JDCC Marketing Case 2023

A Rock Without a Home

Founded in 1986, The National Lacrosse League (NLL) is the world's largest and most
attended men's professional box lacrosse league. Originally known as the Eagle Pro Box
Lacrosse League, the NLL comprises 15 franchises across the United States and Canada. 1
Although 10 of the 15 teams are based in the United States, less than 7% of players are
American, 83% are Canadian, and 10% are Indigenous from either Canada or the United
States. 2

The NLL play 18 regular season games through the winter and spring, from December to June,
at indoor arenas across its 15 franchises within North America. Each team plays nine home
games and nine away games. The NLL regular season is followed by a playoff format, where
teams that qualify compete at the league championship for the National Lacrosse League Cup.

The Toronto Rock Lacrosse Team

The Toronto Rock ("The Rock") is a professional box lacrosse franchise based in
Hamilton, Ontario. Between 1999 and 2011, The Rock was among the most successful
franchises in the NLL, capturing six league championships during that period and holding a tie
for the most championships in league history with the Philadelphia Wings. 3 During that period,
attendance ranged between 10,000-17,000 fans, among the top in the league in attendance. 4
The Rock has placed significant effort into marketing season ticket memberships and promoting
many benefits, including first access to playoff game tickets, merchandise discounts and Bring-
A-Friend vouchers. Season memberships for the 2021-2022 season ranged from $225 to $400
for tickets to all home games, see Figure 1 below. 5

Figure 1: The Toronto Rock Season Membership Prices for the 2021-2022 Season

1
Our history. NLL. (2022, December 21). Retrieved from https://www.nll.com/about/history/
2
Donahue, M. (2017, December 8). Major cuts leave 16 Americans, 23 First Nations on NLL Rosters. Lacrosse All Stars. Retrieved
from https://laxallstars.com/16-americans-nll-rosters/
3 About the rock. Toronto Rock. (2021, July 8). Retrieved from https://torontorock.com/about/
4
National Lacrosse League - on Pointstreak Sports Technologies. Pointstreak Sports Technologies. (n.d.). Retrieved from
https://pointstreak.com/prostats/attendance.html?leagueid=230&seasonid=17281
5
Season memberships. Toronto Rock. (2021, October 26). Retrieved from https://torontorock.com/season-memberships/

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 JDCC Marketing Case 2023

Making a Big Move

In May of 2021, the Toronto Rock announced that after 20 seasons played at Scotiabank Arena
in downtown Toronto, they reached a five-year agreement, with an option for extension, to
relocate to the FirstOntario Centre in Hamilton, where they began the 2021-2022 NLL season.
The team decided to retain the Toronto name and to continue representing the city despite
playing home games in Hamilton. A strong business case backed the decision, including a
reduction in operations costs, a better selection of home game dates, and an opportunity to
appeal to a broader Ontario fanbase. Despite this, the decision ignited much criticism and
scrutiny – particularly among their dedicated Toronto-based fans. However, the transition has
proven successful; the team has found an audience in the Greater Toronto and Hamilton Area,
with attendance during the 2021-2022 season at FirstOntario Centre exceeding their
expectations. Their crowds were similar to those at Scotiabank, and the count of season ticket
holders increased.

In November 2022, the Toronto Rock was informed of an upcoming renovation project at the
FirstOntario Centre, requiring them to relocate for the better part of two seasons until the end of
2024. The team plans to return to the venue upon completion of the project.

City of Hamilton, Ontario

Known for its industrial heritage, Hamilton (also known as "Steeltown") is a city of nearly
600,000 people located between Lake Ontario and the Niagara Escarpment. The Hamilton and
Surrounding Area census division has a population of 5.36 million people.

