structural requirements for the ceiling-flown nine-panel array confirmed and built into the construction plan before any finishes went on. That early integration put the rigging points, power, and cable pathways for the video wall into the building structure rather than adding them after the fact.

The Just Add Power AVoIP network was configured and tested as the distribution backbone before displays were mounted, with all 12 source encoders and 13 display decoders addressed, networked, and verified for routing flexibility. The dual-sided ceiling-mount arms were positioned from a detailed sightline analysis of the space, giving balanced coverage for the full audience capacity without viewing obstructions.

Audio commissioning covered BSS Soundweb DSP programming for every meeting and break-room use case, Crown amplifier configuration for the JBL pendant speakers, and Shure wireless microphone channel planning to clear RF interference across all six handheld units. The Crestron 3-Series processor was programmed with presets for the room's primary modes, so staff could move from break-area to all-hands configuration with a single touch on the Cisco Touch 10 panel. Full end-to-end testing was completed before the facility opened, including live all-hands rehearsals to confirm performance under real operating conditions.

Key Technology Partners

Cisco: Codec Pro conferencing system, P60 PTZ camera, and Touch 10 touchpanel providing the conferencing intelligence, broadcast-capable camera system, and unified control GUI for the Town Hall.
Vaddio: OneLINK HDBT balun extending the Cisco P60 camera signal cleanly from the codec to the optimal camera position in the space without signal degradation over distance.
Just Add Power: AV over IP video distribution system supporting 12 video sources and flexible matrix routing to all 13 display endpoints, including the 3×3 video wall array.
BSS (Harman): Soundweb digital signal processor providing versatile and reliable audio signal routing and processing for the full Town Hall environment.
Crown Audio: Professional amplifiers delivering the power output required for high-quality audio coverage across the large Town Hall space.
JBL: Pendant speakers providing clean, even audio distribution throughout the space for both ambient background use and all-hands meeting sound reinforcement.
Shure: 6-channel wireless microphone system supporting open-floor audience participation during all-hands meetings with clean audio pickup for in-room and remote attendees.
Crestron: 3-Series control processor unifying all AV system automation and back-end communication into one reliable platform accessed through the Cisco Touch 10 interface.

Floating Video Wall, Full-Room Display Coverage, AVoIP Distribution & Unified Corporate Control

To deliver a fully capable corporate Town Hall for Fanatics, Crunchy Tech built a comprehensive AV platform: a ceiling-flown floating video wall, distributed multi-display coverage, AV over IP video distribution, professional wireless audio, DSP routing, and centralized Crestron and Cisco control.

The Just Add Power AV over IP system was a cornerstone of the design, letting Crunchy Tech route any of the 12 video sources to any of the 13 display endpoints, including the full video wall array, across standard IP network infrastructure. That removed the need for a large, inflexible matrix switcher and extensive dedicated cabling, giving the space the distribution flexibility it required while keeping the infrastructure clean and scalable.

The dual-sided ceiling-mounted screen arms solved audience coverage cleanly. By suspending 65-inch screens on both sides of ceiling-mount arms throughout the space, Crunchy Tech gave every seat a clear, unobstructed view, whether an employee sat close to the stage or at the far end of a packed all-hands event. The six Shure wireless microphones gave every attendee an equal voice, supporting the open Q&A culture that defines the Fanatics all-hands format.

Results & impact

A Town Hall Space That Defines the Fanatics Culture

Fanatics received the Town Hall enthusiastically from the moment it opened. The floating 3×3 video wall became an immediate landmark inside the office, a visual statement that set the tone for the whole facility and gave the Town Hall the architectural identity the client wanted. Employees responded to the quality and feel of the space, where the video wall, distributed screens, and pendant-speaker audio combine into an environment people genuinely enjoy spending time in.

The operational impact was just as clear. Employee engagement during all-hands meetings rose by 50%, a result of the better in-room visual and audio experience and the clean integration of remote attendees over the Cisco conferencing platform. Meeting setup time dropped by 30%, freeing leadership and staff from the pre-meeting troubleshooting that used to eat time and energy before every all-hands session.

> "The state-of-the-art system enabled them to have meaningful and impactful all-hands meetings, and just create a very cool space with the floating video wall." — Crunchy Tech CEO Adi Khanna, on the Fanatics Town Hall engagement

Finishing the project

Where Corporate Culture and AV Excellence Meet

The Fanatics Town Hall project demonstrates Crunchy Tech's ability to deliver large-scale corporate AV that is as architecturally ambitious as it is technically capable. A ceiling-flown floating video wall, full distributed display coverage, Just Add Power AVoIP flexibility, professional wireless audio, and unified Cisco and Crestron control give Fanatics a Town Hall that performs at the highest level every time the company gathers, from the daily rhythm of office life to company-wide leadership moments.

The result reflects what Fanatics stands for: energy, ambition, and a commitment to doing things at the highest level. It is a corporate AV installation that does more than support the company's culture; it strengthens it.

Planning a town hall or all-hands space that has to perform when the whole company is watching? Schedule a discovery call with Crunchy Tech.