TUXEDO NIGHT IN THE NHL.

The night Winnipeg black-tied le rouge, blanc et bleu.

December 15, 2019 will mark 40 years since my favourite sales promotion of all.

First a bit of history. I grew up worshiping the Montreal Canadiens. So when the Jets gained entry to the NHL in 1979, my life was at a crossroads, but I immediately made the decision that -forever forward- I would be a Winnipeg Jets fan. As soon as the schedule came out, I marked Dec. 15 on my calendar as the Stanley Cup champion Habs would be making their first visit….and it would be on national TV. WOW!

At that particular point in time, my career was also taking a turn, as I had just left radio and was starting up a small marketing company on behalf of Winnipeg’s Corbett family. One of the new clients I began associating with was Malabar Formal Wear.

Then one day, the light bulb came on! Create a promotion that would honour the Habs, and showcase Winnipeg as the classiest fans in the NHL, by wearing tuxedos to the game.

It wasn’t far-fetched to me…but it was to others. The Jets marketing department took a pass on the idea, but my client and I believed in it and kept it alive. I went to my media alma matter (CFRW radio) and convinced them to get on board as a promotional partner. In time, it really began to grow legs. CBC heard about it and before we knew it, Hockey Night in Canada was interested. That, in turn, caused the Jets to change their tune, the Booster Club got involved and organized a social at the Convention Centre following the game…and the whole spectacle was absolutely incredible with tons of tuxedos, suits, ties and fancy dresses in the stands.

The night was an amazing win-win-win. Malabar rented about 1500 tuxes at a special rate of $30. The Jets won the game, 6-2. And I satisfied my inner-most desire to officially celebrate my official transition from Habs to Jets in spectacular fashion.

December 15, 1979. Truly a historic night in the Winnipeg hockey annals.