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Edmonton City Council - Please Approve the EAD
Edmonton Loses the Indy! (Part 2 of 2)
Edmonton Loses the Indy! (Part 1 of 2)
July 15, 2010
That’s next year’s headline. I’m calling it right now.
No, I’m not an oracle, and no, I don’t have Zoltan in my basement. But I can show you why we’re going to lose what could be—should be—a world-class Edmonton event.
Let’s start by looking at the recent Edmonton Sun poll, then we’ll Tarantino this debacle.
84% of people don’t care about the Indy.
Do you know why? Because we haven’t been given a reason to care! There’s no public buildup of excitement. There’s no celebrity endorsement. There’s no branding to turn the Indy into a can’t-miss experience.
I have to be honest: I’m a little embarrassed to be an Edmontonian right now. Our city was awarded an amazing opportunity! The Indy should be a world-renowned event, even more attractive than the Calgary Stampede (racing vehicles at mach speeds is a bit more exciting and relevant than racing chuck wagons). But the powers that be are completely squandering the opportunity.
How did this happen? (Please circle the best answer.)
a. Many years ago the City awarded an exclusivity deal to Northlands to market and manage all major events (whether penned or implied is irrelevant)
b. Corporate greed, laziness
c. Politics
d. All of the above
If you chose “d,” awesome! You get a gold star.
Exclusivity promotes laziness, complacency, short-sightedness, and greed.
Don’t believe me? How inspiring and memorable is the “Make it your Indy” campaign?
I’m sorry, but that doesn’t work for me. Organizers should be going above and beyond to make this one of the most memorable events in Canada. Northlands isn’t working hard or getting creative because they don’t have to. They’ve got the job. They’ve got all the jobs. Why put any effort into creating vibrant and exciting events that tell the world that Edmonton is the place to be when you don’t have to?
Northlands is not a marketing or branding company.
Northlands’ business is to provide space and coordinate the logistics of events (and they do a really good job at it), but that’s it. They are not a marketing company. They have failed to generate buzz and excitement around events and draw the throngs of people that should be attending because that’s not what they do!
That’s right. The wise decision makers in our city made an exclusive arrangement to market events that could draw who knows how much tourism with a company that isn’t a marketing company. While this might not be killing Edmonton, it’s definitely holding us back.
Instead the City should award the contracts for creating buzz around events and attracting large crowds to branding and marketing companies. (Earth-shattering idea, isn’t it?) Then they should hold those companies accountable. The current zero-accountability situation simply doesn’t work and is a waste of taxpayer money.
What would happen if accountability existed? For starters, the marketing of the Indy wouldn’t be left up to the sponsors, as it seems to be now. This is ridiculous and something no professional marketing and branding company would do. When sponsors are solely responsible for marketing, they aren’t getting the potential value out of the partnership. No wonder they’ve had an impossible time trying to secure a title sponsor and must find new sponsors every year. I wouldn’t renew my sponsorship either.
Make us care, and we will show up.
We are blessed with a many great cheerleaders in this city. @MasterMaq, @CaryWilliams, @ChrisLaBossiere, @KenBautista among others are all doing their best to help Edmonton evolve into a world-class city. But I’m worried that they too will one day give up, (Please don’t. You guys are awesome!).
Edmonton city council needs to start acting like a business. That means caring about its customers and creating brand experiences that we love and are proud of. Like any business, Edmonton must give the people what they want; otherwise, we will suffer the consequences of our customers’ choosing the competition. Vancouver is our competition. Calgary is our competition. Right now, they have much more to offer our customers.
I find it odd that Mr. Mandel is scoping Shanghai’s World Expo right now. It’s great that he’s taking the initiative, but I find it a little presumptuous. We can’t even manage a little Indy event properly. Does anyone seriously believe that Edmonton could land Expo 2017 if we were to lose Indy? And if we did, what impression would be left at the end of it?
Enough is enough. Quit killing opportunity. Quit killing creativity. Quit killing evolution. We need some new players—people and companies willing to do all it takes to make Edmonton a world-class city. The exclusive arrangement with Northlands has to stop if Edmonton is ever going to have a chance.
I bet the Indy will be pulled from Edmonton’s portfolio within the next year. Perhaps it will be given to a city that actually gives a damn about evolution, creativity, and inspiring its residents to live there. Vancouver—you’re well in the lead. Calgary—you are a close second. Edmonton—you are the dark horse I am rooting for.
