Case Study: Baycrest Foundation raises $1.5M at Scotiabank Pro‑Am and strengthens supporter engagement with FrontStream

Baycrest Foundation - Customer Case Study

Baycrest Health Sciences’ charitable arm, the Baycrest Foundation, funds research and innovation in brain health and aging. To raise funds and awareness for Alzheimer’s research they created the Scotiabank Pro‑Am for Alzheimer’s, North America’s largest on‑ice charity hockey tournament; their ongoing challenge is keeping an annual event fresh and emotionally engaging for returning participants while growing community awareness.

Baycrest leveraged local hockey connections to build a high‑profile ex‑NHL pro tournament, focused on an exceptional player experience and reinforced the cause with personal storytelling at events, continuously adding new elements each year. The strategy paid off: the 2017 event raised $1.5M (a $31M total over 12 years), attracted 435 players and numerous NHL alumni, boosted Family Day attendance and strengthened long‑term support and GTA awareness of Baycrest’s work.

Baycrest Foundation

Mark Gryfe

President