Business owners thrilled by Whiteout forecast, hoping blizzard a long one

As the Winnipeg Jets battle to stay atop the National Hockey League standings in the final week of the regular season, business owners in the city’s core are gearing up for Whiteout excitement and a long playoff run to boost their bottom lines.

“We look forward to this every year,” Colin Koop, co-owner of Devil May Care Brewing Co., said Wednesday.

“It’s the culmination of the hockey season and we know that downtown gets a lot more vibrant.”

The brewery and taproom at 155 Fort St. is one of the more than 1,000 downtown businesses waiting for the Easter long weekend; the playoffs start a week from Saturday, although teams are still jockeying for position in the final standings, and the Jets’ schedule won’t be determined until regular-season play ends on April 17. They have, however, clinched home-ice advantage in the first round, which means Games 1 and 2 will be played on Portage Avenue.

Up to 5,000 frenzied, white-clad fans could attend the Whiteout street parties, with another 15,225 seats available inside Canada Life Centre for home games and road-game viewing parties.

The Whiteout dates back to the first iteration of the Jets — before the club left the city in 1996 — and was a response to Calgary Flames fans’ “C” of red in that city’s Saddledome during the 1987 playoffs.

Last year, restaurants and bars near the arena saw a 90 per cent increase in sales on the Jets’ playoff opening day, said Kate Fenske, chief executive officer of the Downtown Winnipeg Business Improvement Zone.

“The playoffs can be a really big boost for businesses. I mean, that was the highest surge among all four Canadian cities with teams in the playoffs, so we know these large-scale events absolutely drive economic activity,” Fenske said.

“Businesses really want to be a part of this, and they’re putting their best foot forward to create that community celebration.”

Winnipeg Free Press | Newsletter

Jen Zoratti | Next

Wednesdays

What's next in arts, life and pop culture.

Sign up for Jen Zoratti | Next

Sign Up

I agree to the Terms and Conditions, Cookie and Privacy Policies, and CASL agreement.

Cleaning efforts are underway to beautify the downtown area in anticipation of the events. Meanwhile, more than a dozen downtown businesses have already announced playoff deals, watch parties and themed events, with others expected to join in, Fenske said.

“The playoffs really allow businesses to scale up. Many of them will be expanding their hours, their offerings, expanding their customer reach,” she said.

Eric Saniuk, owner of Blazing Chicken Shack at 392 Graham Ave., said he is doing just that.

“We’re probably going to be staying open later… probably until we are close to selling out of food,” Saniuk said. “It’s going to be all hands on deck… I’ve been told by other restaurant owners to be prepared.”

Saniuk spent Wednesday rushing to track down a new ice maker so he can introduce a new product — homemade lemonade — before the Whiteout blizzard descends. He launched his restaurant last September, and hopes the street parties will be an opportunity to introduce customers to his signature spicy chicken sandwiches, he said.

Patrons who show off their tickets for the playoff parties will enjoy 10 per cent off their meals, and Saniuk has ordered custom white T-shirts and hats bearing the Blazing Chicken Shack logo, he said.

“It’s going to be awesome. I can’t wait for it. I wish it was today,” he said with a laugh. “If they sell out quick, I’ll order more and more and more.”

Matthew Baragar, manager of Royal Sports, knows how quickly Whiteout merchandise can sell out.

The locally owned Pembina Highway sports gear and clothing store has become a source for toques, hoodies, T-shirts, hats, jerseys and white overalls during previous playoff runs. Baragar estimated Royal Sports ordered more than 5,000 articles of clothing this time around.

“Obviously, once the playoffs do start, it has a pretty big impact on the store, with lots of people coming in,” he said. “The further the Jets go, the better it is for a business because as the rounds go on, more people get involved.”

T-shirts and hoodies are typically the top-selling products. The retailer is currently selling off last year’s stock of those items at 50 per cent savings while supplies last. Baragar urged customers to come in early if they want to ensure they can find something in their size.

“Winnipeg has the craziest atmosphere for hockey. I’ve been to a couple different cities for NHL games and I’ve never seen anything like it,” he said.

Winnipeg Police Service officers will be wearing white baseball caps during the parties, said spokesperson Ally Cox.

“You may already see some of our foot patrol members wearing them in the leadup to the first game,” Cox said. “The WPS has significant experience preparing for these events and our members are looking forward to a lengthy and ultimately successful playoff run.”

Back downtown, Koop is getting ready to open his brewery’s patio, and hopes (weather permitting) it will be jam-packed and rocking before and after the Whiteouts. Devil May Care will sell pints of beer for $6, and $2 samosas “for those who are a little bit snacky” on game days, he said.

As a business owner invested in downtown, support from the community, organizations and the provincial government (which committed up to $300,000 in funding for Whiteout events), is critical, he said.

“There’s some affirmation there. A bit of vindication for decisions that we’ve made to be part of downtown, to be part of the community here and help build something up.”

The Whiteout parties provide an example of how robust and vibrant downtown can be. While the NHL playoffs can, fans here hope, continue until early June, their economic benefits extend further, Fenske said.

tyler.searle@freepress.mb.ca

Tyler Searle
Reporter

Tyler Searle is a multimedia producer who writes for the Free Press’s city desk. A graduate of Red River College Polytechnic’s creative communications program, he wrote for the Stonewall Teulon Tribune, Selkirk Record and Express Weekly News before joining the paper in 2022. Read more about Tyler.

Every piece of reporting Tyler produces is reviewed by an editing team before it is posted online or published in print — part of the Free Press‘s tradition, since 1872, of producing reliable independent journalism. Read more about Free Press’s history and mandate, and learn how our newsroom operates.