expanding the la kings community by engaging familiar faces and even louder voices
program overview
Our internal ‘best practice’ to make someone a hockey fan? Bring them to one game. Hockey season competes with a ton of entertainment real estate in Los Angeles. We wanted to bring in micro- and macro- influential voices that we could get our community excited about hockey and share their authentic experience attending games. We aimed to pivot from traditional ‘gifting’ and find unique activations for our ‘influential guests’ to engage with our team and live event audience of 18,000 people. We wanted to build an LA Kings army.
Hockey Night in LA
The Approach
This event which occured during most Saturday home games was established to bring a ‘club’ feel to the game with louder music, surprise DJs, Fan Fests, and most importantly, a recognizable host. Since its launch in 2018, the LA Kings have welcomed Hollywood funny guy Will Farrell as Ron Burgundy from ‘Anchorman’, stand-up comedian Jeff Garland, Retta of ‘Parks and Recreation’, and the icon of the Los Angeles hip-hop scene Snoop Dogg among others.
My Role
Concept development
Creative direction
Program development
Talent management
Live event segment development
Set creative direction
The Result
‘Hockey Night in LA’ has been replicated at various teams in the NHL since launch
Saturday game ticket sales increased by 17% compared to the season prior
Celebrities such as Thomas Middleditch asked to be a part of the event - which he used to test out a new character on Broadcast and in full costume
This launched the idea to create a more robust influencer strategy
2022 PLAYOFF PUSH Influencer / VIP Event at crypto.com arena
The Approach
To kick-off the hype of securing a spot in the 2022 Stanley Cup, the LA Kings wanted to bring together some of our fans for a first ever VIP event which included limited release merchandise from our collaboration lines, the chance to skate on the ice at Crypto.com Arena, and a chance to meet other elite fans in attendance.
My Role
Concept development
Talent management
Event strategist
Creative direction
Set design and production
Event media strategy
The Result
Multiple group ticket sales from VIP groups adding to additional $15K in revenue for one-off events
Generated ~3M in impressions and engagement in one night across channels