The most successful events aren’t defined by a single moment. They’re built over time – through collaboration, clear strategy, and the ability to adapt when conditions change. Bold North Breakaway was a powerful example of how intentional marketing and operational leadership can transform a campus into a welcoming, high-impact public experience.

As part of the IIHF World Junior Championship, Bold North Breakaway extended the tournament experience beyond the ice, activating the Saint Paul RiverCentre campus just steps from Grand Casino Arena.

Designed as a free, accessible, and fully immersive experience by our client Minnesota Sports and Events, the fan fest transformed Saint Paul RiverCentre’s ballroom level, and invited residents and visitors to engage with downtown Saint Paul in a meaningful way. Behind that experience were several key lessons that continue to shape how we approach events of every scale.

Events Are a Team Sport

No event succeeds alone. Bold North Breakaway came to life through strong collaborations with corporate partners, tourism organizations, and a dedicated network of volunteers. At the helm was Debbie Estes, Executive Vice President of Minnesota Sports and Events, whose vision of a multi-day, multi-faceted, wholly inclusive event came to life through corporate partnerships, large-scale activations and passionate volunteers. RiverCentre Event Manager Tyler Ichella was her main point person, leading internal teams, coordinating vendors, and aligning details to ensure a world-class guest experience.

Months of preparation allowed hundreds of volunteers to confidently welcome guests, assist media, provide directions, and help staff dozens of activities. This massive success reflected the behind-the-scenes leadership and planning that made the event feel effortless to those attending.

PR and Marketing Create Momentum

Bold North Breakaway wasn’t promoted as a single attraction; it was positioned as an ongoing open invitation. Marketing and PR efforts focused on accessibility, community, and ease of participation, reinforcing the idea that everyone was welcome.

Media coverage amplified that message. Our media monitoring service tracked 90 media reports specifically about the fan fest, and an additional 77,000 social media impressions or engagements. We also arranged for 42 live TV reports from Rice Park and the indoor fan fest at RiverCentre, and an additional dozen studio and radio interviews to highlight the free events and promotions surrounding the tournament. That consistent visibility helped establish Bold North Breakaway as a must-visit Saint Paul experience and extended its impact well beyond the event footprint.

Plan Thoroughly, Then Pivot Quickly

Even the strongest plans must remain flexible. When a winter storm hit during opening weekend, our marketing team reacted instantly, adjusting messaging to promote flexible attendance options and the free, weather-resilient experiences across the RiverCentre campus and surrounding downtown.

As concerns around ticket prices for tournament games emerged, messaging leaned into a value approach, and amplified free, public-facing experiences at RiverCentre and throughout Saint Paul. This quieted complaints about tournament access and helped strengthen the belief that everyone could find a way to take part.

No matter the redirect, the message stayed constant: create welcoming, inclusive opportunities for engagement, regardless of weather or ticketed events happening elsewhere. That ability to adapt while maintaining clarity and momentum reinforced trust with partners, media, and the public.

The Teams Behind the Teams

Great events rely on people most guests never see. RiverCentre’s flexibility as a multi-purpose gathering space is made possible by our operations team, event managers, electricians, technicians, and guest services staff who seamlessly transition the campus between conventions, meetings, galas, and large-scale community celebrations like Bold North Breakaway.