Hennessy Arena Attracts More Than 1,600 People at NBA All-Star Weekend

NBA Legends and Star Performers were in attendance, including Latto, Kaytranada, Allen Iverson, Gary Payton, Shai Gilgeous-Alexander, Jaylen Brown, Baron Davis and more.

Hennessy took over the Edison House in Salt Lake City, transforming it into the Hennessy Arena to bring Court to Culture to life during NBA All-Star Weekend. In 12 hours, more than 1,600 people passed through the Hennessy Arena where they enjoyed activations at the intersection of basketball and culture. The private, invite-only experiences at the Hennessy Arena included, musical performances by superstar, Latto, Grammy-award winning artist, Kaytranada, and Kitty Ca$h.

Notable attendees included: Allen Iverson, DJ Drama, Shai Gilgeous-Alexander, Damian Lillard, C.J. McCollum, Jaylen Brown, Gary Payton, Deron Williams, Jose Alvarado, Iman Shumpert, Carlos Boozer, Joakim Noah, Scottie Barnes, Trey Murphy III, Jayden Ivey and more.

Daytime programming, including a series of panels by the BIG Summit, which featured Baron Davis, Danny Green, Cathy Engelbert, Boris Diaw, among others. Art installations from artist Victor Solomon, who also debuted in Hennessy’s new NBA creative “Unshattered.”

A FCTRY Lab shoe experience where guests were able to 3-D print a custom pair of kicks onsite. An immersive, digital court integration, inspired by Allen Iverson, which attracted hundreds of All-Star weekend attendees and can be accessed by consumers nationwide via www.hennessy-arena.com through the end of the month.

A mobile Game Night Pizzeria, which delivered more than 300 pizzas to fans in town for the All-Star festivities. On-site mixologists, who crafted dozens of new NBA-themed cocktails, select recipes available for download here.



The New York Exclusive by Columnist, Tony Bowles

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