Yesterday was the first time I had ever seen the hashtag #ComingJuly13, which was probably not great for marketing because it was already July 12. Naturally, as today (July 13) is my Birthday I just assumed that the City and the Oilers were planning an elaborate party for me. I was wrong. They were unveiling the name of the Arena District. From this point forward it will officially be named “The Ice District.…
The revitalized section of downtown was previously known as the Edmonton Arena District but I guess that felt a little too robotic even if it was entirely accurate.
Edmonton’s downtown arena is the brainchild of Oilers owner Daryl Katz, who pitched a public/private partnership with the city. The negotiations were difficult, to say the least. In many ways the Oilers acted like every major sports franchise in North America that wanted public funding. Just watch this oddly well-timed John Oliver bit that ran this past weekend.
Despite all that, Edmonton’s downtown arena appears to be on track as a success story. Perhaps the biggest difference in what Daryl Katz has done versus other team owners is that he continued to pour time, effort, and money into the surrounding areas.
The Katz group didn’t stop at an arena. They are also building condo towers, office towers, and a new hotel. In total the Katz Group and its partner WAM are plugging in 1.7 Billion dollars in the newly named Ice District.
The Oilers Entertainment Group has probably mentioned that the downtown arena has been about revitalizing an unloved part of the city at least 1000 times over the past several years. That’s the messaging, but you cannot say that Katz has failed to live up to that marketing promise. His legacy when all is said and done is shaping up not to be that of a sports owner but that of a city builder.
As for all that public money that got flushed down the drain to give a billionaire his arena, the city of Edmonton is estimating it will all be returned and then some. Based on what was being built in the area and the plans for development the city was expecting, as of May, 1.353 Billion dollars in revenue from the CRL. In a worst case scenario that drops to 989 Million dollars.
As for the name, Ice District, I don’t really care one way or the other what it’s called as long as we don’t sell the naming rights to a private company (The Diet Cherry Vanilla Doctor Pepper District). Edmonton Arena District, Ice District, District 13, whatever. It sounds a little gimmicky and hints at the association to the Oilers with all the subtlety of a swift kick to the nether parts, but it’s easy to say and there will be a winter garden and a world class hockey facility there so it’s not like the name is inappropriate.
I work in Edmonton’s downtown core. I can see everything that is being built. I pay attention when more news is being announced. There is a common theme to many of the announcements. It goes something along the lines of “Without Mr. Katz’ Vision and the Downtown Arena we would not have moved forward with this plan.…
As sour as the people who opposed the arena want to be, it’s just too difficult right now to still be mad about the Arena and the district being built around it. As of today it is too good for the city and its citizens to cry about. Can that change? Yes. And if it does there will be a myriad of people who will mock this process and the positivity we have towards Katz. But until the rug gets pulled from under us we will just have to enjoy the Ice District for what it is, one of the most ambitious building projects this city has ever seen.
There’s still time for the Oilers and the city to at least get me a Birthday present. I’m waiting.
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