Molson and Toronto-based hospitality and marketing firm Vision Co. today announced plans to erect the Molson Canadian Hockey House, part of an 81,000 square-foot pavilion that will serve as an entertainment and relaxation venue for hockey fans, players and VIPs at the 2010 Olympic Winter Games in Vancouver.
Construction of the building, which will be located within the Concord Place exposition and activity site near hockey arena GM Place, begins in October.
The pavilion will include the fan-centred Molson Canadian Hockey House, as well as Hockey Canada House, a private section for Hockey Canada, its sponsors and Team Canada players.
Another section, the International Lounge, will be devoted to members and guests of the International Ice Hockey Federation (IIHF). While access to the Hockey Canada and IIHF sections will be restricted, players and VIPs will be free to circulate in the fan area.
In addition to serving up food and drink, the Molson Canadian Hockey House will feature broadcasts of Olympic hockey games and live performances by Canadian musicians.
Jordan Bitove, president and CEO of Vision Co.—which has spearheaded the development of the project for the past several years—told Marketing the venue represents an upgrade on similar spaces created for previous Games.
“It’s about creating a space where sponsors can activate, a place where people can go after they’ve seen a competition and where like-minded individuals can eat and drink and have this great experience,” said Bitove. “No one has created a venue that really unites sponsors, athletes and fans in an effective manner.”
While the pavilion itself will be torn down after the 2010 Olympics, Bitove expects its legacy to benefit Vision Co. in the form of new clients. Event organizers, he said, will be attracted to the versatility and effectiveness of such venues.
“Whether it’s the World Junior Hockey Championships or the Cannes Film Festival or the World Cup, we’d be able to build it scaleable and be able to deliver the same experience.”
Dave Bigioni, brand director for Molson Canadian, said the venue will help the brand maximize its position as the official beer sponsor of the Games.
“From our perspective, it’s really about activation and how you bring it to life,” said Bigioni. “Molson Canadian Hockey House is going to give us a major presence at the Games and really demonstrates our passion for Team Canada.
“If you’re not in the arena, this will be the best place in Canada to watch the game.”
Bigioni expects approximately 50,000 fans to come through the Molson Canadian Hockey House, many of whom will access the venue with tickets won in a series of promotions that will launch later this year. Tickets can also be purchased from a microsite, MolsonCanadianHockeyHouse.com, which launches today. The site was created by Vision Co.
