Well people are saying that shadow creek seems like a school so I was thinking with the jaws queue have a valedictorian and the hint of "arts and crafts move" this seems like this year is coming together as something to do with a school (mainly I'm thinking about the icon), and the hint that this will be a scrapbook year which I know that means moments of hhn's past but the icon could be a photographer for the school (dealing with the developing pictures on the website). There was also the hint of every school has one, every school has the photographer that takes pictures for the school year book so that's one possibility. Shadow creek could be the house with role cast as "hockey" so there would be the sports team for the school.
Also I think shadow creek seems like a sister place to shady brook so there is another direction to go.
Feel free to agree or disagree but there is my two cents lol