The Chicago Blackhawks entered into a joint venture partnership with Live Nation to allow the Blackhawks to have an on-site presence at Live Nations three-day country music festival, Lake Shake. This partnership began with the 2nd annual Lake Shake festival in June of 2016.
Based on MAG’s successful relationship with the Chicago Blackhawks, they referred Live Nation to MAG.
MAG worked with Live Nation on multiple branded concepts to promote the Chicago Blackhawks brand and provide an anchor space at the music festival.
MAG assisted Live Nation with creating the ultimate Chicago Blackhawks sports bar. MAG built an authentic looking hockey rink with faux ice and dasher boards. Festival goers would enter the themed tent and experience stepping out onto the ice at the United Center complete with a jumbotron, hockey nets and center ice logos. MAG also developed a replica locker room and player photo opportunities.
The event was such a success that MAG has been invited back to recreate the same space in 2017.