Affinity living

It’s becoming all the rage. Affinity living, that is. The place you choose to live allows you to affiliate with a team, or sport, or way of life. Of course, the world is already awash in golf-course style developments, or developments situated around marinas, but this trend entails thinking a little deeper inside the box. It was recently reported that a consortium of developers, together with the Montreal Canadiens hockey team, is going to be building a 37- storey condominium tower around the theme of the Habs. This is the second tower in the planned development of a $2 billion mixeduse area around the Bell Centre in downtown Montreal.

Condo developers like it because it helps their project stand out from others and also attracts those who go for the affinity play. Says the vice-president of the lead developer, “It’s a cliche to say ‘live, work and play’ in the same place, but there is a growing demand for this.” Asked why anyone would want to live in the midst of traffic and rowdy fans, the owner of the Canadiens was similarly nonchalant: “It’s a lifestyle choice,” was his reply.

Among the affinity perks offered to Habs condo residents are exclusive access to private suites, memorabilia store discounts, draws for dressing room tours and autographed jerseys. Residents in the condos will also be able to go to a Habs-owned sports bar located in their development.

The idea of affinity living is being tried in Montreal and Toronto, as well as Edmonton, Winnipeg, Los Angeles and Detroit. So why not try it in Wellington? After all, we have a popular hockey team, the Dukes; a reasonably brand spanking new arena, the Dukedome; and nearby areas just ripe for development. The Duke of Wellington pub, for example, would make a fine anchor sports bar underneath a more-modest-than-37-storey mixed office and condominum tower. It’s just a fiveminute walk to the Dukedome, and even less if a pedestrian overpass or traffic light is erected to save on waiting for the traffic on Main Street and Belleville Street. As for the downside for anyone choosing to live in what would doubtless become a busy pregame and postgame hub—especially with Tim Hortons just a few steps east—well, that will be a lifestyle choice.

The Dukes would no doubt get a piece of the action for lending their good name to the development. They could also offer perks the same way the Habs have done. Condo residents could win the opportunity to take home a ravenously hungry Dukes player and feed him a meal; or gain the chance to take home a hockey kit bag with the fresh opportunity to do the laundry of the player; or be picked to walk with the Dukes in the Pumpkinfest parade as an honorary celebrity. There is no end to the possibilities.

Of course, if the developer really wanted to sell all the condominiums prompty, it might be prudent to tie the price of the units to the success of the Dukes. A first place finish would commit the purchaser to the top quoted price, but every position below first that the Dukes end up in would mean a refund from the purchase price. The developer would therefore have a financial incentive to secure the success of the team. Admittedly, it would give price-conscious condo purchasers a financial incentive to cheer on the failure of the team; but true sports fans love a winner, so there probably wouldn’t be too much gnashing of teeth on the part of the condo owners if the Dukes did well.

One thorny question is whether the players on the team should share in the risks and rewards of teamtied marketing. That is, of course, just one of many details that would have to be sorted out, but the thought of a teenaged hockey player either declaring bankruptcy (if the condos sold poorly), or driving a Ferrari around the village (if they sold well), is difficult to stomach.

And if the Dukes-themed condo idea succeeds, who knows what else might work. How about a high-rise Pumpkinfest Towers affinity project in the former Midtown Meats parking lot? Residents could get Pumpkinfest ball caps, priority tickets for Hillier Women’s Institute apple dumplings, and discounted chicken and biscuits lunches at the United Church. The United Church could take a stake in the project, and could offer dedicated visitor parking spaces and valet parking by the minister.

Then again, this may be overreaching. There was already a brisk aftermarket in apple dumplings this year as a result of a canny marketing decision to scale back production, and giving priority to Pumpkinfest Towers residents may cause rioting. They have that in hockey, don’t they? Probably better to offer the chance to do a Pumpkinfest grower’s laundry instead. That would really be an affinity test.

dsimmonds@wellingtontimes.ca