Few can argue that the 2011 World Financial Group Continental Cup this past weekend in St. Albert was anything short of a giant success, both for the community as part of our 150th anniversary celebrations and for Servus Credit Union Place. It is now time for the city and Servus Place officials to look at how well the venue was utilized in order to fulfil its vision as conceived almost five years ago.
Yes, the facility’s latest customer satisfaction survey shows 94 per cent are satisfied or very satisfied with Servus Place. But what has fallen into the backscatter of this success has been its underutilization, specifically with respect to Performance Arena. With the exception of opening and closing ceremonies for some events, the Continental Cup is the first major showcase within the arena’s confines. It has taken four and a half years to get something other than hockey or ringette into that facility when, according to discussions during the design phase, Performance was supposed to host myriad events like the Continental Cup, but also concerts, plays and performances. Opening ceremonies of the Special Olympics Alberta Summer Games aside, the only other event was the unpublicized Zamboni Olympics.
The “first event” distinction could have gone to Ice Capades Mystika in April 2009, booked for four shows in two days. But weeks before the event, the company went bankrupt and the performances in St. Albert were cancelled. It took until this weekend to see the actual promise the venue holds. The city was counting on holding other events, even purchasing $400,000 in lighting and sound gear in 2005, half of which was paid for by a federal grant, that it would share with the International Children’s Festival.
Also of note is the lack of sponsorship dollars attached to Performance Arena. Despite numerous positive statements that a deal for what was then called the Championship Arena was in the works, nothing ever materialized. The price tag was large — $1 million over five years, but so was the venue. Yet with little in the way of events besides hockey and ringette, it is hard to see what draw could exist for any company to slide in and pick up that tab. Business wants to be associated with more than just hockey.
Performance will have another chance to shine when St. Albert hosts the Alberta 55 Plus Winter Games at the end of next month and the venue is home to hockey. The Esso Cup will follow as women’s midget hockey teams from across the country descend on St. Albert later this year. While the diversity of events is not yet there, perhaps the publicity and exposure of hosting these high-profile games can help sustain the momentum towards using the rink for more than just hockey. And perhaps, as a result, sponsorship dollars will finally pour in.
