SPECTATOR VENUES / SPORT AND ENTERTAINMENT
Sierra has a long history of involvement in the planning, development and execution of business plans, license agreements and partnership models for the development of major sport and entertainment venues. Our work began in 1999 with the development of a new 10,000 seat event centre in the City of London (Budweiser Gardens) and has continued ever since. Examples of our work include planning for the Avenir Centre, Moncton; GFL Memorial Gardens, Sault Ste. Marie; replacement planning for the Peterborough Memorial Centre, and a number of other venues in Canada and the US.
Our Projects
2019-2020 Harney County Fairgrounds, Oregon
Harney County in southeast Oregon is one of the largest counties in the State and comprises range lands that yield beef cattle. The annual fair is an integral part of the economy, showcasing the success of the agricultural sector, and the importance of the land to the people of the County as well as the residents of Hines and Burns. International Coliseums Company and Sierra Planning and Management were retained by the County to complete a first phase assessment of the future investment needs of the Fairgrounds as well as identify the operational resources necessary to ensure the long-term growth of the Fair and its contribution to the community. Subsequent phases included a master plan design for reinvigoration of the assets that comprise the Fairgrounds, and the development of a capital budget which is expected to include an indoor spectator arena to host a range of event year-round. Funding plans to assist with this project included the potential to establish the Fairgrounds as part of the State’s resilient communities plan providing for emergency shelter and other services.
2022 Sadlon Arena Proposed Expansion Review, Barrie
Sierra Planning and Management in collaboration with WGD Architects, was retained by Tourism Barrie and the City of Barrie to undertake an expansion review for Barrie’s multi-use sport and event centre. The project focused on undertaking a review and opportunity assessment of a proposed expansion to the Sadlon Arena and how it would serve new opportunities for the City to grow its sport tourism activity at the Arena. Sierra conducted an assessment of the potential impact that additional investment and infrastructure on increasing utilization of the arena from a sports tourism event perspective and associated economic impacts. The report provided key recommendations based on a range of options developed and includes an estimation of economic impacts of an expanded facility, and risks of development.
Centre 200 Addition Study: Facility, Program and Operations Plan, Cape Breton Regional Municipality, NS, 2022
Sierra Planning and Management assessed the opportunity to develop a major community-focused recreation addition to Centre 200 – a major regional venue for sports and entertainment in Cape Breton.
Community recreation needs, appropriateness of the location, and prospective financial impacts were assessed both in terms of development costs and operational liabilities. The Consultant Team consulted with prospective users, determined the appropriate concept designs and developed a preliminary schedule of capital costs, day to day management options and estimate the resulting operating financial impact.
The study provided data and analysis to inform decision-making regarding the project implementation, including funding, partnership agreements with potential users as well as a more detailed investigation of how the project can help stimulate a broader rejuvenation of the central business district.
2019 Wilfrid Laurier University Stadium Renovation Business Plan and Economic Impact
Sierra Planning and Management, together with CBRE, provided the University as well as the Cities of Waterloo and Kitchener with an objective assessment of proposed plans to renovate the 60-year-old stadium. We assessed the merits of proposed upgrades, and suggested others that would ensure greater use and function of the facility for students, the community and commercial users alike. We quantified current and potential future community access to the facility to help determine the value associated with municipal funding of capital upgrades and assessed the local economic spin-offs from hosting larger events. We highlighted the need for a strong governance foundation to ensure common rights for use.