CAA also known as the Canadian Automobile Association is a federation of eight regional not-for-profit automobile associations in Canada, founded in 1913. The CAA Centre is a 5,000-seat multi-purpose arena in Brampton, Ontario, Canada. It was built in 1998, and officially opened the same year on October 7. Its main arena is home to the Brampton Beast of the ECHL and the Brampton Excelsiors lacrosse teams; the arena also hosts many events throughout the calendar year for the residents in Peel Region.
Founded in 2013 by President and General Manager, Cary Kaplan and Gregg Rosen of Kimco Steel Sales Ltd, the Brampton Beast Hockey Club are the proud ECHL affiliates of the NHL’s Ottawa Senators and the AHL’s Belleville Senators. Since 2013, the Beast have provided families in Peel Region and across the GTA with entertainment and memories to last a lifetime. In addition to their free Sunday Skate program, the team partnered with the CAA Centre in 2019 to provide those new to skating the opportunity to learn in a safe and fun environment.
As Canada’s largest not-for-profit automobile assoication (with 2+ million members in South Central Ontario) CAA was looking for ways to further increase their membership. The largest opportunity they saw was by reaching out the South Asian market, which represents over 1 million people across the GTA.
As a new sponsor of the CAA Centre, which has 1.2 million visitors annually, CAA chose to further increase their footprint in the Brampton community by partnering with the Beast and Skate to Great (charity). The goal of this partnership was to develop a FREE program that would be offered at select Beast game days, where fans could learn to skate for the first time.
Active outreach is done throughout the season to promote the event and target the South Asian community – however, all are welcome to participate. The participants get the opportunity to skate with their families and Brampton Beast players, while all helmets and skates are provided by Skate to Great.
From April to December 2019, the CAA Family Skating program held approximately 10 sessions, which resulted in a total of 330 attendees; 330+ complimentary Brampton Beast tickets distributed; and a 225 complimentary skate/helmet rentals through the Skate to Great charity.