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Behind the Screens

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Inside the Dallas Stars organization, far beyond game night.

Behind the Screens is the Dallas Stars' branded content channel, pulling back the curtain on the people, production, and decisions that shape one of the NHL's most active game-day operations. The show covers everything from arena technology and fan experience design to the staff who execute it each night. Sports and entertainment professionals use this channel to see how a major league franchise runs its business off the ice.

10 episodes
Channel Brief·Behind the Screens · 10 episodes
Updated Apr 1, 2019

Entertainment Strategy, Not Spontaneity, Drives Fan Loyalty

The Dallas Stars prove that winning fan loyalty in non-traditional markets requires methodical planning disguised as real-time creativity. This channel documents how systematic preparation and audience psychology shape live sports experiences.

The Dallas Stars entertainment team operates on a counterintuitive principle: their reputation for spontaneity and in-the-moment brilliance is built on formulaic planning that begins 24 hours before puck drop. The channel argues that in non-traditional hockey markets, entertainment excellence is not a competing substitute for on-ice performance but a foundational requirement for fan retention and repeat attendance.

Drawn from Behind the Screens with the Dallas Stars: Meth… and 3 more →

“Everything's got to be ready by five o'clock the day ahead of time. I enjoy the necessity of being that far ahead.”

Jason Danby, Senior Director of Brand Presentation, Dallas Stars

By the numbers

80-85%

game day entertainment plan completed 24 hours before puck drop

41

regular season home games per year requiring unique experiences

14

years Celena Rae has worked as anthem singer and host

90

seconds for Celena Rae to sprint from ice to concourse

What the channel argues

Data80-85% of game entertainment is planned 24 hours ahead, with final approval by 5pm the day before.→
InsightFirst-time attendees in Dallas are so common that Stars aim to create a positive overall experience, not necessarily convert them to hockey fans.→
InsightVideo Director Terri McCormack has executed every home game from the control room since 2006, often with her back to the ice.→
InsightFanpictor ultrasonic technology enabled fan-controlled light shows during the 2018-19 season to activate audiences before play begins.→
InsightDJ Michael Gruber, known as Gru, shapes crowd mood from behind section 110 using coordinated sound and video timing.→

What you'll learn

•How to structure pre-game planning in live events: 80-85% of content locked 24 hours out, final sign-off by 5pm day-of.
•Why first-time attendee experience matters more than on-ice results in non-traditional sports markets like Dallas.
•How orchestrating opponent-specific content and playful jabs drives fan atmosphere when the home team is losing.
•Which support roles are invisible to fans but critical to execution: video directors, anthem singers, and crossfire operators each have defined pre-game and live responsibilities.
•How emerging fan-participation tech like Fanpictor can replace passive jumbotron entertainment with interactive mobile moments.

What to do about it

→Establish a 24-hour pre-game lock protocol: finalize 80-85% of entertainment content with approval sign-off by 5pm the day before events.
→Design opponent-specific content packages that jab the visiting team and build local rivalries, especially for use when the home team trails.
→Invest in interactive fan technology that puts audience control in attendees' hands (apps, mobile activations) rather than relying solely on passive video displays.

Who and what shows up

Jason Danby

Senior Director of Brand Presentation, Dallas Stars

Sets the planning philosophy: 80-85% of content locked 24 hours ahead; emphasizes deviation from NHL norms in non-traditional markets and intentional rivalry building through content.

Celena Rae

Anthem singer and in-game host, Dallas Stars

Visible face of entertainment operations with 14 years tenure; executes rapid-turnaround intermission tasks including 90-second transitions from ice to concourse.

Terri McCormack

Video Director, Dallas Stars

Executes entire home game content plan from control room since 2006, started as freelance replay operator in early 1990s; often works with back to the ice.

Michael Gruber

DJ (Gru), Dallas Stars

Directs crowd mood through music composition and coordination with video team; developed cult following from prior work as board operator at local radio station The Ticket.

Kevin Harp

Crossfire Operator, Dallas Stars

Recognized as MVP of entertainment team for preparation leadership on Opening Night; demonstrates internal culture of recognizing production staff contributions.

Questions this channel answers

Q

How do you make fans remember a game if your team loses?

By guaranteeing a positive entertainment experience regardless of on-ice outcome. The Stars treat entertainment as a standalone product that enhances or buffers the total game day memory, using content to create an unfavorable atmosphere for visiting teams.

Behind the Screens with the Dallas Stars: The Psychology… →
Q

What does a game day entertainment team actually do in the 24 hours before puck drop?

They meet at headquarters in Frisco, Texas to finalize 80-85% of the event plan, with everything approved by 5pm the day ahead. This includes opponent-specific content, music cues, in-game host logistics, and live production sequencing.

Behind the Screens with the Dallas Stars: Method Behind … →
Q

How do you engage casual or first-time attendees in a non-traditional hockey market?

By making fans active participants in the show rather than passive viewers. The Stars use interactive technology, fan-driven moments, and anthems singer visibility to create a memorable experience that keeps people coming back for the event itself, not necessarily the sport.

Behind the Screens with the Dallas Stars: The Psychology… →
Q

Who are the most critical people in a live sports entertainment operation?

The video director, DJ, anthem singer, and crossfire operators work in close coordination. Video Director Terri McCormack has directed every home game since 2006 from the control room, often unable to see the ice, while DJ Michael Gruber times music to video cues to shape crowd mood.

Behind the Screens with the Dallas Stars: Calling the Sh… →
Topics:Game day entertainment operationsFan engagement and retention psychologyLive event content production and video directionInteractive fan technology (Fanpictor app)In-venue music and DJ strategy
Themes:Systematic planning enables perceived spontaneityEntertainment as primary product in non-traditional marketsAudience psychology shapes content timing and tone

Industry context

Physical and experiential entertainment venues are expanding as consumer destinations, with escape room markets in Europe projected to grow from $3.51 billion in 2025 to $3.83 billion in 2026.

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