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NHL All-Star Weekend
THE CHALLENGE
Produce and execute a large-scale public activation for NHL All-Star Weekend that celebrates diversity and inclusion in hockey while fostering community engagement. The event needed to attract high attendance, secure notable sponsorships, and make a national impact—all within a short timeline and in a competitive event landscape.
Scope Of Work
- Concept development and event design focused on celebrating diversity and inclusion in hockey while engaging the community
- End-to-end event production and logistics management to ensure seamless execution across all touchpoints
- Sponsorship acquisition and management, integrating key partners such as Lululemon, CCM, Red Bull, and Canadian Tire
- Creation and activation of fan engagement zones and interactive experiences to drive attendee participation
- Stage management and talent coordination, including run-of-show planning and execution
- PR and social strategy to amplify event reach and capture live content
The Results
On February 3, 2024, the inaugural WinterFest, produced in collaboration with the Hockey Diversity Alliance (HDA) at Trinity Bellwoods Park, welcomed over 2,500 youth and families. #HDAWinterFest featured a celebrity hockey match, youth hockey tournaments, and performances on and off the ice. Attendees enjoyed cheering on players from the fan zone, indulging in Toronto’s diverse food scene from on-site food trucks, and participating in various activities. The event garnered nearly 700 million impressions across broadcast, digital, and social media platforms, celebrating diversity and inclusivity in hockey while fostering community spirit. Sponsored activities planned and executed included the Lululemon Latte Booth and Warming Station, CCM Skate Rental and Shoot-Out Game, Canadian Tire Fan and VIP Lounge, Ninja Breakfast Bar, Shark Cleaning Crew, and the Red Bull Entertainment Truck.
The partnership with HDA began upon the completion of the event. Since then, HDA has conducted outreach to produce another event.
- Total Impressions: 696,653,125
- Total Social Impressions: 17,910,992
- Celebrity Attendance: Marshawn Lynch, Adam DiMarco, Luke Wilson, and more
- Audience Impact: Over 2,500 youth and families in attendance
- Sustained Partnership: Ongoing collaboration with HDA initiated as a result of this event
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