New REAL CEO Rick Bennett says organization is at a ‘crossroads’

The new CEO of the Regina Exhibition Association Limited (REAL) knows he has a tough task ahead of him.

Rick Bennett, along with REAL’s board of directors, is charged with making REAL a viable long-term municipal company and earning back public trust.

“It’s not lost on me that REAL’s at a crossroads, but a crossroads of opportunity itself,” Bennett told 980 CJME.

“One of the biggest challenges that we’re going to key in on is, what’s a long-term, clear, sustainable plan. We need to fix the financial sustainability.”

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A November report by the MNP firm said REAL would need to increase its revenues by 30-40 per cent.

The REAL District at 1700 Elphinstone St. is home to the Brandt Centre and Mosaic Stadium. It’s also host to annual events like Canada’s Farm Show, the Queen City Exhibition and is part of the Frost Regina winter festival.

Over the past few years, REAL has experienced numerous financial challenges and has made several funding requests to city council.

Bennett says REAL’s path to sustainability includes creating 24-hour programming at the REAL District, fixing its aging infrastructure and attracting more private sector investment into hotels and restaurants.

Bennett added that civic partners like hotels, transportation, pedestrian pathways and the Regina International Airport all play a role in bringing districts like the REAL District to life.

“What’s drawn me to the position is, first, it’s an incredible city, it’s an incredible district and it’s really the draw to being (part of the) team that’s going to restore the trust, the belief and the operations,” he said.

Bennett is from Ottawa, but said he’s worked globally in Vancouver, Sydney, London and Santiago.

He said he has experience in those cities working in sports, entertainment, culture and with destination tourism facilities gives him the proper set of tools to help tackle REAL’s issues.

In addition to fixing its finances, Bennett and the board of directors are tasked with getting back in the public’s good graces, especially in light of the failed Experience Regina rebrand, which garnered international attention.

“Restoring trust and credibility is going to take some time. How I hope we can demonstrate that to all the residents in Regina and the municipality and the councillors as well is by generating results,” Bennett said.

“REAL doesn’t need another report; it needs results on a consistent basis. And it’s going to take time to get there, but ultimately those results will be returned and invested into the buildings themselves.”

Bennett said REAL wants to introduce a minimum of one or two stadium concerts every year. However, he also noted that REAL’s infrastructure issues can impact its ability to attract concerts and other events.

“We need to look at what our market can support… but we also need to be mindful that our population is a quarter million,” he said. “You add in the regional base and it grows dramatically and that will somewhat determine the level of act or performance that’s prepared to come here to Regina itself.”

Bennett also said the overall economic health of the province plays a role, as many people might not be able to take on high ticket prices.