Report To: From: Subject: Strategic Initiatives Committee Bob Duignan City Manager Item: SIC-1 1-24 File: A-5000 Promotion of World's First Largest Hockey Stick Date of Report: June 15,2011 Date of Meeting: June 20,2011 PUBLIC REPORT 1.0 PURPOSE The purpose of this report is to respond to the following Strategic lnitiatives Committee's directives: SIC-I 1-14 directive - Promoting World's Largest Ice Hockey Stick (March 28, 201 1): "That staff review Oshawa's 'Big StickJ history and investigate promotion of this 'history and display' within an enhanced visibility aspect including incorporating the City of Oshawa's road entrance Welcome signs stating 'Home of the World's Largest Ice Hockey Stick'. Also, to include same catch phase 'Home of the World's Largest Ice Hockey Stick' on all City of Oshawa correspondence/stationery under the City of Oshawa's LOGO/Oficial communications. Staff will also consider an enhanced display of Oshawa's BIG STICK at Legends Centre inside and visible from street (Harmony Rd.) as well. Community events like the Fiesta Parade/Santa Claus Parade as well should be options for display of Stick and notedjj. SIC-11-15 directive - Re-evaluation and Review of Information and History of Oshawa's Heritage Stick (March 28, 201 1): "That staff re-evaluate the information and history of Oshawa's Heritage Stick by liaising with Oshawa Guinness Worlds Largest Ice Hockey Stick Committee to review in depth our 'Big SticksJ history and facts surrounding and then meld with original Strategic lnitiatives Committee request with the intent of improved advertising and publicity related to the hockey stick, and report back to Committee". 2.0 RECOMMENDATION That the Strategic lnitiatives Committee: 1. Provide direction on the options outlined in Section 5.1.2 of Report SIC-1 1-24 dated June 15, 201 1, including a funding source for a recommendation to Council; and 2. Remove Directives SIC-1 1-14 and SIC-1 1-15 dated March 28, 201 1 from the Committee's outstanding items list.
Report to the Strategic Item: SIC-1 1-24 Initiatives Committee (Continued) -2- Meeting Date: June 20, 2011 3.0 EXECUTIVE SUMMARY The City has provided ongoing communication and promotional support for the Hockey Stick through inclusion in e-communications, publications, media materials, etc. On May 25, 201 1, the Oshawa Guinness Worlds Largest Ice Hockey Stick Committee ("Big Stick Committee") met and discussed various options to improve advertising and publicity related to the hockey stick. Staff have confirmed pricing for various options which were identified by the Big Stick Committee and addressed in Section 5.1.2 of this report. 4.0 INPUT FROM OTHER SOURCES 4.1 General P Millwork Home Centre and the Oshawa Guinness Worlds Largest Ice Hockey Stick Committee ("Big Stick Committee") P Recreation & Culture Services (Legends Centre staff) 4.2 Auditor General P Not applicable 5.0 ANALYSIS 5.1 Background P Millwork Home Centre is the sole and exclusive owner of the Hockey Stick and has a legal agreement with the City of Oshawa. P Constructed at Millwork Home Centre in Oshawa, the Hockey Stick is made of solid Canadian maple wood and is completely to scale (approximately 10:l) of a regulation ice hockey stick. Measuring at 50 feet long and weighing about 1,200 Ibs, it was the first ice hockey stick to be registered by Guinness World Records and held the Guinness record of World's First Largest Ice Hockey Stick for several years. P On April 18, 201 1, a Big Stick fact sheet prepared by City staff was circulated to all members of the Strategic lnitiatives Committee (Attachment 1). P On May 9, 201 1, the Strategic lnitiatives Committee tabled the following motion: "That upon consideration of staff's review of Oshawa's Big Stick, staff further implement the outlined staff findings in a feasible and cost effective way in order to more effectively-promote and enhance the visibility of the Big Stick; and, Furthermore, that staff also consider an enhanced display of Oshawa's Big Stick at its current location and other community events such as the Fiesta Week parade. "
