The second installment of The Stoli Lounge at the Calgary Stampede was a full bar and lounge area which provided sponsorship opportunity through a unique corporate-hosting experience. The lounge extended off of the Nashville North music venue, and we replaced the back walls of the tent with expansive black-and-white graphic prints of classic guitars. Large prints of instruments were suspended from the remaining tent walls, with lengths of café lights strung in sweeping arcs overhead. Barnboard backdrops behind food stations, cedar bar surrounds, and gas-pipe shelving enhanced the food and beverage service areas. Wood-topped communal tables were paired with sleek black ghost stools. Modern leather furnishings were accented with wooden pallet tables and edison bulb lightposts. Throughout the space, tasteful applications of the Stoli brand completed the sponsor package. The overall design provided a high-profile VIP experience, with an authentic western flavour.


Our initial design work in the Lounge’s inaugural year helped kicked off The Stoli Lounge with such success that it was repeated for a second year. We revised our approach to ensure that the second installation of the Lounge was fresh and exceeded expectations. This new sponsorship opportunity allows Calgary Stampede to sell experiences beyond just gate sales, further progressing the Greatest Outdoor Show Earth. Our design partnership plays a key role in the marketing of this new corporate hosting opportunity.

Photography: Leblond Studio