In recent years, Hamilton's population has steadily increased. According to federal census data,
the population grew 6% between 2016 and 2021 – slightly outpacing the provincial average of
5.8%. There are two primary drivers of population growth in Hamilton: international migration,
newcomers to Canada, and the other internal movement, Canadians leaving larger cities such
as Toronto. Also, to note is the indigenous population of Hamilton and its Surrounding Areas,
representing 2% of the total population. Located on what was traditionally Haudenosaunee
(Iroquoian) territory, Hamilton is situated near two First Nations reserves: Six Nations of the
Grand River and Mississaugas of the New Credit.

Indigenous Culture and Lacrosse

Lacrosse is Canada's official summer sport and is known for having its roots within
Indigenous cultures. It has been symbolic of the historical link between the First Nations'
religious and social rituals and the structures and rules of European settlers. The Toronto
Rock's recent move to FirstOntario Centre in Hamilton has put the team within proximity to First
Nations reserves within the Greater Hamilton Area. During the 2021-2022 season, the Toronto
Rock saw a 221% increase in audience members coming from the Six Nations of the Grand
River reserve. The Toronto Rock would like to increase this momentum further by
understanding this Indigenous audience.

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 JDCC Marketing Case 2023

Problem Statement

The longer-term transition to Hamilton and the short-term displacement out of FirstOntario
Place have presented crucial challenges for the Toronto Rock, primarily the loss of the
Toronto-based season ticket holders. For the organization to successfully maintain growth
and momentum in Hamilton, the Toronto Rock will need to create a marketing strategy
considering the following:
• Retain and grow existing season ticket holders
• Understand and engage with the key fan base of diverse local audiences
• Determine how to increase the customer value of the season ticket offering
• Determine how the Toronto Rock Marketing department should execute this marketing
strategy with a budget of $200,000
• What branding strategies should Toronto Rock implement to improve its image within
Hamilton

Analytics in Action

Environics Analytics (EA) was consulted to support Toronto Rock's objectives by understanding
current and past Toronto Rock game attendees. To understand season ticket holder customers
from a market perspective, EA conducted a mobile data analysis of visits to Toronto Rock
games for the 2019-2020 lacrosse season (at Toronto's Scotiabank Arena) and the 2021-2022
lacrosse season(at Hamilton's FirstOntario Centre). EA provided demographics and geographic
statistics to help Toronto Rock understand the similarities and differences between ticket
holders for each season (See Appendix).

Environics Analytics has also created maps and reports detailing where high concentrations of
new immigrants have settled and their dominant country of origin. This NewToCanada data
could provide valuable insights into marketing strategies and key populations of interest for the
Toronto Rock.

Finally, EA provided detailed information on the primary PRIZM segments of Asian Avenues,
South Asian Society and Indigenous Families to help understand the primary markets within
Hamilton that align with their growth strategy.

The Toronto Rock need to achieve its goals to be a successful franchise moving forward and
only wants to hear viable solutions and strategies based firmly on analytics!

Appendix

Your task is to prioritize the relevant data within the appendix to support your case.
Appendix supplied with this case:
Page 4 - Demographic Highlights
Page 5 - Geographic Distribution
Page 6 - Distance Decay
Page 7 - NewtoCanada Report
Page 8 - Dominant Origin Country Map
Page 9 - Datasets Utilized
Page 10 - Asian Avenues PRIZM Segment Description
Page 11 - South Asian Society PRIZM Segment Description
Page 12 - Indigenous Families PRIZM Segment Description