Report to the Strategic Item: SIC-1 1-24 Initiatives Committee (Continued) - 3 - Meeting Date: June 20,2011 3 In discussion with Guinness World Records it was learned that Oshawa is not the current record holder for the largest hockey stick and as such does not have permission to refer to it as "The Home of the World's Largest Ice Hockey Stick". The approved reference is "Oshawa's One-Time Guinness World Record Holding Ice Hockey Stick". 5.1.1 Oshawa Guinness Worlds Largest Ice Hockey Stick Committee Meeting P On May 25, 201 1, the Oshawa Guinness Worlds Largest Ice Hockey Stick Committee met and discussed various options to improve advertising and publicity related to the hockey stick. 3 Members of the Committee include Rob Lupton (owner of Millwork Home Centre), Doug Robertson, James Barker and Councillor Bruce Wood. In addition, Mayor John Henry and Tracy Adams attended the meeting. P The Committee expressed their disappointment with the Big Stick display at the Legends Centre and agreed it would be desirable to increase the visibility of the Stick. P It was agreed that the Big Stick would not be raised up and down or taken from the building to be displayed at community events due to the potential for structural damage and liability that Millwork Home Centre would be responsible for assuming. 3 Also, discussed was the inclusion of the Millwork Home Centre logo in any future promotional initiatives in order to provide appropriate recognition for its significant contribution. 5.1.2 Options > The following potential options have been identified as a means to enhance the visibility and promotion of the Big Stick. Option Item Approximate Cost Street Sign Tabs 1 Sign tabs (there are 24 Welcome signs) $200 each (maximum cost of $4,000)
Report to the Strategic Item: SIC-1 1-24 Initiatives Committee (Continued) -4- Meeting Date: June 20,2011 Enhanced Visibility 2 Floor graphic (4'x4') (Attachment 2) $220 3 Entrance window graphic on the north and south $248 each end doors (Attachment 3) 4 Entrance window graphic above the north and $249 each south entrances (Attachment 4) 5 a) Backlit (4'xG') positioned between the existing $1,200 backlits alongside the Big Stick Promotion b) Wallboard (2'x6') positioned beside vending $500 machines underneath the Big Stick (Attachment 5) 6 Pop-up banner stand (33.5"~78") $220 P Option 1 is not recommended for the reasons outlined in Attachment 1. Should Committee wish to consider increasing the Big Stick's visibility, Options 2 and 5a or 5b are recommended. Option 3 and 4 are not recommended as they are not located in close proximity to the Big Stick. The intention of Option 6 would be to use it as a promotional item for potential photo opportunities. Committee direction is required with respect to the options presented. P In addition to the above, the Big Stick Committee requested that the existing Legends Centre ceiling lights be redirected to illuminate the Stick. Legends Centre staff have provided feedback that the lights in the building are permanently fixed and cannot be adjusted. These lights provide "indirect" lighting towards the ceiling with the reflected light being used to light the hallway in conjunction with the ceiling sky lights. In order to provide more direct lighting towards the Big Stick, new task lighting would be required. Committee direction is required on this request and if staff are to approach the Big Stick Committee to fund any lighting upgrades. 5.1.3 Promotional Support 9 The following promotional support has been provided by the City: Promotion on the City of Oshawa and community event websites; Notice on the Legends Centre electronic message board; Promotion on the Legends Centre and Service Oshawa hallway monitors;
Report to the Strategic Item: SIC-1 1-24 Initiatives Committee (Continued) - 5 - Meeting Date: June 20,201 1 Promotion through the Oshawa corporate radio campaign and Channel 12 announcement boards and television commercial; Promotion on the City of Oshawa news page header (Oshawa This Week, Oshawa Express); Production of a promotional flyer and distribution of the flyer to City facilities including the General Motors Centre, libraries and senior citizens centres; Distribution of information via email to sport user groups; and Development and distribution of media materials. 9 Similar to other awards and accomplishments, the initiative will continue to be included in City promotional and communication mediums (e.g. media materials, e- communication, publications, Channel 12 television commercial, etc.). 6.0 FINANCIAL IMPLICATIONS 9 Should Council approve additional promotion and marketing initiatives of the 'Big Stick' as outlined in Section 5.1.2, funding for these initiatives could be provided from the 201 1 City Council budget, Advertising Account, 002 001 40000. 7.0 RESPONSE TO THE COMMUNITY STRATEGIC PLAN 9 Enhanced marketing and promotion of the 'Big Stick' is consistent with the Community Strategic Plan (Goal A - Improving Our Image and Goal C - A Caring and Responsive Community) as it enhances effective communications and provides an opportunity to further promote the City's initiatives. corporate Communications & Marketing Attachments (5)
