60 GAMES PLAYED 3RD IN NHL
37 WINS 2ND IN NHL
5 SHUTOUTS ONE BEHIND NHL LEAD
1,656 SAVES 2ND IN NHL
0.921 SAVE PERCENTAGE 2ND IN NHL
2.39 GOALS-AGAINST AVERAGE 4TH IN NHL
31/32
VEZINA TROPHY VOTING 1ST PLACE VOTES JENNINGS TROPHY BACKSTOPPED TEAM TO FEWEST GOALS AGAINST IN NHL
On behalf of everyone who is part of the True North effort, it is a privilege and honour to offer this year’s Report to the Community. While there is much to do to meet the ongoing challenges of the competitive world in which we operate, it is important to pause to reflect on and acknowledge the extraordinary efforts of our entire team at True North Sports + Entertainment over the last year.
With the pandemic now far behind us, we are looking forward at a pace that says to our community, our partners and ourselves that we are very much up to the challenges of competing in the best hockey league in the world. Part of this confidence is built on the remarkable performance of our hockey clubs this year. It was a season that saw our Jets go on a record-setting eight-game win streak, place second in their conference and fourth overall in the NHL. Connor Hellebuyck’s second Vezina and first Jennings trophies are reflective of both his own will to succeed and of the team in front of him.
It is these kinds of outcomes that reflect the persistence and determination of the team we have sought to develop over the past 13 seasons – a team that ranks in the top ten in the NHL in win percentage over that time frame and that has produced more wins on home ice than any of our Canadian counterparts.
The Jets’ 2024 playoff appearance was the sixth time in seven years they have made the post-season and though we were deeply disappointed with the outcome, I am incredibly proud of every member of the team and staff who earned us the opportunity to experience a Winnipeg Whiteout this spring.
While I am excited and inspired by the success of our hockey clubs, I’m equally proud of our teams’ impacts in the community, particularly the work we are able to do through the True North Youth Foundation. To see how the Winnipeg Jets Hockey Academy, Project 11 and Camp Manitou work to build community, connections, confidence and character among youth has been a privilege beyond words. None of this would be possible without the support of our fans and partners, and for that I am forever grateful.
We also believe we have an ongoing role to play in contributing to the well-being of our downtown. With the completion of True North Square and Wawanesa’s new National Headquarters, we are fully engaged in the redevelopment of Portage Place with the sincere belief that it can be a game-changer for our downtown, providing new momentum and growth. With careful, thoughtful and deliberate planning, we are taking every step to ensure the project is a success for the entire community. At the same time, we will continue to invest our energies in the Downtown Community Safety Partnership as well as N’Dinawemak (a 190-bed shelter at 190 Disraeli).
Our commitment to reinvest in the community comes with the backing of my family and our partner David Thomson, and is a direct reflection of the support the people of Winnipeg and Manitoba show to us at True North. The impact is real and quantifiable, (read more about our economic impact on p. 8 and at tnse.com/ impact), and the credit for that can be shared by all of you who have supported us and allowed us to do this work.
On behalf of David and our entire True North team, please accept my sincere gratitude for the confidence you have placed in us and for the encouragement we consistently receive along the way. The past 28 years have been a remarkable journey for us, and we can’t wait to see what the future holds.
Respectfully,
Mark J. Chipman
Governor and Executive Chairman Winnipeg Jets Hockey Club/True North Sports + Entertainment
True North Sports + Entertainment operates a dynamic portfolio of brands, services and experiences, supported by more than 300 full-time employees and 1,800 casual employees who share in our desire to contribute to and be a source of pride for our community.
We are proud to be recognized as one of Manitoba’s Top Employers, named by Canada’s Top 100 Employers Competition, for a 17th consecutive year. This distinction recognizes True North’s commitment to employee culture and to providing an engaging and participative workplace, and the foundational values of Team, Trust & Respect, Integrity, Excellence and Community that guide day-to-day operations and decision-making.
True North’s emphasis on culture provides a robust program of team-building and reward and recognition events as well as opportunities to give back to the community. In addition to participating in community initiatives, like the Downtown Winnipeg BIZ Earth Day Cleanup, True North once again held its traditional “Service Day” when employees spent time with organizations including Harvest Manitoba, Main Street Project, N’Dinawemak –Our Relatives’ Place and the Downtown Community Safety Partnership.
True North’s workforce is also extremely supportive of the work of the True North Youth Foundation (TNYF), volunteering with the Winnipeg Jets Hockey Academy and for the foundation’s signature fundraising and special events. Employee generosity again resulted in more than $100,000 in donations through the TNYF’s employee giving campaign. Read more about the TNYF on p. 25.
True North Brands
Two years ago, the Winnipeg Jets assembled a group of passionate Members to form the inaugural Winnipeg Jets Season Ticket Member Advisory Council to provide valuable perspective on issues and initiatives related to True North’s commitment to continuously elevating the fan journey and experience.
