NORTHWESTERN UNIVERSITY
Northwestern University partnered with Beckon Entertainment to create Lakeside Gameday, a premium event space on the lake during the renovation of Ryan Field.
To maintain fan engagement during the renovation of Ryan Field, Northwestern University transformed its Lakefill area into Lakeside Gameday, a dynamic, premium event space for the 2024 football season. In collaboration with Beckon Entertainment, the university delivered an elevated gameday experience featuring live game broadcasts, entertainment, food and beverage offerings, and exclusive tailgating packages, all set against the stunning backdrop of Lake Michigan and the Chicago skyline. The result was a sold-out, immersive experience that not only met the needs of fans during the transition but also set a new standard for fan engagement in collegiate sports.
DEVELOPMENT
With Ryan Field under renovation, Northwestern partnered with Beckon Entertainment to create Lakeside Gameday at Martin Stadium. The lakeside location was transformed into a premium event space offering live game broadcasts, food, entertainment, and tailored tailgating experiences to engage fans during the transition.
EXECUTION
Beckon Entertainment managed event planning, activities, and premium amenities, ensuring a seamless experience. The lakeside setting, interactive elements, and quality food and drink options provided a vibrant atmosphere, keeping fans immersed in the gameday excitement.
SUCCESS
Lakeside Gameday sold out every event and generated multi-million-dollar revenue. Fans loved the unique setting and the experience, leading to continued demand for similar immersive events. The success highlighted a clear market for premium gameday experiences beyond traditional stadiums.