Grand Opening of the United Center

From the legendary coaches and players to the fabled buildings the teams call home, Chicago's sports venues are rich in tradition. That's why when the owners of the Chicago Stadium — home to the Chicago Bulls and Blackhawks — announced plans in 1992 to tear down the old and build a new privately financed, multi-purpose stadium, the city did not take the news lightly.

There were two primary concerns: Part of the romance of the 65-year-old Chicago Stadium, also known as the "Madhouse on Madison," was the roar of crowds in the old but intimate building. Critics and fans feared the roar and intimacy would be lost in a new, large, cold replacement. The second concern was gentrification — what would happen to the neighborhood and the predominantly poor and middle class people who lived there when the new, improved and ritzy stadium moved in.

The United Center Joint Venture, the Chicago Blackhawks, the Chicago Bulls, and Public Communications Inc. worked closely together throughout the new arena's construction to gain positive media coverage and assure Chicago fans, and the United Center's surrounding community, that the new arena would be well worth the wait.

On August 18, Illinois Governor Jim Edgar, Chicago's Mayor Richard M. Daley, Chicago Blackhawks Owner and President William W. Wirtz and Chicago Bulls Chairman Jerry M. Reinsdorf cut the ribbon and opened the United Center to more than 140 media representing 60 news outlets from across the country. The United Center received near universal accolades, with some of the city's toughest critics acknowledging that the arena was fan-friendly. Non-sports media coverage alone exceeded 50 million impressions.

Tradition has always been a part of Chicago sports. From the legendary coaches and players to the fabled buildings the teams call home, Chicago's sports venues are rich in tradition. That's why when the owners of the Chicago Stadium — home to the Chicago Bulls and Blackhawks — announced plans in 1992 to tear down the old and build a new privately financed, multi-purpose stadium, the city did not take the news lightly.

There were two primary concerns: Part of the romance of the 65-year-old Chicago Stadium, also known as the "Madhouse on Madison," was the roar of crowds in the old but intimate building. Critics and fans feared the roar and intimacy would be lost in a new, large, cold replacement. The second concern was gentrification — what would happen to the neighborhood and the predominantly poor and middle class people who lived there when the new, improved and ritzy stadium moved in.

The United Center Joint Venture, the Chicago Blackhawks, the Chicago Bulls, and Public Communications Inc. worked closely together throughout the new arena's construction to assure Chicago fans, and the United Center's surrounding community, that the new arena would be well worth the wait.

The decision was made to limit media access to the new arena during the construction period in the belief that less exposure would build more anticipation and excitement for the grand unveiling. It also would provide an opportunity for media to focus on the revitalization of the neighborhood, which was being significantly bolstered by the Joint Venture and by City of Chicago efforts to improve the infrastructure in support of the arena.

Coverage of the stadium itself intensified as its opening grew near. Two months before the opening a helicopter tour gave reporters and camera crews an up-close look as the final strokes were painted on the roof logo. In July, the United Center was chosen as the site of the 1996 Democratic National Convention, which focused national interest in the still unseen arena.

Editorial arrangements were made with Chicago's four daily newspapers to prepare special sections to be published on opening day. A great deal of comparative information was provided, including a detailed fact sheet that emphasized the fan-friendly advantages of the United Center, such as theater-style seating and escalators. A steady stream of stories were generated on the new arena's high-tech features, such as the Sony Jumbotron instant-replay scoreboard and fan conveniences.

A introductory full press kit was created along with television b-roll that tracked construction from ground-breaking to opening day.

On August 18, 1994, Illinois Governor Jim Edgar, Chicago Mayor Richard M. Daley, Chicago Blackhawks Owner and President William W. Wirtz and Chicago Bulls Chairman Jerry M. Reinsdorf cut the ribbon and opened the United Center to more than 140 media representing 60 news outlets from across the country. Reporters, community representatives and VIPs got their first look at the new home of the Blackhawks and Bulls and gave it positive reviews.

The United Center received near universal accolades, with some of the city's toughest critics acknowledging that the arena was fan-friendly. Stories repeatedly highlighted the positive impact the arena was having on its neighborhood and community activists were vocal in their support.

Media coverage garnered more than 50 million impressions from non-sports media alone.