Canucks Mobile Merchandise Trailer

The Challenge

Professional sports teams rely heavily on merchandising and community events to connect with their fan base. While the Canucks had a successful in-arena store, they recognized the potential to capture sales and engage fans outside the confines of the stadium. The team’s marketing department had long dreamed of a mobile solution that could serve multiple purposes:

• Sell merchandise to fans entering the arena or attending nearby events
• Facilitate community engagement activities
• Promote ticket sales
• Host player signings and other special events

The Solution

With extensive experience developing purpose-built mobile environments, Sequoia was tasked with bringing this vision to life. The project had a tight 16-week timeline, aiming to launch for the season opener.

An all-hands-on-deck design effort produced a robust plan for the Canucks organization, including:

• Flexible configuration allowing for both merchandise sales and community activations
• Interchangeable fixtures compatible with existing retail assets
• Digital menu board for easy price updates during different event types
• Dual configuration for hockey games and concerts
• High-throughput design to handle large crowds

The Process

To meet the tight deadline, Sequoia leveraged its broad network of partners to source an existing trailer that could be modified, rather than building from scratch, saving both time and money for the client.

Sequoia worked closely with the Canucks’ retail and events teams to create a design that would meet current needs and future-proof the investment. Canucks Jill White said that “Sequoia’s adaptive tactics allowed for smooth adjustments throughout the project, ensuring timely delivery within our budget constraints.”

As the unit was intended for dual-use (Canucks games and concerts), the design process involved Incorporating standard fixtures for interchangeability with the Integration of key digital elements for flexibility.

Thanks to Sequoia’s experience with similar projects and the use of digital fabrication techniques, the build was completed in an impressive 7 days. Key to this efficiency was the pre-fabrication of components ahead of trailer arrival at SQ HQ. An experienced team familiar with the specific trailer model ensured that existing CAD models produced perfect fit components, ready for install as soon as the trailer arrived at the Sequoia facility.

The mobile trailer delivered big on key strategic benefits for the Canucks:

1. Capturing Pre-Game Sales: By positioning the trailer outside the arena, fans can make purchases before entering, when they’re most excited and haven’t yet allocated their budget to in-arena expenses.
2. Flexible Usage: The trailer can be easily reconfigured for different event types, from game days to concerts to community events.
3. Brand Extension: The mobile unit allows the Canucks to bring their brand and merchandise to fans in various locations, extending their reach beyond the arena.
4. Improved Fan Experience: Offering merchandise in an easily accessible location enhances the overall fan experience, particularly for those who may not enter the arena but want to participate in the game-day atmosphere.

The Results

The Canucks reported a strong return on investment from the trailer’s first deployment at the opening game of the 2024/25 season. “The trailer surpassed our sales projections on the first day, a testament to Sequoia’s integrated, experience-focussed approach.”, said Jill White, Director, Merchandise Canucks Sports & Entertainment. “ Their management of every project phase, from design through to execution, was impeccable.” The success of this test run led to the full-schedule implementation of the custom-designed trailer.

The mobile merchandise trailer has become a recognizable and popular feature outside the arena, drawing fans and generating buzz. Its flexibility has allowed the Canucks to use it for various events, maximizing its value and impact.

A Dream Project for Sequoia

For Sequoia Company, this project held special significance. As lifelong Canucks fans, the team was passionate about delivering an exceptional product for their hometown team. This enthusiasm, combined with their expertise in mobile environments and professional sports activations, resulted in a solution that exceeded the client’s expectations.

“As a company, we’re so passionate about professional sports. We also have a deep affection for mobile vehicles and it’s in our hometown… we’ve all been lifelong Canucks fans, so this project was a big deal for us.”

Rory Amelio, Sequoia Partner

The project’s success has become a point of pride for Sequoia, with team members often hearing excited, reactions when they mention their involvement in creating the now-familiar trailer outside the arena.

Conclusion

The Canucks Mobile Merchandise Trailer project showcased Sequoia’s ability to deliver innovative, purpose-built solutions under tight timelines. By combining strategic thinking, flexible design, and rapid execution, the SQ team created a versatile asset that enhances the Canucks’ brand presence, improves fan engagement, and drives merchandise sales in a unique and effective way.

Mobile environments can be powerful tools for sports teams and other organizations looking to extend their reach and create memorable experiences for their audiences. And we really love building them. Especially for the Canucks ♥️