Calgary Ultimate hosts Ultimate host city

Destination Strategy tourism calgary 1

Inside

04 Introduction 07 Background kind of design on 13 Stakeholder engagement the inside cover 17 Key findings 18 Strategic framework 21 Recommendations 23 Enhance Calgary’s hosting infrastructure 28 Energize Calgary’s iconic anchor experiences 31 Attract, develop, promote and activate events year-round 34 Articulate and emotionalize Calgary’s unique personality 37 Foster stakeholder alignment and collaboration 41 Implementation 42 Timelines 44 Contributors 52 Definitions 53 Board of Directors and Senior Leadership Team First print run November 2016 2 destination strategy tourism calgary 3

With this collective tourism strategy, we are taking another big step forward to invite the world to our home. We will share with them what we already know: that Calgary is a remarkable city in which to live and to visit, and we’re only going to get better.

Mayor Naheed Nenshi, City of Calgary 4 destination strategy tourism calgary 5

Now. Now is the time for Calgary to take another big step forward

Calgary is a city that has really come into its own. We are a big city, with a small town feel. We are a city worthy of In many ways we’re growing up, as we focus inward on local improvements and look outward for inspiration. Our focus benefits Calgarians and those we welcome to our city. international eyes

Calgary is the centre of Canada’s West, and the heart We know we live in an amazing city, but imagine With a collective tourism strategy, we have of the Canadian Rocky Mountains, where explorers what it could be. We are a city built on potential discover immense beauty. We’re home to the and opportunity – we’re always looking to the the opportunity to take what we have and Calgary Stampede, where we celebrate our Western future. We are a city with intense drive and the values and culture. We’re known around the world will to succeed where others have failed. We enhance it for the future. We will build on our for our hospitality, and it’s a badge we wear with have goals and use our collaborative, innovative pride. We love to host, and it shows. approach to achieve them. We accept challenges success, as we always do, and make our city and learn what it takes to overcome them. As a symbol of our warmth and friendliness, our We work together and we are better for it. We visitors are greeted by White Hatters at the Calgary everything we dream it can be. Now is the overcame the historic flood, which closed the International Airport (YYC). And, while we love our centre of the city for days in June of 2013. In cowboy hats and boots, we are much more. We time for us to take on new challenges and 2017, we’re fighting through the worst economic are youthful, energetic and entrepreneurial. We downturn in decades. Despite these challenges, as collaborate and work together knowing that when work together to bring the world to our city. the first Canadian city to host the Winter Olympic we put our minds together, good things happen. Games, nearly 30 years later we’re exploring our It’s time to come together and elevate our Look at the growth and development we’ve next bid. already achieved in the past few years: Studio successes. Let’s brighten what already shines, Now, imagine how else we might continue to Bell, home of the National Music Centre, the elevate our city. redeveloped East Village, the RiverWalk, the Peace so we become the destination people can’t Bridge, the new international airport terminal, and Imagine a multi-functional state-of-the-art there is so much more still to come. conference centre capable of hosting thousands wait to cross off their bucket list. of visitors and bringing business from around the We have an excitement for life and a desire to globe. Imagine a diverse and robust year-round experience it to the fullest. We take to our city’s event calendar, ensuring a vibrant contribution to vast parks and green spaces where music festivals the city’s cultural and sport entertainment scene. and cultural events invigorate and fill us with We’re ready! Now. Imagine a community that is working together to wonder. Our backyard is anyone’s dream with four achieve these shared goals. As Calgarians we have UNESCO World Heritage sites at our doorstep. the innate ability to take an opportunity and not Skiing the Rockies, discovering the dinosaurs only execute it, but to fully embrace and elevate it. that roamed beneath our feet thousands of years It’s the Calgarian way. It’s time to share the Calgary ago, exploring the hunting grounds of our native way with the world. ancestors, or taking in the scenery of glacial waters are some of the many perks of living where we do. 6 destination strategy tourism calgary 7

Background

What’s possible? What would be possible for Calgary as a destination if we aligned and worked together, toward common goals? Those questions set in motion the development of Calgary’s destination strategy.

