January 12, 2011 | Volume 9, Issue 17

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"The Big Chill at the Big House" gets Big Results

University of Michigan turns football stadium into an outdoor hockey rink for state rival

CONTACT

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Matt Trevor
Assistant Director of Media Relations (Ice Hockey, Field Hockey)
University of Michigan
Phone: 734-647-3810
Email: [email protected]

ORGANIZATION

University of Michigan Wolverines

PROGRAM TITLE

"The Big Chill at the Big House"

OBJECTIVES

While there is no shortage of hockey fans in the Michigan area, the University of Michigan continually attempts to further their tradition of hockey excellence. The University of Michigan had started with aspirations of an outdoor hockey game that would break the preceding world record for attendance. The University furthered their challenge by narrowing their sites on selling out Michigan Stadium, which holds 109,901 seats. Along with breaking the attendance record and increasing revenue, the University of Michigan made it clear that their priority was to create a uniquely enjoyable fan experience for the fans and bring back the nostalgic feel of the originally outdoor sport.

PROGRAM DESCRIPTION

"The Big Chill at The Big House," idea was conceived after participating in their first outdoor game with Michigan State in 2001. Proclaimed "The Cold War," their first outdoor meeting held an unofficial world record for hockey game attendance at 74,544. After that game the University of Michigan planned to shatter the record by holding their own outdoor game versus their state rivals. After artificial turf was installed in 2003, the possibility of an outdoor rink was manifested by assuring that the football field would not be damaged. After careful planning, construction of an Olympic sized rink began on November 21st and then was completed on December 4th. The game was held on December 11th, against rival Michigan State, yielding a 5-0 Wolverine victory. The event was coupled with fireworks around the rink and a vivacious crowd. The week before the game held 25 youth and adult games on the brand new rink, and was followed by a public skate day after the game, putting the community in a position to really enjoy and appreciate the game of hockey and create their own experiences on the legendary rink.

109,901 fans shattered the world record for attendance at a hockey game.

MEDIA

"The Big Chill at the Big House," was announced in late January/ early February before the University of Michigan played Wisconsin in an outdoor hockey game. University of Michigan used internet advertising and email marketing campaign to peak interest on the historic event. Big Chill at the Big House website, thebigchillatthebighouse.com, included a live web cam of the rink construction, ticket offers, as well as video clips of the Michigan Wolverine team to pump people up for the game. Media usage also included email messages to fans narrated by "Victor the Talking Puck,", who was based on NBC's "Peter Puck".

PARTNERS

The Big Chill at the Big House was teamed with Arby's as the title sponsor. The University of Michigan's past relationships with Arby's had proven successful and a continued partnership looks promising. Dave Brandon, University of Michigan Director of Intercollegiate Athletics says, "We're excited to have Arby's as a partner as we get ready to host The Big Chill at the Big House. Arby's was with us last year with Michigan Sports Marketing and we're happy to see that they are eager to increase their participation with Michigan Athletics."

RESULTS

The University of Michigan crushed the attendance world record at a hockey game. By selling out the entire stadium of 109,901 seats, Michigan surpassed the previous record by roughly 30,000 seats. The University of Michigan broke the record on the first day of public sale on April 21, 2010 with 80,000 tickets sold. By May 6th 100,000 tickets had been sold with the entire stadium selling out be late fall. To showcase the excitement of the event, University of Michigan's Hockey Coach, Red Berenson states, "Not only is this a great rivalry between two top programs, but for it to be held in the Big House at Michigan is beyond what any of us have ever dreamt."

Watch the recap of The Big Chill at The Big House by clicking here

LOOKING AHEAD

"The Big Chill at the Big House," proved to be a tremendous success and is something the University of Michigan plans to incorporate in their hockey future. "You got to make it special. I could see us potentially maybe getting in to an every four- year cycle. Timing situated that every student-athlete who played hockey here could get a chance to participate in something like this, and keep it special and unique enough that our fans would turn out the way they did tonight," states Brandon. Coach Berenson finishes with, "I know our team, our staff and our fans from all over the country will be counting the days until the Big Chill at the Big House arrives."

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For over 15 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2011 NSF Conference and Trade Show will be held on January 31- February 2, 2011 in Louisville, KY. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

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