RALEIGH, NC – It’s more than just any outdoor game, much different than the Winter Classic, and doesn’t compare to the Heritage Classic or either of the previous hybrid Canadian events.
It’s the Stadium Series. It brings a far more edgy, progressive experience than anything other. Since the NHL held court outdoors beginning on New Year’s Day 2008, the league has intentionally developed these contests to be unique, and, in time, made the branded events unique from one another.
So just prior to the 12th NHL Stadium Series game and the NHL’s 37th outdoor game, the NHL’s Senior Executive Vice President, Marketing & Branding Chief, Brian Jennings took time to talk about the branding package the Stadium Series package represents.
Out of the first Stadium Series games back in January 2014 at Dodger Stadium in Los Angeles came open field spaces surrounding the rink, filled with indigenous elements like sand volleyball courts and palm trees. The team entrances from center field down a path to the ice surface. Further elements in subsequent games included an aircraft carrier, fighter jets and waterfalls, strategically placed to fill open space while remaining crucial to the experience.
This year’s entry in the brand will include the NC State marking band to promote the college tailgate experience which has become something Hurricanes fans have enjoyed perhaps more so than any other fan base. College-like banners adorn the interior stadium canvas to advance the experience.
The evolving Stadium Series brand eventually included hockey-centric elements such as chrome helmets, larger-than-normal numbers on the jerseys, large on-the-side helmet numerals and large team logos on the side of the helmet. Jersey designs not only different from the team brand, but with progressive designs have ruled recent games.
This year’s game features a host team color palate devoid of “white” with a color package simplistic with red and black only. The visiting Capitals chose to go with the “weagle” with spread wings across the jersey and bleeding onto the high sleeves, both unique forms of a tangent to the main brand while offering merchandising opportunities and an opportunity for the design elements to pop off the ice.
I asked what sort of things are on the drawing board, if a third unique package offering might be pursued and then fall into the array of development options the NHL has to work from in the outdoor game catalog.
Brian responded, “Lake Tahoe represented a backdrop with picturesque scenes even though the ticket-driven element was not there. It provided a superb backdrop or television. We want to develop more opportunities like that and be careful not to oversaturate the market with too many outdoor games similar to what we already present.”
Before selecting Lake Tahoe, scouting visits to consider Lake Louise, just west of Calgary, and Grand Lake, just northwest of Denver, were made. Perhaps they could be on the list for the next outdoor competitive event.
The Hurricanes look forward to hosting the Washington Capitals at Carter Finley Stadium Saturday night at 8:00 PM (ET) for the 2023 NHL Stadium Series outdoor game.
Dennis Morrell has enjoyed many years of experience in the great game as a hockey writer, photographer, goalie coach, player and currently active USA Hockey-certified referee with over 1,600 games in his striped jersey. His passion for the game began in the early 70s with his first glance at skaters in Clayton’s Shaw Park. He can be reached at dennis.morrell@prohockeynews.com and you can follow him on Twitter at DMMORRELL.
Don Haas is providing world-class hockey photography as my partner in covering this year’s game.
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