Cities with a strong focus on destination The destination strategy is a long-term initiative, development have diversified economies, a to help our city and tourism industry focus on powerful network of connected and strategically a collective vision, strategy and action plan to aligned partners, collaboration with government achieve short-, mid- and long-term goals to drive a and engaged citizen advocates. This translates to a sustainable visitor economy. robust visitor economy, pride of place for residents The creation of a destination strategy and a sought-after destination for travellers. demonstrates partnership with a wide-array To become a destination of choice for all visitors of stakeholders, including Calgary Economic (leisure, business, convention, tour, sport, visiting Development. This work was identified as a friends and relatives from regional, national and required component of CED’s Building on our international markets), the destination must Energy economic strategy, of which the core commit to being attentive to the needs of visitors, indicators are: sense of community, sustainable in order to attract them. development and shared prosperity; all themes Our strategy is all about Calgarians which are supported by the destination strategy. building our city and proudly sharing all that our community has to offer with each visitor.

Rod McKay, Board Chair on behalf of the Board and Senior Leadership Team at Tourism Calgary 8 destination strategy tourism calgary 9

Other action items identified in Calgary Economic Development’s economic strategy The City of Calgary’s Action Plan 2015 – 2018 This strategy is aligned with Destination which are supported by this destination strategy, include: outlines priorities which are also reflected in this Marketing Association International’s destination strategy. In fact, each of The City’s five DestinationNext framework; a standard for areas of focus are supported by the destination destination benchmarking and development strategy. The priorities set by Council are founded across the global tourism industry. in a long-term view of the vision and aspirations Tourism Calgary will champion the destination for Calgary; the destination strategy will help strategy and advocate for the findings, shape the Calgary’s future through support of the recommendations and tactics. We will report on themes of: A prosperous city, a city that moves, a encouraging its progress, successes and challenges. We will well-run city, a city of inspiring neighbourhoods, community energy adopt the vision of this strategy and work with all and a healthy and green city. stakeholders to make it a reality. For Calgary. For our visitors. And, for Calgarians.

fostering connectivity

vibrancy and culture

enhancing participation in sport and recreation 10 destination strategy tourism calgary 11

The synergies between Calgary Economic Development’s Building on our Energy: an economic strategy for Calgary and this destination strategy are strong, and highlight how collectively, we can y cit p en ros ensure Calgary’s tourism economy is maximized re pe g ro nd u as we mature as a destination of choice for a s y ci h ty lt business and leisure travellers.” a e h Mary Moran, President and CEO, Calgary Economic Development

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Stakeholder engagement

To appropriately envision the future development of Calgary as a destination, rigorous research and stakeholder engagement plans were designed.

Tourism Calgary engaged Edelman as a research Following the preliminary research, a diverse partner to provide a thorough and deep group of stakeholders were invited to share their understanding of key themes and considerations. insights on how to make Calgary a destination Edelman was chosen in large part for the breadth of choice for all visitors. Over 80 stakeholders of its experience, including its international formally participated through interviews or tourism work. roundtable discussions hosted between March and August 2016. Through primary research, key metrics and other data, Calgary’s current strengths and weaknesses These conversations were hosted in various partner as a tourism destination were analyzed, while locations in Calgary or via conference calls. One-to- secondary research evaluated the positioning one discussions provided a deeper understanding and tactics undertaken by other successful urban of opinions and views of stakeholders, while destinations. Overall, the review aimed to identify roundtable settings facilitated active discussions salient information and best practices in order where participants were able to contribute their to support conversations with stakeholders and opinions and discuss perceived opportunities and develop the strategy. challenges with peers. 14 destination strategy tourism calgary 15

