Northern News Services
"Don't rub it in our kids faces when they have enough alcohol issues at home," said Diane Hrstick, addictions councillor at the Tree of Peace Friendship Centre.
"What message do we send to our children?" asked Capt. Karen Hoeft of the Salvation Army.
"We built the arena for family events as a community. What will the message be we send our community?"
Grant White, community services director, said Molson Breweries approached the city last week.
"We're going to do it," said White. "The beauty of this is it sells itself."
White said Molson is not paying extra for special positioning in the arena.
Molson has the options of advertising on the wall for $500 a year, on the boards for $750 a year, on the ice for $1,000 a year, or the Zamboni for $2,000 a side.
White said the money from advertising goes into the general revenue, not directly back into arena maintenance.
The city made $11,000 selling space for advertising last year.
"It's not that big of a news thing," said White, noting the Yellowknife arena sells space to Subway and other companies.
He pointed out that the city will have control over content.
Minor hockey guru Ter Hamer said he wasn't happy with the decision.
"I'm not happy with it but at the same time I recognize there is a place in society for this sort of thing," said Hamer.
Students Against Drunk Driving teacher-adviser Michele Thoms said her group doesn't have a huge problem with the potential advertisements.
"We're not against advertising nor for it," said Thoms. "If there were other avenues to pursue, I would prefer that."
But Lyda Fuller, executive director of the city's YWCA, said there is little need for more alcohol promotion in the city.
"I don't think we need to be advertising for it," she said.
"Think about the money this territory pays out around related issues and ask yourself if it makes sense."
Hrstick said she plans to lobby council against the advertisements.
"I believe this is not a good idea because a number of youth use the arena for skating and trade shows," said Hrstick. "We are rampant with alcohol and drugs."
"We have drug programs here and the youths are the ones that are drinking at a high rate," said Hrstick.
City administration does not need council's permission on ad space sales.
Max Hall, senior administrator for the city, informed council at a committee meeting Monday about the possible contract because of its sensitivity.
Some councillors replied with ambivalence.
Coun. Ben McDonald said it is important not to allow advertisements with messages equating fun with drinking.
"I think if it was just the logo it would be OK," said McDonald.
Coun. Kevin O'Reilly leaned against the idea.
"I have some reservations based on the magnitude of liquor problems," said O'Reilly. Coun. Alan Woytuik said the advertisements would not affect children because they aren't old enough to act out the beer message.
"It would be some time before (children) could act out those influences," he said.
According to a bookings log on the city's Web site, the minor hockey association and skating clubs use the most ice time.
Most of the participants are under the legal drinking age.
