In honor of the NHL All Star Game, Bud Light, an official sponsor of the NHL, entrusted BBF to implement an exciting outdoor, free event on Crescent Street. Life-sized ice sculptures were created and put on display in the center of the street. The public and media were welcome to take their picture with the realistic sculptures made to depict the all star game’s opening face-off. An extensive media campaign was executed, promoting the event on both English and French radio stations and newspapers.

On Friday night festival goers were offered the opportunity to meet NHL all star defenseman, Mike Komisarek. Komisarek signed autographs and took pictures with his hundreds of fans. Later that evening Mr. Hockey himself, Gordie Howe, joined the Crescent Street celebrations.

On Saturday night, Montreal was treated to a free concert by the Juno nominated, multi-platinum selling recording artists, Hedley. An estimated 3,000 fans braved the -30oC weather to enjoy the show.