Stakeholders generously shared their thoughts trips to the mountains. Stakeholders requested Calgary’s destination strategy about Calgary as a destination of choice and the prioritization of these infrastructure needs Collaborative Action as the ultimate host city. The reported findings Stakeholders were aligned with the vision within the strategy. Collaborative action will determine the success of from stakeholders included a summary of for Calgary to become the ultimate host city Considering the number of sport, business the destination strategy. Stakeholders will need conversations and a qualitative assessment of for visitors of all kinds, regardless of place of and cultural events and activities in Calgary, to work together, in conjunction with Tourism input and key emerging themes. This information origin, demographic or motivation for travel. stakeholders indicated the need to put more Calgary, to deliver on the initiatives and themes led to the development and refinement of Stakeholders were also aligned with the value of emphasis on supporting and activating existing identified in the strategy. recommendations within the destination strategy. creating a destination strategy to deliver on that events, as well as making it easier to seek approval Stakeholders also highlighted the need for the vision. Importantly, they felt the strategy would Tourism Calgary also engaged with Destination for new events. Putting more emphasis on the destination strategy to include an implementation need to function independently from boom and Marketing Association International’s variety of experiences available within Calgary plan that outlines stakeholder roles and captures bust economic cycles. DestinationNext framework, which was designed throughout the year was a theme when discussing short-, medium- and long-term objectives of the as a roadmap for destination marketing They also shared that a successful destination Calgary’s brand experience. strategy. The implementation plan will need to organizations seeking to further develop their strategy will need to better engage and leverage establish an effective measurement framework to destinations. Tourism Calgary’s board of directors the pride and energy of Calgarians. They track performance and identify opportunities. and senior executive were guided through the confirmed that to successfully deliver on this diagnostic tool to assess perceived performance strategy, it will be imperative to define a singular in a variety of indicators, ensuring the destination personality, under the Be Part of the Energy brand strategy considered key competitive advantages, for Calgarians to rally behind. marketplace position and relevancy amongst stakeholders. The role of Calgarians Calgarians were recognized as great hosts, Stakeholder input advocates and fundamental players in developing Stakeholders appreciated being engaged and Calgary as the ultimate host city, noting that expressed their eagerness to continue supporting what’s good for the visitor is good for the the development and execution of Calgary’s Calgarian, and what is good for the Calgarian is destination strategy. good for the visitor. They made it clear that Calgary’s people and culture differentiate us from other Sector specific impressions, cities. Calgarians were identified as proud, challenges and opportunities entrepreneurial, open and friendly, with our Stakeholders recognized The City of Calgary’s agricultural heritage being emphasized as a highly efforts in addressing infrastructure needs related influential factor in Calgary’s culture. Stakeholders to the rapid growth of the city. However, they expressed the value and critical role the Canadian highlighted the need for better convention and Rocky Mountains and areas surrounding the sport hosting facilities, enhanced mobility and city have on what sets Calgary apart from other way-finding, continued revitalization of the city destinations. centre and greater efforts to facilitate visitor day- 16 destination strategy tourism calgary 17

Key findings

Calgary has a deficit of hosting infrastructure 1 • Calgary needs enhanced convention space in order to compete with other national and international cities able to accommodate and effectively host large groups • Because of the importance and breadth of sports in Calgary, there is a strong need for enhanced sport infrastructure including a multi-purpose fieldhouse • With revitalized performing arts infrastructure, more accessible space and a defined cultural district, Calgary’s cultural scene will continue to flourish Calgarians and visitors need to be better aware of the events, festivals, 2 performances and experiences available to them • A citizen engagement strategy is needed Calgary is a young, energetic and diverse • An event promotion and activation execution plan is needed to support event producers • A strategy to attract, develop, enhance, promote and strengthen premier cultural city, full of fresh ideas and innovative thinking. experiences year-round is needed Tourism Calgary has started an important Calgary needs an emotionally compelling personality conversation by bringing together a multitude 3 • This critical work must incorporate stakeholders and Calgarians • Calgarians are our voice and our best advocates and need to be engaged to become of organizations, institutions and interested advocates for their city partners to discuss how we build on this • This work will support the city’s existing Be Part of the Energy brand energy and collectively advance our city as a Tourism Calgary stakeholders want to work collaboratively to 4 ensure the successful implementation of this strategy destination on the world stage. Transitioning • Tourism Calgary has the permission of stakeholders to lead this work through these conversations into action will action, support and advocacy efforts benefit Calgarians, our businesses and our • The success of this strategy is dependent on collaboration amongst partners community. I look forward to Tourism Calgary’s Calgary has the potential to be the ultimate host city 5 • With enhanced hosting infrastructure continued leadership on this initiative. • With an emotionally compelling brand • When Calgarians are engaged Dr. Elizabeth Cannon, President, University of Calgary • When stakeholders are working collaboratively • With effective support for event-rights holders • With a strong year-round event calendar 18 destination strategy tourism calgary 19

Strategic framework

Based on comprehensive primary and secondary research, the following strategic framework was developed, further tested with key stakeholders, and agreed upon as the direction for the destination strategy:

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Recommendations section

23 Enhance Calgary’s hosting infrastructure 28 Energize Calgary’s iconic anchor experiences 31 Attract, develop, promote and activate events year-round 34 Articulate and emotionalize Calgary’s unique personality 37 Foster stakeholder alignment and collaboration 22 destination strategy tourism calgary 23

While Calgary has a bright future, we're facing a critical time in our evolution as a signi cant tourism destination. We must continue to Enhance Calgary’s hosting develop both our infrastructure and our people infrastructure to ensure that we realize our true potential as What it means Calgary, the development of the National Music a city committed to being a great host. Centre, and our city’s commitment to growing Calgary is a city with hosting in its DNA. Great arts and culture. With revitalized performing arts hosts require both the love of hosting and Mel Belich, Chair, Calgary International Airport infrastructure, more accessible space and a de ned great hosting infrastructure. It’s time to take our cultural district, Calgary’s cultural scene will hosting to the next level as the ultimate host of continue to ourish, for the bene t of Calgarians events, festivals and performances of all kinds. and visitors. Competition for attention and overnight visitation is erce amongst other regional, national and In addition to sport and cultural hosting, with international destinations, and with enhanced the proper infrastructure, Calgary also has the hosting infrastructure, we have the ability to opportunity to become a premier-level host leverage our competitive advantage of being city to conferences and conventions. Business ultimate hosts, neighbours and volunteers to make and convention visitors are very important to our city the ultimate destination for events. Calgary’s visitor economy; in 2015, business travel (including convention delegates) accounted for Our designation as an Ultimate Sport City means approximately 25 percent of overall travel to the we’re already ahead of many competitors. city. On average, business travel accounts for 11 The SportBusiness Ultimate Sports Cities Awards percent of overall travel in other major Canadian are bestowed biennially to the internationally cities. Ensuring that Calgary has the capacity, recognized and longest established rankings facilities and ability to be exceptional hosts to of the world’s top sports hosts. Calgary was these travellers is a priority. acknowledged as an Ultimate Sports City in Meanwhile, the Calgary Airport Authority (YYC) 2012, 2014 and 2016. Criteria includes: venues, has doubled in size and passenger volumes over transportation and infrastructure, accommodation, the past 20 years, now welcoming 250 daily event strategy, government and public support, ights, and over 15 million annual passengers. legacy, quality of life, security and marketing and The new international terminal has added two branding. Vancouver was the only other Canadian million square feet and 25 new aircraft gates for city on the 2016 shortlist, which includes long- international ights, meaning YYC is well equipped established sport hosts including Beijing, Dubai, to serve our growing destination long into the London, Melbourne and Tokyo. future. Often overlooked is Calgary’s growing arts and However, to continue inviting the world to our city, culture scene. In 2012, Calgary was named as we need to ensure we have the proper hosting Canada’s Cultural Capital, thanks in large part to infrastructure of all kinds. the premier performing art companies based in 24 destination strategy tourism calgary 25

How success will be measured Calgary has a deficit of sport infrastructure, Stampede’s 20 year master plan includes an particularly related to fieldhouse and multi- expansion of the BMO Centre. Both these projects • Calgary will host more conferences, high-level purpose spaces. Major sport and event hosting have the potential to enhance Calgary’s ability to sporting competitions, major events and infrastructure are in need of upgrades or host and would complement the existing, smaller, performances in every quarter of the year replacements, including McMahon Stadium, hosting capabilities around the city, particularly • Cultural hosting facilities will be enhanced Winsport and Scotiabank Saddledome. those at universities and hotels. to accommodate more cultural experiences Sport infrastructure is critically important as it “An expanded BMO Centre is not about the year-round relates to the ability to bid for, and attract sport branding of our city, it is about selling our great • Calgary will be recognized globally as the tourism opportunities. Sport tourism contributes city with the unique differentiators that appeal ultimate host city over $6.5 billion annually to the Canadian to the international marketplace and to fulfill the • Calgary will continue to be recognized economy. Locally, sport tourism produces desire and demand our international guests have globally as an Ultimate Sport City (as nearly 50,000 hotel room nights each year. With today.” Warren Connell, President & CEO, Calgary awarded biennially by SportBusiness) proper infrastructure, Calgary’s economy will see Stampede. significant increases in our ability to attract and • Event producers and partners will actively With additional convention space, enhanced sport host sport and event-related visitors. pursue Calgary to host events infrastructure, and a thoughtfully redesigned, Calgary’s current major convention infrastructure vibrant and pedestrian friendly connection to a • Calgary will proudly and confidently host all consists of two facilities, the TELUS Convention cultural-hub, Calgary’s ability to host the world events that come to our city Centre on Stephen Avenue and the BMO Centre for memorable experiences that drive repeat • Calgarians of all demographics will attend, at Stampede Park. Calgary is in need of expanded visitation will expand exponentially. participate in, or, volunteer at events and enhanced convention infrastructure to Finally, developing infrastructure that supports contribute to our city’s ability to effectively a vibrant, walkable, central cultural hub What it means for our destination host major conventions for local, national and for gatherings, festivals and performances, international events. Calgary has some elements of great hosting particularly in the Rivers District in Calgary’s infrastructure, which we will continue to energize The TELUS Convention Centre is exploring how to downtown core, is vital to fostering Calgary’s and promote. However, to achieve the next level revitalize its aging infrastructure, while the Calgary rising culture scene. we need to take action in the areas in which we’re lacking; particularly in sport, convention and festival spaces. While Calgary’s sport infrastructure from the 1988 Winter Olympic Games is still used, many facilities are due for upgrades and expansions to serve the city’s growing population and changing demographics. Calgary’s population increased from 657,118 in 1988 to 1,235,171 in 2016. To serve that population, Sport Calgary cites over 85 different sport activities being offered by over 400 local sport organizations in our city. 26 destination strategy tourism calgary 27