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 JDCC Marketing Case 2023

Demographic Highlights | Toronto Rock Fans - Season Comparison

Focus: Visits data of Toronto Rock Games (MobileScapes Extract)
Benchmark: Ontario (ON)
ON %: The % of ON population that represents the demographic attribute
Visits %: The % of visits that represents the demographic attribute
Index: (% Visits/ ON % *100) Measure if the trade area visits are more or less likely to be of that demographic attribute compared to ON
Example: 77.34% of Scotiabank Arena Visits are likely to come from One-Family Households
Under 80 81 to 109 110 to 119 120 to 149 Over 150
Scotiabank Arena FirstOntario Centre Scotiabank Arena FirstOntario Centre
Index
Legend
Below Slightly Above Above Well Above Visits (2019-2020 Visits (2021-2022 Visits (2019-2020 Visits (2021-2022
Average
Average
Average Average Average ON % ON %
Season) Season) Season) Season)
% Index % Index % Index % Index
Size of Household Household Income
1 Person 26.02 32.02 123 29.60 114 Average Household Income 119,342.03 135,802.73 114 121,653.09 102
2 Persons 32.69 30.91 95 32.94 101 Education
3 Persons 16.10 14.28 89 15.04 93 No Certificate, Diploma Or Degree 14.49 10.70 74 12.03 83
4 Persons 15.40 13.63 88 14.34 93 High School Certificate Or Equivalent 27.21 23.21 85 25.14 92
5 or More Persons 9.78 9.17 94 8.09 83 Apprenticeship Or Trades Cert/Dipl 5.55 3.92 71 5.27 95
Household Type College/CEGEP/Non-University Cert/Dipl 21.66 18.38 85 21.57 100
Total Family Households 69.84 83.06 119 64.67 93 University Cert/Dipl Below Bachelor 1.58 1.72 109 1.52 96
One-Family Households 67.18 77.34 115 62.77 93 University Degree 29.50 42.07 143 34.47 117
Multiple-Family Households 2.66 5.72 215 1.90 71 Aboriginal Identity
Non-Family Households 30.16 16.94 56 35.33 117 Aboriginal Identity 2.90 1.54 53 2.49 86
One-Person Households 26.16 15.90 61 29.86 114 Knowledge of Official Language
Two-Or-More-Person Households 4.00 1.04 26 5.47 137 English Only 86.08 88.32 103 89.09 104
Marital Status French Only 0.30 0.07 25 0.09 32
Married Or Living With A Common-Law Partner 56.31 55.15 98 55.55 99 English And French 11.17 8.60 77 9.23 83
Single (Never Legally Married) 29.19 32.58 112 31.78 109 Neither English Nor French 2.46 3.01 122 1.58 64
Separated 3.25 2.85 88 3.12 96 Immigration Status
Divorced 5.70 5.27 92 5.32 93 Non-Immigrant Population 68.59 58.58 85 69.95 102
Widowed 5.54 4.16 75 4.22 76 Non-Immigrant: Born in province of residence 61.02 51.76 85 62.06 102
Children at Home Non-Immigrant: Born outside province of residenc 7.57 6.82 90 7.89 104
Percent: Households with Children at Home 43.85 55.32 126 21.12 48 Immigrant Population 29.90 38.69 129 28.02 94
Age of Children at Home Visible Minority Status
Total Number Of Children At Home 100.00 100.00 100 100.00 100 Total Visible Minorities 32.71 47.64 146 31.22 95
0 to 4 15.15 17.40 115 14.12 93 Chinese 5.93 9.55 161 4.56 77
5 to 9 16.10 18.23 113 12.32 77 South Asian 10.50 17.00 162 10.54 100
10 to 14 16.51 20.12 122 14.95 91 Black 5.34 6.97 131 4.46 84
15 to 19 16.61 15.50 93 16.73 101 Filipino 2.05 2.30 112 1.74 85
20 to 24 14.81 13.75 93 16.87 114 Latin American 1.58 2.01 127 1.97 124
25 and Over 20.82 15.00 72 25.01 120 Southeast Asian 1.02 1.32 130 1.25 123
Housing Tenure Arab 1.99 2.26 113 2.19 110
Owned 69.36 62.82 91 66.08 95 West Asian 1.42 2.07 146 1.27 90
Rented 30.45 36.88 121 33.53 110 Korean 0.65 1.04 159 0.86 132
Band Housing 0.18 0.29 160 0.39 212 Japanese 0.20 0.39 192 0.27 132

