SCC Advertising Students Win Gold at the NHL Innovation Competition
In a defining moment for both students and the program, a team from the Advertising & Marketing Communications Management program at St. Clair College has won the prestigious NHL Hockey Innovation Competition, earning top honours among colleges and universities across Ontario.
The student team – Sausha Goodhand, Elle Hebert, Airika Natyshak, Aryanna Pierson and Jordyn Taylor (Alternate) – was awarded The Innovator Award at the final competition held at the Canadian Tire Centre in Ottawa, marking the first time in program history that St. Clair College has claimed the competition’s top distinction.
This victory builds on last year’s success, where St. Clair also reached the finals, further establishing the program as one of the most competitive and industry-aligned advertising programs in Canada.
Solving One of Hockey’s Biggest Challenges
The competition, hosted by the National Hockey League and National Hockey League Players’ Association in collaboration with SAP, challenges students to tackle real-world problems facing the sport.
This year’s focus: aging hockey infrastructure, rising operational costs, and limited access to ice time across Canada.
The St. Clair team’s winning concept, “Reignite the Rink,” directly addressed these issues with a scalable, forward-thinking solution designed to modernize arenas while increasing accessibility.
Their concept included:
- Capturing and redistributing waste heat from ice refrigeration systems
- Introducing modular, multi-use community spaces within arenas
- Creating a digital platform to connect communities, optimize scheduling, and expand year-round use
These ideas respond to a growing national concern, with many Canadian arenas now more than 60 years old and operating under increasing financial strain .
Rather than proposing a theoretical concept, the team delivered a solution grounded in real-world feasibility, sustainability, and community impact – a key reason their idea stood out among top competitors.
From Classroom to National Stage
The path to winning was anything but easy.
More than 600 students from 36 institutions have participated in the competition across its first three years, with only a handful advancing to the final stage. After progressing through multiple rounds of evaluation, the St. Clair team earned their place among the top finalists in Ontario.
On Final Pitch Day, they presented their concept to NHL executives, industry leaders, and innovation experts – a high-pressure, real-world environment that mirrors professional agency pitches.
For the students, the moment represented the culmination of years of work.
“It was so fun and rewarding to be part of this experience alongside an amazing team,” said Elle Hebert. “Being able to bring our ideas to life and present in front of industry leaders who saw real potential in it was incredible.”
Airika Natyshak reflected on what the win meant personally and professionally. “This means everything to me. I’m so proud of my team and what we accomplished representing our college. It’s a testament to all the hard work we’ve put into this, and it’s incredible to see that the NHL and SAP believed in our idea the same way we did.”
A Transformational Student Experience
Beyond the competition itself, the experience provided something even more valuable: confidence, validation, and a glimpse into the future.
“This experience has been very memorable, educational, and surreal,” said Aryanna Pierson. “Three years ago, I never thought I’d be here. This is exactly why I chose this program – for opportunities like this that I can take into my future.”
Students also had the opportunity to network with professionals inside one of Canada’s most iconic sports venues.
Meeting industry leaders, presenting on a national stage, and receiving direct feedback from decision-makers created an experience that goes far beyond a traditional classroom.
For many, it was the moment where everything clicked.
The Power of Experiential Learning
This success is not accidental – it is the direct result of a program designed around experiential, hands-on learning.
Throughout their three years, students in the Advertising & Marketing Communications Management program:
- Work on real client projects
- Build full-scale advertising/marketing campaigns
- Collaborate with designers, strategists, and content creators
- Present ideas to industry professionals
By the time they reach opportunities like the NHL Innovation Competition, students are not just learning theory – they are applying it in high-stakes environments.
Professor Dwayne St. John, described the moment as one of pride. “It was a very surreal experience to watch our students absolutely shine. They demonstrated everything they’ve learned over the past three years. This is a proud moment for our program and the entire college.”
Sausha Goodhand emphasized how the program prepared them for this level.
“We’ve learned so much across the program, and it prepared us to step into something like this. Presenting to organizations like the NHL makes everything feel real and shows that what we’ve learned is truly valuable.”
A Program Recognized for Excellence
The Advertising & Marketing Communications Management program at St. Clair College has built a reputation as one of Ontario’s leading advertising programs – known for its industry integration, competitive success, and graduate outcomes.
Key highlights include:
- 90-100% graduate employment rate since 2021
- Winning multiple major international advertising/marketing competitions in the past four years.
- Consistent finalist and winning placements in industry competitions, including the NHL Innovation Competition
- Strong partnerships with real clients, brands, and organizations
Students graduate with hands-on experience in:
- Digital marketing and social media strategy
- Media planning and buying
- Analytics and performance marketing
- Content creation and campaign development
- Emerging marketing technologies including AI and digital analytics.
This combination of practical experience, strategic thinking, and real-world application is what continues to set the program apart.
More Than a Win
While the trophy represents a major achievement, the impact goes much deeper.
This win reinforces what the program has been building for years – a culture where students are challenged to think bigger, push further, and compete at the highest level.
It also sends a clear message to the industry:
St. Clair College students are not just participating – they are leading.
The award was earned by the four St. Clair College students who officially represented the college in Ottawa: Sausha Goodhand, Elle Hebert, Airika Natyshak, Aryanna Pierson, and Jordyn Taylor as alternate. Their success was strengthened by the kind of collaboration that has become a hallmark of St. Clair College. Professor Glenn Evans from the Graphic Design program, along with students Jacob Brockman, Bryce Winters, and Brayden Barclay, provided creative support and helped shape visual assets and idea development throughout the process. This kind of cross-program teamwork is part of what St. Clair College is known for and a major reason students are able to produce work that stands out on a provincial stage
Go Saints!
