"When it comes to Ryerson, this is nothing so new. Ryerson's heart is located right where one would probably find the highest concentration of marketing and advertising campaigns for every Canadian square meter you would walk [referring to Dundas Square]!" Moore added.

Smythe's family attended the unveiling. His great great grandson told Ryersonian staff that they did not know about the capsule until recently. He said that the family is happy that the contents will be preserved.


The capsule was found by bricklayers in July while renovating the storied hockey arena to become Ryerson’s new athletic centre and Loblaws grocery store. A newspaper and NHL rulebook from 1931 were also discovered. 

“Any event that draws attention to a university is good in and of itself. It puts a university in the eye of potential donors and potential students," said Robert Wilson, a Ryerson business management professor. “I think Canadian universities have always operated like a business. Not that they’re driven by profit, [but rather] driven to provide the university with a higher profile.”

“From a branding perspective these kinds of events allow a University like Ryerson to share its unique brand story, while engaging and connecting with the Toronto community around a piece of history we are all emotionally attached to and can identify with," said Jake Pringle, a health services management instructor at Ryerson. " ... there has been growing attention directed to a university’s raison d’être and communicating that message through a powerful brand identity has never been more important.”