THE FUTURE OF REXALL PLACE

February 2015

Findings: Web Survey

Northlands Arena Strategy Committee
Introduction
Traditionally, Northlands has been Edmontons gathering
place for concerts, sporting events, trade shows, grads,
weddings, horse races, and community events. Located
on 160 acres, Northlands owns and operates all three of
its venues: the Edmonton EXPO Centre, Northlands Park
Racetrack and Casino, and Rexall Place.
With a strong history in Edmonton, this organization is an
agricultural society that was formed over 135 years ago.
Under new leadership, and in the context of the development
of the downtown arena district, this not-for-profit community
organization is currently exploring the future of Rexall Place
and its overall site use in the community.
A new arena is being built in downtown Edmonton (Rogers Place)
which is slated to be open in 2016. With the competitive
market for Rexall Place changing, Northlands is undertaking
an exercise to formulate a future for Rexall Place.
The Northlands Board of Directors struck the Northlands
Arena Strategy Committee (NASC) in October 2014.
Tasked with providing strategic recommendations to the Board
by April 15, 2015, NASC has initiated a process that will lead to
the formation of the recommendations. The process included:
exploring the experiences of other cities and arenas; engaging
with the community; and financial analysis of potential options.

Web Survey
To gather feedback from the community and external
stakeholders, the Northlands Arena Strategy Committee
(NASC) created the Engagement Subcommittee. One of the
tactics to identify and assess the communitys needs was
the Arena Survey which took place from December 2, 2014
January 31, 2015. To encourage participation, the NASC held
a press conference supported by a media release, erected
signs on the Northlands site and invested in outdoor digital
signage around the city. Other forms of communication
included social media updates, handouts to patrons parking at
Northlands and email notifications. In total, 26,019 individuals
completed the online survey and provided their input on the
future facility and site use of Rexall Place. The findings of the
survey are presented below. 1

Survey Findings
Findings from the survey are generally presented in the same
order as were asked in the questionnaire. Overall findings
are presented in graphical format where appropriate. Some
findings from the subsegment analysis is presented alongside
the overall findings. Refer to the Appendix for the complete
subsegment analysis

1 Percentages reported are based on the numbers of people

responding to each question. In some instances, figures may
not total 100% due to rounding.
2

Number of Events Attended in the Previous three (3) Years

VISITATION TO
REXALL PLACE
Respondents were asked to identify the
number of events they had attended
at Rexall Place in the previous 3 years.
As illustrated in the accompanying
graph, one-quarter (25%) of respondents
had attended three or fewer events
including three percent (3%) who had
not attended a single event. Conversely
over one-third (39%) of respondents
attended 10 or more events including
seventeen percent (17%) who have
attended twenty or more.

40%

37%

35%
30%
25%

22%

22%

20%

17%

15%
10%
3%

5%
0%

1-3

4-9

10-19

20 or more

Subsegment Analysis
Men were more likely to attend 20 or more events than women (21% vs 12%).
Income correlates to number of events attended26% of respondents with a
household income over $150,000 attended 20 or more events compared with
9% of respondents with an income of less than $50,000.
Respondents from beyond the capital region were less likely to attend 20 or
more events (11%) compared with respondents from the Capital Region (19%)
and Edmonton (18%).

When asked to indicate their typical

modes of transportation to the events
attended (up to two means could be
identified), three-quarters (75%) said they
drive to Rexall Place. Forty-two percent
(42%) use the LRT.1 See the graph.

Typical Mode of Transportation to an Event at Rexall Place

Drive

75%

LRT

42%

Bus

4%

Walk

3%

Other

2%
0%

20%

40%

60%

80%

Subsegment Analysis
The younger the respondent, the more likely they were to use the LRT (57% of those
29 years and younger versus 32% of respondents aged 60 years and older).
Levels of income corresponds to use of the LRTthe higher the household income
the less likely that LRT is a typical mode of transportation (53% for households of
less than $50,000 versus 38% for households of more than $150,000.
1 Other included people who used
taxi services or who used a
combination of means in a single trip.

Households with greater incomes are more likely to drive to an event at Rexall (81%
for households with an income greater than $150,000 versus 61% for households
with an income less than $50,000.

