September 16, 2003
Kamloops Daily News

If we don't project an image of who we are to the rest of 
Canada, others will arbitrarily come up with their own
ideas.  The concept of  the tournament capital of Canada
says something positive about ourselves and Kamloops.

So far, attempts to project Kamloops' character have been
moderately successful.  We have promoted ourselves as home
to Kami, the famous fighting trout.  Other ideas never
quite caught on, like Spoolmak Days (Kamloops spelled
backwards).

Visitors to Kamloops find a friendly people, spectacular
vistas, and pleasant climate.   But left to chance, many
Canadians will think of us a place that nearly burnt down
this summer.  Or a pulp-mill town.  Or some place in the
Okanagan.  Or in the absence of anything else, "Fruitloops."

Why leave our image to chance?   The boast of  "Tournament
Capital of Canada" may seem immodest but it's an idea worth
supporting.   It's a good idea because it projects an image
of wholesome outdoor activity.  With our close proximity to
lakes and beautiful natural surroundings,  it's an accurate
image.

But in "Super, Natural" B.C., it's not enough to advertise
just magnificent vistas and the great outdoors.  We need to
tell others what is unique about Kamloops.  Tournament
capital is not an idle boast because we already host a
number of national and international tournaments.

Few Canadians outside Kamloops will question that we are the
tournament capital of Canada.   They understand that it is a
marketing technique.  Is Coca Cola the "real thing"?   No
one even asks.

In a legal sense, we are the Tournament Capital of Canada (TM).  
Our city planners have been clever enough to
register the slogan and logo as legal trademark.  We are the
"Tournament Capital of Canada" because we say so and because
it's our legally registered trademark.   Anyone else making
the claim will see us in court.

The Tournament Capital of Canada may seem like a far-fetched
idea but so have other successful ideas.  How do you think
that a  small prairie city of 50,000 reacted, in 1912, to
the idea that they spend $5 million (in today's dollars) on
a Wild West Extravaganza?

Despite opposition to the idea, the Calgary Stampede is a
winner and Calgary is Canada's fastest growing city.  Does
anyone doubt Calgary's claim to the "Greatest Outdoor Show
on Earth?"  When visitors are enjoying themselves and
spending  millions of dollars, who cares?

Unlike games with cows and horses, tournaments are something
that I can get enthused about.  It's not that I am a big
sports fan.  But the idea of athletes running around in the
great outdoors suggests fitness.  It's downright wholesome
and the kind of image Kamloops can honestly project.

And if not sports, then what's the alternative? 
Realistically, there's not much else that fits.  A lot of
other themes have already been taken.  For example,  the
country's first UFO landing pad has already been claimed by
St. Paul, Alberta.

The finances have been carefully calculated.  The proposed
sports complex will cost each household property (not each
person) $39 a year, based on an assessment of $150,000. 
Wealthy citizens will pay more.  Business will add their
share.  The city will borrow $37.6 million at 5.95% for 25
years.  The annual cost for the loan will be $3 million but
that will be reduced by $1.3 million through existing budget
funds, Byron McCorkell told me.  The remaining $1.7 million
will be paid by homeowners and businesses by increasing
taxes by 1% per year up to 3%.  

With a bit of luck, federal and provincial governments will
reduce our share.  "This is a conservative estimate," said
McCorkell, Director of Parks and Recreation,  "It may even
cost less."  The maintenance costs will stay about the same
through economies of scale, and through the use of solar and
geothermal technology.  Also, UCC will pay to lease the new
facilities.

Of course, I would prefer that my $39 went towards social
programs.  But that's not going to happen.  If my $39 is not
spent on the sports complex, it would not go elsewhere.  And
I already give thousands of dollars to the government of
B.C. for social programs, which is mostly a lost cause.

The image of Kamloops as the tournament capital of Canada is
one of fitness and wholesome outdoor activity.  More
importantly, it gives us control of the image of who we are,
rather than having misconceptions imposed on us.

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