“You're not the Great One anymore”: Niagara-on-the-Lake residents are considering removing Wayne Gretzky's name from Andrew Peller Ltd.'s Estates

Niagara-on-the-Lake residents are debating whether to remove Wayne Gretzky's name from Andrew Peller Ltd.'s Wayne Gretzky Estates winery, amidst national criticism of his past comments and Trump affiliations. Some argue Gretzky's unfitness for representing Canada and the town, while others believe removing his name would be unrealistic. Virginia resident Steve McGuinness warns that a business bearing Gretzky's name could negatively impact the town's economy.

A heated debate has emerged in Niagara-on-the-Lake over whether Andrew Peller Ltd. should remove Wayne Gretzky’s name from its Wayne Gretzky Estates winery. The discussion follows nationwide criticism of the hockey legend, with some arguing that his past remarks and connections to former U.S. President Donald Trump make him an unsuitable representative for Canada and the local community.

Others believe Gretzky’s status as a national sports icon remains intact, and stripping his name from the winery would be impractical. Virgil resident Steve McGuinness expressed concern that a business associated with the hockey star contributes to the local economy, and a name change could have financial consequences. "It’s going to be a drag on sales," he said, referencing the backlash Gretzky faced after being named honorary captain of Team Canada.
“It rubbed me the wrong way. I think it rubbed a lot of people the wrong way,” McGuinness said, adding that Peller should rebrand to avoid financial losses. Steve Long, a resident, highlighted the decline in reservations at the former Trump International Hotel and Tower in Toronto after Trump's 2016 election win. The hotel later rebranded as St. Regis Toronto, but some residents argue that many tourists visit the winery's "prime location" without knowing the name on the marquee.
Long is using the hashtag #NotSoGreatOne to protest against the winery's association with Gretzky, arguing that the issue is not just about hockey but also about character. “You have to have skill, you have to have character and if one of those falls off the rails, you're not 'the Great One' anymore,” Long said.
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Niagara-on-the-Lake's reputation is being tarnished by Gretzky's connection to Trump, who has been criticized for his stance on Canada, according to Long. This undermines the town's positive image and contradicts the values many in the community hold dear.