When Raleigh, N.C., serves as the backdrop for major events, the whole city gets involved. The Carolina Hurricanes Fan Fest presented by UNC Health, in tandem with the 2023 Navy Federal Credit Union NHL Stadium Series™, turned downtown Raleigh into a hockey hotspot, proving that sporting events can spark full-scale festival-style experiences. Want that kind of energy behind your event? GRSA knows how to help you build it. Here's how we did it for the Stadium Series...
NHL Stadium Series Weekend in Raleigh, N.C.: Case Study
The events
The NHL Stadium Series took place on Sat., Feb. 18, 2023, in Raleigh, N.C., marking a historic moment—the Carolina Hurricanes' first-ever outdoor game. In front of a sold-out crowd at North Carolina State University's Carter-Finley Stadium, the Canes faced off against division rivals, the Washington Capitals.
To build excitement and celebrate this milestone, the Raleigh community came together for an unforgettable weekend. Highlights included the Hurricanes' home game against the Canadiens on Thurs., Carolina Hurricanes Fan Fest and a Hootie & the Blowfish concert on Fri. and the Stadium Series game and the Truly Hard Seltzer NHL PreGame official fan festival on Sat.
The opportunity
How does a destination rally its partners and resources to help deliver an electric atmosphere and an unforgettable experience for your event and attendees?
The approach
Greater Raleigh Sports Alliance (GRSA) executive director Scott Dupree chaired the local organizing committee (LOC), which advocated for and helped facilitate multiple ancillary events to the outdoor game itself to maximize the attendee experience over the weekend. The LOC included representatives from the Carolina Hurricanes, North Carolina State University, City of Raleigh and other community stakeholders.
GRSA played a key role in servicing and destination hosting. The goal wasn't only ticket sales—it was also building excitement and creating a city-wide welcome.
Efforts included extensive promotions with more than 400 banners and eight billboards across multiple districts, plus two of the most impactful visuals: large-scale building wraps in downtown and Midtown Raleigh. These high-visibility installations generated significant buzz on social media and elevated the hype far beyond just standard event signage would have.
These efforts, combined with strategic collaboration among local partners, transformed Raleigh, N.C., into a hockey hotspot.
The results
Thousands of fans gathered on Fayetteville St. in downtown Raleigh on Feb. 17, the day before the big game, for an event packed with Hurricanes celebrations. This free event featured live music and entertainment all day long, ending with a spectacular fireworks finale! Fans had the chance to meet Hurricanes alumni, snap a photo with the Stanley Cup®, play street hockey and even take a ride on a Ferris wheel.
On Feb. 18, 2023, the Carolina Hurricanes defeated the Washington Capitals, 4-1, in their first-ever outdoor game. A sellout crowd of 56,961 fans packed the stadium, creating an electric atmosphere. It was a historic night for hockey and for Raleigh and a perfect cap to a weekend of celebrations.
Overall, the Stadium Series weekend generated over $20 million in total economic impact for the region.
"The NHL Stadium Series provided an incredible economic boost to our region," said Dennis Edwards, president and CEO, Visit Raleigh. "Raleigh was buzzing with activity throughout the entire weekend. We are thrilled with the level of support from our local partners, residents and visitors for the game and all of the ancillary activations that made this a true city-wide experience. Recently Raleigh was designated the #1 Sports Host City in the U.S. (by SportsTravel Magazine), and the impact of the Stadium Series enhances our already well-established reputation as a leading sports event destination. Thanks to the NHL, the Carolina Hurricanes and North Carolina State University for leading the way and making this unforgettable weekend a reality."
Want that kind of energy behind your next event?
Greater Raleigh's community shows up and shows out. We know how to rally partners, create unforgettable experiences and deliver measurable impact. GRSA has all the connections and relationships and community partners ready to collaborate to make events one-of-a-kind and like in no other destination. From smaller events to major events like the NHL Stadium Series, our staff knows how to get creative and pull our resources together for you. Let's make your event a success—learn more about bringing your event to Raleigh, N.C. and reach out to us today.
