MOOSE JAW — City hall plans to spend over $120,000 at the Temple Gardens Centre (TGC) to build a new “grab and go” concession stand and install new exterior signage, including a digital marquee.
The sports and entertainment venue’s concourse food and beverage service has four fixed concessions, two portable draft beer stations and the Sask. Spirits bar, although the city has not renovated the concessions since the building opened in 2011, a July 14 city council report said.
Upgrading concession stand No. 3 will modernize the venue and meet current — and evolving — industry trends, the report continued. The marketplace or “grab and go” concession has become successful in arenas in Regina and Saskatoon.
This retrofit will cost $64,500, with the money coming from the annual capital contributions that building manager Oak View Group (OVG) provides; the yearly contribution is $215,000.
Meanwhile, it’s been three years since the Temple Gardens Centre — formerly Mosaic Place and the Events Centre — had exterior signage, after the agreement with The Mosaic Company expired in 2022, the report said.
During that contract, the building had named signs on the north and east entrances, while the branding was important since most user groups entered through the north side and eventgoers entered through the east side, the document continued.
The lack of signage has been frustrating for some out-of-town guests, as they have told TGC staff that they were unfamiliar with the city and had difficulty finding the venue, the report noted. Moreover, they were unsure if they were at the right location since the building did not have exterior signs.
The city secured a naming rights partner in March after signing a five-year agreement with Peepeekisis First Nation’s economic arm, Peepeekisis Developments Ltd. (PDL), said the report. As part of the agreement, the City of Moose Jaw agreed to provide $40,000 for signage.
Since March, the OVG has installed new signs on the entrance doors and within the arena bowl, while the exterior signs are not yet completed.
While city hall planned to spend $40,000 to install signs, it discovered that a digital marquee bumped up that cost by $16,378 to $56,378, which meant it needed an extra $17,000 — from OVG’s annual capital contribution — to complete the project, the report said.
During its July 14 regular meeting, council unanimously voted to approve the concession stand retrofit for $64,500 and the additional funding of $17,000 to complete the exterior building signage, totalling $81,500.
In total, the two projects will cost $120,878.
Council comments
Mayor James Murdock expressed concern about spending $17,000 more on signs than budgeted, while he wondered why administration wasn’t “holding firm” on the $40,000.
City manager Maryse Carmichael said that administration could have remained within that budget if it purchased static signs. However, TGC staff suggested that the city purchase an electronic sign to enhance events.
Meanwhile, city hall presented the digital marquee option to PDL, which was in favour and will “likely” proceed with it, she continued. One issue city hall must discuss with the company, though, is what will be on the e-sign besides the TGC logo.
Murdock replied that council should follow the agreement since it developed that $40,000 figure with PDL. If there is an overage, he thought PDL should pay it.
Coun. Heather Eby liked the concession retrofit since it modernized the venue and addressed complaints people had about long lineups. Meanwhile, she inquired about the outdoor digital sign on the east side of the curling rink.
Shaunna Fritzler, TGC’s general manager, replied that the venue can’t use that e-sign anymore because the necessary software upgrade is no longer offered, so staff will remove it. However, the new digital marquee will have supportable software that will let OVG display “Temple Gardens Centre” regularly, along with other messages.
“Once we see where that takes us, there can be some advertising opportunities on there as well,” she added.
Coun. Jamey Logan said he was initially leery that the cost of the signs would be higher than the $40,000. However, he liked the proposed digital sign and thought it could announce messages such as where seating is.
Concession-stand details
“Enhancing the customer experience for everyone coming to Temple Gardens Centre is a priority,” the report said.
Adding the marketplace-style concession stand should complement the concourse’s other food and drink services and give customers another option for purchases, the document continued. This “shopping experience” will let people walk around, look at products, select items and complete the purchase.
“This new way of procuring food and beverages increases satisfaction (and) reduces wait times and transaction processing times,” the report said, noting fewer staff will be required at this booth and can be redeployed elsewhere.
The report added that this concession-type model will likely reduce lineups and wait times — by nearly 85 per cent, Fritzler said — increase revenue and provide a new level of customer experience.
Exterior signage details
Having exterior signs exposes attendees to the naming rights partner, which creates a “lasting connection” that enhances brand recognition and loyalty, the report said.
The north-side wall will have a large static sign, while the east-side wall will have a digital marquee, the document continued.
“… (the digital marquee) provides powerful visibility but also creates opportunities for dynamic engagement, revenue generation and enhanced experiences for visitors,” the report stated.
Furthermore, the east side entrance is one of the highest traffic areas — 85 per cent enter on that side — and reaches a wider audience during event days, large meetings and conventions, the document said.
Using a digital marquee will let OVG change content in real-time, showcase promotions, make announcements and make experiences more interactive for patrons, the report added.
The next regular council meeting is Monday, July 28.
