Regina Residents Urge City to Leverage ‘Heated Rivalry’ Fame

Residents of Regina, the capital of Saskatchewan, are advocating for their city to capitalize on its connection to the popular series Heated Rivalry. The show, which has gained significant traction since its debut, features a storyline that directly references Regina, yet the city has not fully embraced the marketing potential associated with it.

In the opening scene of Heated Rivalry, characters Shane Hollander and Ilya Rozanov meet outside a fictional arena in Regina during the International Prospect Cup, a tournament reminiscent of the World Junior Ice Hockey Championships. This connection has sparked enthusiasm among locals, who feel that the city is missing an opportunity to promote itself as a vibrant location.

Tanna Dietrich, a Regina resident, expressed her surprise upon seeing the city’s name prominently displayed in the series. “It’s like in any show, you see something where you’ve been there or you’re from there, and you’re like, ‘Hey, I know that place,’” she stated. Alongside her, Courtney Bates-Hardy emphasized the significance of Regina in the hockey scene, noting that it is often overlooked despite being a hub for the sport.

The series highlights Regina as Ilya’s first experience in North America, where he humorously comments on the city’s cold weather. Dietrich pointed out that this moment could be leveraged to promote Regina globally. “How cool would it have been to be like, ‘Hey, we are the neat, cute location of Shane and Ilya?’” she remarked, suggesting that larger cities have already begun to use similar references in their marketing campaigns.

Following the show’s success, various cities, universities, and businesses have incorporated elements from Heated Rivalry into their promotional strategies. For instance, McGill University acknowledged Shane’s father as an alumnus in its social media posts, while Ottawa’s mayor recently declared Shane Hollander Day to celebrate the character’s roots. Even Team Canada has engaged with fans by addressing requests for the iconic jacket worn by Shane.

Despite these developments, Regina’s tourism representatives have opted not to use the series in their promotional materials. Jennifer Johnson, the city’s deputy manager of tourism, explained that the marketing team felt it was a stretch to encourage tourism based solely on a brief mention of Regina in the show. “We do love seeing our city mentioned, and I think there are lots of beautiful locations to shoot,” she noted, indicating a willingness to consider future opportunities if the series offers more exposure for Regina.

In the meantime, some residents are eager to see the city take action. Colin Scheidt, who recently organized a Heated Rivalry viewing event at a local LGBTQ+ nightclub, believes there is a chance to attract visitors, particularly with the upcoming Frost festival. He noted the positive impact of the show on the community and expressed a longing for representation in media, saying, “Had a series such as Heated Rivalry been out when I was younger, I could have been more like my real self.”

The local library has also responded to the show’s popularity by offering free digital copies of the book that inspired the series. Geoffrey Allen, director of collections at the Regina Public Library, reported that nearly 500 copies of Heated Rivalry have been circulated since the show’s release in November. The library’s commitment to providing access to the book reflects a growing demand for diverse representation in literature.

As the conversation around Heated Rivalry continues to unfold, residents like Bates-Hardy feel that the show’s portrayal of LGBTQ+ themes provides a beacon of hope during challenging times. “It’s nice to see a show where (coming out) is something that can be embraced and you know it’s going to end with a happy ending,” she said.

With the ongoing buzz surrounding Heated Rivalry, Regina’s residents remain hopeful that their city will embrace its connection to the show and use it as an opportunity to promote the unique qualities that define their community.