PARTNERING FOR THE LONG-HAUL
University District
Relationship building is easily one of the most rewarding aspects of our work. Whether we’re dealing with clients, vendors, artists, or city departments, we get a deep sense of satisfaction from digging in and getting to know each other. Our work with University District is a prime example of the success that’s possible when we invest in this process.
Since 2016, we’ve been University District’s primary event partner. From their Grand Opening through seasonal celebrations and one-off VIP experiences, we’ve collaborated to create an event calendar that serves diverse stakeholder groups, supports ambitious sales goals, and ultimately – builds vibrant community. As a “white-label” service, these events keep the spotlight on University District, with Feel Good Events executing everything behind the scenes. What follows is a highlight reel of what we’ve accomplished together to date.
SIX YEARS AND COUNTING
THREE ANNUAL EVENTS
MONTHLY SUMMER MARKETS
VIP EXPERIENCES
Milestones
2016
CIRCLE CARNIVAL COMES TO U/D | Feel Good Events brings its travelling Carnival to U/D. The importance of community events was recognized, and the U/D + Feel Good Events relationship was born.
JANUARY, 2017
SALES CENTRE LAUNCH | Feel Good Events produces the Grand Opening event for the Discovery Centre, including a Builder Exclusive event and a VIP Media event in the days prior.
DECEMBER, 2017
NORTHWESTIVAL | The inaugural Northwestival event is created and hosted in U/D. The event will go on to become an annual winter celebration, still taking place to this day.
2018
TAILS & TREASURES | A new event is created and hosted at U/D to celebrate the grand opening of the Off Leash Dog Park. The event is such a success, it goes on to become another annual event.
2019
NORTHWEST COMMONS PARK | The annual Northwestival event moves to the newly developed Northwest Commons Park. Northwestival takes a big leap forward with customised design and décor to suit the new space.
2020
BUILDER VIP LAUNCH EVENT | A VIP event is created and hosted at the Discover Centre to celebrate the launch of new builders in University District.
2021
U/D BLOCK PARTY | Another new event is created and hosted in U/D to celebrate the grand opening of Stage 1 & 2 retailers on Main Street. The event is another huge success and transforms into a seasonal monthly event series.
2022
CENTRAL PARK GRAND OPENING | The long-awaited Central Park opens! Feel Good Events worked with U/D to design this park as an event venue. Event programming will be a large year-round component of Central Park that we would forward to developing with the U/D team.
Northwestival
A WINTER WARM-UP
Each December, nearly 3000 Calgarians leave the comfort of their homes, brave unpredictable weather, and bundle up against cold temperatures to attend Northwestival. Lured by live music, performances, warm beverages, games, workshops, and more, they gather at University District’s Northwest Commons Park to take pleasure in good company, arts, and culture.
As popularity for Northwestival grows each year, the Sales Centre sees a record number of qualified visitors pass through their doors. The event is a powerful showcase of vibrant community and a clear attraction the U/D neighbourhood. Pulling off such a multifaceted spectacle in the middle of winter is no small feat, but Feel Good Events is well up to the task and excited to raise the bar year over year.
Tails & Treasures
CELEBRATING OUR FOUR-LEGGED FURRY FRIENDS
Originally created as a one-off event, Tails & Treasures was such a hit that it’s returned every year since its inception! Featuring a Red Carpet amateur dog competition, treasure hunt, and performances by the much-loved SuperDogs, Tails & Treasures encourages participants to explore the large landscaped development between the Discovery Centre and the Off Leash Dog Park, where they encounter fun activations and compete to win an array of prizes. This is an important showcase of the green space and amenities that U/D has to offer, effectively wooing and retaining residents.
U/D Block Party
DRIVING TRAFFIC TO MAIN STREET RETAILERS
U/D Block Party was created to celebrate the grand opening of Main Street and the retailers. The event was a wonderful success and is now in discussions to become a monthly recurring series. The SuperDogs brought the crowds and put on an amazing show. Between performances the crowds flocked to Main Street and filled the stores. The sales centre reported the highest percentage of qualified visitors they’d received from any event previous.
Night Market
A DESTINATION FOR SHOPPING, FOOD, AND ENTERTAINMENT
Inspired by the success of Block Party, University District came to us with a specific ask: to plan and execute a series of Night Markets. We happily hit the ground running – tackling logistics, sourcing and curating vendors, engaging retailers, designing the layout, and managing communications. We made strategic decisions to balance the number of vendors with the expected number of attendees and followed up with vendor surveys to ensure that we were getting it right. Now in its second year, the Night Market series draws a city-wide audience and has expanded to make use of UD’s newly opened Central Park. Expect a vibrant shopping experience, complete with live music and roaming entertainment, on the last Wednesday of each month from May through September.
VIP Events
University District relies on Feel Good Events to provide a high-class experience for their most important one-off events. From new development launches to media events, to hosting the builders’ hottest leads, U/D puts their trust in Feel Good Events to wine, dine, and impress their VIPs.
Events have helped University District attract residents and retailers to the neighbourhood.
Building community through events, art & culture has been a foundational pillar of University District since day one. University District attributes a great deal of the development’s success to the magnetic effect our events have had on attracting residents and retailers to the community.
100% LEASED – RETAIL STAGE 1
80,000 sq. ft. Gross Leasable Area
2020 Possession
70% LEASED – RETAIL STAGE 2
125,000 sq. ft. Gross Leasable Area
2021-2022 Possession
RETAIL STAGE 3
Launching Soon
60% OCCUPIED – U/D RESIDENTIAL
Since 2017, over 1000 units of housing have been built, of which, 60% are occupied. First residents started arriving in 2018.
AND GROWING
7000 Units upon completion in 2023
15,000 total residents
START TO FINISH EVENT PRODUCTION
We’re with you all the way.
CONCEPT
Identifying the purpose and objectives. Ideation.
Proposing the solution.
DEVELOPMENT
Working out the details.
Creating the structure.
PLANNING
The nitty-gritty.
Turning ideas into reality.
COMPLETION
Making it happen.
Keeping it safe.