Events Attended in the Previous Three (3) Years

Next, respondents were asked to
identify (from a list) the types of events
they have attended at Rexall Place in
the previous 3 years. As illustrated
in the graph, a sizeable majority
(85%) have attended concert/musical
performances while 70% have attended
Edmonton Oilers games. Over onequarter (29%) of respondents attended
the Canadian Finals Rodeo (CFR) over
the previous three years.

Concert / Musical Performance

85%

Edmonton Oilers game

70%

Edmonton Oil Kings game

41%

Canadian Finals Rodeo

29%

Major Events

27%

Family Entertainment

27%

Edmonton Rush game

15%
0%

20%

40%

60%

80%

100%

Subsegment Analysis
Older respondents (60 years and older) were less likely to attend an Oilers game
(54%) than respondents 30 39 years (77%) and 29 years and younger (76%).
Respondents 60 years and older were more likely to attend CFR (40%) than
those 30 39 (25%) and 29 years and younger (25%).
The higher the household income the more likely they attend an Oilers game
(81% of households with an income greater than $150,000 compared to 54% of
households with an income of less than $50,000).
The higher the household income the more likely they attend a major event
(36% of households with an income greater than $150,000 compared to 19% of
households with an income of less than $50,000).

Over 19,000 respondents identified their most memorable

experience(s) at Rexall Place. They were asked to consider
all of their experiences at Rexall Place and not to limit these
recollections to the previous three years. There was a broad
range of responses that can be grouped into categories.
Major response categories are presented below.

Respondents shared many interesting memorable experiences

including these select few.
During the World Juniors the Canadian Flag was passed
around the arena. It was a great example of Canadian
solidarity and pride.
One of my in-laws used to work at Northlands. At the
staff/family Christmas party we were allowed to skate on
the ice.

Concerts. Eighty-five percent of respondents indicated

that they had attended at least one concert at Rexall
Place in the previous 3 years. There were many specific
concerts mentioned including the Paul McCartney
concert. Other comments addressed the specialness of
their first concert and simply the overall experience.

At the Wiggles concert we saw our disabled daughter

show, for the first time, that she recognized characters
from TV and was dancing to the music. We were so
excited to see her excitement.

Oilers 2006 Playoff Run. There were many mentions of

the memories associated with the teams extended run in
the playoffs in 2006. The excitement of the wins overall
was mentioned as were some of the specific games.
The entire building singing the national anthem was
memorable for some.

Our teenage son had the opportunity to show his

purebred heifer at Farm Fair. It really felt like he was in the
big league.
We went to the World Juniors Hockey Championship
and my husband proposed to me.

Oilers generally/Gretzky related. As the home for the

Oilers since its entry into the National Hockey League,
many respondents mentioned memories associated with
the team and Gretzky specifically. The glory days were
recalled; Stanley Cups won were mentioned; more recent
accomplishments were cited (e.g. Sam Gagners 8 point
game). Memories of first games and first games with a
child were also relayed.
Canadian Finals Rodeo. Attending and enjoying the CFR
made the recollections of memorable events. Specific
items including the appreciation to the Canadian Forces
were mentioned. The sense of bringing the country
into the city through the rodeo was memorable. The
feeling of rural pride that accompanies the rodeo was
mentioned as special.
Other sporting events. Respondents spoke of
memorable experiences associated with other sporting
events and major events in Rexall Place. The Oil Kings
were the source of some memories including the 2012
Championship. The World Junior Hockey Championships
was mentioned as were the Brier, Edmonton Rush games,
CIS Championships, and many others.
Special Events/Family Entertainment. Attending
a variety of special events and family entertainment
performances were cited by many respondents. Items
mentioned ranged from the Shrine Circus to Walking With
Dinosaurs; from Stars On Ice to Monster Jam; from the
Youth Christian conference to the Harlem Globetrotters;
from the Canadian Country Music Awards to Oprah.

How important is Rexall place to you personally?

IMPORTANCE OF
REXALL PLACE

Very important

Not important

Unsure

5%
20%
24%

The survey posed several questions

that asked respondents to consider the
importance of Rexall Place. They were
asked to consider its importance to
themselves, to Edmonton, to the Capital
Region, and to Northern and Central
Alberta while considering economic
benefits, quality of life for residents and
other factors.
One-fifth (20%) of respondents said
that Rexall Place is very important
to them with a further half (51%)
saying it is somewhat important.
Approximately one-quarter (24%) of
respondents said Rexall Place is not
important to them personally.

