Chris Relke
B.C. Division, Editorial, Opinion

The Importance of Jack the Giant

Written by Adam Kierszenblat on

 

Jack the Giant is a vital part of the fan experience at Vancouver Giants gamss. The mascots work in the arena, and out in the community is a major part of how the Giants connect with their fan base. From school visits to pumping up the crowd, Jack plays a major role in the Giants organizations.

History:

When Vancouver was granted a WHL franchise, the leadership team’s first goal was to come up with a theme for the organization. Dale Saip is the Senior Vice President with the Giants and has been with the team from the start. Saip says the team wanted to pay homage to Vancouver and the large forestry industry. Once they came up with the background of the team, next came the mascot. This is where the idea of Jack the Giant was born. Jack is a lumberjack with a large beard and a black toque. The role that Jack plays is crucial to the success of the Giants off the ice as he creates a special atmosphere that everyone can enjoy.

Pregame:

Jack can be found throughout the stadium during the game interacting with fans. During the pregame and intermission is where Jack shines, however. While the pump-up music is playing, Jack is playing big brother to a minor hockey player who gets a chance to skate with the team. Ensuring the young skater is safe and knows where to stand during the National Anthem are key parts to ensuring that the child will have a memory that will last a lifetime.

(Photo Credit: Rob Wilton/ Vancouver Giants)

Intermissions:

During the Intermission, it is Jack’s job to entertain the crowd. The Giants have done a great job of incorporating fans into their intermission breaks through games and competition. Jack plays a key role in these competitions. His job is to show the contestants how the game is played. From obstacle courses to human bowling, Jack is there to ensure the game is safe, and the contestant knows what they are doing.

You can also see Jack hanging off the back of a vehicle driving around the ice while he shoots prizes into the stands. Jack’s goal is to ensure everyone in the crowd is having a good time. His intermission work is a major part of the experience.

Other Mascots:

(Photo Credit- Chris Relke/ Vancouver Giants)

The Giants bring in other mascots to help entertain the crowd, as well as compete in competitions against Jack on the ice. By bringing in other characters, the Giants are introducing young fans to a variety of characters, while promoting their partners. Some guests include Bucky the Beaver, the Cloverdale Rodeo mascots, Leo the Lion, Spike from the Whitecaps, and Tony the Tiger. The goal of the Giants is to ensure everyone has a positive time at the game regardless of the score. Children drive the market in junior hockey. This means if you can make the 10-year-old happy, you are more likely to get the family back to see more games. Having additional mascots to provide that memorable moment is a fantastic idea, and benefits everyone involved.

Jack in the Community:

Schools:

The Giants ensure they have a presence in schools across the lower mainland. The team will bring players and Jack to the school in order to teach the kids proper social responsibility, living a healthy lifestyle, and the importance of education all while having some fun. This program is called the Be A Giant Program. It allows kids to connect with the team and mascot in their local elementary school. Once the class completes the program, they are given tickets to a Giants game where they can watch the game as well as spend time with Jack. By showing the kids that you can be responsible and still have fun, it teaches them life lessons that will hopefully carry throughout their lives.

Events:

Jack is a great marketing tool that the Giants can use at events or fundraisers. Due to his size, Jack sticks out and draws a crowd. While Jack is hanging out with the kids, the Giants can talk to the parents about initiatives they run and game information. Jack acts as a beacon to draw families in. He is a key part of their marketing team in the community and helps bring families through the gates at the Langley Event Center.

WHL T’s for Toys:

During the COVID-19 pandemic, the Giants were using Jack’s image to help raise money for the BC Children’s Hospital. For $20, you could get a shirt with Jack the Giant pulling a wheelbarrow full of toys. The proceeds then went to buying toys for kids in need. Not only did the shirts look great, but the money donated ensured that those in need in the community still had a great holiday season.

Jack the Giant Memorabilia:

By having a mascot with a large connection to the community, it allows for new revenue streams that would not otherwise be available. From T-shirts to stuffed dolls to trading cards, the Giants are able to market Jack’s likeness to fans who adore him. When a company can be innovative and find new ways to make money, it helps the team stay successful. Children drive Jack the Giant merchandise, therefore you need to ensure that the memorabilia is child-friendly and eye-catching. When a kid walks by a stand and tells their parents that they want whatever is showcased, odds are the parents is going to buy it for them. Due to his popularity, Jack is able to create revenue for the Giants just like the players. This adds to his value within the organization.

A Key Part of the Team:

Although Jack will not score a goal, make a save or throw a big hit during the play, his role with the team is crucial. Whether the Giants are up or down, Jack needs to ensure the fans are enjoying the game. This is achieved through personal meet and greets, or the image of him sliding around the ice shooting t-shirts into the stands. The memories he creates at Giants games stick with families and especially younger kids. His role on the team is more important than some realize. The Giants have done a great job building his relationship with the fanbase and the community.