Prior to the start of the Crescent Point Energy Western Canada Cup (WCC) in Estevan, people were wondering if it was possible for the host team to make money.
The three teams that hosted it previously all lost money. The Yorkton Terriers and Melville Millionaires were musing about challenging Estevan to host the tournament when it was Saskatchewan’s turn, but they backed away because they were worried they would lose money.
Estevan has proven you can host this showcase of junior A hockey talent, and turn a profit.
The WCC host committee has announced they will contribute $40,000 to each of the 2016 Saskatchewan Summer Games in Estevan, the CanElson Drilling Estevan Bruins, and the 11 other Saskatchewan Junior Hockey League teams.
The tournament’s fiscal success came even though the local economy took a turn for the worst in the last two years, handcuffing the WCC committee’s ability to find corporate sponsors. And the tournament hosts, the Bruins, were knocked out of the playoffs following the round-robin, reducing playoff ticket sales.
Estevan should be a blueprint for other communities that want to host this tournament. The local organizing committee did a good job of promoting the event, finding sponsors amid economic turbulence, and having events associated with the tournament, such as a Hockey Ministries International breakfast and cabarets.
There was also a very successful sponsors’ banquet three nights before the opening game that featured a rousing speech by Brian Burke of the Calgary Flames. Burke’s appearance was an incentive to purchase a sponsorship package, and a live auction added to the funds that were raised.
There has been speculation about the future of the WCC. It’s not known if it will continue after next year’s tournament in Penticton, B.C. Hopefully the tournament in Estevan will breathe life back into the competition.
The concept is outstanding. It brings great hockey to a community for nine days. The hockey might be better than what is seen at the national RBC Cup tournament, since the western Canadian junior A leagues are typically stronger than their counterparts in the east.
The top team at the WCC, the West Kelowna Warriors, also took top spot at nationals.
But for whatever reason, previous inceptions of the WCC didn’t make money. And other teams are now scared of hosting the tournament.
One last note on the WCC for Estevan: it was proof that we can host a marquee hockey event. Hopefully, it will be the first of many. There are provincial, western Canadian, national and even international hockey tournaments that Affinity Place could host, and further boost Estevan’s reputation as a destination for top events.
We expect the WCC will be just the beginning for Estevan. And we hope Estevan will mark the beginning for financial success for WCC host teams.