The group engaged on issues specific to Membership and also for the benefit of the larger fanbase and community, also touching on community impact, growing the game, and diversity and inclusion initiatives. The 2023-24 season concluded the group’s two-year advisory term and welcomed the inaugural group as alumni council members. Building on the outcomes of their first year, the council provided thoughtful feedback representing both Membership and broader fan interests and were influential in several decisions and initiatives including on aspects of game presentation, expanded use of the Winnipeg Jets app, Season Ticket Member Share Partner management, and True North’s hospitality services.
Looking forward, a new 12-member council will be in place to serve through the 2024-25 and 2025-26 seasons, continuing productive dialogue to bring even more positive changes to the fan experience.
A growing community of 6,000 fans serve as the Winnipeg Jets Fan Forum who are called upon to contribute feedback and ideas through monthly surveys and periodic focus groups. This season, the broader Fan Forum group was invited to join Members to participate in a photoshoot for the team’s playoff advertising and fan hype campaigns. Fans were also invited to shape aspects of future
community programming and creative concepts through a brand pulse survey where more than 1,500 fans shared the attributes and values of the Winnipeg Jets that most resonate with them.
Join now at winnipegjets.com/fans/fanforum
Reinforcing True North’s ongoing commitment to continuous reinvestment in our venues and facilities, this year’s work included a refresh of the Manitoba Liquor & Lotteries Premium Suite Concourse and a $2.7-million investment in a new state-of-theart sound system at both Canada Life Centre and the Burton Cummings Theatre. A new in-bowl performance stage will also enhance pre-game and intermission entertainment, adding to the in-game experience at Jets and Moose games.
True North has grown its operational portfolio to include food and beverage services at Canada Life Centre and the Burton Cummings Theatre, adding to successful hospitality operations at hockey for all centre and Camp Manitou. This strategic enhancement will leverage synergies among all of True North’s operational teams, create new collaboration opportunities and bring flexibility that will continue to elevate all aspects of guest experience at Canada Life Centre and the Burton Cummings Theatre.
True North values our nearly 20-year partnership with Sodexo Live! (formerly Centerplate). We thank them for playing an integral role in the opening of Canada Life Centre in 2004 and in continuing to contribute to guests’ event experiences over the seasons.
Advanced screening technology will create a more seamless entry experience for guests at Canada Life Centre beginning in the 202425 season. A growing trend within the venue and entertainment industry, frictionless security screening is also employed by 13 other NHL teams and will reduce wait times at main entry gates allowing for quicker and easier entry while also maintaining the venue’s stringent safety standards.
The Burton Cummings Theatre’s refurbishment continued with work started on a complete renovation of the loges to present a suite-like space to accommodate mid-sized groups. The secondfloor mingling space featuring Burton Cummings’ own musical memorabilia was also newly unveiled as the Ticketmaster Lounge.
The 2023-24 season marked the sixth time in seven seasons that the Winnipeg Jets made the post-season, which meant the return of the Winnipeg Whiteout Street Parties, made world-famous by fans. True North again partnered with United Way Winnipeg to direct half of Street Party ticket proceeds to agencies whose work is centred on supporting those in our city experiencing homelessness, addictions and mental health challenges. Donations from three Street Parties and three neighbouring Party in the Plaza events hosted by Hargrave St. Market were topped up by True North to result in a $100,000 donation, equally disbursed to N'Dinawemak – Our Relatives’ Place, Main Street Project, Siloam Mission, and the Bruce Oake Recovery Centre.
True North partnered with John Taylor Collegiate to facilitate can recycling from the Street Parties. The initiative allowed students to get directly involved in raising funds for their sports programs, and specifically toward starting a new female hockey team.
As stewards of the Winnipeg Jets, True North’s strategy is to continually reinvest in our community, our teams, our venues and our downtown. Together with our fans, partners and the larger community, we are honoured to play a role in facilitating broader economic impacts through job creation, tax generation and economic output as a result of the operation of the Winnipeg Jets, Manitoba Moose, Canada Life Centre, Burton Cummings Theatre, True North Youth Foundation (TNYF), and community multiplex hockey for all centre. In 2024, an Economic Impact Study was completed with the following impacts identified for the 2022-23 season.
More Than 1.25 Million Drawn Downtown
Canada Life Centre and the Burton Cummings Theatre hosted 245 events during the 2023-24 season bringing more than 1.25 million people downtown. Ancillary outdoor events including Winnipeg Whiteout Street Parties and a variety of cultural, musical and community events held in True North Square’s plaza brought thousands more downtown from summer through spring.
Another record year of programming marked True North’s 10th year of operating the Burton Cummings Theatre with a second consecutive season presenting more than 100 events – from beloved local artists and global musical acts to comedy, magic, youth programming and hosting local community groups through the theatre’s Community Use and Access Program.
