The 2015 Season of Champions was no ordinary series of curling events.
With the sport at a crossroads thanks to exploding television numbers, Chris was hired to entice a more youthful audience to drive the sport forward. Focused on tapping into a new demographic by improving the fan experience, while not alienating the traditionalists, a slew of innovations and promotions were initiated:
An Aussie Rules Night at the Calgary-based bar with two of the Alberta based teams to draw attention to the Battle of Alberta at the Tim Hortons Brier where the dueling pianos also played the post game in the Patch; street curling on major downtown streets; celebrity shot to the botton contests; morning media shows; mascot curling; human curling (humans are the rocks on tire tubes); Stampede Show Bands; Calgary Stampeders and Olympians onsite; hip-hop dancers; line dancers; highland dancers; Music, music, music; Saskatchewan Roughriders pep band; the famed Snowbird pilots got involved; the famed Cowboys and Cowgirls; increased social media interaction including tweet the experts giving fans the opportunity to interact with many of the game’s top stars on Twitter; and of course the unveiling of the sport’s newest mascot – Slider – who entertained with back flips, hand springs and dancing.
Chris adopted the belief that innovation and creativity can bring any sports group into the newspaper headlines.
The result, a more youthful crowd, more bums in the seats, increased media attention, and fans leaving with a great sporting experience.