Attachment No 1 to Report SIC-1 1-24 Big Stick - Fact Sheet Costs o Costs to date for the installation of the stick at the Civic and transportation to the Legends Centre and installation is $25,000. Promotional Support o In support of the move of the Hockey Stick from the Civic Auditorium to the Legends Centre and the Official Induction Ceremony event, staff provided logistical and promotional support such as: Arranging for Recreation and Transportation staff to help move the stick from the Civic, through downtown Oshawa, to Millwork and then to the Legends Centre; Logistical support for the Friday and Saturday events; Promotion on the City of Oshawa and community event websites; Notice on the Legends Centre electronic message board; Promotion on the Legends Centre and Service Oshawa hallway monitors; Promotion through the Oshawa corporate radio campaign Promotion through Channel 12 announcement boards and Strong Community Commercial; Promotion on the City of Oshawa news page header (Oshawa This Week, Oshawa Express); Production of a promotional flyer and distribution of the flyer to City facilities including the General Motors Centre, libraries and senior citizens centres (see attached); Distribution of information via email to sport user groups; and Development and distribution of media materials which resulted in coverage from Oshawa This Week, Oshawa Express, The Toronto Star, Durham College Chronicle, CityTV Breakfast Television, Rogers TV, Channel 12, CBC Toronto and CP 24. o Similar to other awards, the initiative will continue to be included in City promotional and communication mediums (e.g. media materials, e- communication (Facebook, Twitter, website, etc.), publications, etc.). Road Entrance Welcome Signs o Sign tabs cost approximately $200 each o There are 24 Welcome signs o Due to limited space, the Communities in Bloom tab would need to be removed. Also, the Welcome Students tab is displayed from mid-august until mid-october. Page 1
Guinness World Records Feedback o Oshawa is not the current record holder for the Largest Ice Hockey Stick o Approved reference "Oshawa's one time Guinness World Record Holding Ice Hockey Stick" o The City does not have permission to state "Home of the World's Largest Ice Hockey Stick" CorrespondenceIStationery o Modifying the City of Oshawa correspondencelstationery and including a catch phrase under the City's logo could be completed by updating the electronic template at no cost Legends Centre Display o Enhanced display of Oshawa's Big Stick at the Legends Centre inside and visible from Harmony Road Additional informationlclarification on the intent is required Community Events Display o Displaying the Big Stick at community events (Fiesta ParadelSanta Claus Parade) is not a desirable option as the structural integrity of the stick can be compromised while in transit. Also, the Big Stick hangs from the Legends Centre ceiling above the many visitors that frequent the facility. Prior to removing the stick and to ensure public safety, it is recommended that it be inspected by a certified engineer to mitigate any potential risks to the City. o In addition, the owner of the Big Stick has had discussions with staff and expressed his preference that it not be moved from the Legends Centre. o Moving of the Big Stick requires approximately 20 staff to move, load and unload the stick. It is costly as staff from a number of facilities are required when coordinating the move. Because of health and safety concerns, and liability issues it is recommended that volunteers are not used for this purpose. The stick is heavy and awkward and the potential for injury is high. Big Stick Committee Meeting o Meeting with the Oshawa Guinness Worlds Largest Ice Hockey Stick Committee has been scheduled for May 25th at 4 pm. Those who will be attending the meeting include: Mayor Henry, Councillor Wood, Doug Robertson, Ed Kowalczyk and Robert Lupton. The purpose of the meeting is to review in depth the Big Stick's history and facts with the intent of improved advertising and publicity related to the hockey stick and report back to Committee. Page 2
Attachment No 2 to Report SIC-1 1-24
Attachment No 3 to Report SIC-1 1-24
Attachment No 4 to Report SIC-1 1-24
Attachment No 5 to Report SIC-11-24