June 23, 2017

Argos gameday experience at BMO Field

The Toronto Argonauts underwent major changes in 2016 – both on and off the field. However, there were two key changes that stand out from everything else. First – the relocation from the Rogers Centre to BMO Field. Second – the introduction of tailgating.

The Argonauts new owners, Kilmer Capital and Bell Canada led the move to BMO Field and a needed investment in the Fan Experience both before and during home games at BMO Field.

In the last decade, since breaking ground in 2007, BMO Field has welcomed over a million fans and has hosted a multitude of events.

However, the team was aware that no matter how great the stadium was as a venue, the move there alone would not be enough. As team president Michael Copeland said in an interview the winter prior to the relocation, “just opening the doors isn’t going to do it.”

Beginning with the 2016 season – tailgate culture was born in Toronto. The first tailgating experience debuted in Toronto’s Ontario Place parking lot during the first pre-season home game last June. A party atmosphere on game days, with dedicated “tailgate” lots – modeled on the U.S. experience with beer, barbecues, and Argos fans having a great time before kick-off.

The idea was to emulate the tailgating experience south of the border with both college and NFL fan bases.

“If we become like Toronto’s college football team, it will differentiate the Argos from every other team in the city,” said Copeland. “We’re going to knock down all the old barriers that people had about calling themselves Argos fans. Everything we’re doing now is going to be professional, fun, exciting and done the right way.”

A strong proponent for tailgating and a long-time CFL supporter, Mayor John Tory stated: “It’s great fun to be able to go to a parking lot and transform a parking lot into a place where you have fun. You have a bit to eat, you have a bit to drink, and you throw a football around and just see people generally improve the overall experience,” said Tory. The Toronto mayor made a statement that tailgating would be around to stay with the Double Blue faithful.

Due to Ontario’s provincial liquor regulations – fans are prohibited from bringing alcohol into the parking lots. However, the province agreed to allow alcoholic beverages to be sold in the tailgate lots. So the Argos started selling cold $4 beers to very happy tailgaters and new game day traditions were born.

During the first-ever inaugural regular season home game of last year – the Argos faithful packed the grounds with tailgate fever. Ontario Place tailgate lots and the Shipyard were instant hits for the fans. The pre-game ceremonies consisted of recognition of great Argos of the past, a flyover by the Canadian Armed Forces and renewal of a historic rivalry. The stage was set for a new and enhanced Argos fan experience at BMO Field.

The rebranding of the Argos product and the introduction of a more exciting game day offering brought joy, excitement and rejuvenation to Argos fans in Toronto. The move to BMO Field and introduction of tailgating raised the bar to a whole new level and will play a key role heading into the start of the 2017 season and onward.