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Beyond the X Games bid

Factors beyond Whistler's control wreak havoc with its bid to host premiere action sports event
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high expectations Mike Riddle, winner of the AFP Championship superpipe in Whistler on April 22, was one of the athletes keeping fingers crossed that Whistler's X Games bid would be successful. Photo BY andrew mitchell

Losing the X Games has whetted Whistler's appetite for more — more festival fun and excitement, and perhaps more importantly, greater worldwide exposure.

After this week's surprise shut out of the X Games global expansion, with its broadcast reach of more than 300 million households, its increasingly recognizable brand and its rapidly expanding internet media platform, Whistler is setting its sights on other ways of getting on the global map.

This week Tourism Whistler announced a new events position designed to entice third party event producers to the resort, part of an ongoing strategy.

"We think it's extremely important, so much so that we're actually creating a position that will be going out and proactively soliciting these events," said Tourism Whistler president and CEO Barrett Fisher.

But even with an eye to the future, there is still the sting of losing out on the chance to host the biggest snow sports event in the world after the Olympic Games.

"I think we'll keep looking for an event or events out there that will bring us that (global reach) in the future," said a disappointed Dave Brownlie, chief operating office of Whistler Blackcomb, one of the partners in the bid to win the X Games along with Tourism Whistler and Whistler Sport Legacies.

But what's out there beyond the Olympics and the X Games?

"It could be (being) back on the World Cup circuit," mused Brownlie. "Getting on the schedule, getting the right time slot, I think that would be another great fit for Whistler.

"As a community, as a world-class resort, we need to continue to look at ways to put our brand out onto the world. And hosting events such as the X Games or others of that stature just provide that avenue. It's about marketing. It's about getting Whistler out there in the world."

Fisher added that in addition to sports it could be arts and culture or culinary — something that relates to Whistler's brand and the core of its business.

Tuesday's announcement that the X Games would be expanding its brand with three summer games, rather than another winter stop in Whistler next April, was met with shock, surprise and disappointment across the board from the Mayor of Whistler, to the winner of last month's World Skiing Invitational in Whistler.

Skier Mike Riddle had his fingers crossed for the Whistler bid, hoping to showcase his skills in front of a hometown crowd against the backdrop of the X Games buzz and the huge television exposure.

"It would have been nice to showcase our talents on home turf on the Games stage," he said.

Whistler was the only winter city shortlisted in the nine finalists. It was gunning for the April timeslot and it seemed as though its chances were more than good, particularly after several partners committed funding and support.

In the end, however, Foz do Iguaçu, Brazil, got the April timeslot with Barcelona, Spain getting the May timeslot and Munich, Germany, June.

That means the Summer X Games has gone from one event — Los Angeles — to four.

The winter stops are not expanding and remain Aspen in January and Tignes, France in March.

"When we go to France all of the French guys are basically the central focus of it," said Riddle. "It's a big deal for the French riders and for the town. They do it up good. I was just looking forward to having the X Games at home. You can't win them all."

So what went wrong with the bid?

"We were told that we had a really robust bid," said Tourism Whistler's Fisher.

There were two critical issues, according to feedback from ESPN, she said.

"They were challenged with the April time-slot because there was such strong competition coming from the summer destinations. So, from their perspective there was maybe a little bit of concern — is April too late in the season to keep the excitement and momentum of winter going?" said Fisher.

The other issue was that some of ESPN's potential global sponsors were pushing to look at target markets beyond North America.

In other words, things beyond Whistler's control.

Fisher said the local bid committee was "confident" with its bid.

Not only had the local community stepped up with hundreds of thousands of dollars committed by the big partners, there was also support among the hotel community, the business community and others in Whistler.

Beyond Whistler's boundaries, there was even more support both financially and in-kind from the provincial government and the Canadian Tourism Commission.

Neither Fisher nor Brownlie would say how much had been promised by the two higher levels of government, other than to say it was "very strong support."

"The province was very supportive of our bid and it really wanted to bring a signature winter sports event to British Columbia," said Brownlie.

Even with the knock back this week, hope springs eternal everywhere.

"It's only a three year contract," said Riddle of the new expansion contracts. "In three years it could switch."

The door has been left open to work with ESPN in the future.

"Ultimately, the decision not to be at Whistler next year was based on the opportunities in other markets versus any shortcomings with Whistler," said Scott Guglielmino, ESPN senior vice president, programming and X Games.

The decision means that Whistler's annual Telus World Ski and Snowboard Festival, a signature event that just celebrated its 17th year this April, will be back next year.

Said Brownlie: "The next level is: how do we get (the TWSSF) broadcast, and let people who aren't in Whistler participate? That's what that next level is."

Meanwhile, Breton Murphy, former senior communications manager at Tourism Whistler, will now take on the position of senior manager of partnerships and events for the organization, not just looking at events but also high profile media and corporate partner opportunities.

"We still have a great deal of room to move the dial in reaching a more sustainable occupancy level on a year-round basis," said Fisher.

"Rather than just waiting for applications to come to us, our strategy is that in Breton's new position, he'll actually be going out and looking for new opportunities that are aligned with Whistler."