The Toronto Sun -- Wednesday, November 28, 2001

New haunt in T.O. has Olympic Spirit

By STEVE BUFFERY -- Toronto Sun

Being host of the Olympic Games is the ultimate prize for any city, but Toronto will have to settle for a corporate kewpie doll.

The International Olympic Committee is not setting up an office in this town, but it's giving its blessing to a private group to fund and develop Olympic Spirit Toronto, a 50,000-square foot, $32-million entertainment complex at the corner of Victoria St. and Dundas St.

Developed by PenEquity Management Corp., and expected to open in the fall of 2003, Olympic Spirit will feature an Olympic-themed interactive entertainment museum and theatres, demonstration and coaching halls, Olympic exhibits from around the world, a retail store, a restaurant and sports bar.

Organizers are hopeful that the facility will attract upward of 550,000 people annually with some of the proceeds going to the Canadian Olympic Association and the IOC.

"Our city is an Olympic village 365 days a year and there's no better place in the world to bring Olympic sport than Toronto," mayor Mel Lastman said.

SPORTS TRADITION

About 55-60% of the attraction will concentrate on international content, while 40-45% will celebrate the feats of Canada's athletes at Olympic Games.

An advisory board, made up of current and retired Canadian athletes, will be established to contribute input into the project.

David Aikman, marketing manager of business development for the IOC, denied that Olympic Spirit is a runner-up prize for Toronto after its failure to win the right to hold the Olympics yet again (2008 went to Beijing), but conceded that such a project would look good on the city's resume if it went for another Games, such as 2012.

"Any demonstration of a city's commitment to Olympic ideals, and enthusiasm for the Games, can't hurt," he said.

Said Michael Chambers, COA president: "To have a site that celebrates Olympism and our Olympic athletes at the corner of Dundas and Yonge, it's something that if you suggested this was going to be in place to this extent and this exciting a fashion five years ago, you would have said no, that's not going to happen. And it has happened. We're really excited about it. It's going to be a great catalyst to inspire a love for the Olympics for everyone in the country."

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