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 JDCC Marketing Case 2023

Geographic Distribution | Toronto Rock Fans

Focus: Visits data of Toronto Rock Games (MobileScapes Extract)
Benchmark: Ontario (ON)
Base Count: The total household population of the city
Base %: The % of households that city represents in Ontario
Count: The count of Toronto Rock visits from each city
%: The percentage of visits from each city
% Change: The percentage difference in visits from each city
Example: 33.22% of Scotiabank Arena Visits for the 2019-2020 season came from Toronto, ON
Scotiabank Arena Visits - FirstOntario Centre Difference in
Ontario Province
City 2019-2020 Season Visits - 2021-2022 Visits
Base Count Base % Count % Count % % Change
Total 12,494,195 100% 33,932 100% 33,367 100% -167%
Hamilton, ON 491,415 3.93% 1,879 5.54% 6,577 19.71% 250.03
Oakville, ON 178,952 1.43% 938 2.76% 3,314 9.93% 253.30
Toronto, ON 2,577,758 20.63% 11,271 33.22% 1,983 5.94% -82.41
Brantford, ON 86,034 0.69% 127 0.37% 1,888 5.66% 1386.61
Burlington, ON 167,618 1.34% 994 2.93% 1,814 5.44% 82.49
Kitchener, ON 224,008 1.79% 341 1.00% 1,513 4.53% 343.70
Cambridge, ON 117,747 0.94% 434 1.28% 1,390 4.17% 220.28
Mississauga, ON 647,628 5.18% 1,712 5.05% 1,239 3.71% -27.63
Brampton, ON 606,285 4.85% 1,328 3.91% 924 2.77% -30.42
Richmond Hill, ON 188,605 1.51% 290 0.85% 898 2.69% 209.66
Norfolk County, ON 58,942 0.47% 308 0.91% 787 2.36% 155.52
Waterloo, ON 104,616 0.84% 305 0.90% 756 2.27% 147.87
London, ON 361,441 2.89% 115 0.34% 722 2.16% 527.83
Caledon, ON 69,240 0.55% 143 0.42% 580 1.74% 305.59
Guelph, ON 123,321 0.99% 428 1.26% 579 1.74% 35.28
Pelham, ON 15,459 0.12% 0 0.00% 560 1.68%
Halton Hills, ON 55,175 0.44% 374 1.10% 536 1.61% 43.32
Hanover, ON 7,009 0.06% 0 0.00% 531 1.59%
Brant, ON 35,351 0.28% 256 0.75% 453 1.36% 76.95
Centre Wellington, ON 25,468 0.20% 67 0.20% 450 1.35% 571.64
Six Nations, ON 4,394 0.04% 117 0.34% 376 1.13% 221.37
Milton, ON 114,956 0.92% 679 2.00% 371 1.11% -45.36
Haldimand County, ON 42,633 0.34% 296 0.87% 369 1.11% 24.66
Trent Lakes, ON 4,935 0.04% 0 0.00% 350 1.05%
St. Catharines, ON 118,527 0.95% 269 0.79% 344 1.03% 27.88
Ingersoll, ON 11,797 0.09% 36 0.11% 312 0.94% 766.67
North Perth, ON 11,299 0.09% 0 0.00% 234 0.70%
Mono, ON 8,961 0.07% 35 0.10% 231 0.69% 560.00
Grey Highlands, ON 9,087 0.07% 99 0.29% 227 0.68% 129.29
Ottawa, ON 884,557 7.08% 58 0.17% 211 0.63% 263.79

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 JDCC Marketing Case 2023

Distance Decay | Toronto Rock Fans - Season Comparison

Focus: Visits to Toronto Rock Games (MobileScapes Extract)
Benchmark: Ontario (ON)
Kilometres Traveled: The distance bands (km) where visits are coming from (relative to the arena location)
Cumulative % of Visits: The percentage of total visits to the arena during the respective season
Example: 20% of total visits to Scotiabank Arena travelled 0-3KM to the arena, while only 3% of FirstOntario Centre visits came from 0-3KM away from the arena

