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“This type of exposure will attract the type of attention that we are trying to educate the public not to take part in,” said Komarniski. “First and foremost, it’s a public safety issue.”

Komarniski said he couldn’t think of a “worse case scenario” than having the site promoted actively in the Oilers pre-game video, which has attracted a lot of attention on social media, saying it will ultimately encourage more people to explore the site just as winter weather sets in, making the terrain all the more treacherous.

Those caught crawling around the structure face a $100 fine under Parkland Bylaw 2202.

While Komarniski said bylaw officers are still reviewing this case and could not say what action, if any, will be taken, he did say there is a possibility that Eberle could be fined for his part in the stunt.

“I’m sure that the signs were there when any type of media or filming was done,” Komarniski said.

Not only is this an issue of public safety, said Komarniski, community members who live near the structure have complained about rampant open alcohol use at the site — something Komarniski said makes these activities all the more dangerous — as well as unwanted late-night traffic, noise, theft and littering.

But the pre-game video’s director, Michael Maxxis, encouraged Edmonton to “embrace” the site as part of the city’s “urban landscape.”

“It’s one of the most famous locations in the city, and that scene is one of the most complimented in the video. There’s a reason why thousands of people risk the fines to hang out there and enjoy the sights of the sprawling river valley,” Maxxis said. “I think it would be cool if the city would reinforce it, and let people enjoy it at their own risk. Embrace the bold and unique, rather than the banal and safe.”

The Oilers Entertainment Group did not provide comment at the time of publication.

Komarniski estimated that in the last six months alone, officers have issued between 150 and 200 tickets at the “End of the World,” either for entering a prohibited area or for liquor-related offences.

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ctheobald@postmedia.com