Change is coming to the Vancouver Canucks on-ice and in the concourses and suites of Rogers Arena, as the club tries to fill the empty seats that multiplied last season.
Gourmet hot dogs flogged under the image of a Canuck legend and Canuck-themed mixed drinks are part of the overhaul of food and beverage offerings. Canucks Sports and Entertainment is spending $10 million on its new in-house hospitality operation, after backing out of its contract with concessionaire Aramark a year early, and expanding lounges and luxury suites, including new six-seat loges.
Three levels of the under-construction, 26-storey west tower will connect with the arena. Workers are hurrying to finish new suites, bars, eateries and washrooms in time for the October 11 home opener.
“We're hopeful that the concourse extension into the 100 and 300 level and the washroom extension will help alleviate a little bit of the congestion,” said chief operating officer Victor de Bonis. “I don't think it's going to solve the problem, but it's an effort to improve the facilities and logistics for fans.”
The first wave of the new food menu includes outlets of the Smoke’s Poutinerie chain and Steamer’s, named after former captain Stan Smyl. The lobster, smoked salmon and perogy hot dogs were devised by executive chef Robert Bartley. Director of wine and beverage Jay Jones has created Canuck-themed mixed drinks that will be available in public areas after amendments to provincial liquor laws, such as the Blue Liner (Crown Royal, blueberry, lemon juice, Shock Top Belgian White beer) and Green City Cooler (melon, lime juice, apple cider).
Rogers Arena sells about 20,000 cups of beer a game and the selection will be expanded. The new 300-level bar will boast 20 taps, some of which could eventually pour local craft beer.
“Our focus right now is solidifying the variety and options with Budweiser, once we do that we're going to look at the smaller offering to try to support that based on what our fans are asking for,” de Bonis said.
The team launches a pre-season ad campaign next week for season-ticket packages and single-game tickets. De Bonis hopes to sell 1,000 more subscriptions.
The Canucks’ claim of a sellout streak since 2002 is not independently verified. Empty seats were easy to spot through many games last season, while the box office remained open deep into games and the team even marketed discount packages to late-season games. Season ticket renewal deadlines were extended several times. In previous seasons, subscriptions were capped at 17,000.
The 2011 Stanley Cup runner-up missed the playoffs last season. General manager Mike Gillis and coach John Tortorella were replaced by Jim Benning and Willie Desjardins under new hockey operations president Trevor Linden.
