Regina Residents Seek to Leverage Hit Series ‘Heated Rivalry’

Residents of Regina, the capital of Saskatchewan, are advocating for their city to capitalize on its connection to the popular television series, Heated Rivalry. Many believe the show offers a unique opportunity to promote Regina as a vibrant location, particularly given its ties to the storyline.

The series, which airs on Crave TV, features characters Shane Hollander and Ilya Rozanov meeting for the first time outside a Regina arena during a fictional hockey tournament. This moment has sparked excitement among locals, who feel that Regina could benefit significantly from the show’s success.

Tanna Dietrich, a resident, expressed her surprise upon recognizing the city in the opening scene. “Obviously it’s not shot in Regina, but you can envision it being at the Brandt Centre,” she remarked. Dietrich highlighted how seeing familiar locations on-screen can foster a sense of pride and recognition for residents.

In addition to local buzz, the mention of Regina has led to discussions about how the city could better promote itself. Courtney Bates-Hardy noted that while Regina may not be the first place people associate with hockey, its inclusion in the series provides valuable exposure. “It’s nice to get that shout out,” she added.

The storyline suggests that Regina is the first stop for Ilya Rozanov in North America, and it features his candid reaction to the city’s weather conditions. Dietrich urged local tourism authorities to seize this moment, saying, “How cool would it have been to be like, ‘Hey, we are the neat, cute location of Shane and Ilya?’”

While other cities and organizations have already begun leveraging the show’s popularity for marketing purposes, Regina has not yet followed suit. For instance, McGill University acknowledged a connection to the series by highlighting Shane’s father as an alumnus, and Ottawa’s mayor recently declared a day in honor of Shane Hollander.

In January, Team Canada responded to fans’ interest in Shane’s signature red-and-white fleece jacket, further demonstrating the show’s reach and its potential for marketing collaboration. Prime Minister Mark Carney even donned the jacket while attending a recent Canadian film industry gala with actor Hudson Williams, who portrays Shane.

Despite the local enthusiasm, Jennifer Johnson, deputy manager of tourism for Regina, stated that the city has opted not to use the series for promotional purposes. She explained that although the city appreciates the mention, it does not fully represent Regina’s attractions. “It seemed like a bit of a stretch to say, ‘You have to come here to see said attraction,’” Johnson noted.

Still, Johnson mentioned that the tourism team is open to future opportunities if the show provides a more significant spotlight on Regina. “We do love seeing our city mentioned, and I think there are actually lots of beautiful locations to shoot,” she said.

Local resident Colin Scheidt emphasized the importance of the show for Regina, particularly with the upcoming Frost Festival. He organized a marathon screening of Heated Rivalry at a local LGBTQ+ nightclub, emphasizing the positive impact of the series on the community. “It was also healing to watch a gay love story that didn’t involve stereotypical trauma,” Scheidt added, reflecting on the significance of representation in media.

In addition to local screenings, the Regina Public Library has begun offering free unlimited digital copies of the book that inspired the show, reflecting high demand among residents. Library director Geoffrey Allen reported nearly 500 circulations since the show premiered in November, with a long wait-list for physical copies.

“The mention of Regina really brings it home,” Allen shared. He expressed appreciation for the positive representation of gay men in non-stereotypical roles, which resonates with many viewers.

Bates-Hardy, who also works at the library, noted that the show provides a sense of hope for queer individuals, especially during challenging times. “It’s nice to see a show where (coming out) is something that can be embraced, and you know it’s going to end with a happy ending,” she said.

As the excitement around Heated Rivalry continues to grow, Regina residents remain optimistic about the potential for their city to shine on a larger stage. Whether through tourism initiatives or community events, many believe the series can serve as a catalyst for promoting Regina’s unique character and rich cultural offerings.