For all its technology and resources, television sometimes can鈥檛 present a completely accurate portrayal of an event鈥檚 scope.
Exhibit A for Buffalo Bills chief strategy officer Kate Hussmann was last month鈥檚 NFL draft in Green Bay, Wis.
The drafts for 2026 and 2027 have been awarded to Pittsburgh and Washington, D.C., respectively. When the NFL opens the bidding process for 2028, the Bills expect to bid.
Hussmann, chief commercial officer Jason Hartlund and director of event services Katie Jordan were joined by Visit Buffalo Niagara president/CEO Patrick Kaler on a three-day visit to Green Bay to observe the draft.
鈥淚t was incredibly beneficial,鈥 Hussmann said during an interview with The Buffalo News. 鈥淚t鈥檚 tough to appreciate the size and scale of an event like this without seeing it in-person. The amount of work that goes into the planning of the build-out and the private/public partnerships involved to pull something like (the draft) off, it was just really helpful to see and meet with the people actually getting it done.鈥
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The Bills鈥 travel party arrived in Green Bay on April 23 (day before the draft) and returned to Buffalo on April 25 armed with significant information to assist their eventual proposal.
On April 23, the group attended an event for partners of the NFL and Packers.
鈥淲e tried to see the size, scale and types of (sponsor) attendees that night and in your mind, you鈥檙e always thinking, 鈥榃here could this potentially (happen) in our market?鈥 鈥 Hussmann said.
On April 24, the group arrived at the draft site before fans arrived to observe each of the fan activation areas. Once the draft started, they were seated in the third row of a section of seats to the right of the stage where the picks were announced by commissioner Roger Goodell.
On April 25, the group attended meetings from 8 a.m. to 1:30 p.m. before a late-afternoon return to Buffalo. The NFL鈥檚 event strategy team walked the Bills and other teams hopeful about hosting future drafts through the broadcast compound, media area and green room, and also led a security roundtable to hear the specifics of Green Bay鈥檚 plan.
What surprised Hussmann, whose previous experience includes helping organize the 2019 NBA All-Star Weekend as an executive with the Charlotte Hornets?
鈥淚t was just impressive what the NFL has done and how they uniquely adapt to each market,鈥 she said. 鈥淭hey went from an urban center in Detroit (in 2024) to building outside of Lambeau Field. The production (was impressive), but also the amount of people it attracts and just how amazing it is for football fans to experience something like the draft close-up.鈥
The Packers announced crowds of 205,000 (Round 1), 175,000 (Rounds 2-3) and 220,000 (Rounds 4-7).
鈥淲e鈥檙e really lucky with Green Bay and Pittsburgh being like-market cities (to observe) before we plan to bid and ideally host,鈥 Hussmann said. 鈥淪eeing the activations around Lambeau, you could easily envision a similar setup around Highmark (Stadium). That being said, the NFL is really intentional 鈥 they want every draft to be unique to that home market and want to showcase the best of that region and really want to work and collaborate with you.鈥
Hussmann said the red carpet was on the Lambeau Field playing surface and season-ticket holders were invited to sit in the stands.
The Bills also will have a group in Pittsburgh for next April鈥檚 draft. The new Highmark Stadium is scheduled to open in the summer of 2026 and is expected to be a major part of the draft bid.
鈥淭he plan for the new stadium has always been to bring events of this caliber to Buffalo,鈥 said Hussmann, who was hired by the Bills in September 2024. 鈥淭hat鈥檚 why going and seeing it in-person and understanding what was required was so helpful because it requires unique perspective and planning.鈥