How it will be achieved Inviting involvement • Develop purposeful hosting facilities that Tourism Calgary will engage with many accommodate events, performances, cultural stakeholders when advocating for enhanced experiences and festivals year-round. hosting infrastructure. Each will have different • Modify existing transportation infrastructure roles at different times. The list of stakeholders we to integrate the movement of visitors will invite engagement from includes, but is not between multiple venues, facilities and limited to: attractions, particularly linking East Village, • Calgarians Olympic Plaza, Arts Commons, Downtown • Calgary Arts Development and Stampede Park • Calgary Hotel Association • Where needed, build transportation infrastructure to facilitate the movement of • Calgary Municipal Land Corporation visitors between multiple venues, facilities • Calgary Sport and Entertainment Corporation and attractions • Calgary Stampede • Build sport infrastructure with the versatility • City of Calgary to accommodate a variety of sports in all seasons • Event producers and promoters • Build community gathering and walkable • Event rights-holders spaces for the benefit of visitors and • International sporting organizations Calgarians • Meetings & Conventions Calgary Tourism Calgary’s role • Mount Royal University Tourism Calgary will be an active advocate for • Meetings Professionals International enhancing hosting infrastructure of all kinds in our • National sporting organizations city. Whether that means building new facilities, • SAIT repurposing existing infrastructure, or reimagining how we use our amenities, Tourism Calgary will • Sport Calgary advocate for projects that fit our criteria of: • Spruce Meadows • Generating tourism revenue and increasing • Studio Bell, home of the National Music visitation to Calgary Centre • Strengthening Calgary’s brand and • TELUS Convention Centre personality • Travel Alberta • Making Calgary more accessible for visitors • University of Calgary and residents • WinSport • Supporting pride-of-place and well-being for Calgarians and visitors 28 destination strategy tourism calgary 29

