CASE STUDY: CALGARY FLAMES CELEBRITY CHARITY GOLF CLASSIC
Three-Course Print Photo Activation in Support of the Calgary Flames Foundation
THE CONTEXT
The Calgary Flames Celebrity Charity Golf Classic is one of the most recognisable events on the city's philanthropic calendar. In its 44th year, the tournament brought together 420 golfers across three courses, with each group of five joined by a past or present Calgary Flames player. The event functions as both a high-calibre sporting occasion and a flagship fundraiser for the Calgary Flames Foundation, with the 2025 edition raising $415,000.
The structure of the tournament created a specific activation challenge. With 18 groups teeing off simultaneously across three separate venues, a centralized photo experience was not viable. The client required a consistent, brand-aligned activation that could operate independently at each location without adding logistical complexity to the event management team. Throughput and output quality both mattered, given the calibre of attendees and the charitable purpose the day was built around.
THE SOLUTION
Flash Co. deployed three print photo booths, one stationed at the first hole of each participating course. Each booth was positioned to integrate naturally into the flow of the tournament morning, capturing groups as they gathered at the tee before their round began.
The deliverable was a single branded image per group session, with branded 4×6 prints produced on-site, one for every golfer in the group. Every participant left with a physical take-home: a branded print documenting their round alongside a Calgary Flames player. Digital share functionality extended that reach beyond the course, giving participants a direct path to share their image with their own networks.
Three booths. Three courses. One consistent activation running concurrently across all venues for the duration of the tournament.
THE EXECUTION
Each booth was set up and operational before the first groups arrived. Once briefing was complete, Flash Co. teams managed their own throughput, pacing, and output quality at each venue without requiring direction or oversight from CSEC staff. The client's event team was free to focus on the broader day.
The activation format aligned naturally with the tournament dynamic. Groups arrive at the first tee with energy and anticipation, and the presence of a Flames player gives participants a genuine reason to want the photograph. The capture moment fits into that context without friction, requiring no persuasion and very little time. Each group received their prints before moving on, keeping pace with the flow of the round.
Across all three courses, the activation ran to schedule with consistent brand presentation and output quality at every location.
RESULTS
Total captures: 93
Total prints distributed: 500
Prints per group session: one per golfer
Digital shares: 165
Digital share rate: 177% of total captures
Courses covered: 3
Total golfers served: 420
Tournament funds raised: $415,000 for the Calgary Flames Foundation
The digital share rate of 177% of total captures reflects independent sharing across the same group, with multiple participants distributing their image to separate personal networks from a single session.
WHY IT WORKED
The format matched the moment. A charity golf tournament is structured around group participation and a shared social experience. The photo moment at the first tee is a natural extension of that dynamic. Guests arrive with energy, the celebrity element adds genuine draw, and the image captures something participants actually want to keep. Many participants received autographs on their photos, adding to further surprise and delight throughout the activation.
Multi-site deployment required operational independence. Running the same activation across three separate venues simultaneously is an operational challenge. Consistent output and brand presentation across all three locations depends on thorough pre-event alignment and teams that can manage their own setup and execution without escalating decisions on the day. CSEC and their event staff carried no operational burden from the Flash Co. activation once it was underway.
In the context of a high-profile charitable event tied to a community institution like the Calgary Flames Foundation, that object carries meaning beyond the photograph itself. Participants leave with a record of their involvement in something that raised $415,000. The digital share extends that reach, but the print is what stays.
PLANNING A BRAND ACTIVATION WHERE PRESENCE AND RESULTS BOTH MATTER?
Flash Co. designs on-site photo and video experiences for audiences that expect more. From multi-venue tournament activations to national conference engagements, we build experiences that integrate seamlessly into your event structure and deliver clear, reportable outcomes.