Canada Life Centre bring-alive F&B concessions


Canada Life Center upgrades unveiled Image: Winnipeg Jets

New for the 2023-2024 seasons, the premier sports and entertainment company True North will unveil $13M in renovations and introduce an expanded selection of food and beverage (F&B) offerings including new concept concessions that will bring local craft beer and a Winnipeg-famous burger to the Canada Life Centre in Winnipeg, Canada.

The True North Sports + Entertainment are Manitoba’s (Canadian Province) premier sports and entertainment company. The True North owns and operates the Canada Life Centre, the National Hockey League (NHL) team Winnipeg Jets, the American Hockey League (AHL) team Manitoba Moose, the Hockey For All Centre, and the Burton Cummings Theatre (‘The Burt’).

The 16,345-capacity Canada Life Centre is an indoor arena in downtown Winnipeg, Manitoba. The arena is the home of the National Hockey League’s (NHL’s) Winnipeg Jets and their American Hockey League (AHL) affiliate, the Manitoba Moose. The arena stands on the former Eaton’s site and is owned and operated by the True North Sports + Entertainment.

New York (US)-based the National Hockey League (NHL) is a professional ice hockey league in North America comprising 32 teams – 25 in the United States and 7 in Canada. The Stanley Cup, the oldest professional sports trophy in North America, is awarded annually to the league playoff champion at the end of each season.

The Winnipeg Jets are a professional ice hockey team based in Winnipeg, Canada. The team competes in the National Hockey League (NHL) as a member of the Central Division in the Western Conference, and is owned by True North Sports + Entertainment, playing its home games at the Canada Life Centre.

Springfield (US)-based the American Hockey League (AHL) is a professional ice hockey league based in the United States and Canada that serves as the primary developmental league for the National Hockey League (NHL). When the NHL teams do not have an AHL affiliate, the players are assigned to the AHL teams affiliated with the other NHL teams.

The Manitoba Moose are a professional ice hockey team based in Winnipeg, Manitoba, Canada, and a member of the American Hockey League (AHL). The team plays its home games at the Canada Life Centre, the home arena of its parent club, Winnipeg Jets of the National Hockey League.

The Hockey for All Centre is an ice hockey facility located in Winnipeg, Manitoba. Owned by True North Sports + Entertainment, the 172,000-square-foot (16,000 m2) complex contains four arenas, and serves as the practice and training facilities of the Winnipeg Jets of the National Hockey League and Manitoba Moose of the American Hockey League and host of various minor hockey teams and competitions.

The 1,638-capacity Burton Cummings Theatre is a theater located in Winnipeg, Manitoba, Canada. Built by the local impresario Corliss Powers Walker, it was originally known as the Walker Theatre. The building was renamed after singer-songwriter and Winnipeg native Burton Cummings in 2002.

North Concourse Expansion and New F&B

‘WINNIPEG JETS’ stated that the North Concourse has been extended out to the Portage Avenue sidewalk, increasing the circulation space and creating a cohesive flow for guests.

New concession concepts throughout the venue include Burrito 204, featuring burritos, gourmet nachos and sweet treat churros, Hot or Not Chicken where one can make one’s chicken fingers and sandwiches hot, or not, with a side of house made kettle chips seasoned to perfection with Executive Chef Richard Duncan’s signature True North spice blend, and YWG Burger which will introduce an all-new burger menu that includes the famous Salisbury House Nip to the home of the Winnipeg Jets. In addition, the YWG Burger’s signature burger will be ‘The Social Burger’ bringing the taste of a classic late-night Manitoba social buffet to every bite.

‘WINNIPEG JETS’ further stated that the new Crown Royal Whisky Hangar on the 300 level pays homage to Gimli (Crown Royal’s distillery in Manitoba) and will introduce new signature Crown cocktails for the regular season.

Brewing Business

Continuing partnership with the Labatt Brewing Company in Toronto (Canada) and expanded new offerings from the Trans Canada Brewing Company, Kilter (a family owned and operated brewery in Winnipeg), Little Brown Jug (a production and taproom brewery on the edge of Winnipeg’s Exchange District), and the Andrew Peller Limited (a leading producer and marketer of quality wines in Canada).

The Canada Life Centre renewed its partnership with the Labatt Breweries, as well as welcomed the local craft breweries for the 2023-2024 seasons. The Craft Beer Corner, located in the North main concourse and outside of Section 310, will feature products from the local craft breweries Trans Canada, Kilter and Little Brown Jug.

In partnership with the Andrew Peller Limited, the Canada Life Centre now offers its most expansive wine selection ever including 20 new listings to its Premium spaces, new single serve bottles conveniently available at hawking and ‘Grab N Go’ locations and new by-the-glass pours at select concessions.

Pre-game Parties Presented by Michelob Ultra

Fans can continue to enjoy the $6 pre-game beer special at the refreshed Michelob Ultra Fan Deck (at Section 329), Bud Red Light Bar (at Section 212) and in the Atrium where Michelob Ultra (superior light beer), Bud and Bud Light (American-style light lager beer) will be featured.

PlayNow Lounge Premium Experience

Located on the Manitoba Liquor & Lotteries Premium Suite Concourse, three suites have been transformed to the latest trend in premium experiences with the reimagined PlayNow Lounge presenting a new and modernized way to enjoy live entertainment from Winnipeg Jets hockey to a full slate of concerts and events. Eighty-eight luxurious theater-style seats, private bar, in-seat service, and inclusive food and non-alcoholic beverages provide businesses with an elevated way to enjoy, entertain, host, and network with others while taking in some of the best entertainment Manitoba has to offer. Information on the PlayNow Lounge is available at

Enhanced and Expanded Premium Spaces

Extensive renovations have also expanded and fully remodeled the Premium club, introducing the Ticketmaster Lounge, providing exclusive access for Premium Members and ticketholders with an expanded private bar, enhanced food and beverage options and in-seat service. The Ticketmaster Lounge provides direct access to the new Scotia Wealth Management Premium Club situated at the Event Level, offering elevated amenities and food and beverage selections for the Premium guests to enjoy before and during the game. The space includes food concepts courtesy of Market Kitchen and Chef’s Corner. Information about Premium Memberships and experiences is available at

Construction and final finishing will continue in some spaces through the pre-season with full access and programing scheduled to be in place for the October 14th Winnipeg Jets Home Opener. A complete venuewide Wi-Fi upgrade will also optimize wireless service for all in-venue technology and guest use by the regular season home opener.

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