With the 2014 Winter Classic set to take place in Ann Arbor, Michigan, the Detroit Red Wings looked to provide the City of Detroit with their own slice of fan engagement and on-ice competition. The Winter Festival was born, and with it came five days of fun, food, family, friends… and plenty of hockey.
The issue at hand for the Detroit Red Wings was creating an atmosphere that would attract fans each day, both inside the stadium and outside. The Red Wings approached the team at MAG to develop a fan festival that would cater to hockey-hungry fans from both sides of the border. MAG utilized 45,000 square feet just outside of Comerica Park, home of the Detroit Tigers, to integrate interactive games, autograph sessions, team memorabilia, and display walls with historical data featured in a truss quadrant. Trophies from the Hockey Hall of Fame were on display, and drop-in hockey was available for hockey fans of all ages.
Inside the stadium, MAG produced over 12,500 square feet of graphics, which draped the outfield walls, foul lines, and dugouts. Artificial snow covering over 90,000 square feet created a winter wonderland around the rink built onto the baseball field. This setting surrounded a series of games featuring college, minor league and alumni tournaments.
MAG provided stage programming with a deejay and emcee at two stages within the fan zone footprint.
MAG’s experience of operating fan festivals provided the Red Wings with an overwhelmingly successful event for fans of all ages. During the five-day event over 125,000 fans attended, and over a million live fan zone media impressions were collected.