SMS Equipment Place Unveiled
New name at MacDonald Island Park marks renewed commitment to community, connection, and celebration
(Fort McMurray, AB – June 30, 2025) One of Northern Alberta’s most iconic venues is entering a new era of community connections and unforgettable experiences. The Regional Recreation Corporation of Wood Buffalo (RRC) is proud to unveil SMS Equipment Place, the renamed conference and event heart of MacDonald Island Park.
Originally opened in 2015 as Shell Place, the expansion project at MacDonald Island brought a new standard of recreation, sport, and entertainment to Fort McMurray Wood Buffalo. Shell Place quickly became the stage for major moments in the region, welcoming national and international visitors.
Now, in 2025, a new name carries the legacy forward. Thanks to an expanded partnership with SMS Equipment, the venue will be known as SMS Equipment Place.
“We’re proud to strengthen our connection to the community and deepen our partnership with the Regional Recreation Corporation of Wood Buffalo through the sponsorship of SMS Equipment Place,” says Robin Heard, President and CEO of SMS Equipment. “Supporting the central gathering place for the region is a natural extension of our company’s commitment to collaborative growth.”
The renaming to SMS Equipment Place reflects the evolution of a strong partnership between the heavy equipment dealer and the RRC. SMS Equipment has steadily increased its support for community initiatives and regional venues in Fort McMurray, including the sponsorship of SMS Equipment Stadium, which started in 2015. This additional investment further strengthens the company’s commitment to the region and its future.
“This is more than a name change - it’s a renewed commitment to our community,” said Graig Walsh, RRC Chief Executive Officer. “SMS Equipment has been a vital partner for years. By taking a leadership role and stepping into the naming sponsorship, the company is ensuring this incredible venue will continue to serve residents and visitors for generations to come. It’s where our region gathers, plays, and connects - and now, it carries a name that symbolizes a bright and lasting collaboration.”
“Expanding our partnership with the RRC is our way of showing SMS Equipment is here for the long-haul,” adds Heard. “We want to give back to the community that has supported us for the past 30 years and help it thrive well into the future.”
The naming partnership supports operations at MacDonald Island Park and the innovative programming, services and events delivered by the RRC. A portion of the funds are directly invested in the WB Kids Program, which works to reduce financial barriers and enables local children and youth to participate in sport, recreation and leisure programs.
SMS Equipment Place is home to SMS Equipment Stadium, Legacy Dodge Field, the High Performance Training Centre, the Indoor Turf Fieldhouse, the UA Local 488 Gymnasium, and the region’s largest conference, meeting, special event and ballroom spaces. Since opening in 2015, the venue has hosted hundreds of events, including sport competitions, concerts, community events, meetings and conferences, and more.
This July, SMS Equipment Place will be home to the inaugural Hello Summer Music Festival, featuring two days of Canadian artists performing for thousands of excited fans.
As SMS Equipment Place steps confidently into its next chapter, it stands as a powerful symbol of community spirit, partnership, and progress. With a shared vision for a thriving future and creating community together, SMS Equipment and the RRC are committed to creating opportunities, breaking down barriers, and inspiring generations to gather, play, and connect for years to come.
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