Tribute Nights

Client: OLG Slots at Woodbine Racetrack

Date: 2006

Objective: To develop an identity, produce signage and various media in promotion of a weekly, live entertainment and musical tribute acts every Friday and Saturday night.

Target Audience: Patrons of the OLG Slots at Woodbine.

Concept: The logo was developed around the main theme of an evening sky with the moon and stars. This theme was applied to other displays emphasizing the late night atmosphere of the event. The theme was also applied to freestanding displays which allowed the insertion of interchangeable posters.

Challenges: The key in establishing the design was keeping the theme cohesive and recognizable on various media, displays and formats. It was also important to make sure that these custom displays, installed in unusual locations throughout the site, did not interfere with site security.

Overview: Multiple visits to the site were required to explore and identify locations for installation of permanent and temporary displays. Pillar posters, entrance banners, freestanding displays and a portable, pedestal display were provided as custom solutions to take advantage of available space while keeping a minimum footprint. Further review of the site required a permanent solution and a neon backlit display was custom designed, produced and installed in the main entrance of the gaming floor for high visibility. Once the displays were set up, individual artwork was created on a weekly basis for every tribute act.

Outcome: Traffic to the gaming floor has increased an average of 5000 patrons every Friday and Saturday night. Patrons are able to recognize the Tribute Nights program and relate it to OLG Slots at Woodbine’s ongoing presentation of live entertainment and musical acts.