Exemplifying the efforts of True North’s Live Events team in not only creating exceptional experiences for both guests and performers, but in growing from 30 to more than 100 events per year over the last decade (104 in 2023-24), the Burt was honoured with
The Royal Canadian Air Force Band hosted its Christmas concert as part of the Burt’s Community Use and Access Program (CUAP). Collège Jeanne-Sauvé’s musical production of Mamma Mia!, DIV. Youth Indigenous Event, Women in Music Seminar and the Project 11 Youth Summit were among the other CUAP events.
two Canadian Live Music Association Award nominations, in the categories of Best Teamwork in a Soft Seat Theatre/Performing Arts Centre, and Concert/Club Talent Buyer of the Year.
Canada Life Centre as a Catalyst for Downtown Development
The building of Canada Life Centre in 2004 was a catalyst for hundreds of millions of dollars in new construction activity and enhancements, both from True North and other investors, which continues into 2024.
Learn more about key downtown development over the last two decades at tnse.com/downtownimpact
MILLION
Building on a commitment to grow our downtown through meaningful social and economic impacts, and with the support of federal, provincial and civic governments and a new partnership with Southern Chiefs’ Organization (SCO), True North Real Estate Development (TNRED) continues to plan for the purchase of Portage Place and its redevelopment as a diverse campus that will connect people, communities and services. The $500-million redevelopment will be anchored by a Healthcare Centre of Excellence offering accessible, progressive urban healthcare delivery, including primary care, extended-hours walk-in clinic, renal dialysis, mental health and addictions supports, and an expansion of the Pan Am Clinic offering advanced ambulatory and orthopedic surgery, diagnostics, minor injury and sports medicine, casting and pain management care, both delivered by Shared Health and the Winnipeg Regional Health Authority. In April 2024, the province furthered its support of the project with a letter of intent regarding a 35-year lease for the health facility. Housing and food security, greenspaces, neighbourhood services, and culture and arts are also pillars of the redevelopment which will work to bridge north and south Portage neighbourhoods and meet the needs of the downtown community.
In December 2023, TNRED announced its partnership with SCO to prioritize multi-family and affordable housing and leverage synergies between respective projects – Portage Place and Wehwehneh Bahgahkinahgohn – guided by the shared principles of reconciliation, inclusion, and building thriving communities. TNRED and SCO have advanced this partnership with a letter of intent regarding shared ownership of a 15-storey multifamily tower with market-leading percentages of affordable and accessible housing units.
Developed by TNRED, designed by Architecture49 and built by PCL, Wawanesa’s National Headquarters officially opened on schedule on March 13, 2024, after breaking ground at the height of the pandemic, welcoming 1,300 Winnipeg-based employees to a new 21-storey state-of-the-art and environmentally sustainable home in True North Square.
True North has remained a consistent and invested partner of the Downtown Community Safety Partnership (DCSP) and continues to collaborate with founding partners – the Province of Manitoba, the City of Winnipeg, the Downtown Winnipeg BIZ, the Winnipeg Fire Paramedic Service and the Winnipeg Police Service – and other organizations to further the DCSP’s goal of enhancing the safety, health, and well-being of all those who live, work, play in, learn in, and enjoy the downtown. DCSP teams provide 24/7 proactive, non-emergency response, outreach, and intervention to those experiencing complex issues in Winnipeg’s downtown.
Over the past year, DCSP leadership has worked to build a unique relationship with Red River College’s (RRC) downtown campus, which is collaborating to make spaces and support available to enhance community outreach. The DCSP’s network of public and private closed-circuit TV cameras – called the Beacon program –has also expanded to include RRC cameras, as well as cameras at the Burton Cummings Theatre, feeding into the DCSP’s dispatch
system. In reviewing real-time video images from across a number of downtown locations, frontline teams have increased responsiveness for community members in need of assistance.
The DCSP has also deepened its partnership with the Winnipeg Fire Paramedic Service by integrating and coordinating dispatch systems and sharing radio communications to provide the appropriate level of response to incidents or concerns on the streets.
The DCSP is on track to receive approximately 12,000 calls for assistance in 2024 with more than half of those calls being redirected to appropriate community resources, supporting its goal of providing the right response to people in need while also freeing up emergency service personnel when possible. Since frontline patrols teams became active on the streets in February 2021, the DCSP has provided 7,360 transports to shelters or medical settings and found permanent housing for over 220 community members.
Among the DCSP’s impacts in supporting critical wellness and care over the past year have been:
12,767
876
The tremendous support of Jets and Moose fans and the broader Manitoba community makes much of True North’s community work possible. The Winnipeg Jets and Manitoba Moose, True North’s venues and an active network of Winnipeg Jets Alumni & Friends, along with several valued community partnerships work to support and engage with our community in various ways throughout the year.
