slamr
09-15-2007, 09:02 AM
This is Doug Herod's column.
I assume this is legit and not another one of the paper's lame jokes (Bill Potrecz, I'm looking at you).
We've finally made it to major corporate sponsorship
Posted 8 hours ago
Watched a bit of history unfold this summer.
Mind you, it was sign history.
Driving my daughter to work near Glendale and the QEW one morning, I noticed workers hanging about the front of Niagara College.
The Glendale campus sign was coming down. Up went the Niagara-on-the-Lake site designation.
I felt strangely honoured to see this transition take place, having mocked the campus name change when college officials announced it in February.
That would be February 2006.
Hey, these things take time to fully implement. I guess.
Then again, maybe the speed, or lack thereof, in making these sorts of moves is a post-secondary institution kind of thing.
I mean, it took Brock University more than a year to review its Sir Isaac cameo logo, the result of which was a minor nose job for the dead general.
Anyway, contrast the speed of the sign installation at Niagara College with the pace at which the Niagara IceDogs are implementing a name change at the Garden City Complex.
That's right. This is the last time you may see the arena complex referred to by that name.
That's because the city's Ontario Hockey League team has sold naming rights to Pepsi Bottling Group (Canada).
Welcome to the Gatorade Garden City Complex.
Kinda rolls off the tongue, eh?
No?
Oh well, give it time.
Seriously, we should look on the bright side of this name change. We've finally arrived in the big time. A major corporation has seen fit to bestow a product name on a St. Catharines civic facility. Who'd have thunk it?
Anyway, in addition to the name change, which is allowed under the IceDogs' lease with the city subject to the municipality's approval (I guess they wanted to guard against something like, say, the Hooters Garden City Complex), the hockey team will be affixing a new sign to the Geneva Street side of Rex Stimers Arena.
According to a staff report being presented to city council Monday night, it will be nine metres wide by three metres high and read: Gatorade Garden City Complex, Home of the Niagara IceDogs.
The IceDogs wanted the approval process fast-tracked because the team wants to erect the sign in time for it to be unveiled just prior to Thursday's regular-season home-opener.
Good for the Dogs. With the small seating capacity there, the organization needs to find as many other revenue sources as it can to minimize its losses.
Speaking of other revenue streams, team president Denise Burke said IceDog replica jerseys are flying off the shelves. They can't keep up with the demand.
There isn't a buzz about the team in town, it's a boom, Burke said. Glad to hear it.
Back to Gatorade.
Thing is, I'm not sure how many people make reference to the Garden City Complex. They tend to say the names of the two arenas that make up the complex - Stimers and Jack Gatecliff. (In the lease between the city and the IceDogs, it was made clear those names couldn't be touched.)
I find it unlikely journalists covering the games will report along the lines of: The IceDogs beat the Whalers 10-1 last night at Jack Gatecliff Arena at the Gatorade Garden City Complex.
True, fans on their own may come up with a nickname for the arena that helps market the team.
You know, like the Dog Pound. Or the Pooch Palace. The Bow-Wow Barn. The Inhumane Society.
But those names don't help out the organization's prized sponsor, Pepsi, and its Gatorade product.
Somehow, I don't think the Gator Pit will stick.
What to do?
Too bad Jack Gatecliff wasn't here to help. The former, longtime Standard sports editor was a genial, very accommodating fellow and a huge supporter of junior hockey.
If it assisted the IceDogs in making their sponsor happy, I'm sure he'd be open to tweaking the name of the city's main ice facility.
To Jack Gator-cliff Arena, of course.
Doug Herod's opinion column appears Tuesday, Wednesday, Friday and Saturday.
dherod@stcatharinesstandard.ca
Copyright © 2007 St. Catharines Standard
I assume this is legit and not another one of the paper's lame jokes (Bill Potrecz, I'm looking at you).
We've finally made it to major corporate sponsorship
Posted 8 hours ago
Watched a bit of history unfold this summer.
Mind you, it was sign history.
Driving my daughter to work near Glendale and the QEW one morning, I noticed workers hanging about the front of Niagara College.
The Glendale campus sign was coming down. Up went the Niagara-on-the-Lake site designation.
I felt strangely honoured to see this transition take place, having mocked the campus name change when college officials announced it in February.
That would be February 2006.
Hey, these things take time to fully implement. I guess.
Then again, maybe the speed, or lack thereof, in making these sorts of moves is a post-secondary institution kind of thing.
I mean, it took Brock University more than a year to review its Sir Isaac cameo logo, the result of which was a minor nose job for the dead general.
Anyway, contrast the speed of the sign installation at Niagara College with the pace at which the Niagara IceDogs are implementing a name change at the Garden City Complex.
That's right. This is the last time you may see the arena complex referred to by that name.
That's because the city's Ontario Hockey League team has sold naming rights to Pepsi Bottling Group (Canada).
Welcome to the Gatorade Garden City Complex.
Kinda rolls off the tongue, eh?
No?
Oh well, give it time.
Seriously, we should look on the bright side of this name change. We've finally arrived in the big time. A major corporation has seen fit to bestow a product name on a St. Catharines civic facility. Who'd have thunk it?
Anyway, in addition to the name change, which is allowed under the IceDogs' lease with the city subject to the municipality's approval (I guess they wanted to guard against something like, say, the Hooters Garden City Complex), the hockey team will be affixing a new sign to the Geneva Street side of Rex Stimers Arena.
According to a staff report being presented to city council Monday night, it will be nine metres wide by three metres high and read: Gatorade Garden City Complex, Home of the Niagara IceDogs.
The IceDogs wanted the approval process fast-tracked because the team wants to erect the sign in time for it to be unveiled just prior to Thursday's regular-season home-opener.
Good for the Dogs. With the small seating capacity there, the organization needs to find as many other revenue sources as it can to minimize its losses.
Speaking of other revenue streams, team president Denise Burke said IceDog replica jerseys are flying off the shelves. They can't keep up with the demand.
There isn't a buzz about the team in town, it's a boom, Burke said. Glad to hear it.
Back to Gatorade.
Thing is, I'm not sure how many people make reference to the Garden City Complex. They tend to say the names of the two arenas that make up the complex - Stimers and Jack Gatecliff. (In the lease between the city and the IceDogs, it was made clear those names couldn't be touched.)
I find it unlikely journalists covering the games will report along the lines of: The IceDogs beat the Whalers 10-1 last night at Jack Gatecliff Arena at the Gatorade Garden City Complex.
True, fans on their own may come up with a nickname for the arena that helps market the team.
You know, like the Dog Pound. Or the Pooch Palace. The Bow-Wow Barn. The Inhumane Society.
But those names don't help out the organization's prized sponsor, Pepsi, and its Gatorade product.
Somehow, I don't think the Gator Pit will stick.
What to do?
Too bad Jack Gatecliff wasn't here to help. The former, longtime Standard sports editor was a genial, very accommodating fellow and a huge supporter of junior hockey.
If it assisted the IceDogs in making their sponsor happy, I'm sure he'd be open to tweaking the name of the city's main ice facility.
To Jack Gator-cliff Arena, of course.
Doug Herod's opinion column appears Tuesday, Wednesday, Friday and Saturday.
dherod@stcatharinesstandard.ca
Copyright © 2007 St. Catharines Standard