In the Zone: All STEAMed Up, Training Hockey’s Next Leaders

In The Zone

Sometimes, the most effective activations are also the simplest. Here are just a few of the recent fan zone activations that really struck a chord with festival-goers.

Who can resist the opportunity to goof around with a real Zamboni, as these guys did at the 2016 World Cup of Hockey Fan Village in Toronto?

Who can resist the opportunity to goof around with a real Zamboni, as these guys did at the 2016 World Cup of Hockey Fan Village in Toronto?

Fans pose in front of a giant Winnipeg Jets jersey at the NHL Heritage Classic 2016 Spectator Plaza in Winnipeg.

Fans pose in front of a giant Winnipeg Jets jersey at the NHL Heritage Classic 2016 Spectator Plaza in Winnipeg.

Judging by lineups outside this Tim Hortons van during Grey Cup Week 2016 in Toronto, people love their double-double even more when it’s free.

Judging by lineups outside this Tim Hortons van during Grey Cup Week 2016 in Toronto, people love their double-double even more when it’s free.

 


All STEAMed Up

Tribu ExpérientielTribu Expérientiel president Micah Desforges aims to bring his Montreal company’s high-energy competitive events to cities across Canada and the U.S., and he’s using the Canadian Sport Tourism Alliance’s STEAM tool to take the next steps. New investors—gained via an appearance on Dans l’oeil du dragon (Quebec’s Dragons’ Den)—have helped reshape the back-end of the business. Now, Tribu is using STEAM to assess the economic impact of its events, including the Barbegazi Winter Action Sports Festival, an official Montreal 375 event (pictured), featuring a snowy obstacle course and such quintessentially Canadian activities as snowskating, woodcutting, Christmas tree tossing and arm wrestling.


Training Hockey’s Next Leaders

John F. McDonough, president and CEO of the Chicago Blackhawks

John F. McDonough, president and CEO of the Chicago Blackhawks

The world’s first hockey-specific Executive MBA program developed in collaboration with the Business of Hockey Institute, is in full swing at Athabasca University. Last November, John F. McDonough, president and CEO of the Chicago Blackhawks, was honoured with the very first Certified Hockey Professional Designation.


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