Modernized Live Game Entertainment Strategy
The LA Kings In-Arena Experience had been the same for 10 plus years. It had become predictable to the point where fans could tell what was coming next. My mission was to modernize the experience and to make it on par with the team’s marketplace, the Entertainment Capital of the World.
In strategizing about how to elevate the fan experience, I focused on two major plans of attack: Super-Serving the LA market, and being Fan-First by creating a fun and celebratory environment. This comes with its set of challenges because the team’s performance directly influences the mood of the audience, so the overall concept must feel truly authentic the LA market. This approach was executed by creating an on-ice LA themed set piece, developing a new contemporary music strategy that highlighted LA artists, building a designated party section, and crafting a Surprise & Delight incentive-based program to entice fans to engage with the audience.
ALIGNING WITH ONE OF THE WORLD'S SEXIEST CITIES:
The Lakers and Dodgers have a stronghold on the LA sports market. They are like religion and there is a sizable gap between these two teams and every other LA sports team. While being one of the only professional franchises to originate in Los Angeles, the Kings hold on the local fanbase is minimal in comparison to Lakers and Dodgers, so I wanted to use the city as an anchor to align the Kings with LA sports royalty.
Taking advantage of the city's robust offerings is one of the things that has contributed to the overall brand success of the Lakers and a Dodgers. Embrace the city. Make the community feel like supporting the team means more than cheering for a sports team, but representing something bigger- the entire City of Los Angeles.
Below are images of my LA on-ice set piece. These letters are 8ft tall, made of cast aluminum and equipped with programmable lighting and CO2 cannons to create a dynamic and picturesque entrance for the team- immediately aligning the Kings to represent one of the most well know cities in the world.
Rendering:
Live Experience:
Functionality
REWARDING THE FANS :
Surprise & Delight- Chain Giveaway:
With an uncertain understanding of how the team would perform on the ice this year, I developed an incentive for fans to attend Kings games. The sports chain isn't unique to the LA Kings, but this approach has never been executed as a season-long, in-arena only giveaway. The result-an appreciative and engaged fanbase who have rallied around being crowned with a chain. It is impossible to walk through the arena holding these chains. This has become a major selling point and marketing tool for attending a Kings game this season. #marketing #branding
The strategy behind an exclusive chain that can only be obtained in-arena was to create a sense of FOMO, community support, and to make a visibly bold statement.
Comedian, Will Ferrel
Comedian, Michael Blackson
MMA fighter, Chuck Liddell
Entertainer, Amber Rose
BUILDING A DESIGNATED PARTY ZONE
Stage 308:
Hockey is a very traditional sport with many long-standing rituals. The ice is protected, therefore a communal place for entertainment bits was ideal. A way to energize the STAPLES Center environment was to create a designated Party Zone/performance stage. This designation had great flexibility- allowing instant DJ sets, artist performances and VIP moments. Designed with completely programmable and customizable lighting, this section becomes the focal point of many timeouts or intermission breaks and has energized the in-arena experience.
This is the first sports stage platform of its kind at STAPLES Center/Crypto.com Arena, and Stage 308 has become a consistently valuable through line for the duration of a LA Kings game.
Rendering:
Live Experience
MASCOT REBRAND:
After a 2019/2020 filled with unfavorable press for Bailey, the LA Kings mascot, I was tasked to rebrand arguably the most popular mascot in hockey. The goal was to present a fresh, new Bailey, but not to steer too far away from the beloved original character.
The updated Bailey has been altered to have more defined cheek bones, a Leonardo DiCaprio smile and darker hair. The sunglass accessory is an addition which connects Bailey to LA's Hollywood roots- once again reinforcing that the LA Kings are a product of Los Angeles and its beautiful culture.
Bailey 2.0
Bailey's Buggy was created to celebrate wins, but also designed to be an additional source of revenue. Fans can now purchase laps and ride alongs and people jump at the opportunity to take a picture with Bailey's Buggy.
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