2014 Rangerstown Hockey House

Rangerstown Hockey House presented by Chase debuted to Rangers fans during the 2014 Stanley Cup Playoffs.  This free fan experience aimed to provide fans the opportunity to engage with the brand regardless of being ticketholders.  Anthony co-chaired a committee that executed Hockey House on all Rangers home games and weekends throughout the playoffs.  The process began with concepting activations and floorplans months in advance and negotiating lease terms.  Given the uncertainty of partner commitments, Anthony and team were tasked with being flexible to have an assortment of activation options available to match partner needs.  The team not only had to plan and deliver these activations but also manage complete design and layout of the space including carpet install and painting.  

Anthony provided the brand vision for the internal design team to effectively brand the space around the activations and efficiently stretch budget to maximize the fan experience.  Externally, the team installed graphics on windows providing a two-story billboard in the heart of midtown at 33rd Street and 7th Avenue for the duration of playoffs.  Inside, the team utilized columns wraps and wall space to bring the brand to life while balancing the signage needs of all contributing partners.

Attending fans were able to participate in photo and video experiences, hockey games, giveaways, stage programming and visit with Rangers alumni while the house was open.  The two levels of activation engaged the support of nine team partners and provided an opportunity to capture data and connect with fans outside of the arena.  Over 40,000 fans visited the Hockey House and 16M media impressions were generated through the duration of the activation.  The Hockey House was named a best practice by the NBA and NHL on league conference call during the 2014 Playoffs.

Photos courtesy of MSG Photos.