Sackville to reap benefits from upcoming international sporting event in Moncton

Sackville is gearing up to host more than 1,000 athletes from all over the world this summer, becoming a part of the largest sporting event ever held in Atlantic Canada.

The IAAF World Junior Track and Field Championships is still several months away but planning is already moving full steam ahead as town officials make every effort to put the community's best foot forward for the week-long event.

Although the track and field competitions will be held at a brand new state-of-the-art stadium in Moncton, Sackville will see an influx of about 1,300 of the athletes and their families staying on Mount Allison University's campus throughout the week of July 19-25.

"We have some great opportunities to expose them to what Sackville has to offer," said Coun. Merrill Fullerton during council's monthly meeting last Monday evening.

The town, in cooperation with local non-profit organizations and festival organizers in the community, will be running a variety of events and programs during the athletes' stay in Sackville.

"This opportunity is what we make of it," said Fullerton.

"We really need to create a presence downtown to get people down there."

Coun. Virgil Hammock agreed with his fellow councillor.

"We need to get these athletes in our community and into our downtown and participating in our events," he said.

Warren Maddox, director of community development and tourism, said there are a whole slew of opportunities for Sackville to market itself while the athletes are in town.

"The impact this event will have, not only economically, will benefit the community tremendously," he said.

The town will incur some of the costs associated with hosting the athletes, said Maddox, but most of those will be in-kind contributions such as using Sackville's summer tourism staff to work the registration desk for the athletes or using public works employees to set up barricades for the buses that will be running back and forth to Moncton on a regular basis.

Maddox said many of the items requested by the IAAF organizers are already in place in Sackville such as flower displays, banners and a mainstage tent.

The town will need to purchase signage for the event, hire crossing guards for several locations, and is also looking into hosting an "affordable" celebration for the visitors.

But with a multi-million dollar event happening right on our doorstep, Maddox insisted these investments will more than pay for themselves.

He also pointed out that, because of Sackville's participation and sponsorship in the games, there will be opportunities to attend some of the events as VIP guests.

"This is a chance for us to explore, do some networking and do some schmoozing."

Maddox said last month that he also hopes local businesses will take full advantage of the upcoming opportunities.

"We can get the people here but the businesses have a responsibility to take advantage of the influx," he said during council's February meeting.

Deputy Mayor Bob Berry suggested at the time that businesses might want to offer promotional specials or discounts during the week to encourage more visitors to wander downtown.