Posted by Craig Blackburn
Terrah said:
Pretty harsh don’t you think? It sounds like you got a hate on for Northlands. Maybe you’re just jealous?
Craig said:
Hi Terrah, Thanks for the response. At first glance you’re right it may seem a little harsh, but I’m just saying what a lot of others are already thinking. I assure you I do not have a hate on for Northlands. I think they’re a first class event management and logistics company. Even if all of the branding and creative isn’t done in-house, at the end of the day they’re the ones pulling the trigger; and I just don’t think it’s ever been up to par. I’m a firm believer in companies sticking to what they do better than anyone and this clearly is not the case here. If I was wrong, 84% of Edmontonians would be stoked about the Indy rather than only a mere 16%. As far as being jealous? Of course I am! Who wouldn’t want the Indy in their portfolio?! But it’s definitely not jealousy that fuels my writing. I’m confident that if you read the rest of my posts you’ll soon see I’m an ultra-positive guy only wanting the best for my city. Edmonton can do better. We deserve better.
Adam said:
Wicked post Craig. Thanks for saying something I think too many have avoided or said behind closed doors. If Edmonton loses Indy the ripple effect will be monster. Losing it would absolutely seal our fate with 2017. No chance. The only challenge I have with your post is that THERE IS celebrity endorsement. Check out the website http://www.hondaindyedmonton.com/ and you’ll see Kevin Martin is front and centre. I know he’s not “A” list material but who cares? It’s Kevin!
Craig said:
Thanks Adam. I’m glad someone sees the big picture. I saw old KM on the homepage. Don’t get me wrong, Kevin is a superstar. Check that – our Olympic superstar! But, if this thing is to ever evolve into a world-class event that “draws” (pun intended) thousands from around the world, we need the excitement and sexiness that only the A-listers can deliver.
Greg said:
16% of Edmontonians is 160,000 people. Without Northlands union, Indy could be profitable.
Craig said:
That’s a great point Greg. The math of it is staggering. Indy could be ridiculously profitable if it wanted to be.
Travis said:
We worked on a promotional website http://www.ontosomething.ca Ian at Oomph Events back before Christmas. The goal was to get a website up to present some facts and get some traction. I know Ian was actively promoting it for some time, but it was hard to grain exposure. It would be good to get this going again…
Terah said:
Great commentary Craig. I think Edmonton has a history of devaluing marketing and design professionals in general.
I myself am not someone who follows Indy racing, but the crowds and international spotlight that should come with an event such as this affects everyone in the city.
If we are not effectively drawing interest then we are wasting all of the other resources used. It is short sighted to look at marketing as just an extra cost. If the city used a company that is specifically focused in targeting audiences, the price will be offset by the additional audience it will bring.
Someone trained and dedicated to illustrating and promoting a product or event’s value is invaluable in the promotion of such an event.
Craig said:
Nice. Thanks Trav. I’ll start the conversation again with him next week and try to start creating some momentum. Newton’s 1st law—Objects in motion…
Ian is a rockstar when it comes to this stuff. I know he not only has a lot of insight with Indy, but he has a ton of awesome ideas as well.
David S said:
You guys might be interested (or frightened) to know that Northlands has a marketing department, and that they probably developed this year’s lame Indy campaign.
BTW. Their goal this year wasn’t to make more money, it was to lose less. In fact, their marketing budget was slashed by 50%. The Octane group was shocked there was no visible in-city promotion before the race. They didn’t see anything as they came in from the airport this week.
Terah – Most decent people in the marketing field leave Edmonton after a few years. The pay scale locally is far below that in Calgary, let alone nationally. And you’re right. Marketing is NOT a well regarded profession here in town.
James said:
I’ll come right out and say it. I have been pretty anti-Northlands for a while. You’re right, they definitely are not a proper ad agency, and they aren’t even getting event organization right anymore (have you been to a sold out show at Rexall lately? – doesn’t run so smooth).
They are a plague right now on the city when it comes to moving forward. From being a principle in stalling the arena district (Oilers will be gone when the lease expires on Rexall and the arena district doesn’t go through – just watch) to simply just being bad at what they are “supposed” to be doing right. Tradition and loyalty can only take you so far… please cut them out of the equation when it no longer makes
sense. The Octane Racing deal is one step in the right direction… maybe someone on Council reads your blog! Actually, seems as though they had to wait until Northlands backed out before they moved on to someone that knows what
they’re doing.
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