The Oilers Entertainment Group has named Pattison the exclusive sales partner for Edmonton’s new ICE District.

ICE is a 25-acre entertainment district in downtown Edmonton that’s currently in development. When finished, it will include Rogers Place, where the Edmonton Oilers play, shopping and dining venues, the 66-story, mixed-use Stantec Tower and a 55-story JW Marriott hotel.

Oilers Entertainment Group expects the district to attract over two million people in 2017, according to a release.

The initial phase of OOH digital signage in the area will include two video boards, as well as 13 street-level signs. One of the video boards will be at the southwest corner of Rogers Place and the other will reside at the southeast corner of the nearby Grand Villa Casino. The street level signs will be primarily positioned along 104 Ave., which runs through the district. The first clients under the new contract will include Harvard Broadcasting, Mercedes, 212 Social Hall, Telus World of Science and Full House Lottery.