Jets
had a significant presence in
for a “Pros vs.
game, including
and visits to the town’s assisted living centre and several community businesses. Between periods, the town’s Mighty Mites took to the ice with alumni providing an “Honour Guard” of congratulations.
True North launched the True North Community Zone in 202324, offering underserved youth and disadvantaged members of the community the opportunity to experience the excitement and community connection of attending a Winnipeg Jets game. Intentionally situated within the “True North” notch (the true northern point of the arena), 100 seats were used by 70 registered charities and organizations focused on providing programming for youth and/or new Canadians at each pre and regular season game. The initiative is made possible through the generous donations of a blend of board members, organizational leadership, vendors, suppliers and other supporters from within Manitoba’s business community.
In support of a cause that has directly impacted his family, Jets forward Kyle Connor took on a new role as an ambassador for Parkinson’s awareness, leading to the team’s first Parkinson’s
Awareness Game. The campaign recognized the critical work of two local initiatives – the Movement Disorder Clinic run through Deer Lodge Centre, and U-Turn Parkinson’s – and honoured their founders, Dr. Doug Hobson, and Tim Hague, respectively, along with longtime Jets and Moose Season Ticket Member Ray Ritsema who lives with Parkinson’s. The initiative engaged members of U-Turn Parkinson’s which held an exercise class in conjunction with a team practice at Canada Life Centre and received a special visit from Connor. The game’s 50/50 proceeds were directed to the two organizations, totalling over $92,000.
Beyond the April 5 game, Connor and the Jets partnered with U-Turn Parkinson’s to launch the Team 81 Ride for Parkinson’s which saw riders cycle across the province to raise funds in support of the movement, resource and support programming U-Turn works to provide free to Manitoba’s Parkinson’s community.
Learn more about Parkinson’s support and resources in our community at uturnpd.org and deerlodge.mb.ca/clinics-at-dlc/ movement-disorder-clinic
For the past two seasons, the Manitoba Moose have uniquely engaged the larger hockey community in their annual Hockey Fights Cancer (HFC) campaign, bolstering support for Camp Quality Manitoba and their efforts to provide camp experiences for Manitoba youth with cancer. In addition to mystery autographed puck sales and the contribution from the Moose 50/50 raffle as fundraising initiatives, the Moose invite and provide incentives for Manitoba’s minor hockey community to host their own HFC game, complete with lavender stick tape and “I Fight For” signs. As well as collecting pledges, teams get creative in raising additional funds using Moose memorabilia as prizing. This season, 32 teams participated to raise $16,500 of the total $30,000 Camp Quality donation.
November 13, 2023 & March 19, 2024
October 15 & November 14, 2023
The Winnipeg Jets and Manitoba Moose partnered with Rady Jewish Community Centre on their “Hate is Not Welcome Here” campaign, which engaged all of Winnipeg’s professional sports teams in spreading a message of kindness and acceptance. Sponsored by Rady JCC, the games welcomed hundreds of fans of many diverse backgrounds.
This initiative expanded to two games this season allowing more than 12,500 students from 85 schools and daycares to partake in this school day experience, which marries hockey and the concepts of mental well-being and self-care in partnership with the True North Youth Foundation’s Project 11. Thanks to partners Salisbury House and Assiniboine Park Zoo who each sponsored a game.
December 2, 2023
The Winnipeg Jets celebrated the Royal Canadian Armed Forces (RCAF) centennial and True North’s longstanding relationship with all branches of the Canadian military with the commemorative “1948 RCAF” jersey, worn for three home games this season, including on April 1, the 100-year anniversary date of the RCAF. True North presented a cheque for nearly $110,000 for CAF members and their families.
Manitoba Moose RCMP 150
December 3, 2023
In celebration of the 150th anniversary of the Royal Canadian Mounted Police and the integral role they play in supporting Manitoba’s rural communities, the Moose wore specialty jerseys which raised $4,000 for STARS (Shock Trauma Airforce Rescue Service), an important partner of the RCMP in providing critical emergency and health rescue services.
January 16, 2024
Celebrating Women in Sport
March 5, 2024
The Winnipeg Jets partnered with the True North Youth Foundation’s Project 11 to amplify the conversation around mental wellness.
Manitoba Moose Women in Sport Job Shadow Program
March 22 & 23, 2024
The award-winning job shadow program returned for the third season with eight participants making the most of the immersive and interactive two-day learning and networking experience, led and facilitated by a host of talented women from True North.
December 16, 2023
The team’s second annual South Asian Heritage Game, presented by Canada Life, celebrated our city’s growing South Asian population with dance, music, and history and also raised close to $10,000 for Punjabi Community Health Services Manitoba through a jersey auction.
