The Winnipeg Jets Hockey Club is a National Hockey League (NHL) franchise passionately supported by one of the most fervent hockey markets in the world. Leveraging the Winnipeg Jets brand that dates back 30+ years, the current franchise is focused on and committed to a long-term draft and develop strategy. From the capacity crowds at the MTS Centre, to the “True North” shout-out during the national anthem, the Winnipeg Jets are a cherished hockey brand that has been embraced by both our regional market and hockey fans around the world.
Meeting the demand for family entertainment and supporting the Winnipeg Jets draft-and-develop strategy, True North relocated its long-held American Hockey League (AHL) franchise back to Winnipeg in 2015. Picking up on the 15-years of hockey and entertainment that the original Manitoba Moose provided (1996-2011), Moose hockey gives fans an up-close-and-personal glimpse into the Jets’ future: Many of the Jets’ draft choices and prospects make up a majority of the Moose lineup. Utilizing both the practice facilities at the MTS Iceplex and home games at the MTS Centre, the Manitoba Moose are developing players, coaches and employees alike. Furthermore, the Moose offer a family friendly entertainment experience, while participating in the best development hockey league in the world.
Consistently lauded as one of the top sports and entertainment arenas in North America, the MTS Centre has hosted many of the biggest musical/entertainment acts and sporting events their respective industries have to offer. Regarded as one of the busiest arenas in Canada since its opening in 2004, the MTS Centre hosts over 140 events a year. The success of the MTS Centre stems from its unwavering commitment to providing a superior patron experience – at every event. Leading that charge are True North employees who seek to exceed expectations for customer service, operations and security at the MTS Centre. The venue is not only a meeting place for premiere sports and entertainment events, it has also been a catalyst for development in downtown Winnipeg. Often cited as the anchor of Winnipeg’s downtown renaissance, a number of major projects designed to draw people to live and work in downtown Winnipeg are sprouting up all around MTS Centre including True North Square.
The MTS Iceplex opened in 2010, as a public-private-partnership offering our community four NHL regulation size hockey rinks, and providing 12,000 hours of ice annually. MTS Iceplex has been recognized as a Hockey Canada Centre of Excellence, and serves minor hockey associations, adult recreation leagues, tournaments, summer camps and casual rentals. The MTS Iceplex also serves as the official practice facility of the Winnipeg Jets and Manitoba Moose. It’s home of the Winnipeg Jets Hockey Academy (operated by the True North Youth Foundation), which provides hockey programming to underserved children and youth. Ancillary services available at the MTS Iceplex include the Ice Lab (a dedicated goalie training centre), Jets Gear (a full-service merchandise and skate-sharpening pro shop), Focus Fitness (a high performance fitness and training facility), and The Press Box (a licensed lounge, catering and restaurant that can also support and conference facilities/meeting rooms).
Nestled on the edge of Winnipeg’s Exchange District, and a short few blocks from the MTS Centre, is one of Canada’s most acclaimed live music and performance venues, The Burton Cummings Theatre. Named after the famed frontman of The Guess Who and Winnipegger, Burton Cummings, the theatre, affectionately known now as “The Burt” is an immediate draw with its unique appeal, both visually and sonically. The 1,581-seat theatre, both a National Historic Site of Canada and Provincial Heritage site, was built in 1906. True North Sports + Entertainment assumed management and operating control of the venue in 2014 and purchased it in 2016. Over the decades, the vaudeville era theatre has staged ballets, operas, Broadway-style shows to now modern-day concerts and events. Offering a vintage, yet carefully maintained interior space that includes a 70’ vaulted ceiling and three levels of audience seating, The Burt provides a memorable experience for both audience and performers. Under True North management, the annual event calendar has grown to include more than 70+ live entertainment events per year.
At the centre of Winnipeg’s downtown revitalization is True North Square. Located kitty corner to the MTS Centre, True North Square is a transformative development of four towers, set to invigorate and engage people to live, work and thrive in downtown Winnipeg. Led by True North Real Estate Development, this cutting-edge site includes over one million square feet of mixed use development, featuring office, hotel, residential, retail and parking facilities. Targeting a LEED Gold work environment, True North Square will be a vital part of Winnipeg’s Sports Hospitality and Entertainment District (SHED). At the heart of this development is a signature 17-storey, 365,000 square foot Class A office tower, providing modern residences, luxury hotel rooms and services, restaurants and retail stores. Occupancy is expected to commence in summer 2018.
Passionate fans of the Jets and Moose shop where the players shop – Jets Gear and truenorthshop.com. As the official store of the Winnipeg Jets (NHL) and Manitoba Moose (AHL), Jets Gear stocks well-known apparel and licensed-goods brands such as Adidas, Reebok, CCM, Under Armour, New Era and Level Wear to provide our fans with the most extensive and exclusive collections for both our teams. Jets Gear stores are conveniently located throughout Winnipeg with five locations, including our flagship store at MTS Centre, St. Vital Centre, CF Polo Park, Kildonan Place and MTS Iceplex. On game nights, Jets Gear operates up to seven additional locations found throughout the MTS Centre concourses, including a walk-in store located in the Portage Avenue atrium on the Scotiabank Premium Suites Concourse. For Jets and Moose fans located outside the city, province or country, truenorthshop.com offers the same variety of merchandise, but on a convenient online portal with shipping worldwide.