Paramount+’s The Lodge activation will return this year with a nationwide tour, in collaboration with Alterra Mountain Co. Activations will spotlight new titles such as “Knuckles,” “Halo,” “Frasier,” “Lawmen: Bass Reeves,” “Dora,” Mean Girls (2024) and Bob Marley: One Love, while spotlighting legacy franchises such as “Survivor,” “SpongeBob SquarePants” and “Star Trek: Discovery.”
Since Paramount+ is the streaming home of Nickelodeon, Paramount+’s The Lodge will feature an oversized Frosty Nick zone with kids’ titles interactive touchpoints, merchandise giveaways, photo opportunities and more. Guests will also be able to hang out in the Ninja Turtles mud room, snap a selfie with Dora and take a seat in the life-sized Krusty Krab boat before venturing through the slime portal within the winterized fort.
Next door, visitors can step into the Paramount Presents theater, a portal to the golden era of cinema created as an homage to the art of filmmaking and a tribute to Paramount Pictures’ enduring legacy. The theater will also showcase iconic props and a film reel.
In addition to the Nickelodeon and Paramount Presents activations, each rendition of The Lodge will offer a varying display of experiential title elements. Attendees will be able to take a seat in the Captain’s Chair from “Star Trek: Discovery,” play a game of bowling within the “Knuckles” universe and saddle up to see if they have what it takes to join “Lawmen: Bass Reeves” and earn a Paramount+ marshal badge during a timed lasso roping game.
Additionally, guests will be invited into Paramount+’s The Lodge Confessional, an interactive booth where they’ll share their thoughts, strategies and personal experiences like the cast of “Survivor” — with a shot at making it onto the show’s official social media channels. Just over the stone threshold at the Woodstone Bed & Breakfast, guests will enter the home of the CBS Original “Ghosts” and become a part of a photo and video opportunity alongside a few unexpected “visitors.”
“Halo” fans will encounter the mystical Covenant artifact, the relic of an alien civilization. Each Spartan will have the chance to touch the artifact to activate its power and see if they are the chosen one. Upon leaving the artifact’s sanctum, fans will have the opportunity to explore costumes and props from the set and snag exclusive “Halo”-branded goggle covers.
Lastly, guests of Paramount+’s The Lodge in Stratton, Vt., will be transported into the world of the new Paramount+ Original “Frasier,” seemingly stepping inside Mahoney’s Taproom. However, they’ll soon realize they’ve gone one step further into the mind of Frasier Crane, where they’ll explore easter eggs from the series, relax and enjoy a book, and play a game of chess.
Attendees will also be dropped into the world of CBS Sports at The Paramount+ Pub. Here, they can play various games such as the hook and ring toss and the UEFA Champions League-themed soccer ball kicking challenge, all while sipping on sports-inspired cocktails. The sports-themed bar will also showcase locker displays with fan-favorite jerseys, cleats, balls and team paraphernalia.
Paramount+’s The Lodge will stop in several states across the country this year, including pop ups at SXSW in Austin and San Diego Comic-Con. The full tour schedule is as follows:
- Feb. 2-4: Winter Park Resort, Colo.
- Feb. 16-19: Stratton, Vt.
- March 8-11: SXSW – Austin
- March 22-24: Steamboat, Colo.
- March 29-31: Palisades Tahoe, Calif. (Lake Tahoe)
- July 25-28: San Diego Comic-COn
Paramount+’s The Lodge immersive experience is part of the service’s Mountain of Entertainment campaign.