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Calgary Herald

Oilers' Stanley Cup playoff run rakes in more than $266 million for Edmonton

While the final series didn't go as planned for the Edmonton Oilers, the city once again made out like bandits in the playoffs with a total economic benefit of $266.7 million. Article content After netting $280 million last year, recent Explore Edmonton analysis shows it was another successful season for the city in hosting its second Stanley Cup Finals in a row. Despite having three fewer games in the whole playoffs, the city was still left with more money than costs. Explore Edmonton says the impact is evidence of the profound effect of sports tourism, and how this city can benefit from it. Article content Article content Article content 'Sport Tourism matters because it creates an incredible energy that people want to be a part of and travel to experience,' said Traci Bednard, CEO and president of Explore Edmonton. Article content Article content Explore Edmonton recorded 80,000 overnight stays throughout the playoffs, which shows promise in attracting people to the city for the games. The city's tourism group also said that game days brought out crowds of up to 30,000 people downtown. Article content 'The impact of the Oilers' playoff run was seen, felt and heard in key markets across the globe for a two-month long playoff run. That's an incredible spotlight on Edmonton's businesses, restaurants, and attractions resulting in a direct impact on the visitor economy,' said Bednard. Article content Last year, Explore Edmonton explained that it's economic impact analysis was done using a tool by Destinations International which uses a variety of data, including overnight stays, to inform its calculation. However, the tool fails to account for non-numerical inputs like the enhanced visibility of the city during the coverage of the playoffs. Explore Edmonton did its part to expand the visibility by activating over 100 hype 'hubs,' distributing through local businesses and organizations roughly 10,000 'Our Time' posters, and marketing the city on billboards in Florida, which it said racked up two million views. Article content Article content The impact of increasing the city's global presence and reputation is tough to track, but less than half a year after the Oilers' 2024 playoff run, Edmonton was named in the Lonely Planet's 30 best destinations for 2025. Article content Article content 'Our quest for the Stanley Cup not only infused a sense of pride in our community but had significant economic benefit. Sport tourism is a multi-billion-dollar industry and continues to be a significant strategic opportunity for Edmonton to capture and benefit from the growing market and economic impacts,' Mayor Amarjeet Sohi in a statement. Article content