Fuelled by pork tagline announced

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The founding group of HyLife was given the naming rights of the Southeast Event Centre, the working name for Steinbach’s newest multi-use facility.

That name will go forward as the facility’s permanent name with an added tagline, “Fuelled by Pork”.

The Southeast Events Group, a not-for-profit organization partnering with the City of Steinbach to operate the facility committed to raising $25.5 million in private funding.

SUPPPLIED 

Left, HyLife founders and Steinbach Events Group board members Claude Vielfaure, Denis Vielfaure, Don Janzen and Grant Lazaruk.
SUPPPLIED Left, HyLife founders and Steinbach Events Group board members Claude Vielfaure, Denis Vielfaure, Don Janzen and Grant Lazaruk.

Much of that funding came from HyLife’s founders.

Despite the opportunity to name the facility after HyLife or the individuals that brought it to life, the group went another way.

Board chair Grant Lazaruk, one of four founding members of HyLife said it was Don Janzen, another founding member who suggested keeping the working name.

“A lot of these places are named after a person or a corporation,” he said, adding they wanted an inclusive name.

He admitted however he was uncertain about the idea, thinking of it as boring at first. “Let’s call it the pork palace, I thought,” he said with a chuckle.

But the rationale behind Janzen’s idea caught on with the group and Lazaruk said the Southeast Event Centre is about far more than the bigger donors.

“This place is about community,” he said. “We want to include as many people as possible that use it.”

In a press release issued Jan. 9, Lazaruk said they want to celebrate the entire region.

“The tagline ‘Fuelled by Pork’ represents our gratitude for the industry’s contribution and connection to the broader farming community,” he said.

Visitors will be able to learn more about the beginnings of the new event centre.

As they walk through the grand timber-framed atrium, a donor wall will share the history behind the tagline. It highlights the story of Don Janzen, Claude Vielfaure, Denis Vielfaure and Grant Lazaruk and their journey which began as a single-family barn and expanded to establish southeastern Manitoba as a major hub for pork production.

“To show their appreciation, Don, Claude, Denis and Grant have given back in a meaningful way,” the display states. “Together with HyLife, they envisioned a space where the community could unite and celebrate its shared pride and accomplishments.”

Don Janzen said three decades after starting their pork production business, he’s happy to give back.

“The community welcomed us with open arms and offered incredible support,” he said. “Now, my wife and I are giving back to the community that has given us so much.”

Claude Vielfaure, also a founder and board member agreed.

“For us at HyLife, giving back is part of our culture. Our communities have done so much for us, both professionally and personally,” he said. “This is our way of fostering continued growth and highlighting southeastern Manitoba as a wonderful place to live.”

The $25.5 million contribution represents 34 percent of the total cost of the $74 million, 94,000 sq. ft. facility.

Lazaruk said having private money involved helps attract other funding and takes the weight off the taxpayer.

“These things in my opinion don’t get built if we’re just depending on the taxpayers to do it,” he said. “So, we said we’re going to partner with it.”

This model is not unheard of.

“These models of sharing by all levels of government plus private dollars are done elsewhere throughout Canada and the U.S. and I think there will probably be more and more of them,” he said.

The Southeast Event Centre will open in March and Lazaruk said they are among those who can’t wait to get inside.

“We’re super excited,” he said. “We want to showcase this facility.”

The final sentence of the story that will be included in the display sums up the message they’d like to share.

“This is more than a facility – it’s a symbol of collaboration, community, and a legacy built together,” the display states. “Welcome to a place that belongs to all of us.”

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