Somewhat important

51%
Subsegment Analysis
Older respondents (60 years and older) were more likely to say Rexall Place is
very important to them (28%) than respondents 30 39 years (15%) and 29 years
and younger (17%).

How important is Rexall place to Edmonton?

Very important

Somewhat important

Not important

Unsure

5%
9%
42%

When asked about the importance

of Rexall Place to Edmonton
forty-two percent (42%) said it is
very important; a further 44% said
it was somewhat important.
Approximately one-tenth (9%)
said Rexall Place is unimportant
to Edmonton.

44%
Subsegment Analysis
The lower the household income the more likely respondents say that Rexall
Place is very important to Edmonton (50% of respondents with a household
income of less than $50,000 compared with 35% of households with a
household income more than $150,000).
Respondents from Edmonton were less likely to say Rexall is very important to
Edmonton (39%) compared with respondents from beyond the Capital Region (53%).

How important is Rexall place to the Capital Region?

Approximately one-third (36%) consider
Rexall Place very important to the
Capital Region; forty-five percent (45%)
said Rexall Place is somewhat important
to the Capital Region.

Very important

Somewhat important

45%

Not important

Unsure

12%
7%

36%
Subsegment Analysis
Thirty-eight percent (38%) of respondents from the Capital Region said
Rexall Place is very important to the Region compared with 32% of Edmonton
respondents and 47% of respondents from elsewhere in Alberta.

Finally, over one-quarter (28%) of

respondents said Rexall Place is very
important to Northern and Central
Alberta while 44% said it is somewhat
important. Nineteen percent (19%) said
it is not important.

How important is Rexall place to Northern & Central Alberta?

Very important

Somewhat important

Not important

Unsure

44% 19%
9%
28%
Subsegment Analysis
Respondents from Alberta beyond the Capital Region were more likely to
say Rexall Place is very important (42%) compared with respondents from the
Capital Region (27%) and Edmonton (25%).

The Most Suitable Option for Rexall Place

THE FUTURE OF
REXALL PLACE
A variety of options exist for the future
of Rexall Place. Respondents were
provided with a list and asked to select
the one option that they think is most
suitable. The options offered included:
Close the facility (leave it standing);
Demolish the building (use the land
for other purposes/build something
else);
Keep it as is (keep its current set-up
and configuration);

Repurpose
Keep it as is

Other (other options could be

identified
As illustrated in the accompanying
graph, forty percent (40%) think Rexall
Place should be repurposed while 30%
said to keep it as it is. Fifteen percent
(15%) were unsure while 14% said to
demolish the building.

30%

Unsure / need more info

15%

Demolish the building

Other
Close the facility

14%
1%
<1%
0%

Repurpose/retrofit for other uses;

Unsure/need more information; and

40%

10%

20%

30%

40%

50%

Subsegment Analysis
Younger respondents were more likely to identify repurpose for the future
of Rexall Place compared with older respondents (49% of those 29 years and
younger and 42% of 30 39 years compared with 35% of respondents 40 years
and older).
Respondents with a household income of more than $150,000 were more likely
to favour demolition (20%) than were respondents with an income of less than
$50,000 (10%).
Repurpose Suggestions
While survey respondents were not specifically asked to provide suggestions
for a repurposed facility some ideas were identified. The most commonly cited
suggestions included the following.
Dedicated concert hall. It was suggested that Rexall place could have its
seating capacity reduced to provide a more intimate experience and offer a
better experience for concert patrons. This could be achieved by improving the
seating and acoustics and making the facility purpose built. This venue would
offer greater capacity than other venues in Edmonton. Although smaller than
the new arena, its single purpose use would ensure a better concert experience.
Recreation/training centre. Many variations of this theme were expressed.
Some indicated that there was a need for more recreation centres in Edmonton.
Others felt that its current use could be leveraged to provide sporting
opportunities. It could provide a home for sport agencies and organizations
in Edmonton. Specific components identified included multiple ice rinks,
fieldhouse space, gymnasium type space, racquet sport areas, track & field
amenities, a large fitness centre, etc.
Market/shopping area. There was a variety of specifics cited within this theme
but essentially this centered on transforming the facility into a destination
shopping experience. This could include microshops, food stalls and
restaurants, flea markets, and a Granville Island like experience.
Housing. Many respondents spoke about repurposing Rexall Place into low
income/affordable housing. Others suggested a homeless shelter could be
included in the facility.

