Thursday January 29, 2026 | COLWOOD, BC [Posted at 4:05 pm | Updated 4:14 pm | Updated January 31, 2026]
by Mary P Brooke | Island Social Trends
West Shore Parks & Recreation Society has announced a 10-Year naming rights extension for The Q Centre arena.
The arena is named after 100.3 The Q! which is a radio station owned by the Pattison Media (rebranded in 2021 from the former name Jim Pattison Broadcast Group). Pattison Media is a division of The Jim Pattison Group.
There were other businesses interested in the Expression of Interest initially. One withdrew. “Pattison Media had the strongest submission,” says WSPR.
WSPR Board:
The West Shore Parks and Recreation Society is owned by five west shore municipalities: Langford, Colwood, View Royal, Metchosin and Highlands. Generally speaking, WSPR Society meetings are attended by municipal mayors or councillors.
The WSPR board is currently chaired by Langford City Councillor Kimberely Guiry.
“On behalf of the Board of Directors, we are thrilled to continue this meaningful partnership,” says Guiry.
“Community partnerships like this are essential to keeping sport and recreation accessible, sustainable, and vibrant. This agreement supports opportunities that benefit our community, and we are excited about what the future holds at The Q Centre Arena,” she says.
Pattison Group:
“We’re proud to extend the naming rights of The Q Centre Arena for another 10 years,” said Rob Bye, General Manager of Pattison Media, Victoria.
“This facility is a cornerstone of our community—bringing people together for sports, entertainment, and shared moments that matter. Continuing this partnership reflects The Q’s longterm commitment to supporting the community we serve every day.”
Community connection:
WSPR says this reinforces a longstanding partnership dedicated to supporting community sport and accessible recreation and builds on a strong relationship established over the past 12 years (the first naming-rights deal was signed in 2014).
The partnership has enhanced brand recognition for the facility while creating valuable media and promotional opportunities, says WSPR in a news release today.
Name recognition is considered to be important for connecting the community to the centre’s wide range of events and services.
Spectator facility:
The 2,781 seat Q Centre arena is a spectator facility. The facility is home to the Victoria Grizzlies hockey team and Victoria Shamrocks lacrosse team that host major sport tournaments.
Trade shows, organization conventions, performances and other community events are also held there using additional floor capacity of 860 people.
The continued collaboration of WSPR And Pattison Media reflects a shared commitment to fostering inclusive recreation opportunities and maintaining high-quality facilities that serve residents of all ages and abilities, as stated by West Shore Parks and Recreation in their news release.
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