Distance Decay
Kilometers Traveled by Toronto Rock Fans
90

80

70

60
CUMULATIVE % OF VISITS

50

40

30

20

10

0
9 - 10
0-1
1-2
2-3
3-4
4-5
5-6
6-7
7-8
8-9

10 - 11
11 - 12
12 - 13
13 - 14
14 - 15
15 - 16
16 - 17
17 - 18
18 - 19
19 - 20
20 - 21
21 - 22
22 - 23
23 - 24
24 - 25
25 - 26
26 - 27
27 - 28
28 - 29
29 - 30
30 - 31
31 - 32
32 - 33
33 - 34
34 - 35
35 - 36
36 - 37
37 - 38
38 - 39
39 - 40
40 - 41
41 - 42
42 - 43
43 - 44
44 - 45
45 - 46
46 - 47
47 - 48
48 - 49
49 - 50
KILOMETERS TRAVELED

FirstOntario Centre Scotiabank Arena

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 JDCC Marketing Case 2023

NewToCanada | Hamilton & Surrounding Area

Focus: Hamilton and Surrounding Area (see map)
Count: The count of new immigrants by country of origin
%: The % of new immigrants by country of origin
Example: 54.90% of new Permanent Residents to Hamilton & Surrounding Area are from India
Count %
21Q3 to 22Q2 - Permanent Resident - Country of Citizenship
Total Permanent Resident by Country of Citizenship 81,957 1.55
India 44,996 54.90
China, People's Republic of 2,880 3.51
Philippines 1,329 1.62
Nigeria 2,986 3.64
United States of America 1,741 2.12
Pakistan 2,770 3.38
France 200 0.24
Iran 1,096 1.34
Brazil 1,147 1.40
Korea, Republic of 764 0.93
United Kingdom and Overseas Territories 771 0.94
Mexico 719 0.88
All other countries 20,558 25.08
21Q3 to 22Q2 - Temporary Resident - Country of Citizenship
Total Temporary Resident by Country of Citizenship 143,696 2.71
India 74,554 51.88
China, People's Republic of 12,042 8.38
Philippines 1,871 1.30
Nigeria 1,710 1.19
United States of America 2,719 1.89
Pakistan 1,496 1.04
France 123 0.09
Iran 2,357 1.64
Brazil 2,119 1.48
Korea, Republic of 3,043 2.12
United Kingdom and Overseas Territories 1,168 0.81
Mexico 6,805 4.74
All other countries 33,689 23.45

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 JDCC Marketing Case 2023

Dominant Origin Country Map | Hamilton & Surrounding Area

Focus: Hamilton and Surrounding Area
Mapped Value: The dominant country of origin of new Permanent Residents, based on the highest percentage
Example: The dominant country of origin for new permanent residents to Brampton is India

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 JDCC Marketing Case 2023

Datasets Utilized | Environics Analyics Data

MobileScapes is the most accurate, comprehensive and up-to-date mobile

movement database available for marketing and business applications. It
combines three sources of permission-based and anonymized data collected from
location-enabled mobile devices and employs the best spatial data processing and
analysis practices. MobileScapes is used to identify who’s visiting your locations or
competitor locations, how often, and where they live and work to inform decisions
around marketing, messaging, recovery planning and staffing levels.

The DemoStats database consists of current-year estimates for more than 750
variables and includes demographic projections for approximately 500 of them for
three, five and 10 years into the future. This proprietary database is created using
innovative methods that combine econometric, demographic, and geographic
models. As a result of our comprehensive methodology, DemoStats variables are
available at the postal code level for current-year estimates and at the
dissemination area level for future-year projections. The database also provides
historical estimates from five years ago, based on the same methodologies to
ensure accurate trend analysis.

The NewToCanada dataset captures Canadian immigration trends by country and

region of origin. Users can quantify permanent and non-permanent residents,
discover what country residents are coming from and identify where in Canada
they are settling. NewToCanada provides immigration estimates for a rolling twelve-
month period. The data are updated quarterly to provide a new twelve-month view
and to provide users with the ability to analyze immigration trends over time across
different cities, regions or any user-defined geographies like trade areas.

