Rather than opt for the 'safer' ACC for their first event in Toronto, the UFC is going aggressive.
One thing the UFC can never be accused of is setting the bar too low.
That was clearly evident Tuesday when president Dana White, speaking at a Toronto news conference intended to promote Saturday's UFC 124 show in Montreal, announced the date of what will be the organization's first event in Ontario before the governmental body that would sanction said show has even approved it.
And he went a step further, declaring that the event, which he said will take place on April 30, 2011, at the Rogers Centre in Toronto, will break the UFC records for gate and attendance.
They'll have every chance in the world to do so because they are taking an aggressive approach with this highly-anticipated UFC 131 show.
Instead of opting to hold with the event at the Air Canada Centre, a hockey arena similar to their typical venues and one that would be all but guaranteed to sell out and likely in record time, they are thinking big. Real big. For the first time, the UFC will hold an event at a baseball stadium, where the seating capacity could top twice as many.
Jointly hosting the news conference was the UFC’s director of Canadian operations Tom Wright, who was hired earlier this year before mixed martial arts was even regulated in the province with one of his goals to help get that changed. Now that it’s a go, there’s no sense not going all out.
"You've got that one chance to make that first impression to as many fans as possible," Wright said.
While the Rogers Centre holds roughly 50,000 for Blue Jay and Argonaut games and has seated over 60,000 for other events (including Wrestlemania), Wright says they're not necessarily aiming for those kind of numbers.
"The intimacy and the fan experience is first and foremost," Wright explained. "It's not about trying to jam as many bums (in as possible), it's making sure we've got a great experience for as many fans as possible."
While he wouldn't peg an exact number, he said the capacity based on the configuration they set up will be "between 30 and 40 (thousand), is what I'm guessing."
"It's too early (to say though)," he added.
I asked him if they had any concern it won't sell out at that number and there will be empty seats, making it not look great. His response? An emphatic "no" (with a smile). As high as the bar they place is, they plan to hit it.
Wright also said they'll be taking the go big or go home approach with the fight lineup.
"I'm pushing for a supercard," Wright said. "I'd love to see it like UFC 100 ... with a couple championship fights on there."
Make your MMA Tournament picks for Saturday's UFC 124 now.
Some raised an eyebrow at the fact that they're making the announcement now rather than waiting for Jan. 1, when the Ontario government will start taking applications for events.
While this is another example of their aggressive approach, it's not at all meant as a belligerent move. In fact, he has been keeping the province in the loop.
"The Ontario government have been completely up to speed and I've communicated directly with them," Wright said. "This announcement today … there were a bunch of people in the audience who were surprised, but there were people from the Ontario government who weren't because I told them what we planned to do."
He also said he’s already made Ontario Athletics Commissioner Ken Hayashi aware of the Apr. 30 date.
While some believe there will be a battle that will go on between Hayashi and the UFC before the fights take place in the Octagon, Wright isn't concerned.
"I'm liking our chances that we're going to be approved," Wright said with reasonable confidence.
The timing of the announcement was slightly strange because this week is all about UFC 124, whose title fight between welterweight champion -- and Canadian sports hero -- Georges St-Pierre and Josh ("the most hated man in the UFC") Koscheck is one of the biggest of the year. As soon as one reporter asked the Toronto question that led to White spilling the big news of the day, any further questions about UFC 124 quickly ended.
On the other hand, maybe that's the way the UFC likes it. It just raises the bar of excitement even higher.
One thing's for sure -- if you think there was a lot of hype around this Saturday's event in Montreal, just wait for April 30, 2011.
