Known for re-inventing its watering holes on a regular basis, Canad Inns is ready to unveil its latest concept -- an online nightclub. Wildonwinnipeg.com will feature music, DJs and ways for patrons to connect with each other the way they do at its real-life clubs, said Ron Ledohowski, president of Canad Corp., which owns Manitoba's largest independent hotel chain with 10 large nightclubs.

"If they're at home and they're not at our clubs -- shame on them," Ledohowski said. "But if that's the case, what are they doing?

"There's a chance that within a certain age group they're online. They're probably downloading music, listening to music online or in one of these chat rooms."

Enter Canad Clubs Radio, an online radio station featuring music and DJs from the chain's clubs, and Single in the 'Peg, a free online personals service for Manitobans -- both accessible from the Canad Inns website.

"We're trying to build our customer base through the Internet," said Ledohowski.

A local marketing professor says Canad Inns is going where its target market is -- online.

"There are people in their 20s who use the Internet all the time, to check out a club, to check out a DJ. It's another way to market yourself," said U of M's Rob Warren.

CAN SHARE INFORMATION

Ledohowski says DJs tell him patrons constantly want to know the source of their music and where to buy it. Now they can share that information through the Internet radio station, which will be pre-programmed at an in-house studio.

The station will broadcast concerts live from Canad Inns clubs and, after the bars close, offer light jazz or Frank Sinatra segments from 4 a.m. to 7 a.m.

The radio station is now live but the personal ads, where customers can post photos and video, will start in about a week.

Ledohowski says Canad Corp. has lobbied the province to add another animal to its tourism image -- the party animal.

"Winnipeg and Manitoba's got a lot more going for it than just polar bears and wilderness. And we've been trying to push Winnipeg as the nightclub capital of Canada."

- On the Net: www.wildonwinnipeg.com