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 17 ASIAN AVENUES
Urban, middle-income Asian families and singles

U4
URBAN
DIVERSITY
LEISURE SHOPPING

F3
MIDDLE-AGE
FAMILIES yoga/Pilates Gap
gourmet cooking H&M
ballet/opera/symphony Real Canadian Superstore
casinos smart home appliances

Who They Are

TRADITIONAL MEDIA INTERNET
With almost 60 percent its residents foreign-born, Asian Avenues has TV European major league soccer fashion magazines online
changed li�le over the last few years. It remains a haven for middle- Much investment sites
mul�cultural radio click on Internet adver�sements
income Asian singles and families with teenage and older children watch long-form videos online
ELLE Canada
who’ve been arriving from China, Hong Kong and the Philippines since
the 1990s. Nearly 9 percent are Filipino immigrants, the highest
concentra�on among all segments. Virtually all Asian Avenues
households are located in Vancouver and Burnaby, typically living in
singles, duplexes and low-rise apartments. Despite average incomes, FOOD/DRINK FINANCIAL
they own homes valued at more than $1.3 million, a result of their organic fruits and vegetables term deposits
pricey local real estate market, which also contributes to the sparkling fruit drink/juice RRSPs
significant presence of renters. Reflec�ng the widespread living-at- tea stores long-term care insurance
steakhouses mobile wallet
home phenomenon, almost 30 percent of households include
children over the age of 25—70 percent higher than na�onal average.
The adults have mixed educa�ons, which translates to a range of
white-collar and service sector jobs. With over 40 percent speaking a
non-official language at home, these first- and second-genera�on AUTOMOTIVE SOCIAL
Canadians inhabit a bi-cultural world, travelling o�en to their luxury SUVs WeChat
na�ve country and other des�na�ons throughout the world. European brands Reddit
$50,000+ spent on vehicle WhatsApp
225 2018 model year da�ng pla�orms
Post-Pandemic, Looking Forward To:
Index (100=Na�onal Average)

175

125
MOBILE HEALTH
shopping on mobile phone
75 last visited health professional
music streaming on mobile phone
at walk-in clinic
read e-books on tablet
25 watch free streaming videos
A�ending Ge�ng back Travelling Using public on tablet
professional to old habits within Canada transit
sports events
or games

ATTITUDES
“Getting married and having children is the only real definition
of a family”

“I buy the latest high-tech gadgets before most people I know”

“It is very likely that, if a product is widely advertised, it will

be a good product”

“I have difficulty trying to balance my work and family life”

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©2022 Environics Analytics
 30 SOUTH ASIAN SOCIETY
Middle-aged, middle-income South Asian families

F3
MIDSCALE
URBAN SHOPPING
FRINGE
LEISURE

F2
LARGE fitness clubs H&M
DIVERSE outdoor stages Hudson's Bay
FAMILIES carnivals, fairs and markets factory outlet stores
pro football games cosme�cs/skin care stores

Who They Are

TRADITIONAL MEDIA INTERNET
Home to the largest concentra�on of South Asian residents, South HGTV auc�on sites
Asian Society has changed li�le over the last decade. It s�ll consists OOH ads on subway pla�orms stream movies on Amazon Prime
top 40 radio watch music videos
of first and second genera�on Sikh, Hindu and Muslim families living
newspaper arts and purchase clothing/footwear online
in places like Surrey, Abbotsford and Brampton. More than 80 entertainment sec�on
percent iden�fy as visible minori�es; two-thirds as South Asian.
Nearly half speak a non-official language, mostly Punjabi. In their
urban fringe neighbourhoods, households often contain large
families with middle-aged parents and children of all ages. One in six FINANCIAL
contains a multi-generational family—highest among all segments. FOOD/DRINK
$250+ spent on groceries/week mutual funds
With modest educations, South Asian Society adults hold jobs in online trading TFSAs
diet colas
transportation, manufacturing, trades and services. Multiple condo home insurance
fruit and vegetable stores
breadwinners under the same roof help boost household incomes to Indian restaurants mobile wallet
average levels. Residents tend to own or rent a duplex, low-rise
apartment or single-detached home. The segment’s wide age span
results in varied leisure pursuits, with high rates for enjoying zoos,
carnivals, markets, football games and outdoor stages. Seeing their AUTOMOTIVE
homes as extensions of their image, many decorate their residences SOCIAL
small vans
in a manner intended to impress others (Status via Home). imported intermediate cars Twi�er
Toyota LinkedIn
three vehicles WhatsApp
225 Post-Pandemic, Looking Forward To:
Index (100=Na�onal Average)

