Small-Town Hospitality, Big-Time Sports:
Hosting Events in Waterloo Region
by Andréa Parisien | March 2025
“Small town care, with big city amenities.” That’s what Allister Scorgie, Explore Waterloo Region’s Director of Sport Hosting, credits as the region’s superpower when it comes to hosting high calibre sporting events, tournaments and training programs.
His team has positioned Waterloo Region as a top-tier destination thanks to a focused attention to detail that is often lost in larger destinations. “We’re big enough that we can host bigger events, but small enough to make those events stand out and feel really important,” he says. “It builds trust and we’re building relationships.”
Driving such meaningful connections is a team effort, especially as the area becomes more dynamic and diverse. “We keep growing,” adds Scorgie. “The demands for sport and recreation infrastructure are going to continue to increase.” Enter the collaborative entity known as the Sport Hosting Office (SHO), governed by an advisory committee of experienced sports leaders who offer a home base for hosting services, resources and support.
“Our collaboration with the Sport Hosting office has transformed events into valuable opportunities that create lasting positive effects for the community,” says Marie Malcolm, Recreation Manager for the Township of Woolwich. “Allister (Scorgie) and Taylor MacIntyre at the Sport Hosting Office play a vital role in maximizing the benefits of hosting sports events, ensuring efficient coordination, economic impact, community engagement, and long-term growth.”
A Sport Hot Spot: Township of Woolwich
Lacking the congestion of an overcrowded city, the Township of Woolwich is in high demand thanks to its state-of-the-art Woolwich Memorial Centre (WMC). The bright facility boasts two NHL-sized ice surfaces (among many other amenities) and promotes health and wellness for residents and visitors alike. Not surprisingly, Marie and the SHO field steady local, provincial and national interest, yielding a robust calendar that includes such mega-events as:
- Canada’s National Para Hockey Team Training Program
The Township of Woolwich also played host to the 2024 Golf Canada Canadian U15 Championships, which were hosted at Elmira Golf Club.
“There is so much sport happening all the time – every night, every morning, every weekend. Sport is such a big part of our community,” says a proud Allister Scorgie. “Rather than getting lost in a crowded market, these events become THE premier attractions in the region, commanding the spotlight and drawing crowds from miles around.”
Event organizers will also notice a special attention to their event that they may not receive in bigger centres where their event is just one of several being handled by a municipality.
“From the moment you contact the Sport Hosting Office, you’re going to be talking to me or to Taylor,” says Scorgie. “And for events happening in the Township of Woolwich, organizers are going to talk directly to Marie. She’s going to be the person that will be right there start to finish at the venue. You’re not going to be talking to 25 different people to get things done. Just contact us and we’ll work directly with you to figure out all the details,” says Scorgie.
A Winning Approach, From Bid to Buzzer
The region has a diverse set of facilities that can accommodate almost any sport, which is why the Sport Hosting Office is critical. “Having all of the different partners talking to each other helps us figure out where the demands are and coordinate a little better,” says Scorgie. Once interest is expressed by an organization, Allister and Taylor set out to secure a suitable venue before a bid application is submitted. Valuable letters of support are often requested from affiliated sports organizations, who are key users of the facilities.
“Public engagement is huge, especially when we get requests in for hosting these big events,” says Marie Malcolm. After receiving the U SPORTS Women’s Hockey tournament bid, her team approached the local girl’s hockey association to gauge if it was an opportunity that inspired them to get involved. (Spoiler alert: they were ecstatic!) Similarly, the local Para Hockey club might never have imagined competing at a professional level if the National team hadn’t chosen Elmira as their training ground. “That matters. That type of event legacy is a big storytelling, community-building piece,” says Scorgie.
Once an event bid application is accepted, the SHO provides ongoing support to the sports organization via:
- Regular monthly meetings to discuss facility needs
- Promotional, media and PR assistance
- Facilitation of connections with affiliated organizations to seek involvement that benefit the event hosts and community groups
- Facility-related help with timelines, coordination of items, site visits
Community is Waterloo Region’s Secret Weapon
“We have extraordinary local businesses that always give back to the community,” shares Malcolm, often partnering with organizers by “sponsoring the event, offering merchandise or purchasing an advertisement. Restaurants sometimes prepare special offers and promotions for event attendees.”
Warm, friendly faces around town are what attract repeat events, she says. “The level of volunteerism and support that they have received from businesses, but also those who are affiliated to sport organizations or service groups” makes all the difference according to Malcolm.
The Region of Waterloo is lauded as consummate MVP hosts thanks to a balanced ecosystem of factors: a Sport Hosting Office that curates personalized plans for each event. Organizers who leave it all on the court, field or rink. Locals who are driven to help by a deep sense of pride and passion. Waterloo Region is creating a pathway for the next generation of athletes to thrive, train and compete on all levels of play.
Bigger isn’t always better when it comes to hosting your sporting event. Contact Explore Waterloo Region’s Sport Hosting Office today to make your event STAND OUT.