February 20, 2024
This year’s game honoured Jets’ alumnus and first Black player, Bill Riley, and a partnership with local premier athletic apparel brand Zueike saw the creation of a Jets logo emblazoned in black, red and green, colours often used in the Black community.
January 13, 2024
Culture, cuisine and community collaborations were on display at the second annual Filipino Heritage Game, which raised nearly $9,500 for local organizations supporting Filipino youth.
February 24 & 25, 2024
Continuing the tradition of sharing spaces and engaging youth, the sixth annual Winnipeg Jets WASAC and Manitoba Moose Follow Your Dreams weekend, presented by Scotiabank, welcomed youth from remote and northern communities to experience a weekend of programming, including a Jets and Moose game which showcased First Nations, Métis and Inuit culture. The initiative added nearly $55,000 to the more than $225,000 raised for WASAC since 2019.
Manitoba Moose Share the Warmth
October 21, 2023
In partnership with Red River Co-op, an in-store campaign and the team’s Share the Warmth game raised over $70,000 in gloves and toques and monetary donations which were distributed to the community through Siloam Mission.
October 24, 2023
The Jets donated $50,000 in support of Toba Centre and joined Jets Captain and Toba Centre ambassador Adam Lowry in bringing awareness to their work to support young abuse victims and their families.
November 7, 2023
In partnership with Rainbow Resource Centre and Pride Winnipeg, the Jets continued their allyship with Manitoba’s 2SLGBTQ+ community raising over $10,000 to support critical community programming.
December 2, 2023
Bolstered by a $10,000 donation from initiative partner Wawanesa Insurance, more than $28,000 was raised and over 900 toys collected in support of the Christmas Cheer Board.
December 29, 2023
Presented by Red River Co-op, a combination of monetary and food donations resulted in over $30,000 in support to Harvest Manitoba.
November 28 & December 1, 2023
As well as providing unique experiences for the campaign’s youth ambassadors, the teams' month-long fundraising initiatives raised over $120,000 in support of CancerCare Manitoba Foundation and their work to facilitate pediatric clinical trials, and $30,000 toward youth camp experiences through Camp Quality Manitoba.
December 17, 2023
Fans continued to generously support this longtime tradition of tossing plush toys on the ice to brighten the holiday season for families served by the Christmas Cheer Board. Almost 1,100 toys were collected along with $1,600 in monetary donations at this year's game, presented by Booster Juice.
April 6, 2024
This game provides a sensory friendly experience for those with sensitivities to sounds and lights while also raising funds for St.Amant Foundation – this season, more than $28,000 was raised to continue building and enhancing their Early Learning Classrooms.
Moose Siloam Mission Visit
November 8, 2023
An annual tradition,
November 15, 2023
The Winnipeg Jets’ annual team visit continues to be a bright spot for patients at the Children's Hospital, the Children’s Rehabilitation Centre and HSC’s Adolescent Psychiatric Program during the holiday season.
Moose Volunteer at Christmas Cheer Board
November 23, 2023
Multiple Dates
Fans had six opportunities to interact with their favourite Moose players at post-game autograph sessions throughout the season.
Moose players' significant others and team staff helped prepare for the Christmas Cheer Board’s busy holiday season by wrapping gifts and packing hampers.
December 13, 2023
Presented by Assiniboine Park Zoo, four lucky Winnipeg minor hockey teams got a professional edge with Moose players and Jets Hockey Development coaches running drills and providing one-on-one tips at the Canada Life outdoor rink at Camp Manitou.
December 28, 2023
Manitoba Moose Backyard Rink Contest
A surprise early
February 26, 2024
February 28, 2024
It was a year to remember for several minor hockey players who had the unique experience of being coached and mentored by Jets and Moose players, and some of their partners, over the course of the season. Josh and Margot Morrissey; Mason and Sydney Appleton and Tyrel Bauer; Adam Lowry and Vladislav Namestnikov; Nino Niederreiter; Morgan Barron and Dylan Samberg; Mark Scheifele and Cole Perfetti; and Neil Pionk, Gabriel Vilardi and Megan Rodgers (Vilardi’s girlfriend) partnered to each adopt a Winnipeg Jets Hockey Academy minor team, attending practices and games between their own hockey and travel schedule.
In addition to championing their own personal causes, the Jets and Moose are also active in supporting a number of True North Youth Foundation initiatives throughout the season, including at the Winnipeg Jets Gala and as part of special fan-experience auction prizes, and as Project 11 ambassadors, visiting classrooms, participating in content and speaking at their annual Youth Mental Wellness Summit. Josh Morrissey is also an ambassador and board member for the foundation’s Camp Manitou, in addition to being a longtime ambassador for the Dream Factory, and was recognized for his humanitarian efforts and on and off-ice leadership as the Jets’ King Clancy Memorial Trophy nominee.