Can two (2) major arena facilities survive in Edmonton?

Reminded that the new downtown
arena is slated to open in 2016,
respondents were asked if they think
two major arena facilities (the new
facility and Rexall Place) can survive
in Edmonton. Just less than half (46%)
said yes, the two arena facilities
could survive in Edmonton while
approximately one-third (32%) said
no. Approximately one-quarter (22%)
were unsure.

Yes

No

Unsure / need more info

46%

32%

22%
Subsegment Analysis
Respondents with a household income of less than $50,000 were more likely
(54%) to say two major arena facilities can survive than respondents with a
household income above $150,000 (40%).

THE FUTURE OF
NORTHLANDS
While the focus of the survey was on
the future of Rexall Place, respondents
were asked a question about the future
of Northlands (including Rexall Place,
Northlands Park and the Edmonton
EXPO Centre). As illustrated in the graph,
respondents see the primary future of
Northlands hosting special events (82%);
hosting concerts, performances, family
shows (77%); and facilitating agricultural
interpretation (such as 4H, livestock
programs, dog shows).

The role of Northlands in Edmonton & the Region

Hosting special events

82%

Hosting concerts, performances, family shows

77%

Facilitating agricultural interpretation

73%
62%

Promoting and facilitating agricultural activities / events

Facilitating urban agriculture

43%

Other

10%

Unsure / need more info

8%
0%

20%

40%

60%

80%

100%

Subsegment Analysis
Older respondents were more likely to identify agriculture related functions for
the future of Northlands compared with younger respondents.
Facilitating agricultural interpretation (61% of those 29 years and younger
versus 84% of those 60 years and older).
Promoting and facilitating agricultural activities (47% of those 29 years and
younger versus 77% of those 60 years and older).
Facilitating urban agriculture (36% of those 29 years and younger versus
50% of those 60 years and older).
9

OTHER COMMENTS
Finally, respondents were able to share any other comments
they had regarding the future of Rexall Place. Over six thousand
comments were provided. A wide range of opinions, advice,
and suggestions were shared on a variety of themes, ideas,
and visions. Some respondents were adamant on the
importance of keeping Rexall Place while others argued for
repurposing or demolishing. Specific events and uses were
proposed for the location. The following outlines common
themes and responses from the general comments section
concerning the future of Rexall Place.
History and memories. A lot of support was displayed in
favour of keeping Rexall Place due to the arenas history
and an abundance of great memories with family and
friends, both contributing to a strong sense of place
attachment. Emotion was revealed amongst the many
respondents who disliked the idea of demolishing or
changing the building. A handful of people were more
concerned about the future of Gretzkys statue than the
actual building itself.

Community based approach. The City should have a

vision for that part of town and that Rexall Place is only a
portion of the overall plan. These respondents pointed
out that the area is run-down and is home to a population
of marginalized people. Such comments went in two
directions. On one hand, the area could be used to provide
low income housing; on the other, a plan to revitalize the
entire neighbourhood into a high density multi-use area
is needed. It was believed that the City should determine
what kind of district would feasible and beneficial before a
decision on Rexall Place is made. Residential, business, and
entertainment districts were suggested as the location is
on the LRT line and close to downtown.

Looking ahead. Concerts and the CFR were the leading

suggestions for usage, followed by hopes of continuing
to host the Oil Kings and Rush. Plenty of arguments were
structured around the contingency of upgrading the seats
and acoustics, lowering the price of parking, and offering
an affordable alternative to the new arena.

Other comments:
Given the land is right on the LRT line it would be
wonderful if the building were to be demolished and a
new sustainable, transit based, community were to be
based there. There is an opportunity to build in ties to
urban agriculture and to create enough density to have
a vibrant community with shops, a farmers market, etc.
This could anchor the continuing revitalization of 118 Ave
and bring increased activity to the newly upgraded
Borden Park.

Focus on agriculture. A healthy proportion of responses

advised Northlands to look back to their roots as an
agriculture society. Concern was expressed about Rexall
Place losing the CFR. People questioned the feasibility
of the new downtown location to host such agricultural
events due to the limited parking for trucks and trailers,
a lack of stabling areas, and as an inconvenience for out
of town residents. Rexall Places location was viewed as
exemplary especially with the EXPO Centres ability to
host Farm Fair International congruently. A strong amount
of support was shown towards Northlands focusing on
agriculture related events as it is an agriculture society.

