SASKATOONEXPRESS - May 30 - June 5, 2016 - Page 1 SE
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June 5, 2016
Volume 14, Issue 21, Week of May 30, 2016
Saskatoonʼs REAL Community Newspaper
Will Lofdahl
SaskTel Centre CEO talks Brooks, Rush and arena’s future
Joanne Paulson Saskatoon Express ill Lofdahl is living in interesting times. As CEO of SaskTel Centre, he’s on the front line of a Rush of excitement — and on the tipping point of the centre’s future. Among other things, being on the front lines yields some fascinating insights into the concert stars that frequently land on SaskTel Centre’s stage. Take Garth Brooks. After a 20-year absence, the country star decided to revisit Saskatoon; and sold out not one, not two, but six concerts. Lofdahl says they could have sold two more, easily. Who made all those decisions? Garth Brooks, said Lofdahl in an interview, pointing out that his concerts are, collectively, the biggest event in the history of Saskatchewan. “He’s on the phone when it goes on sale, and it’s a big conference call, and we’re talking about it. He’s hands-on. There were 15 of us on the conference call,” including promoters, Ticketmaster U.S. and Canada, and the arena’s social media and marketing team. “It was like a shuttle launch.” The mood on the conference call was, to put it mildly, exciting. The Brooks juggernaut was monitoring hits on Ticketmaster, phone calls, and hits on the Brooks website from Western Canada. “They knew it was going to be a rocket before it even went on sale. They’re saying it’s the most they’ve ever had,” said Lofdahl. “It was going to be a movin’ tornado, and it was: 80,000 tickets in 16 minutes.” Asked if other stars are so involved, Lofdahl shakes his head. “He’s like Tigger (from Winnie the Pooh.) He’s the only one.” Brooks is not the only big deal catching fire at SaskTel Centre. The Saskatoon Rush has also made headlines, and set records — the first local, professional sports team to ever fill the stadium.
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Will Lofdahl said the impact of the Rush and Garth Brooks have been huge for SaskTel Centre. (Photo by Steve Gibb) “I’ve never seen anything catch hold like tre for four and a half years, and although He attended Arizona State University the Rush have. It’s a fever in this commuborn in Phoenix, Arizona, he has local and graduated with an accounting degree, nity,” said Lofdahl. “In my wildest dreams, roots: “My grandparents are buried in this following it up with a master’s in marketing I thought, maybe we can get 4,500 again. town,” said Lofdahl. from Northern Arizona University. They were drawing 4,500 in Edmonton, and His mother’s side of the family hails With those degrees under his belt, he Edmonton is six times the size of Saskafrom Carlyle, Sask. His grandfather later “came to the conclusion” that the best toon. I thought that was optimistic. But moved to Saskatoon and owned hotels in career for him would be in arenas, stadithey’re selling out.” the city. ums, convention centres and/or amusement His mother and father, who was from parks, because no two days would be the Phoenix born, Rockford, Illinois, met, married and stayed same, and you’d get to meet a lot of interSaskatoon roots in Phoenix, which is where Lofdahl grew esting people. Lofdahl has been CEO of SaskTel Cen- up. (Continued on page 8)
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