Manitoba Moose Captain Jimmy Oligny also continued his partnership with the Kinship and Foster Family Network of Manitoba to host foster families for Moose games and meet and greets –efforts that contributed to Oligny’s team nomination for AHL Man of the Year, recognizing outstanding local community commitment.
From fundraising to volunteering, the Jets and Moose wives and girlfriends played a big role in the community this season. Sydney Appleton, Ally Petack and Megan Rodgers (partners of Mason Appleton, Kyle Connor and Gabe Vilardi) were regulars on the ice and bench, supporting the weekly Winnipeg Jets Hockey Academy ice times for the Grade 4 and 5 student athletes from Crestview School. The wives and girlfriends group also put the special touches on an event for this year’s Hockey Fights Cancer (HFC) youth ambassadors who enjoyed an afternoon at Build-A-Bear Workshop, making a special keepsake, and contributing to making dozens of Jets themed bears which raised $2,800 at the HFC game. Additional fundraising from their Holiday Ornament and Love Struck Puck initiatives resulted in $13,700 and $13,000 being raised for Toba Centre and the True North Youth Foundation respectively.
As a community hockey hub, True North’s multiplex hockey for all centre plays an important role in growing and diversifying the game of hockey. Many of the facility’s 11,700-plus hours of ice time this season have been dedicated to supporting diversity and providing access to underserved groups, including through signature tournaments – some drawing as many as 36,000 visitors – partner events, focused programming for girls and women, and introductory programming. hockey for all centre continues to be the home rink for the Manitoba Women’s Junior Hockey League – the only junior hockey program for females in the province – and Sledge Hockey Manitoba. As a complement to hockey for all centre’s vision for diverse and expanded participation, in partnership with Sikh Heritage Manitoba, the facility hosted the “We Are Hockey” exhibit showcasing the contributions of the South Asian community in the game.
In partnership with Scotiabank, Bauer, the NHL and NHLPA, hockey for all centre continues to grow its First Shift programming. This year, 110 new young players were welcomed to the game from South Asian, Filipino and Asian communities with the help of a full set of equipment and six introductory on-ice sessions. The success of this program is showcased through the high participation in
follow-up programming, Second Shift, which offers continued learning to prepare skaters for play in Manitoba’s minor hockey league. The program will expand further in 2024-25 to add nine sessions including special sessions for girls, older youth aged 11-15, and the province’s first-ever Para First Shift program, which will introduce sledge hockey in partnership with Manitoba Possible.
As part of the NHL’s initiative to make hockey more accessible, True North’s Community Relations team continued to bring ball hockey to cultural events and festivals across Winnipeg this summer, supported by the NHL’s Industry Growth Fund. With a full rink setup and all equipment provided, kids who have never skated before
Over the past several seasons, the Manitoba Moose have grown their efforts to engage new Canadians in the game of hockey. This year, close to 1,000 tickets were distributed, mainly through the Winnipeg School Division Adult EAL (English as an Additional Language) program, along with a Moose workbook which combined to educate about both English language and hockey.
are able to get a feel for the sport without a full investment in gear. Building on the initiative, a three-month before-school ball hockey program was piloted with Meadows West. Equipment was provided and sessions ran twice per week with the goal of expanding the program to more schools this fall.
True North’s charitable arm, the True North Youth Foundation (TNYF), is committed to providing educational and character-building programming to Manitoba’s youth through its three core programs – the Winnipeg Jets Hockey Academy, Project 11 and Camp Manitou – with the goal of imparting values and physical, social and emotional skillsets they can continue to build on to achieve success during and beyond their school career. TNYF programs have a proven track record of creating lasting positive impacts that foster leadership and community contribution.
Thanks to the generosity of Manitobans over the years, TNYF programs have continued to grow and expand their impacts. The foundation’s primary fundraising comes from the Winnipeg Jets and Manitoba Moose 50/50 programs, which this year raised $4.2 million that went toward making a positive impact on 127,000 Manitoba youth over this past season.
True North is grateful for the continued generosity of our community, including fans who buy 50/50 tickets, donors and the many organizations and corporate partners who support the TNYF in various ways.
700 ATHLETES SCHOOLS
20 PARTICIPATING
40+
140 IN WJHA MINOR HOCKEY
Developed to give students a hand up in academics and in life, the Winnipeg Jets Hockey Academy (WJHA) uses hockey to engage youth in their school and community and develop skills like teamwork, perseverance and leadership. More robust than ice time alone, the program includes tutoring, after-school programming, mentorship, field trips, volunteer opportunities, career exploration and post-secondary preparation. The program is supported by a dedicated team of coaches and volunteers from organizations across our community who “sponsor” classes with the gift of their time through the WJHA’s Living Philanthropy program.
