  Northlands marketing department is eyeing a revamped chuckwagon derby for the 2011 season. (LYLE ASPINALL/QMI Agency) |
Wagons ho?
Will Jonathan Huntington, the man who most deserves credit for returning the Canadian Derby to it’s former glory, be able to convince the organization to let him have a gung-ho go at the chuckwagons next?
Huntington, the former Edmonton Sun football scribe who returned to the race track two years ago to produce two spectacular successes the likes of which the Derby hadn’t seen after almost a quarter century of neglect by Northlands, would now love to be given a green light to make the chuckwagon event a main attraction at Capital Ex.
The wagons, with virtually no budget and no promotion and an insane set of dates on the schedule, have virtually no chance to succeed for their Sept. 1-5 showcase this year.
But next year ...
The good news is that Northlands, which looked like they couldn’t wait for the chuckwagon contract to expire after this year’s event, might now be open to giving it a future after all.
Huntington, who operated with Sandra Symbaluk as a two-person crew until he was able to hire former CHED marketing manager Tanya Laughren, veteran broadcaster and media relations man Bryn Griffiths and Dollard Cheret one month before the Derby, now thinks that given a budget to work with, he has the team to pull it off.
“I am only one voice, but the chuckwagon derby in Edmonton needs to leave the Labour Day weekend and return to Capital Ex,” said Huntington.
“It’s a must! It’s my belief that the chuckwagon derby needs to be approached in the same way as the Canadian Derby: make it a big event.
“If Northlands Park and the World Professional Chuckwagon Association agree to move it to Capital Ex, I would love to sell it as an event — not just as a chuckwagon race.
“I would like to study the possibility of bringing in a grandstand show and end it with fireworks.”
The chuckwagons at the Calgary Stampede have been tied to a grandstand show for years.
Huntington’s concept is more along the line of an outdoor concert series, with a different attraction every night instead of a repetitive stage show.
The fireworks are sent into the sky every night during the fair from the Northlands Park infield as it is. Why not have people sitting in the seats to watch it?
Huntington believes the event also needs a higher status. I’d suggest having it become second only to the Calgary Stampede in prize money and becoming what the Canadian Finals Rodeo is in Edmonton.
How can anybody say no to Hoss Huntington after what he’s done with the Derby?
After filling the place with 10,000 fans last year to watch 108 horses run and expanding it to about 12,000 on hand Saturday to watch a record 124 horses on a 13-race program, creating a stunning handle of $1,084,315 last year and raising it 23% to $1,331,686 this year, it’s going to be fun to see what Huntington and his team can do next year.
“It was an incredible day, proving the Canadian Derby is on the upswing as a must-see sporting and social event in the city. But there are still many ways to improve it,” he said.
“I would add one more stakes race to the program. The $75,000 Sonoma Stake was on Sunday’s card, with a great 10-horse field. It should be on Derby day, because handicappers want those races.”
This year the Derby and City of Edmonton Distaff were joined by the Speed To Spare.
A total of $160,463 was bet on the Distaff, up from a healthy $137,495 last year. A total of $132,535 was bet on the Speed To Spare this year as the 12th race on a record 13-race program.
“All three stakes races on Derby day brought six-figure handles. No other races did that.
“Adding the Sonoma would increase the handle,” said Huntington.
Having two consecutive fields judged best ever in the 81 years of the race is a matter of going out and aggressively selling owners and trainers on bringing their top horses here, he said.
“Northlands also needs to find more betting machines for Derby day. Handicappers were shut out from wagering on some races for Derby day because the lineups were long.
“That shouldn’t happen. That must be fixed for next year.
“I’d like to add more VIP party areas. That high-end, rich demographic is returning to the Derby.
“And of course the Derby needs to remain as the richest race in Western Canada. It creates Derby fever among owners and fans.”
terry.jones@sunmedia.ca