Snapchat

175

125 MOBILE
surf the Internet on mobile phone HEALTH
75 video phone calls on
very likely to consider
mobile phone
laser eye surgery
career/job search on tablet
25 listen to radio/audio content
A�ending Ge�ng back Travelling Using public
professional to old habits within Canada transit on tablet
sports events
or games

ATTITUDES
"Violence is a part of life. It’s no big deal"

"The father of the family must be the master in his own house"

"How my information is stored and used by the government is not very

important to me"

"From time to time, I'd like to do things that are dangerous and
forbidden, just for the sake of the risk and the sensation"

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©2022 Environics Analytics
 66 INDIGENOUS FAMILIES
Younger and middle-aged First Na�ons, Inuit and Mé�s families

T1
TOWN
MIX LEISURE SHOPPING
fishing/hun�ng Home Hardware

F2
LARGE community theatres Walmart
DIVERSE
FAMILIES casinos Giant Tiger
horse racing convenience stores

Who They Are INTERNET

TRADITIONAL MEDIA
CFL football classifieds sites
Nearly 95 percent of Indigenous Families residents are of indigenous origin
reality TV shows radio sta�on sites
—mostly First Na�ons but also Innuit and Mé�s people—and they tend to new and tradi�onal country radio restaurant guides/reviews
be younger and middle-aged families living in remote communi�es. A Outdoor Canada purchase video games online
segment that’s grown slightly older over the last decade, it s�ll stands out
for having few couples without children, many lone-parent families and
more than three �mes the na�onal average of mul�-genera�onal
households. More than 70 percent of residents live in single-detached
homes, of which about 20 percent is band housing. Educa�onal FOOD/DRINK FINANCIAL
achievement is moderate: about 40 percent have gone beyond high school frozen pizza credit unions
condensed soup dental insurance
to complete college or trade school. While unemployment is much higher
herbal tea auto loans
than the na�onal average, most adults are in the labour force, earning taco restaurants gas sta�on quick pay cards
lower-middle incomes from jobs in primary industries, health care,
educa�on and the trades. Indigenous Families members o�en defy their
modest means with ac�ve, rus�c lifestyles. They enjoy fishing, hun�ng,
power boa�ng and snowmobiling, and a�end pro football games, horse AUTOMOTIVE
racing events and RV shows. Not surprisingly they’re passionate about SOCIAL
domes�c compact SUVs
maintaining their cultural tradi�ons, scoring among the highest of all domes�c large pickups Facebook
segments for the value Search for Roots. vehicles bought used Pinterest
under $15,000 spent on vehicle Snapchat
225 share links with friends and
Index (100=Na�onal Average)

Post-Pandemic, Looking Forward To: colleagues

175

125 MOBILE
music streaming on tablet
75 listen to radio/podcast on tablet HEALTH
banking on mobile phone visited a nurse for last
game apps health consulta�on
25
A�ending Ge�ng back Travelling Using public
professional to old habits within Canada transit
sports events
or games

ATTITUDES
“It's very important to be thoroughly familiar with what I think of as
my region, its history, its customs and traditions”

“Often worked as a volunteer for a committee aimed at improving an

aspect of life in your neighbourhood or municipality”

“It's important to have a more intense and more spiritual inner life”

“In order to get what I like, I would be prepared to take

great risks in life”

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