Northlands needs to avoid getting caught in the nostalgia

trap. Sure, people over the years have had a great time
at Rexall Place. They may have seen their first concert
there, or they may have watched the Oilers there during
their dynasty years. People may suggest that the facility
is important to Edmonton because it has been important
in the past. But nostalgia is a poor foundation for good
decision making. Northlands needs to make the best
business decision and take emotion out of the equation.

Demolish the building. In contrast to those holding a

strong sense of place attachment to Rexall Place, there
were those who view the building as worn out. Some ideas
were to replace the arena with condos, hotels, restaurants,
park and ride, along with many more. Some respondents
wondered how much life the structure has left and if it will
inevitably be demolished in the future. Many respondents
supported demolition as they were concerned about the
their tax dollars being spent on two arenas.

The two arenas need to work together. It doesnt make

any sense for the two to compete.
If the building is going to change, it would great
to have some public skating times first.
Closing the building will have a negative impact
on the neighbourhood.
Its location provides easy road access which is not the
case downtown.
Northlands would need to make pre-event and post
event activities more enjoyable to be able to compete
with Rogers Place.
10

RESPONDENT PROFILE
Respondent Characteristics

Respondent Characteristics

Proportion

Where do you live?

Proportion

What is your gender

Edmonton

60%

Female

49%

Capital Region

21%

Male

51%

Alberta

17%

Are you a current employee of Northlands?

Other

2%

How many people in your household?

Yes

2%

No

98%

One

11%

Two

37%

Have you volunteered in the last two (2) years

for Northlands?

Three

20%

Yes

3%

Four

21%

No

96%

Five

8%

Unsure

1%

Six or more

3%

What is your total household income (prior to taxes)

in the previous year?

What best describes your age?

19 years and younger

4%

20 29 years

21%

30 39 years

22%

40 59 years

40%

60 69 years

10%

70 years and older

3%

11

Less than $50,000

7%

$50,000 $75,000

11%

$75,001 $100,000

13%

$100,001 $125,000

12%

$125,001 $150,000

10%

$150,001 and above

22%

I would rather not answer

25%

Conclusions
A number of conclusions can be drawn from the responses
provided by survey participants.
Based on the participation in the survey (26,000+
responses) there is a great deal of interest in the future
of Rexall Place.
Approximately one-third (39%) of respondents attended
more than three events per year on average. The median
number of events attended averages one to three
per year.
Driving is a primary means of getting to events at
Rexall Place (75%).
Concerts/musical performances are the main draw to
Rexall Place (85% attended concerts); 70% attended an
Oilers game.
Rexall is considered important, particularly to Edmonton
(42% said it is very important).
With repurpose (40%) and keep it as is (30%) the
top two supported options, it is clear that respondents
believe Rexall Place has a future purpose.
Some suggested repurpose ideas include:
dedicated concert hall; recreation or training centre;
market/shopping location; and housing.
There is a belief that Northlands should continue
to host special events (82%) and concerts (77%).
Maintaining its connection to its agricultural roots is
important. Seventy-three percent (73%) of respondents
said Northlands should continue facilitating agricultural
interpretation (including 4H, livestock programs,
dog shows, etc).

