The Road to the FISE World Series
Edmonton, it is a city evolved. It has diversified its economy, moving from oil and gas to health care, education, and technology. It is the youngest and fastest-growing city in the country. In short, it’s the perfect location for the FISE World Series.
Edmonton has become the nation’s new home of action sports. This September it will host the FISE World Series, the preeminent international action sports world tour.
From humble beginnings
FISE’s roots trace back to 1997, far away from the Alberta Prairies, to Montpellier, France, where a business student and action sports enthusiast named Herve Andre-Benoit began building what would ultimately become the Festival International des Sports Extremes.
Edmonton first crossed paths with FISE nearly two decades later, at a Las Vegas trade show, and the two parties quickly developed a relationship that led to Herve being hosted in Edmonton during Red Bull Crashed Ice in March 2015.
As 70,000 enthusiastic spectators packed downtown for the event, Herve saw the multi-billion dollar development unfolding in the heart of this city and experienced a vibrant young demographic, eager for the world’s best sports and cultural events. Standing amongst the crowd, the FISE CEO knew right then and there: “I have to bring FISE here.”
A city like Edmonton has the potential to host a big event with tens of thousands of people Eric Moulin, FISE Media Manager
Edmonton’s bid was the product of a powerful partnership between Edmonton Tourism and the City of Edmonton. The Civic Events Office offered invaluable expertise in event operations and the Corporate Communications division provided critical input in communications while Edmonton Tourism contributed hotel facilitation, site visit coordination and marketing resources.
Capital of action sports
Developing Edmonton into Canada’s action sports hub was a key component of the bid and resulted in FISE establishing their new North American headquarters in the City of Champions. Edmonton Economic Development worked with Hurricane Action Sports, the umbrella company that organizes the FISE World Series, to ensure a successful launch.
Edmonton is no stranger to world class sporting events, having hosted the Commonwealth Games, Universiade, World Championships in Athletics, World Masters Games, ITU World Triathlon Series Grand Final, the FIFA Women’s World Cup and many others. Now Edmonton is leveraging these events into a long-term impact on the community.
With a projected economic impact reaching upwards of $7,800,000 by 2018, the FISE World Series will prove very beneficial to Edmonton despite the current economic climate. Organizers are building a sustainable business that ensures the community will see the residual economic dividends for years to come.
A really, really big show
Organizers of FISE World Series produce two fully edited TV-ready programs that are distributed internationally by IMG. The international broadcast coverage is estimated to be in excess of 6,400 hours of air time with circulation on every continent. Such exposure showcases Edmonton to the world, telling the city’s story to an international audience.
“You’re going to be seeing the best in the world.”
Terry Adams, Professional BMX Rider
More than 100 professional riders and around 1,000 amateur participants will compete during the FISE World Series in Edmonton, with more than 150,000 spectators expected over the three-day event. Hotels and restaurants anticipate establishing sales records, just as during Red Bull Crashed Ice.
They see this place as a great launching pad that has a great outdoor culture, has a great youth culture, has a thirst for action sports Mayor Don Iveson
The start of something special
These days, the modest town of Montpellier has become Europe’s home of everything extreme. More than 500,000 people attended the 2016 FISE World Series stop in Montpellier, marveling at the expertise and prowess of the top action sport athletes in the world.
Now it’s our turn to experience the event that has made an indelible mark on Montpellier and other cities around the globe. From September 16-18 in Hawrelak Park, the very best will compete in BMX Freestyle, Slopestyle Mountain Bike, BMX Flatland, and Skateboard.
What better way to say goodbye to summer than by celebrating Edmonton’s culture and making something extraordinary together?
Projected $7,800,000 in Economic Impact
Broadcast reach of 100 million households