The foundation maintains connections with many former participants who return to give back to the foundation as volunteers and employees. Approximately one third of the WJHA’s paid employees who provide on-ice support, coaching and tutoring are former graduates, with many more also honing their skills at Camp Manitou, sister program to the WJHA, exemplifying the success of the WJHA in fostering community leaders and contributors.
7 IN WJHA MINOR HOCKEY
MINOR HOCKEY
35 IN 2024
35 SPONSORSHIPS ON OTHER TEAMS GRADUATES
For Kayden, the Winnipeg Jets Hockey Academy (WJHA) provided an outlet to get his mind off school, have fun with friends and generally regroup. While hockey was a favourite pastime and he found it fun to grow his skills on the ice, his experience included plenty of off-ice learning along the way – lessons disguised as fun but which he can now clearly see as a graduate. One year out of high school and in his first year of university, Kayden has been guided by the many skills and values he took away from the program – from social skills and responsibility to the value of hard work and goal setting. His journey has taken him full circle and he now finds himself on the other side of the bench as a coach to the next generation of WJHA student athletes. Just as his coaches were there for him, he knows his role is not limited to running drills and helping tie skates. He is there to listen, encourage and motivate. When kids come to their weekly session and are sad or not themselves, his ability to talk it out, get them smiling and influence the rest of their day – and beyond – is what he cherishes most about his new role.
“It’s pretty neat to be on the other side of the program. Having my own connections with coaches and roles models, it feels good to take on that role as a coach and role model now. It’s a good feeling to be able to change someone’s outlook.”
– Kayden, WJHA coach and former student athlete
A Grade 3 student at Crestview School, Sarah was hesitant to join the Winnipeg Jets Hockey Academy (WJHA) because she didn’t know what to expect. Bright and kind, it was her uncertainty about the unknown and a fear of making mistakes that tended to hold her back from new experiences and personal growth. The WJHA was her first significant experience with sports but after only two short years she has embraced the opportunity for self-improvement through hard work and, now in Grade 5, is fully engrossed in the game and in all the program has to offer. Shy and quiet at the start, Sarah has shown remarkable growth in her confidence which continues to push her forward in saying yes to new experiences and exploring her own potential. Her self-confidence has also brought out a new positivity allowing her fun-loving personality, infectious energy and humour to shine. She is an encouraging voice to her teammates, also showing immense compassion and altruism in addition to her own eagerness to learn and grow. Through hockey and with the mentorship and encouragement of her WJHA coaches, Sarah has unlocked her own potential and has the tools to continue to make the most of her opportunities on and off the ice.
“It’s like (I) won the lottery, honestly. It’s just a dream, I’m just a lucky kid.” – Sarah, WJHA student athlete
Local collaborations with mental wellness professionals and organizations, teachers and school divisions continue to enhance the program, including partnerships with KidThink and Sisler’s CREATE digital media program, and continued participation in the Healthy Minds Youth Wellness Alliance. P11 continues to garner national and international interest and is offered in schools and communities in six other provinces and territories as well as in North Dakota, Minnesota, Australia and South Asia (local fundraising remains solely directed to Manitoba programming). projecteleven.ca
Project 11 (P11) has been bringing mental health awareness and education to Manitoba classrooms in memory of former Winnipeg Jets and Manitoba Moose player Rick Rypien for the last decade. Cross-curricular, bilingual and age-appropriate lessons build classroom community, encourage important discussions, foster mindfulness, and teach healthy coping strategies for K to 12 students. With mental well-being of universal importance, the program continues to enhance access, expanding curriculum from French and English to include Ukrainian lessons, Indigenous languages as well as adding closed captioning to videos.
96,000 IN MANITOBA SCHOOLS 1,439 IN MANITOBA
STUDENTS
EDUCATORS 3,855
545 IN RURAL MANITOBA TRAINED IN MANITOBA
CLASSROOMS
145 PARTICIPATING IN ALL GRADES
SCHOOLS
STUDENTS
115,500 NATIONAL AND INTERNATIONAL EDUCATORS
4,600 TRAINED OUTSIDE OF MANITOBA
New graduate Megh is grateful for the strong influence Project 11 has had throughout his school career. First introduced to the program in Grade 4, and even at the young age of 9, he immediately saw the value of mental wellness-focused education and the program’s ability to provide a safe space for kids to open up and have important conversations, both within the classroom and outside of it. The breadth of the program presented him with a variety of tools and strategies for self-care, motivating him to form positive habits and establish healthy routines that continue to help him balance the many demands and pressures of student life. In better being able to cope with challenges, problem-solve and communicate and with a comfort level in expressing his feelings, Project 11’s teachings have instilled a confidence that has given Megh a strong sense of self. One of the biggest takeaways he will carry with him as he prepares for his post-secondary journey working toward a law degree, is the importance of having a growth mindset and its impact on decision-making and managing challenges – something he is able to approach head-on with the goal of continuing to grow and move forward.
