The annual Kraft Hockeyville contest revolves around a central theme of community spirit, passion for hockey and Canada. The winning community receives

  • $100,000 dedicated to upgrading their local home arena
  • Hockey Night in Canada broadcast in their community and
  • An NHL pre-season game hosted in the winning community arena.

The winner is selected by the public via an online and phone in voting process. The program is a joint partnership between CBC, the NHL, the NHLPA and Kraft Canada. Free to the public.


Overall management of the program from the community entry phase to the celebration in the winning community. Managed all voting and celebration communications with the Top 20, Top 10 and winning communities (as selected by the public). Oversight of all elements of the on-site celebrations for CBC’s live Top 5 show. Managed the winning community celebrations, including Fun Fair, Stanley Cup appearance, NHL Alumni Hockey Game, hockey clinics and hospital visits with NHL Alumni, school visits with current NHL players. Scheduling, entertainment, signage, volunteers, merchandise, NHL team mascots, NHL Alumni agreements, travel, hotel, and emcee scripting

  • Whole event management
  • Scheduling
  • Liason with local organizing committees
  • Sponsor activations and servicing
  • Programming and schedules
  • Merchandise
  • Signage
  • NHL Team mascots
  • NHL Alumni agreeents
  • Travel
  • Hotel
  • Emcee scripting

Client: Kraft Canada, National Hockey League (NHL), National Hockey League Players’ Association (NHLPA), Canadian Broadcasting Corporation
Date: 2007 to 2013