I recently embarked on a road trip to Wisconsin, an unlikely destination for a spring break, especially in early April. The state’s cold, brown, and leafless landscape reminded me of midwinter as my plane circled Milwaukee. The frigid air didn’t make it inviting for beach days Lake Michigan’s shore was still covered in snow and ice but at least the bars offered a warm respite. Wisconsinites take their brandy seriously; many locals proudly mentioned that they collectively consumed nearly all the brandy in the U.S. I quickly learned that brandy and football were two major topics of conversation, with the NFL draft on everyone’s minds.
Green Bay, the home of the Packers, was preparing for an event that was drawing a quarter of a million visitors to the small city: the NFL draft, which was being hosted there for the first time. The excitement surrounding the event dominated local discussions, overshadowing other news, including the shaky state of global markets. On local TV, the city’s marketing director, a young man with glasses, became an unlikely star, far outshining even major pop culture figures.
One Sunday morning, toward the end of my trip, I made my way to Lambeau Field. I took a route that allowed me to observe Green Bay’s industrial outskirts before reaching the stadium. It wasn’t my original plan to do much more than take a quick look at the iconic venue, but after meeting Tim, a retired lighting technician working part-time at the stadium, I was convinced to join a 90-minute “Champions” tour. With no other visitors around, it turned into a private experience, with guides Pat and Bob leading me around the field.
They showed me a construction site beyond the parking lot, where a massive stage was being erected for the draft event. The Packers’ home had long been a destination for football fans, but now it was transforming into the center of a major event. The draft, once a small affair held in hotel conference rooms, had evolved into a three-day festival. It’s now accompanied by musical performances, kids’ camps, and other fan activities. Last year, nearly 800,000 people attended the draft in Detroit, and many had traveled from far and wide to watch the event. The draft isn’t about the actual draft itself it’s about the spectacle, the party atmosphere, and the excitement of fans seeing their teams make selections that could change their future.
While Green Bay may never host the Super Bowl due to the city’s extreme winter temperatures and limited hotel accommodations it can still provide a Super Bowl-like experience with the draft. Local organizers are preparing for the influx of celebrities, team personnel, and media, with some estimating that 90 planes will arrive at the nearby Appleton airport. For a town with a population that barely exceeds 100,000, that’s a significant number of visitors.
As someone with little experience in U.S. sports beyond a passing interest in the Hundred tournament, I struggled to grasp the fervor surrounding the draft. But my guide Pat explained it simply: the draft is about hope. For fans, it’s the possibility that their team will pick the players who could finally deliver a championship, the players who will help them reach the Super Bowl. In this time of uncertainty, the draft provides fans with a sense of optimism, a chance for a fresh start.
Pat also mentioned the tailgating culture that surrounds the event, something that Wisconsin is famous for. In fact, the state’s alcohol consumption is so high that local wholesalers have been sending stock by railcar to ensure there’s enough for the draft’s festivities. It was clear that, for many, the event was as much about the celebrations as it was about the picks. Whether it’s football, brandy, or the thrill of the unknown, Green Bay was ready to embrace the excitement and, for a few days, forget about the rest of the world’s problems.
