Chicago Blackhawks
Brand Engagement/Experiential Marketing - Mural Challenge

Objective: Working with a sponsor partner, they tasked me to come up with something new and unique that would drive consumer engagement at our cobranded display.  This was a project that I created and developed for one of the biggest trade shows in the country, the Chicago Auto Show, which has over 1 million attendees. 

Concept:  Work with a local Chicago Artist to create a mural that was inspiring and representing of Chicago, the Blackhawks brand and the Chevy brand, while also engaging for attendees.  I came up with the idea to produce a “Where’s Waldo” themed activation. The local artist constructed a mural using the three different branding elements as lightly hidden objects to create the "Where's Waldo" effect.

Consumer Experience: The mural was printed on a 12’W x 10'H frame so it was easily visible from afar.  Consumers would receive a handout with the rules and then would use that to find the hidden objects.  Data was collected as consumers had to enter their information in order to participate.  They then had the chance to win multiple different prizes based on how many hidden objects they found.

Outcome: Overall this experience was a home run.  The line was consistently full during the 2-week duration of the event and the sponsor repeatedly said this was the best activation they had in the 30 years of their participation in the Chicago Auto Show.

Chicago Blackhawks Fan Convention

Chicago Blackhawks
Pregame Events

The Blackhawks annual Fan Convention was the prime event of the year for the organization.  High-profile players and front office executives would attend the 3-day event and fans would receive a unique experience from player interactions to creative event experiences.

Key responsibilities:

• 10,000 attendees at one of Chicago's historic Hotels.  This was a sold-out event with a tiered ticketing concept.

• I implemented a digital event registration experience that enhanced the overall fan experience, broadened sponsor reach, and generated data analysis of the event.

• I collaborated with the design group to come up with the overall event theme and design concepts.

• I coordinated and managed the event's third-party vendors and operations labor.  This consisted of an event space layout, labor calls, install/dismantle timeline, and load in/out timeline.

• Conceptualized and collaborated with the creative team on event programming and oversaw execution and production.

• Created and developed new event experiences for attendees each year.  Examples: Digital event experience, escape room, social media lounge, digital skills competition.

​2017 NHL Draft Fan Fest

The United Center completed construction of a new office building in 2017.  With this came a massive atrium that would allow for the utilization of new events.  I collaborated with different departments to strategize the best way to use this space.

Results: This resulted in 25+ themed pregame events that would align with other departments to create new revenue generation, sponsor involvement, and consistent marketing messaging.  For all of these events I:

• Conceptualized event design and themes, while working with the design team and third-party vendors to execute these elements.

• Generated over $105,000 in food and beverage sales, with one event reaching over $16,000 in sales alone.

• Coordinated and executed fan experience.

• Created and developed event programming that was innovative and inspiring.

• Coordinated event entertainment.

• Managed third-party vendors for event setup and production elements.

• On average these events ranged from 4,000-8,000 attendees.

• Managed and coordinated themed giveaway items, including design concepts and vendor negotiations.

In collaboration with the NHL, I coordinated, programmed and produced their largest Draft Fan Festival.  The results: a 2-day outside festival with live music, player interactions, sponsor activations and local food offerings with a record attendance of 47,000.

Key responsibilities:

• I produced and executed the fan experiences for the 2-day event.

• Coordinated with third party the digital event experience process.

• Coordinated and managed third party vendors.

• Coordinated and managed staffing responsibilities.

• Collaborated with my design team to produce the overall event design and theme.

• Managed overall event logistics from labor assignments to event layout.

• Managed and coordinated entertainment production.