Northwestern University has partnered with SME, a leader in experiential marketing and luxury hospitality, to transform the Lakefill area along the shores of Lake Michigan into the ultimate football festival and game-day tailgate party destination called “Lakeside Gameday.” W Partners, strategic marketing advisor to Northwestern University and NU Athletics, assisted Northwestern and SME in negotiating the partnership.
“We're excited to welcome fans back to Northwestern Football's lakefront home for the next two seasons in what promises to be one of the most unique and exciting atmospheres in sports,” said Wally Hayward of W Partners. “Whether you have tickets to the game or not, you'll want to be a part of creating your own customized atmosphere.” [pre, during and post]Experience a game tailgate party with your family, friends, and clients at Lakeside Gameday, located on Northwestern University's iconic “Lakefill” grounds.
A beautiful new home with a football festival atmosphere
Building on a successful 2023 season that saw the Wildcats earn a bowl championship, the team will play in a temporary on-campus facility with a beautiful backdrop of Lake Michigan. The enhanced facility will host five home games, beginning with the season opener against Miami (OH) on August 31, and Northwestern and SME will work together to create a premium game-day event experience for fans.
This exciting two-year opportunity is designed to transform each game into an outdoor, lakeside festival-like celebration, bringing together Northwestern’s entire campus community for unforgettable experiences until the new Ryan Field is completed in 2026.
Visit lakesidegameday.com
“Hosting our home games on the shores of Lake Michigan will provide our fans with a truly unique and beautiful game-day experience,” said Danielle Nunez, senior vice president of external relations for Northwestern University Athletics. “We're excited to bring the university community together in this beautiful setting to create meaningful game-day memories for our fans and the ultimate home-field advantage for our football program.”
“Partnering with Northwestern gives us an incredible opportunity to do what we love – using big ideas to create memorable experiences for our customers and fans,” said SME CEO Toby Robertson. “Given the location of the temporary facility, we worked with Northwestern to create a world-class, complete turnkey event. Fans will simply enjoy the Lake Michigan shoreline, the Chicago skyline, college football, music, Northwestern traditions and game-day camaraderie in what will be the most unique game-day experience of the next two seasons.”
An unparalleled match day experience
To enhance the game day experience, Northwestern and SME are introducing a variety of premium amenities that will make each game a memorable event, including:
- The Ultimate College Football Experience
- You can watch all five of Northwestern's games live on the large video board at Martin Stadium on Lakeside GameDay.
- Arrive early and stay after the game to enjoy other nationally broadcast college football games.
- Compete in a game of cornhole or giant Jenga while enjoying the sights and sounds of the lakefront.
- Experience the excitement of the match as DJs and house MCs create an electric atmosphere along the lakefront.
- Our house MCs will be giving away tickets and premium experiences at each match
- Rest assured that there are plenty of restrooms available for all Lakeside Game Day guests.
- Food and Drinks – Available for Purchase
- Enjoy a variety of game day and gourmet fare, from mouthwatering barbecue to gourmet sliders and Chicagoland favorites.
- Coupled with a wide selection of beer, wine and specialty cocktails, your game day experience is guaranteed to be exceptional.
- Our premium areas allow you to pre-order your match day food and drinks for a turnkey, worry-free match day experience – just turn up to your reserved space and we'll take care of the rest.
- Performer:
- Northwestern University “Wildcat” Marching Band
- Legends and former players who left their mark on the program
Tailgate options for every fan
While the “Lakeside Gameday” packages do not include tickets to the game, Northwestern offers multiple experience levels to suit different fan preferences and group sizes, ensuring every fan can find the perfect gameday.
- General Admission Tickets: Enjoy all the excitement and amenities of Lakeside Gameday, including live music, delicious food and drinks, and breathtaking lakeside views. Listen to the Northwestern Band, hang out with former players, and challenge your friends to a game of cornhole.
- Lakeside Reserve: Perfect for groups of 10, 15 or 20, reserved tailgate areas offer a private space to celebrate with friends, family or coworkers, and each spot comes equipped with game-day amenities and services to meet your group's needs.
- Cats Village: Perfect for corporate entertainment or large groups, our VIP Tailgate Package provides exclusive access to a luxurious space with premium amenities and personalized service, where you'll enjoy VIP perks, catering and beverages in an unforgettable setting.
- Wildcat Chalets: Experience the highest level of match day luxury with two-storey chalets featuring terraces and soft seating for up to 50 guests. These exclusive chalets offer panoramic lakeside views, gourmet cuisine and premium drinks – the perfect hideaway for match day celebrations.
Let's have an unforgettable season together!
The combination of exciting new game day hospitality options and the beautiful lakeside setting will ensure the 2024 football season offers a unique and memorable experience for all participants. Go Cats!
For more information on tailgate options and to purchase tickets, visit lakesidegameday.com.
About Small and Medium Enterprises
SME has built event production and activation as its core business, acting as an extension of its agency and brand partners, supporting each of its partners on major events such as the Super Bowl, NHL Stadium Series, Daytona 500, Formula 1 and the College Football Playoffs. In addition to supporting rights holders with custom craftsmanship and activations, SME owns and operates numerous hospitality properties that deliver an even more premium game-day experience for fans and consumers at venues and facilities across the country.
About W Partners
W Partners, a joint venture with the Ricketts family, is a premier sales and marketing agency representing the best properties and brands in the sports and entertainment industry. Since its founding in 2013, W Partners has negotiated over $650 million in domestic and international partnership acquisitions for properties, brands and talent.
About Northwestern University
Northwestern University is a comprehensive, interdisciplinary research university spanning multiple departments and units. A founding member of the Big Ten Conference, Northwestern sponsors 19 collegiate sports programs with more than 500 student-athletes. Attending Northwestern means being part of an innovative, collaborative and multifaceted community with an impact rare in higher education.