12

Appendix A: Subsegment Analysis

13

Subsegment Analysis
Number of Events Attended in Previous 3 Years
0

13

49

10 19

20 or more

29 years & younger

2%

19%

37%

24%

17%

30 39 years

2%

19%

37%

24%

19%

40 59 years

3%

22%

37%

22%

16%

60 years & older

6%

33%

35%

13%

13%

Female

2%

24%

40%

21%

12%

Male

3%

20%

34%

23%

21%

Less than $50k

6%

34%

36%

16%

9%

$50 $100k

3%

26%

39%

20%

12%

$100 $150k

2%

19%

38%

24%

17%

More than $150k

1%

14%

32%

26%

26%

0 3 visits

11%

89%

<1%

<1%

<1%

4 9 visits

<1%

<1%

100%

<1%

<1%

10 or more visits

<1%

<1%

<1%

57%

43%

Edmonton

3%

21%

36%

22%

18%

Capital Region

2%

16%

37%

25%

19%

Alberta

3%

28%

40%

19%

11%

Age

Gender

Income

Number of Visits

Residency

14

Typical Mode of Transportation

Drive

LRT

Bus

Walk

Other

29 years & younger

67%

57%

6%

3%

2%

30 39 years

74%

46%

3%

3%

3%

40 59 years

80%

34%

3%

3%

2%

60 years & older

79%

32%

3%

2%

2%

Female

75%

43%

4%

3%

3%

Male

75%

42%

3%

3%

2%

Less than $50k

61%

53%

10%

6%

2%

$50 $100k

71%

47%

4%

4%

2%

$100 $150k

76%

42%

3%

3%

2%

More than $150k

81%

38%

2%

2%

2%

0 3 visits

68%

43%

5%

3%

2%

4 9 visits

74%

44%

4%

3%

2%

10 or more visits

80%

41%

3%

2%

2%

Edmonton

68%

51%

5%

4%

2%

Capital Region

88%

29%

2%

1%

2%

Alberta

85%

28%

1%

2%

3%

Age

Gender

Income

Number of Visits

Residency

15

Events Attended in Previous 3 Years

Concert

Oilers

Oil Kings

CFR

Major
Event

Family
Entertainment

Rush

29 years & younger

88%

76%

46%

25%

23%

20%

18%

30 39 years

87%

77%

42%

25%

26%

31%

16%

40 59 years

86%

67%

40%

31%

28%

28%

13%

60 years & older

73%

54%

32%

40%

34%

31%

8%

Female

89%

62%

35%

31%

22%

30%

12%

Male

81%

78%

47%

28%

32%

23%

17%

Less than $50k

81%

54%

34%

27%

19%

26%

13%

$50 $100k

83%

66%

39%

29%

24%

26%

15%

$100 $150k

86%

74%

44%

29%

29%

28%

15%

More than $150k

88%

81%

45%

32%

36%

27%

16%

0 3 visits

71%

40%

16%

19%

12%

21%

5%

4 9 visits

87%

68%

35%

28%

21%

27%

11%

10 or more visits

91%

87%

60%

36%

42%

30%

24%

Edmonton

86%

71%

44%

26%

27%

27%

15%

Capital Region

86%

74%

47%

34%

32%

28%

17%

Alberta

82%

60%

26%

36%

23%

25%

10%

Age

Gender

Income

Number of Visits

Residency

16

How Important is Rexall to you personally?

Very important

Somewhat important

Not important

Unsure

29 years & younger

17%

52%

24%

6%

30 39 years

15%

49%

31%

6%

40 59 years

23%

50%

22%

5%

60 years & older

28%

50%

18%

4%

Female

23%

53%

18%

6%

Male

18%

48%

30%

5%

Less than $50k

25%

50%

20%

5%

$50 $100k

21%

53%

21%

5%

$100 $150k

18%

51%

26%

5%

More than $150k

17%

48%

30%

5%

0 3 visits

13%

49%

32%

6%

4 9 visits

20%

53%

22%

5%

10 or more visits

25%

49%

21%

5%

Edmonton

20%

50%

25%

5%

Capital Region

19%

53%

23%

5%

Alberta

23%

52%

19%

6%

Age

Gender

Income

Number of Visits

Residency

17

How Important is Rexall to Edmonton?

Very important

Somewhat important

Not important

Unsure

29 years & younger

39%

48%

9%

5%

30 39 years

33%

48%

12%

6%

40 59 years

45%

41%

9%

5%

60 years & older

51%

38%

6%

5%

Female

50%

41%

4%

6%

Male

34%

47%

14%

5%

Less than $50k

50%

39%

7%

5%

$50 $100k

44%

44%

8%

4%

$100 $150k

39%

47%

10%

5%

More than $150k

35%

45%

14%

5%

0 3 visits

40%

44%

9%

7%

4 9 visits

43%

45%

8%

5%

10 or more visits

42%

43%

11%

4%

Edmonton

39%

46%

11%

5%

Capital Region

41%

45%

9%

5%

Alberta

53%

36%

5%

6%

Age

Gender

Income

Number of Visits

Residency

18

How Important is Rexall to the Capital Region?

