Fan Engagement Branch Takes Center Stage at Red Wings’ “Sticks & Picks” Festival… read more…
Detroit, MI – When it comes to connecting with fans, few teams embrace creativity and community quite like the Detroit Red Wings. On June 28, 2024, the iconic NHL franchise is set to host the “Sticks & Picks” Festival at Little Caesars Arena, a multi-layered event designed not just as a draft night celebration but as a vibrant, interactive fan experience. At the heart of this effort lies the Fan Engagement Branch—a crucial pillar in the Red Wings’ strategy to extend their reach beyond the rink and into the heart of the community.
The Red Wings have long been one of hockey’s most storied franchises, with decades of history and legions of loyal supporters. However, as professional sports evolve, teams are increasingly aware that engaging fans requires more than just wins and goals. It means building memorable, inclusive experiences that invite supporters of all ages and backgrounds to feel like part of the journey.
The “Sticks & Picks” Festival is a shining example of this shift. Slated for the same night as the 2024 NHL Entry Draft, the event transforms the area around Little Caesars Arena into a family-friendly celebration zone. While the actual draft takes place inside the arena and is broadcast on the venue’s massive center videoboard, the energy on the streets is all about interaction, excitement, and fan-first entertainment.
Street Hockey & Tailgate Vibes
The festival’s outdoor section, which stretches across Chevrolet Plaza and Henry Street, is buzzing with activity. One of the most beloved features? The pop-up street hockey rinks, where kids and teens can lace up their sneakers and live out their hockey dreams. Staffed by coaches and sometimes even visited by Red Wings alumni, these games aren’t about competition—they’re about fun and connection.
The surrounding area is transformed into a tailgate-style party. Yard games like cornhole, giant Jenga, and slap shot challenges bring an electric summer vibe. DJs spin upbeat music throughout the night, while kids enjoy face-painting stations, balloon art, and selfie booths with life-sized Wings mascots and cutouts of players past and present.
Autographs, Alumni & Access
Accessibility is a key focus of the Fan Engagement Branch. At various points during the festival, Red Wings alumni make special appearances, signing autographs, posing for pictures, and chatting with fans. These aren’t just quick photo ops; they are genuine moments of connection between former pros and the people who supported them during their careers.
Children are given Red Wings activity booklets to collect stamps from different stations, including autograph zones, the merchandise tent, and trivia booths. Completing the booklet earns them small prizes, like team stickers or coupons to local restaurants—turning engagement into a rewarding experience.
360-Degree Photo Zones & Interactive Booths
One of the most talked-about additions to this year’s fan engagement program is the 360-degree photo booth, where fans can capture dynamic slow-motion videos of themselves dressed in team gear, waving flags, or pretending to make a game-winning goal. These clips are easily shareable on social media, turning festival-goers into digital ambassadors for the team.
Other booths are run by sponsors like Coca-Cola and Nütrl Vodka Seltzer (for 21+), which offer free samples and games like prize wheels, scavenger hunts, and quiz challenges about Red Wings history. These stations offer more than entertainment—they integrate sponsors into the experience in a way that feels natural and exciting.
Youth-Focused & Family-First
The festival also emphasizes family, affordability, and inclusion. Tickets are priced at just $5 (free for children under two), and much of the entertainment—games, music, face painting, and photo booths—is available at no extra charge. This approach makes the event accessible to Detroit families from all walks of life, aligning with the Red Wings’ commitment to community impact.
“Fan engagement isn’t just about filling seats,” said one Red Wings event coordinator. “It’s about making people feel seen, welcomed, and valued. It’s about creating memories—not just for long-time fans but for the next generation too.”
Tying it All Together with the Draft
Of course, no one forgets the primary reason for the event—the NHL Draft. Inside the arena, fans can watch the live ESPN broadcast as Detroit makes its selections. This is where the excitement of a new era meets the heart of tradition. Every pick announced is met with roars from fans watching in the bowl, many of whom were just outside playing hockey or dancing to a DJ set.
This inside-outside dynamic reinforces the idea that the team’s future is not only in the hands of its young draftees but also in the energy and passion of its supporters.
Legacy in the Making
By branching out through events like “Sticks & Picks,” the Red Wings are doing more than building buzz—they’re investing in a lasting legacy of loyalty. The Fan Engagement Branch has proven to be a powerful tool, not only to excite supporters but to humanize the organization, deepen relationships, and ignite passion for hockey in the heart of Detroit.
For many families and fans, the memories made at “Sticks & Picks” won’t fade after the draft ends. Whether it’s the thrill of meeting a player, the joy of winning a street hockey match, or the simple delight of sharing a soda and a laugh on a summer evening—these moments define what it means to be part of Hockeytown.
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