Story & Photos
By Michael Kinney
The Oklahoma City Thunder is steamrolling into the NBA Playoffs. Not only do they have the best record in the league, but they are at the top of the list as the favorite to win it all.
While Game 1 of their first-round series doesn’t start until Sunday, the Thunder want to make sure its fan base doesn’t feel left out of the journey, especially those who will not be able to catch a playoff game in-person at the Paycom Center.
“We try to meet the market where they are and we also try to ensure that there are things for all ages,” said Thunder Director of Development and Retail Michelle Matthews. “So not everyone can secure a game ticket to Paycom Center. That doesn’t mean you can’t be a part of the experience.”
With that in mind, the franchise is rolling out a multitude of fan experiences for the 2025 NBA Playoffs, including the return of Thunder UP in the Park and the Thunder Ticket Challenge.
One of their newest additions to the fan experience is Loud City HQ. Located in Oklahoma City’s Automobile Alley, the large event space has been transformed into what officials hope is the ultimate fan experience venue.
“This was an empty event space in Automobile Alley,” Matthews said. “We love paying attention and drawing attention to local places and saying, what if you had a little creativity, you could transform into something like this? We love kind of unveiling that and encouraging people to kind of think out of the box.”
Matthews, who is in her 15th year with the Thunder, said Loud City HQ (801 N. Broadway ) was born out of other initiatives and ideas the franchise has made use of in past seasons. That includes the time they took over a house to unveil the team’s alternate jerseys one season.
But Loud City is on a much bigger presentation and will be in place through April 19.
Loud City HQ is open from 4 p.m. until 8 p.m. and includes a cash bar, prizes, live DJs, and access to exclusive gear. The walls are covered with works from local artists such as Samantha Woj, Krista Jo Mustain and Alexander Tamahn.
Social media was in mind with much of the design that went into Loud City HQ.
“We’re in a social telling world, so of course we love to give a playground where people can come in and post their experience, post their excitement,” Matthews said. “We did dabble a little bit during the play-in days with the Content HQ on a much smaller scale, and I think we were just ready to debut it this year knowing just where the market was and all the inquiries we’re getting of how do I be a part of this historic run.”
Other fan-centric activities include the return of Thunder UP in the Park. The free, pregame party at Scissortail Park plaza (S. Robinson and OKC Boulevard) will begin three hours and 30 minutes before every home playoff game.
At the entrance to Scissortail Park is the Thunder-themed custom shipping container art installation as well.
The Thunder UP Tour is a mobile fan experience tour making stops at Campus Corner in Norman on Tuesday, April 15, at Lee West Park in Lawton on Thursday, April 18, and at the Gathering Place in Tulsa on Saturday, April 19. The tour includes a chance to win Thunder merchandise.
While cheering on the Thunder to what could be their first NBA title is paramount, Matthews says these events keep the community and fan base involved even when they can’t be at the game. With first-round ticket prices in Oklahoma City ranging from $102 to more than $600, Thunder officials said they want to make sure everyone gets involved.
“I would’ve grown up the kid that probably didn’t get a ticket into Paycom Center and so watching on TV is a great experience obviously, but I think having a place like Loud City HQ where you tangibly can be a part of something and feel the excitement as we go into round one, I think that’s really important,” Matthews. “I’m excited to see fans of all ages come through these stores.”
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