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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 beats spontaneity in nontraditional sports markets

The Dallas Stars prove that live sports entertainment in emerging markets relies on meticulous planning, not improvisation. This channel documents how formulaic preparation and audience psychology drive fan loyalty.

The Dallas Stars entertainment operation contradicts its own public reputation for spontaneity by executing 80-85% of each game's plan 24 hours in advance at their Frisco headquarters. The channel argues that in non-traditional hockey markets like Dallas, entertainment strategy is not a distraction from the game but a deliberate mechanism to retain first-time attendees, build rivalries, and ensure a positive fan experience regardless of on-ice performance.

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%

of game entertainment planned 24 hours ahead

41

regular season home games per year at American Airlines Center

14

years Celena Rae has been anthem singer and in-game host

90

seconds to race from ice to concourse during intermission

What the channel argues

DataDallas Stars prepare 80-85% of game entertainment 24 hours ahead via planned headquarters meetings.→
InsightDallas is a non-traditional hockey market with room for entertainment deviation from league norms.→
InsightFirst-time attendees are common at Dallas Stars games, requiring the team to make a single-game impression.→
InsightThe Stars use opponent-specific content and rival spotlighting to synthesize sports rivalries in emerging markets.→
Data41 regular season home games per year drove the Stars to adopt Fanpictor app technology for interactive lightshows.→

What you'll learn

•How a sports entertainment team structures daily planning to balance scripted content with real-time flexibility.
•Why non-traditional markets require higher entertainment investment and more deviation from league norms than established hockey cities.
•How fan participation technologies like mobile apps can transform passive spectators into active show participants.
•The role individual personalities like anthem singers and DJs play in building fan loyalty beyond game outcome.
•How entertainment strategy compensates for on-ice losses and creates memorable experiences when the team trails.

What to do about it

→Establish a 24-hour advance planning window for live event entertainment, with content freezing at a fixed deadline to allow execution buffer.
→Map your audience's experience of first-time attendance separately from returning fans, and design entertainment to convert newcomers into repeat attendees, not just game outcome supporters.
→Implement interactive fan technologies that shift them from passive screen watchers to active show participants in moments before play begins.

Who and what shows up

Jason Danby

Senior Director of Brand Presentation, Dallas Stars

Articulates the planning philosophy and on-ice rivalry strategy that underpins the Stars' entertainment approach in a non-traditional market.

Celena Rae

Anthem singer and in-game host, Dallas Stars

14-year tenure as the face of game day operations; executes critical transitions and engagement moments during live play.

Terri McCormack

Video Director, Dallas Stars

Has controlled game content from the control room since 2006, executing the entertainment plan without viewing play directly.

Michael Gruber

DJ, Dallas Stars

Uses music and sound design to direct crowd mood and create memorable moments; brought expertise from The Ticket radio station.

Kevin Harp

Crossfire Operator, Dallas Stars

Recognized as MVP for behind-the-scenes preparation leadership ahead of Opening Night.

Questions this channel answers

Q

How much of a live game's entertainment is planned versus improvised?

The Dallas Stars plan 80-85% of content in a meeting 24 hours ahead, with everything ready by 5 PM the day prior, leaving room for real-time adjustment.

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

Why does a non-traditional hockey market need different entertainment than established ones?

Dallas has many first-time attendees and must make a strong impression in a single game. Non-traditional markets have more room for presentation and production deviation from league norms to retain casual audiences.

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

How can entertainment hold fan engagement when the home team is losing?

The Stars use original content as a buffer, not a distraction, and employ opponent-specific jabs to keep fans energized and create an unfavorable atmosphere for visiting teams, regardless of score.

Behind the Screens with the Dallas Stars: Changing the A… →
Q

What roles do individual personalities play in game day operations?

Key figures like anthem singer and host Celena Rae and DJ Michael Gruber manage mood and crowd direction throughout the game, with Rae executing a 90-second race between ice and concourse during intermission after 14 years with the organization.

Behind the Screens with the Dallas Stars: The Star Away … →
Q

How can teams innovate entertainment delivery with 41 home games per year?

The Stars partnered with Fanpictor, a technology company using ultrasonic waves to activate smart devices, allowing fans with the app to participate in pre-game lightshows.

Behind the Screens with the Dallas Stars: How Fans Light… →
Topics:Game day entertainment productionFan participation and engagementLive event content strategyNon-traditional sports marketsReal-time crowd management
Themes:Planning beats spontaneity in emerging sports marketsEntertainment strategy compensates for on-ice performance volatilityFan experience trumps game outcome in loyalty building

Industry context

The sports and recreation industry increasingly intersects with media, technology, and entertainment rather than operating as standalone sectors. This convergence reshapes how leagues build audience engagement and revenue beyond game performance alone.

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