CrossIron Mills will host the full Calgary Flames roster for a free autograph session later this month, launching a promotional activation tied to the shopping centre’s partnership with the NHL club.
The mall will welcome the Flames on Monday Feb. 23, from 5 p.m. to 7 p.m. for an autograph event held at multiple locations throughout the property. The appearance marks the start of CrossIron Mills’ C of Red Celebration, a mall-wide initiative running until March 15.
Autograph event details
According to the release, the first 300 fans in line at each signing station will be guaranteed an autograph. Lineups will open at 2 p.m. on the day of the event, several hours before the scheduled signing window.
“We’re proud to be a partner of the Calgary Flames and to welcome the full team to CrossIron Mills,” said Joel Tatlow, marketing manager at CrossIron Mills. “It’s exciting to provide fans with an opportunity to meet their favourite players in person. CrossIron Mills has always been a place where people come together and connect, and nothing brings our community together more than the Calgary Flames.”
The autograph stations will be spread throughout the mall. CrossIron Mills said player maps and the exact locations of signing stations will be released on its social media channels on Feb. 22, one day before the event.
Fans will be limited to one autograph per player. Autographs may be signed either on a personal item or on a player card, with individual player cards available at each station. The release notes that posed photographs with players will not be permitted because of capacity limits and time constraints.
Partnership focus
The event is positioned as a joint initiative between the mall and the Flames, reflecting an ongoing partnership between the two organizations. The Flames said the appearance is intended to create a direct point of contact between the team and its fan base.
“Our fans are at the heart of everything we do, and creating meaningful opportunities for them to connect with the team matters deeply to us,” said Robert Hayes, President & CEO of the Calgary Flames. “Partnering with CrossIron Mills allows us to bring the Flames directly to our fans and recognize the passion they show season after season. We’re excited to kick off the C of Red Celebration with an experience designed to celebrate their loyalty and love for the game.”
CrossIron Mills described itself in the release as a partner of the Calgary Flames and framed the event as a way to draw visitors to the mall while hosting a high-profile community gathering.
C of Red Celebration
The autograph session will serve as the opening event for the C of Red Celebration, which will run at CrossIron Mills until March 15. The activation is described as mall-wide and focused on interactive experiences tied to Calgary’s hockey culture.
As part of the promotion, visitors will have opportunities to enter contests offering prizes, including a $500 CrossIron Mills gift card and an ultimate Calgary Flames Game Day Prize Pack valued at approximately $2,000, according to the release.
The mall said the celebration is intended to commemorate Calgary’s hockey legacy and to provide multiple touchpoints for fans during the two-week period following the team appearance.
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