Delivering on a Championship Vision

Richard Peddie delivers a winning presentation at QBC Toronto’s October luncheon

2000-10-31 - When Richard Peddie took over as President and CEO of Maple Leaf Sports & Entertainment in March 1998 the Raptors had lost 17 games in a row; the Leafs seemed to be the team that time forgot, selling out Maple Leaf Gardens but with little hope of making the playoffs; and the Air Canada Centre was 46% built.

After two years and seven months, Peddie has helped turn the Raptors into the third most improved team in NBA history; vaulted the Leafs to breaking the 100 point barrier during the 1999/2000 season; and built the Air Canada Centre on schedule, within budget, and with no public money.

How did he do this?

With a four-tier approach, Peddie told a group of Queen’s School of Business Alumni and friends gathered at the Air Canada Centre’s Platinum Club for the October meeting of the Queen’s Business Club. It’s an approach that involves: a clear vision and clear values; distinct strategies for each “brand”; best practices; and research.

Clear Vision and Values
“We have built a clear vision and values into everything we do,” Peddie says. “We strive to excite our fans, inspire our employees and engage our community.”

To illustrate his point, Peddie says that Maple Leaf Sports & Entertainment books only quality events into the Air Canada Centre, focusing on the events that corporate partners want.

Distinct Brand Strategies
With roots in the packaged goods industry, working for companies such as Pillsbury and General Foods, Peddie knows the value of a strong brand and has worked hard to develop brand recognition for both the Leafs and the Raptors. In fact, Peddie believes so emphatically in developing a strong brand, that he teaches a brand strategy course to all employees.

“We have built a brand strategy around the uniqueness of each of our teams,” says Peddie. “The Leafs communicate tradition, whereas the Raptors are more hip and cool.”

Best Practices
Peddie looks to other cities for ideas on developing winning teams and world class facilities. Focusing on best practices has helped Maple Leaf Sports & Entertainment concentrate on quality, providing only the best amenities to their players and patrons. The Air Canada Centre is known within the NHL and NBA for its excellent locker rooms and playing surfaces. With its own brewery, it also boasts some of the best refreshments around.

Research
Determining what their stakeholders want is another way Maple Leaf Sports & Entertainment stays so successful.

“We measure everything,” says Peddie. “We conduct exit interviews, we survey staff. We even poll the media.”

What’s next for Peddie and Maple Leaf Sports & Entertainment?

“Extensions of our existing brands,” says Peddie. “By this time next year we hope to have a 24-hour Leafs channel: All Leafs, All the time.”

Maple Leaf Sports & Entertainment is also opening a chain of Maple Leaf restaurants in cities such as Peterborough and Kitchener.

“It’s not an issue of survival,” says Peddie. “It’s an issue of can we win.” With Raptors season ticket sales up 17% this season, it looks like Peddie’s Championship Vision is a winner.