It has been a long time since Canada has added a veritable landmark on its annual entertainment calendar, particularly in the west. This event has the potential to become Vancouver’s TIFF, Stampede or what once was the Indy. Brands seeking a jewel in their crown to connect with the western region, now have an opportunity to build a legacy in an environment that fosters that elusive consumer euphoria we all seek. Where else can you see grown men dressed as the tooth fairy alongside Olympic gold medallists so lightning fast you simply can’t blink for the full 14-minute game?