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NHL ALL-STAR WIDE OPEN

The 2011 NHL All-Star Weekend, Jan. 28 – Jan. 30, 2011, generated an estimated $11.4 million in direct visitor spending for Raleigh and Wake County, according to the Greater Raleigh Convention and Visitors Bureau (GRCVB). In addition to the visitor spending, the NHL All-Star Weekend also produced $49 million in media value for Greater Raleigh, generating more than 685,000 domestic and international media impressions. (More stats at the N&O)
 
NHL All Star Game FanFest Website
 
The event itself, All Star Wide Open, was signature Raleigh street party with two music stages, winter attractions, food & beverage, fashion shows, contests and much more! With FREE performance by 3 DOORS DOWN and FIREWORKS on Friday. Additionally, the NHL-produced Fan Fare event held in the Raleigh Convention Center drew over 30,000 fans over two days.
 
    Scott Burnside at ESPN.com commented : “I thought Raleigh put on a terrific show this weekend. I was frankly shocked at just what a buzz there was around the community. Full story >>
 
 
 
 
LEDM’S INVOLVEMENT
 
Once Raleigh was announced as the site for the 2011 All-Star game, our friends at the Raleigh Convention Center took on the task of producing the fan events Friday and Saturday leading up to the Sunday game at the RBC Center. LEDM was involved with the design and development of the NHL All-Star Wide Open website and marketing, both print and online.
 
Working with the Convention Center team locally, as well as the NHL marketing team in NY, LEDM recommended building an information-based fan site in the style of the other RCC properties, Progress Energy Center for the Performing Arts, and the Downtown Raleigh Amphitheater. The back-end framework for these sites was already set up, and the turn-around needed for the new site was so tight, it was determined that designing the fan site in this manner would be the quickest, highest quality product we could produce. And for the same reason, we were able to produce the site fraction of what it would cost to build a site from scratch.
 
 
NHL All-Star Wide Open website wireframes
 
 
After recommending how best to organize the site to the league, LEDM quickly developed wire frames for league review and approval (the NHL has to approve EVERYTHING that is created to market the All-Star game and festivities). Since the general framework for these sites was already in place, we were able to provide wire frames that were significantly more detailed than we might otherwise be able to produce at this early stage of a web development project. But because of the level of detail presented early on, we were able to more quickly finalize site structure and content with the league, then move on to design and programming of the site interface.
 
The website itself contained information on all events; the 2-day street festival, All-Star Wide Open, The NHL Fan Fare, The NHL All-Star game, and other game day events and venues. A calendar with event detail pages, a photo gallery, and information on all venues were also included. Fans were also able to leave their own comments and testimonials n the site.
 
In addition to the website, LEDM produced advertisements, signage and other collateral including the Discover Event Map. 
 
LEDM is proud to have been able to work with the Raleigh Convention Center and Raleigh Amphitheater staff, the NHL Marketing Department, corporate sponsors and a myriad of vendors to help produce a small part of the most successful public festival event in downtown Raleigh to date.