Very important

Somewhat important

Not important

Unsure

29 years & younger

29%

49%

14%

8%

30 39 years

28%

48%

16%

8%

40 59 years

40%

44%

11%

6%

60 years & older

49%

40%

7%

5%

Female

42%

44%

7%

7%

Male

30%

47%

18%

6%

Less than $50k

41%

43%

9%

7%

$50 $100k

38%

46%

11%

6%

$100 $150k

33%

47%

13%

6%

More than $150k

31%

46%

17%

6%

0 3 visits

34%

46%

12%

8%

4 9 visits

37%

47%

11%

6%

10 or more visits

36%

45%

15%

6%

Edmonton

32%

47%

14%

7%

Capital Region

38%

46%

12%

5%

Alberta

47%

40%

7%

6%

Age

Gender

Income

Number of Visits

Residency

19

How Important is Rexall to Central and Northern Alberta?

Very important

Somewhat important

Not important

Unsure

29 years & younger

21%

44%

24%

11%

30 39 years

22%

44%

24%

10%

40 59 years

32%

44%

16%

8%

60 years & older

40%

43%

10%

6%

Female

33%

44%

13%

10%

Male

23%

44%

25%

8%

Less than $50k

31%

43%

16%

9%

$50 $100k

30%

45%

17%

8%

$100 $150k

26%

45%

21%

8%

More than $150k

24%

45%

23%

8%

0 3 visits

27%

44%

19%

10%

4 9 visits

29%

45%

17%

9%

10 or more visits

28%

43%

20%

8%

Edmonton

25%

44%

21%

10%

Capital Region

27%

46%

19%

8%

Alberta

42%

42%

10%

6%

Age

Gender

Income

Number of Visits

Residency

20

Future Options for Rexall Place

Repurpose

Keep as is

Unsure

Demolish

Other

Close

29 years & younger

49%

27%

9%

13%

1%

<1%

30 39 years

42%

24%

16%

18%

<!%

<1%

40 59 years

35%

33%

18%

13%

1%

<1%

60 years & older

35%

38%

18%

9%

1%

<1%

Female

41%

33%

16%

9%

1%

<1%

Male

39%

28%

14%

19%

1%

<1%

Less than $50k

42%

35%

12%

10%

1%

<1%

$50 $100k

42%

32%

14%

12%

1%

<1%

$100 $150k

40%

30%

14%

15%

1%

<1%

More than $150k

39%

25%

16%

20%

<1%

<1%

0 3 visits

41%

28%

17%

14%

1%

<1%

4 9 visits

40%

32%

15%

12%

<1%

<1%

10 or more visits

39%

30%

15%

15%

1%

<1%

Edmonton

41%

28%

15%

15%

1%

<1%

Capital Region

40%

32%

15%

13%

1%

<1%

Alberta

36%

39%

15%

9%

1%

<1%

Age

Gender

Income

Number of Visits

Residency

21

Can two major arena facilities survive?

Yes

No

Unsure

29 years & younger

48%

34%

18%

30 39 years

40%

39%

21%

40 59 years

48%

29%

24%

60 years & older

53%

24%

23%

Female

49%

26%

25%

Male

44%

38%

18%

Less than $50k

54%

27%

19%

$50 $100k

49%

29%

22%

$100 $150k

46%

34%

20%

More than $150k

40%

40%

20%

0 3 visits

43%

33%

24%

4 9 visits

47%

30%

23%

10 or more visits

48%

33%

19%

Edmonton

44%

34%

22%

Capital Region

47%

31%

22%

Alberta

53%

24%

23%

Age

Gender

Income

Number of Visits

Residency

22

Future for Northlands

Special
Events

Hosting
Concerts

Ag
Interpretation

Ag
Activities

Urban
Agriculture

Unsure

29 years & younger

82%

80%

61%

47%

36%

7%

30 39 years

81%

74%

70%

58%

42%

10%

40 59 years

82%

77%

78%

68%

45%

8%

60 years & older

82%

78%

84%

77%

50%

6%

Female

84%

80%

76%

63%

45%

7%

Male

80%

74%

71%

61%

41%

9%

Less than $50k

82%

81%

71%

61%

44%

6%

$50 $100k

82%

79%

73%

62%

45%

7%

$100 $150k

83%

77%

74%

62%

42%

8%

More than $150k

80%

72%

73%

65%

42%

9%

0 3 visits

79%

75%

72%

61%

43%

9%

4 9 visits

84%

79%

74%

62%

44%

8%

10 or more visits

82%

76%

74%

62%

42%

8%

Edmonton

82%

75%

72%

60%

44%

9%

Capital Region

83%

78%

76%

65%

41%

7%

Alberta

81%

82%

76%

66%

40%

7%

Age

Gender

Income

Number of Visits

Residency

23