Behind the Screens with the Dallas Stars: Method Behind the Madness

 

Spontaneity and a feel for the moment has been a significant part of how the Dallas Stars entertainment team has made its name around the National Hockey League. While this reputation is well earned, there is a formulaic method to their strategy that begins far before puck drop.

Twenty-four hours ahead of game time, the group of content creators meet at the organization’s headquarters in Frisco, Texas to put together roughly 80-85 percent of the upcoming event’s plan.

“Everything’s got to be ready by five o’clock the day ahead of time. I enjoy the necessity of being that far ahead,” Senior Director of Brand Presentation Jason Danby said.

Preparing for each specific opponent is a key part of the success of each game’s entertainment value. Danby thinks of it as building an arsenal of content that he can use on a moment’s notice during the 20 percent of the show that is left to interpretation.

On game day, the team runs through pre-production to make sure everything is in working order. Even with the previous day’s preparation, this process is nerving. Utilizing software and hardware on a scale of that size poses challenges, and the stakes could not be higher.

“If we’re not prepared for a game day by about 2 p.m. on that game day, then at some point it’s too late to study for the final,” Danby suggested.

Ultimately it is impossible to know which pieces of content will be appropriate for a given point in a game. This is why flexibility is built into the plan. However, even if it does not seem like it, there is in fact a very structured fan behind the madness that is a Dallas Stars game.

CATCH UP ON ALL OF THE EPISODES!

 

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @SportsEntMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

Education R&D
Will the New Education R&D Bill Spark the Innovation Schools Desperately Need?
April 25, 2025

In a rare show of bipartisan cooperation, Senators Michael Bennet (D-CO) and John Cornyn (R-TX) have introduced the New Essential Education Discoveries (NEED) Act, aimed at revolutionizing how the U.S. invests in education innovation. The bill proposes a new National Center for Advanced Development in Education—akin to DARPA but for schools—within the Institute for…

Read More
How Verizon Business Utilizes UGC for Sales Enablement
How Verizon Business Utilizes UGC for Sales Enablement
April 24, 2025

In this episode of UGC for B2B, host David Dabney welcomes Cesar Teran, Verizon’s Sales Enablement Lead for Channel, to explore how user-generated content (UGC) is transforming training and team engagement at Verizon Business. Cesar shares the journey of introducing UGC into Verizon’s training initiatives, emphasizing the importance of authenticity, collaboration, and celebrating contributions….

Read More
digital freight invoicing
ODeX Is Leading the Charge in Digital Freight Invoicing
April 24, 2025

Global shipping continues to grapple with fragmented billing processes, often delaying cargo movement. According to McKinsey, adopting an electronic bill of lading could save $6.5 billion in direct costs and enable $40 billion in global trade. As vessels carry goods for thousands of shippers per voyage, the administrative burden of managing and reconciling invoices…

Read More
Human Intelligence Movement
Just Thinking… about Reimagining Education for the AI Era with the Human Intelligence Movement
April 24, 2025

As artificial intelligence reshapes education, work, and daily life, educators are grappling with how to prepare students for a future where human skills—not just knowledge—will be paramount. In fact, a growing number of reports highlight that employers increasingly value collaboration, communication, and emotional intelligence over memorized content. Amid this transformation, the Human Intelligence Movement…

Read More