Making Detroit the First Pick: The Record-Breaking Success of the 2024 NFL Draft
In 2018, Rock Entertainment Group’s Chief Operating Officer, Mark Hollis, worked with the Detroit Lions to launch Detroit’s ambitious bid. Their goal was to do something unique, to host the National Football League (NFL) Draft in a downtown core. Six years, tens of thousands of hours and millions of dollars later, the 2024 NFL Draft in Detroit shattered the record for both single-day attendance and overall attendance.
“In 2018, we had a meeting with the Lions. I don’t remember who came up with the idea of the Draft, but after that discussion we decided to go for it. We brought the idea to Dan Gilbert and Bill Emerson [President, Rocket Companies] and they were enthusiastic,” Hollis says. “Dan wants to bring big events to the city that attract visitors so people can see what is happening in Detroit. This fit that goal.”
“Conversations between Dan Gilbert and Commissioner Roger Goodell, along with the leadership of Mayor Mike Duggan, were critical to developing the confidence that the NFL had in bringing the Draft to Detroit, along with the flexibility to do it the Detroit way,” said Hollis.
The success of the 2024 NFL Draft in Detroit is a testament to the city’s resurgence and the power of community collaboration. The Family of Companies was proud to play a pivotal role in ensuring the event was a historic success, showcasing Detroit on the global stage. From community watch parties to working with Bedrock to coordinate new storefront openings, the Family of Companies went all-in on the NFL Draft and committed to making this event a record-breaking celebration of sports and Detroit.
ROCK Family Office: Strategic Support and Coordination
Nearly a dozen members of the ROCK Family Office dedicated more than 500 hours to supporting the NFL Draft. These team members operated behind the scenes to coordinate and streamline multiple events, visits and even played a crucial role in submitting the bid to host the NFL Draft.
Rock Entertainment Group: Leading the Charge
With partners at the Detroit Lions, the Detroit Sports Commission and Visit Detroit, Rock Entertainment Group provided leadership experience to support collaboration across the public and private sectors. Quarterbacked by COO Mark Hollis, Rock Entertainment Group ensured coordination of efforts across the Family of Companies. Six leaders contributed more than 1,000 hours, ensuring that every detail was executed to provide an unrivaled fan experience.
Rock Security: Ensuring Safety with Precision
Rock Security dedicated an impressive 500 hours to meticulously planning safety and security measures for the thousands of fans who attend the NFL Draft. Their commitment went beyond planning, investing hundreds of thousands of dollars in additional contract security and advanced technology. In collaboration with several local and national agencies including the Detroit Police Department, Michigan State Police and the Department of Homeland Security, Rock Security worked around the clock to help maintain a safe environment.
Rock Events: Creating Unforgettable Experiences
The Rock Events team was pivotal to the draft’s success, contributing more than 3,500 hours to the planning and execution of the record-breaking event. One activation hosted more than 1,500 guests over three days. In a unique twist, they created custom draft merchandise for the activation and built out a shopping area for VIPs to take home their very own RKT swag. Rock Events even brought in local mobile artists who inked 25 permanent tattoos at the Rocket Companies Hospitality event. In addition to hosting more than a dozen events throughout Detroit, the team hired 48 local vendors, directing nearly $1 million in revenue to Detroit-based businesses.
Rocket Companies: A Workforce United for Success
Rocket Companies played a key role in the record-breaking NFL Draft celebration in Detroit. Over 40 team members dedicated more than 12,000 hours to streamline logistics and guest services, showcasing the spirit of “We Are The They” by providing crucial support and welcoming visitors from around the country.
As the Official Mortgage Provider of the NFL, Rocket Mortgage launched the ‘Dreammates’ campaign, a fully integrated multi-media effort. They teamed up with Detroit Lions’ Aidan Hutchinson, sports broadcaster Taylor Rooks and Joy Taylor of the “Two Personal” podcast, and Miami Dolphins’ quarterback Tua Tagovailoa and his brother Taulia to share inspiring stories.
Rocket Mortgage also partnered with Habitat for Humanity, donating $250,000 to help everyone achieve the dream of homeownership.
At the NFL Draft Experience in downtown Detroit, Rocket Mortgage invited over 8,300 guests to their “house” at 257 Dream Drive and engaged another 6,000 guests with football-themed activities like the 40-yard dash and an NFL fan mock draft stage.
The Rocket Community Fund facilitated volunteering efforts among team members at the Family of Companies. More than 50 team members volunteered to support the execution of the NFL Draft in Detroit.
Bedrock: Supporting Local Businesses
Bedrock operated, maintained and coordinated most of the footprint for this prestigious event. This was not just about logistics; it was about showcasing Detroit’s resilience, its innovation and its vibrant spirit. Bedrock’s involvement ensured that every detail, from the grand stages to the activated public spaces was streamlined to welcome the pride and passion of Detroiters.
Bedrock’s commitment to Detroit was exemplified in their efforts to help more than a dozen new businesses open prior to the 2024 NFL Draft. Working in conjunction with the City of Detroit, Bedrock was able to reduce opening times by more than 30%, providing a significant boost to the local economy, creating jobs and fostering a vibrant downtown environment.
“As a Family of Companies, we bring a lot to the table,” says Hollis. “You are not dealing with 500 different companies. You are dealing with one Family of Companies that can be nimble, agile and effective. Rock Security, Rock Events, Bedrock, Rocket Companies and so many more, all contributed to the success of this event – adapting on the fly and focusing on creating the best fan experience, both for those who call Detroit home and those coming to see our great city.”
Gilbert Family Foundation: Enriching Community Engagement
The Gilbert Family Foundation made substantial contributions to community events during the NFL Draft, including a $300,000 donation to the Arts Beats & Eats Foundation to activate Woodward Avenue. This supported seating, photo opportunities, food trucks and more, creating a lively, bustling atmosphere downtown. Additionally, the foundation gave more than $100,000 to community groups organizing neighborhood watch parties. These included shuttle services downtown, games, activities, giveaways and promotions.
A Unified Effort for a Brighter Future
“There is a receptiveness to events in Detroit, the city is built to host events,” said Hollis. “What sets us apart is how we operate. The teamwork across the city government, businesses, nonprofits and our Family of Companies is unrivaled. The NFL Draft showed off what we can do here in Detroit – and demonstrated that we don’t just deliver, we deliver the best.”
The success of the 2024 NFL Draft in Detroit was a team effort, made possible only through the collaboration of entities across the city, state and national level. The Family of Companies is proud to be one of those vital partners, contributing more than 18,000 hours, $2 million dollars and nearly 150 team members in total to the assembly and successful execution of the NFL Draft.
Rock Entertainment Group and the Family of Companies continue to provide support to bring valued events to the community, along with the economic impact that comes with them. The Rocket Mortgage Classic set the pathway for the return of big events to Detroit, joining our four major professional sports franchises. Rock Entertainment Group was also engaged in the move of the Detroit Grand Prix back to the downtown streets, returning the UFL’s Michigan Panthers back to the State of Michigan, hosting WWE’s Summer Slam (their 2nd biggest event every year), Michigan State football at Ford Field and the upcoming 2027 NCAA Men’s Basketball Final Four.
For Detroit, the NFL Draft is not just about football; it is about celebrating the city’s resurgence and proving that together, we can achieve greatness.
