April 2021 News Archive

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Red Deer aims to become top major event destination

April 26, 2021 5:30 PM
(Red Deer, Alberta)

Today, City Council approved the new Red Deer Major Event Strategy and Destination Development Framework with a goal to see Red Deer as a top major event destination among mid-sized Canadian cities by 2030.

“Red Deer has a strong, proud history of hosting major events,” said Mayor Tara Veer. “The Major Event Strategy will generate investment and enhance our community opportunities through economic development, community engagement and community pride for years to come. This strategy is in direct response to our strategic plan as we strive to leverage our prime geographic location, build on our past successes with major event hosting, and diversify our local economy.”

The Strategy was developed to help position Red Deer as a premier tourism and event destination in Canada, and strengthen the community’s readiness to attract and host new major events. Using a collaborative model, the Strategy outlines a single point of contact for major events and offers a vision to align destination development with major event attractions.

The Major Event Strategy focuses on two key themes: to build on the city’s momentum and track record for hosting major sporting events, and to capitalize on strong demand for major arts and cultural events.

“The Red Deer Major Event Strategy and Destination Development Framework helps us look beyond current challenges and focus on future economic development,” said Tara Lodewyk, General Manager Development and Protective Services “Events contribute to quality of life, diversify our economy and generate spending in our community.”

The Strategy identifies an opportunity to transition Tourism Red Deer into a new Destination Development Corporation (DDC), a unified organization to oversee major event development and broader tourism development in Red Deer. The DDC would have three major functions, including tourism marketing, major events, and destination development, which would help build community-wide capacity to transform Red Deer into a premier major event destination.

With approval of the strategy, The City will work closely with Tourism Red Deer to develop a detailed plan to explore the transition to the role of the DDC. This will allow both organizations the opportunity to determine the implications of this transition and strategies related to fiscal sustainability and roles and responsibilities and clarity of scope.  

“We appreciate the time and effort that was taken to develop this comprehensive strategy, and look forward to working with The City to position Red Deer as a leading destination for major events,” said Rene Rondeau, Executive Director for Tourism Red Deer. “We are ready, to explore this opportunity and how it can best serve our community.”

Additional information is available in the FAQ document (pdf) .

For more information, please contact:

Corporate Communications
The City of Red Deer

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