“Having Project 11 curriculum from K to 12 creates a snowball effect. The sooner you can learn the sooner you have these foundational pillars you can build off of – keep going, stick with the plan and the tools are available to you whenever needed.”
– Megh, Project 11 graduate
The pressures of social media, managing school and friendships, and fitting in can take a toll on students’ emotional wellness – and are topics that can be difficult to talk about. Project 11 is working to not only open up these conversations, but to provide tools and resources to help youth better cope with issues that can have serious impacts on their short and long-term well-being. Hannah, 11, has been engaged in the program since Grade 1, continuously building her mental health awareness and knowledge along with her peers in the classroom. She is already aware of how the program has helped her to better manage stress and conflicts. Hannah uses deep breathing to calm down after being upset and turns her mind to happier thoughts instead of dwelling on issues. Problem-solving exercises are also preparing her to make better decisions, manage personal challenges and be a support to friends and classmates. Most of all, Hannah has a safe place to explore her feelings and build her confidence and sense of self.
“My favourite activities with Project 11 are the problem-solving worksheets. Because I’m practicing those sheets, I’m getting better so that if I run into a real problem, I’ll know what to do.”
– Hannah, Project 11 student
campmanitou.mb.ca
Camp Manitou celebrated a decade as part of the True North Youth Foundation family in January and continues to carry on the tradition of the local service clubs that founded it in 1930 by providing enriching education and adventure in a serene outdoor setting. The 39-acre, four-season facility operates year-round providing both programmed camps for youth and school and rental groups as well as facilitating tailored programming for businesses, team-building and special interest groups. Camp Manitou works closely with the Winnipeg Jets Hockey Academy (WJHA) to provide a week of subsidized camp to student athletes, as well as volunteer and leadership opportunities. A subsidy program continues to make camp more affordable for non-profits
and underserved schools and individuals with more than 50 percent of campers’ visits made possible by financial support.
Camp Manitou’s newest offering is specialized certified training courses in the tracks of Outdoor/Wilderness, First Aid, Youth, Mental Health, and Team Building, which are offered within Camp Manitou’s grounds and on location.
All training proceeds are invested back into the True North Youth Foundation to continue growing opportunities for kids.
CUSTOMMADE LAKE CAMPER DAYS 30,000+ IN 2023-24
For children who may feel different from others, the opportunity to enjoy the adventure of a camping experience with peers is invaluable. AboutFace is a national non-profit organization that provides supportive programming, advocacy and education to cultivate equity and opportunity for individuals with a facial difference. One of their supports is providing bursaries for children ages 7 to 12 to be able to attend camp. Manitoba’s designated “Trailblazers” camp is Camp Manitou, meaning that camp employees have undergone and stay current with AboutFace training to learn through the lens of facial differences to better support campers through their experience, whether that be through inclusive and modified programming or trauma-informed practice. For the past three summers, Camp Manitou’s inclusive space has created a sense of belonging for kids with a facial difference, empowering them to make new friends, challenge themselves in new adventures and grow their confidence. There is also a sense of hope for these kids and their families as they carry these new skills and strengths to further grow and explore within their school and communities beyond their camp experience.
“This was a life-changing event for my daughter. She felt accomplished after attending camp. She appears more sure of herself, braver, and more positive since being at Camp Manitou.”
– About Face Trailblazers camp parent
A graduate of the Winnipeg Jets Hockey Academy (WJHA) and former Camp Manitou camper, Kole is a model example of how the True North Youth Foundation (TNYF) strives to nurture youth through its programs. Behind all the fun and adventure of camp, there are many opportunities for learning and growth. When Kole began his journey with the TNYF, he was shy and quiet but has emerged with new confidence, life skills and work ethic. Moving from camper to volunteer, gaining leadership skills through Camp Manitou’s Prospects Program and graduating to become a summer staff member helped to develop his communication skills, responsibility and reliability and has contributed to preparing Kole for his next chapter as he explores his passion for the culinary arts. Following his first year of studies at Red River Polytechnic, he’s chosen to complete his work experience in the Camp Manitou kitchen. The teamwork learnt on the ice was put into practice in the kitchen as he applied his firstyear culinary learnings, preparing lunches for upwards of 300 campers daily during what was Camp Manitou’s busiest summer to date. As he pursues his future goals, Kole finds it rewarding to give back to campers after he himself enjoyed the same experience, and his TNYF coaches and mentors are just as happy to continue to play a role in his development.
“I’m very proud of how far Kole has come to become a dependable team member, develop a strong work ethic and find his passion in the kitchen and it’s amazing we can still be part of his growth in life. That’s our goal at Camp Manitou, and across the foundation – to help kids mature, learn important social, emotional and life skillsets and provide opportunities that will help them continue to grow.”
– Jeff Hofer, Director, Camp Manitou and former WJHA Hockey Coach
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