Event Marketing: 1995, a year in review: win some, lose some

February 5, 1996 by Strategy Staff

Michael Lang is president of Lang & Associates, a Toronto-based international associative marketing agency with offices in Vancouver, Montreal and Atlanta.

Contributions, ideas, media releases and feedback should be directed to Kelley at (416) 229-0060 or fax (416) 229-1210.

In 1995, we witnessed many changes to the Canadian event marketing landscape, changes that will continue to reverberate throughout 1996.

The past year was marked with a variety of new opportunities and growth, while at the same time being punctuated with significant losses.

In terms of growth, there was no bigger story in 1995 than the arrival of the National Basketball Association in Canada.

The nba tipped off its inaugural year in Toronto and Vancouver with strong attendance and encouraging television viewership.

nba-style ‘entertainment’ is here to stay. Look for some of the glitz from the nba to rub off on the National Hockey League’s Canadian franchises.

The other major growth story of 1995 is the arena-building boom, along with corporate titling of these arenas.

Additions on the Canadian event landscape include: GM Place (Vancouver); Air Canada Centre (Toronto, in development); Ford Centre for the Performing Arts (North York, Ont.); Ottawa Palladium (Ottawa), and Centre Molson (Montreal.)

Pro sport franchises are aiming to maximize revenues from concessions, private boxes and in-venue signage. Owning/controlling the building is a key factor in the current success model.

On this note, Canada has seen two of its nhl franchises announce in 1995 they would be relocating to more profitable climates (Quebec/Denver, Winnipeg/Phoenix.)

This trend of leveraging a team’s value to its community, versus the lease arrangements and tax concessions granted by public officials will continue through 1996.

Hockey continues to grow, showing no long-term effects of the 1994-95 labor dispute. Major u.s. corporations (Nike, MasterCard) are beginning to focus some of their marketing dollars on the nhl, and Fox television continues to build a national profile for the once regional sport.

Baseball, on the other hand, struggled through a difficult year after its labor dispute, playing a shortened season in 1995.

Fans have not forgiven either the owners or the players, both of whom were seen as overpaid, spoiled and selfish. The so-called Year of the Fan became the Year of the Not So Many Fans.

For the first time in years, the Blue Jays had plenty of tickets available.

The sale of Labatt to Interbrew of Belgium has, so far, had a neutral effect on the Jays (the recent reductions in team salary were inevitable.)

This year may see an ownership change as Interbrew shuffles its Canadian assets, which may signal a new growth phase for this product.

The Expos continue to field a competitive team with one of the lowest team salaries in the league, however, they seem to lack that extra push to go over the top, losing several key players every time they get close.

If 1996 does not go well for the team on the field and subsequently at the box office, look for several u.s. suitors to be circling above the Big O this summer.

Plans for an open-air, Camden Yards-type ball park in downtown Montreal may be the only thing that keeps this franchise in town.

One sport where all seems well is figure skating. Canadians continue to perform well on the professional and amateur circuits.

This year will see Canada host the World Championships from March 19-24 in Edmonton. Skating remains an attractive television property delivering significant audiences and a targeted demographic.

The distinction between what are now known as eligible skaters and ineligible skaters will become clearer in 1996 as the various national and international governing organizations develop a series of ‘meaningful competitions’ that will augur well with sanctioned i.s.u. events.

Eventually, the distinction will be removed, allowing the best of the best to compete for World and Olympic titles.

On a final note, much work has been done behind the scenes in 1995, on the playing fields and in corporate marketing departments that will pay off in Olympic memories for all Canadians.

Several sports, such as beach volleyball, will enjoy the enhanced exposure that only the Olympic Games can bring. New faces will emerge as household names, even if only for two weeks.

The 100-metre Men’s Final will be one of the highlights of the sporting year as Donovan Bailey and Bruny Surin try to extricate the ghost of Ben Johnson once and for all.

Corporate sponsors will be active in the marketplace, ensuring their significant investments are fully leveraged.

Our safest prediction for the year is that you will not be able to miss these games.

All in all, 1996 is shaping up to be quite the year in the sport and event marketing world.