PSG "Ici C'est Paris: La Maison" World Cup Activation Staffing

Strategic Objectives & Scope of Work

Paris Saint-Germain required a staffing partner that could execute a premium, five-pillar lifestyle house in two cities back-to-back — with distinct footprints, dense daily programming, a tiered wristband guest system, and less than 48 hours between the LA close and the NYC media opening.

Total Deployment: 17 Staff Daily (LA) + 31 Staff Daily (NYC) — Duration: 10 Operational Days — Total Shifts Completed: 254

• Two-City Continuity: Deliver one consistent PSG House standard across both editions with city-specific teams

• Embody the Brand: Per PSG's ambassador brief — engage and connect, bring energy and personality, create the experience, and actively promote La Maison's bookable experiences

• Premium Retail Execution: Deliver a premium retail experience in L'Atelier while showcasing the PSG lifestyle and enhancing product desirability

• Guest Management & Access Control: Run ticket scanning, guest lists, and the color-coded wristband system across general admission, activities, VIP, and dinner tiers

• Interactive Zone Coverage: Keep the Playground's six activations — and the trophies — running smoothly and safely all day

• Programming Support: Support media opening, DJ sets, comedy night, watch parties, chef dinners, and closing party across the run

Eleven8 was tasked with recruiting, training, schedule-managing, and supervising both city teams from daily open through close across all ten operational days.

Zone-by-Zone Operational Footprint

Los Angeles — Hollywood Athletic Club (June 11–14 · 17 Staff Daily)

• Entry, Queue & Guest Flow — welcome, capacity, and orientation through the multi-room footprint

• Concept Store & Collab Retail — Gallery Dept., Fuerza Regida, and New Era drops; merchandising and sales support

• Café & Hospitality — service flow and social-space upkeep

• Gaming & Interactive Zone — EA SPORTS FC and F1 simulator sessions, rotations, and queues

• Programming & Screenings — DJ sets, performances, and match screenings

New York — Union Square, Manhattan (June 16–21 · 31 Staff Daily)

1. Entrance & Guest Management

Desk check-in for general admission and activities, plus event ticketing.

• Scanning tickets, helping walk-ups claim free tickets, welcoming and orienting guests, and recommending experiences

• Managing guest lists and distributing color-coded wristbands per the guest management sheet

• Guiding guests to reserved activities, including gold-wristband VIP access control

2. Le Playground

The vibrant heart of La Maison — ambassadors dispatched across the Kids Zone (coloring), Spikeball, the beIN photo wall, Sound Booth, F1 Simulator, and FIFA Gaming.

• Overseeing activities and encouraging participation and interaction

• Managing flow between activations and monitoring equipment

• Supporting queue management at peak moments

3. L'Atelier (Retail)

Where fashion, football, and craftsmanship meet: exclusive New York collaborations and the latest PSG jerseys.

• Presenting collections and advising guests in a natural, non-intrusive way

• Maintaining a clean, organized, visually premium display with restocking as needed

• Managing circulation and queues — including daily La Pieuvre customization sessions

4. Beyond Developments Wellness Studio

Supporting the Bios Aromatherapy experience — guided sessions daily 11 AM–4 PM, then self-guided reflection until close, with 100 candles per day as guest takeaways.

5. Multipurpose Room & Le Café Visit Rwanda

The social heart upstairs: big-screen watch parties (France–Sénégal, USA–Australia, Scotland–Morocco), sound booth, PSG Labs panels, comedy night, and café flow support.

6. Les Trophées

Guarding the UEFA Champions League trophies from PSG's back-to-back seasons.

• Ensuring no guest touches the trophies

• Managing and regulating the queue while facilitating photo opportunities

• Maintaining a clean, premium presentation of the area

7. Qatar Airways VIP Lounge

One dedicated ambassador controlling gold-wristband and guest-list access to keep the lounge exclusive.

8. La Table & Special Events

Supporting the intimate 20-seat chef dinners, PSG Labs brunches, the media opening with DJ Set Milhouse and opening party with Lolo Zouai, and the closing party with Bas, A$AP Ferg & NU2U.

Master Staffing Architecture & Shift Distribution

Eleven8 deployed 17 staff daily in Los Angeles (68 shifts across 4 days) and 31 staff daily in New York (186 shifts across 6 days) — 254 total shifts. New York coverage was allocated zone by zone per PSG's staffing plan — entrance desk, Playground posts (kids space, beIN frame, video games), L'Atelier floor coverage, wellness studio, multipurpose room, trophies, and the dedicated VIP lounge post — and flexed daily against the programming calendar.

Operational Challenges & Eleven8 Strategic Execution

One Brand Standard, Two Cities, Back-to-Back

The LA edition closed June 14; the NYC media opening ran June 16. Two footprints, two city teams, one PSG House standard — with press in the building on NYC's very first day.

Eleven8 Solution: Eleven8 ran parallel recruiting and training tracks in both markets under a unified brand playbook built from PSG's ambassador brief. Learnings from the LA run were debriefed directly into the NYC team's pre-open training, so the Union Square house opened media-ready.

A Tiered House with Strict Access Control

La Maison NYC ran free general admission alongside bookable sessions, guest-listed dinners, artist appearances, and a gold-wristband VIP lounge — all managed through a color-coded wristband matrix that changed daily.

Eleven8 Solution: Entrance ambassadors were trained on the guest management sheet and daily wristband allocations, keeping check-in fast for the public while holding VIP, dinner, and lounge access strict — protecting both the welcome and the exclusivity.

Guarding Football's Biggest Prize in a Party Atmosphere

The Champions League trophies sat one floor above DJ sets and a playground — irreplaceable silverware in a high-energy, high-traffic house.

Eleven8 Solution: Dedicated trophy-area ambassadors held a warm-but-firm posture: no touching, regulated queues, and facilitated photos — keeping the club's proudest moment protected and shareable at once.

Six Zones of Simultaneous Programming

A single NYC day could run aromatherapy sessions, jersey customization, FIFA tournaments, a watch party, a PSG Labs panel, a chef dinner, and an evening DJ set — simultaneously, across two floors.

Eleven8 Solution: Daily huddles mapped rotations to that day's program grid, with coverage flexing zone to zone — retail and playground through the day, multipurpose and event support at night — so every transition happened without pulling coverage from the floor.

Staff Onboarding, Training & Brand Alignment Protocol

Built directly from PSG's brand ambassador brief:

• Engage & Connect: Create genuine, memorable interactions throughout the event

• Bring Energy & Personality: Approachable, charismatic, proactive — attitude and energy as part of the experience

• Be an "Ici C'est Paris" Ambassador: Confidence, passion, pride, authenticity — representing the energy, culture, and identity of Paris and the club

• Embrace Diversity & Inclusion: A team reflecting diverse genders, backgrounds, and cultures, contributing to an inclusive experience

• Promote the Experiences: Actively inform guests about La Maison's bookable upper-floor sessions — La Table dinners, sport sessions, and the PSG Focus Studio

• Operational Training: Zone briefs, wristband and guest-list protocol, equipment monitoring, and daily programming huddles