LCLC still in need of a corporate name
With apologies to William Shakespeare, the Lunenburg County Lifestyle Centre (LCLC) by any other name would smell as sweet.
It’s been seven years since the LCLC opened its doors, and there still isn’t a corporate name on the facility to help defray the high cost of keeping those doors open.
I fear that even if Bridgewater and the District of Lunenburg do succeed at securing naming rights, people will still call it the LCLC because the name has been ingrained in them since opening day.
Two named venues exist under the LCLC roof – Clearwater Seafoods Arena and BMO Financial Group Aquatic Centre – but I’ve only heard them referred to as
“the LCLC arena” and “LCLC pool.”
During a conversation last month with LCLC board chair Andrew Tanner and general manager Kent Walsh, we discussed the potential for naming rights, and why a sponsor has yet to be secured.
Tanner said several years ago the committee working on it came close to inking a naming-rights deal, but toward the end of negotiations, the deal fell through. At that time, it didn’t remain a priority issue.
He said the issue surfaced again during a recent strategic-planning session. The discussion was simply that it should be considered again.
No concrete steps were taken to advance the possibility.
Walsh told me securing naming rights is a revenue stream the LCLC board would really like to tap into, and it’s part of a strategic initiative to examine all untapped revenue-generation opportunities.
Well, the Queens Place Emera Centre, owned by the Region of Queens Municipality, has been tapping into its naming-rights revenue stream since it opened nearly a decade ago.
Tanner conceded the Emera Centre has been a successful venture for Queens and its investor, Emera.
He said the LCLC represents the region as a hub for community cultural and sporting events, then added the multi-purpose complex enjoys a steady stream of visitors. It just needs a willing partner to step up.
Tanner said during discussions years ago, the cost of naming rights was set at $500,000 to $1 million for 10 years. That’s quite a spread, and the top-end expectation might be a tad steep for a lowvisibility location. I’ve heard people visiting the LCLC for the first time find it difficult to locate.
Although nestled in a beautiful natural setting, the LCLC is nowhere near hotels and eateries. By comparison, the Queens Place Emera Centre – with its distinctive logo – can be seen from busy Hwy. 103, and it’s next door to a major hotel, which can accommodate 250 guests, and has an indoor pool.
Perhaps I’m opening Pandora’s Box here, and it’s way too late for second guessing, but some observers believe other locations would have made more appropriate sites for the LCLC, including the
Pine Grove area, situated close to highways 103 and 10, restaurants, hotels and bigbox retailers.
During my chat with Tanner and Walsh, I mentioned that a few years ago I offered to broker a conversation between LCLC officials and a friend, who is also my youngest daughter’s godfather.
I told the person I spoke with at that time I might be able to convince my newly retired buddy to spend an hour or so with them to advise how best to identify and maximize key marketing strategies.
I was informed someone would get back to me if there was any interest in my offer. No one called.
Pity, because prior to retirement, my friend was the president and CEO of Maple Leaf Sports and Entertainment, owners of the Leafs, Raptors, Argonauts and soccer’s Toronto FC. Before that, he held a similar position at Skydome (now Rogers Centre), home of the Blue Jays.
Needless to say, he knows a little something about putting butts in seats and what it takes to attract and maintain investors, so it was an opportunity lost. His advice wouldn’t have cost a nickel.
Oh, well, water under Old Bridge and Veterans’ Memorial Bridge.
Anyway, when I asked Tanner and Walsh if they had any potential investors in mind, Walsh said BMO and Clearwater would certainly be high priorities for discussions regarding corporate naming rights for the entire lifestyle centre, not just the aquatic centre and arena.
He also said he recognizes the need for more strategic communications and marketing, and the LCLC must do a better job marketing itself. Going forward, that key role will be handled in-house.
Personally, my wife and I appreciate and enjoy the centre’s various aspects, including the rink, pool, library, and exceptional architectural and natural elements. When outof-province family and friends visit and ask to tour local attractions, the LCLC complex is on our list of must-see community assets.
Here’s what I’m thinking: Tanner and Walsh appear to have stellar track records marketing products and projects. I hope their influence pays off in a revenue-generating name change for the LCLC.
The acronym LCLC was mentioned 17 times in this column. Imagine the publicity and exposure a big-name partner would receive. Michelin Centre and Eastlink Place sure have nice rings to them.
HERE’S WHAT I’M THINKING
CURIOUS REAL ESTATE
As Alice in Wonderland might say, the Nova Scotia real estate market gets curiouser and curiouser.
In 2011, a house with a view of the three iconic churches in Mahone Bay was listed at $375,000. During the past decade, the house was alternatively listed and taken off the market.
Not a single pending offer was recorded during the 800 days the two-bedroom, oneand-a-half bath home was on the market, even though the asking price was lowered slightly to $367,000 in 2014.
The listing was cancelled again in 2016, then right out of the blue, it resurfaced on March 27 this year. The moderately attractive property is now offered for $484,900, a hike of $117,900.
Despite the hefty price increase, I’m betting the property will sell this month. Buckle up, this curious realestate resurgence is shaping up to be quite a ride.
Peter Simpson is a veteran journalist and former CEO who lives in Dayspring. Here’s What I’m Thinking appears bi-weekly in the South Shore Breaker.