Entertainment • Culture • Sports

NHL Outdoor Games Set New Records in 2011

So far this year, BaAM Productions has been involved in creating back-to-back “Classics” for the National Hockey League.  On January 1st, the 2011 Bridgestone Winter Classic was presented at Heinz Field in Pittsburgh, with a 22% increase in viewership for the US broadcast on NBC.   The record-breaking 2011 Tim Horton’s Heritage Classic debuted on February 20th as another cornerstone of the NHL’s big event strategy, setting an NHL event record for both total sponsorship revenue and activation.  The event also led NHL.com to its best Sunday performance of the season, with web traffic up significantly in the US, Canada and internationally over a typical regular-season Sunday and was the no.1 trending topic on Twitter in Canada throughout the entire game and peaked at the No.3 trending topic worldwide.  

The BaAM team supports the NHL to make events like these happen, converting outdoor football and baseball stadiums to fully-functional NHL game venues.  In a fast-paced and solution-driven environment, BaAM balances creative thinking with solid project management experience.  Our creative team pulled together a mass of information and organized it to provide design solutions that integrated the needs of broadcast, entertainment and fan services.  Our project services group worked alongside the NHL during the months of planning, focused on overall logistics including detailed schedules, budgets, and then sub contracting all the work required to make the massive conversion happen.  Given that the two events moved across an international border between host cities where the average temperatures differ by about 32 degrees Fahrenheit, this was no easy task. All of this detailed planning allows the BaAM team to shift their focus on-site to supervising installation and supporting all groups as the go-to resource for responding to the inevitable challenges.

“The Heritage Classic was a tremendous triumph for the NHL and it was gratifying to see our fans and the business community embrace the event so enthusiastically,” said NHL COO John Collins.  “Our big event strategy is activating our fan base like never before,…”

And NESN said: “The idea to bring NHL games outdoors has been the best and most innovative idea a major sports league has had.”

BaAM President Annemarie Roe couldn’t agree more and speaks for all BaAM staff when she says that “The BaAM team is thrilled to be a part of the NHL’s 'outdoor adventure'.”

Pictured right: Members of the BaAM crew at center ice in McMahon Stadium.

Event Production - NHL Outdoor Games


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