Energize Calgary’s iconic How success will be measured Tourism Calgary’s role • Visitor and resident research demonstrates Tourism Calgary will work in close partnership high awareness of and positive sentiment with all iconic experience leaders in Calgary and anchor experiences toward iconic experiences beyond our city boarders to support continued • Attendance at iconic experiences continues to growth and success. We will foster relationships increase between organizations, make connections and What it means facilitate conversations to ensure this important • Visitors and Calgarians share their positive community reaches its full potential. experiences through social media, becoming Calgary has several anchor experiences advocates for Calgary and its offerings Inviting participation that have earned international followings, • Experience organizers collaborate Tourism Calgary will engage with many putting our city on the world stage; the and participate in mutually beneficial stakeholders to energize our city’s iconic anchor Calgary Stampede, Spruce Meadows, the undertakings more frequently Calgary Marathon, High Performance experiences. The list of stakeholder we may Rodeo, Honens Festival, Beakerhead, Sled What it means for our destination engage includes, but is not limited to: Island and the Calgary International Folk • Banff / Lake Louise Tourism Festival to name a few. Strong signature events throughout each calendar year help entice visitation, while contributing to • Beakerhead an active and vibrant community for all Calgarians. • Calgary Arts Development The strength of these events contribute to the • Calgary International Folk Festival quality of life, pride-of-place and well-being of In addition to Calgary-centric events and • Calgary Marathon attractions, some iconic anchor experiences the city through economic stimulus, job creation, often associated with our destination opportunities for volunteerism and participation • Calgary Stampede extend beyond the boundaries of our city and exposure to new and different experiences. • Calgary Zoo to the four UNESCO World Heritage sites • City of Calgary within daytrip distance; Banff National Park, How it will be achieved Dinosaur Provincial Park, Head Smashed- • Heritage Park In Buffalo Jump, and Waterton Glacier • Support iconic experience organizers with • High Performance Rodeo International Peace Park. awareness, product development and collaboration with other stakeholders • Honens Festival • Engage Calgarians and in-market visitors • Sled Island to enhance awareness of the breadth of • Spruce Meadows Collectively, these experiences shape experiences available in and around the city • Tourism Calgary partners Calgary’s cultural fabric, help tell our story • Develop products that facilitate visitor to the world and contribute to our experiences in Calgary, and in the UNESCO • Travel Alberta personality. They all play a role in what World Heritage sites around the city makes Calgary a vibrant, exciting and active • UNESCO World Heritage Sites city. Experiences must be energized and • Enhance signage and wayfinding to simplify • YYC Calgary International Airport made easily accessible and inclusive to grow access to venues, facilities, attractions and their importance and their contributions to events the community and economy. 30 destination strategy tourism calgary 31

Attract, develop, promote and activate events year-round

What it means For visitors, it means a destination without an off-season; a city that has attractive and diverse Calgary, and Calgarians, host hundreds of festivals offerings in each season. It ensures visitors always and events every year. The summer and fall event have something to do when they’re here, as well calendars are particularly robust, while the winter as reasons to travel to Calgary. This will benefit all and spring seasons have less to offer. While there visitors, regardless of their motivation for travel, are multiple reasons for this, including climate, including leisure or business and convention. we have the opportunity to expand our event offerings throughout the year, rather than forcing For Calgarians, year-round activity ensures more into a condensed summer festival and continuous economic impact, jobs and event season. community-building while creating a compelling destination for visitors. Further, major events How success will be measured contribute to Calgary’s renowned volunteer spirit by creating new and exciting opportunities for • The development of a plug ‘n play model for Calgarians to be involved in event execution. new and existing events • Increased awareness, activities and pageantry to support major events, conferences and festivals • Addition of new products in the shoulder seasons • Attraction and enhancement of cultural event offerings in Calgary • Events-rights holders will know Calgary as the premier hosting city and will seek to host major events in our city

What it means for our destination A city that is vibrant and active year-round, that embraces and celebrates its seasons and that encourages participation and attendance in events throughout the year, is a healthy and exciting place for residents. 32 destination strategy tourism calgary 33

It’s no longer good enough for destinations to simply

How it will be achieved Tourism Calgary’s role exist and hope for the best. Destination development • Working with others to create and implement Tourism Calgary will have roles in leading, strategies create a rallying vision that engages all a simple plug ‘n play model to welcome and enabling and advocating for the development, support events that enhance Calgary’s brand attraction, promotion and activation of events stakeholders to work collaboratively. That ultimately and personality year-round. results in a better community oering • Collaborating with The City of Calgary, business improvement areas, event promoters Inviting participation more and better opportunities for and venues, to enhance the activation of Tourism Calgary will work with many partners to residents and visitors alike. existing events, conferences and festivals attract, promote and activate events year-round in • Communicating event value to key Calgary, including, but not limited to: Royce Chwin, CEO Travel Alberta stakeholders with the goal of enhanced • Business improvement areas focus, resourcing and commitment to helping events in Calgary succeed • Calgary Arts Development and other arts and culture organizations • Developing and marketing products that create vibrancy for visitors and Calgarians • Calgary Hotel Association during the shoulder seasons (winter and • City of Calgary spring) • Event hosting venues • Creating and implementing a strategy to • Event producers and promoters identify, attract, develop or enhance and promote premier cultural experiences in • Event rights-holders Calgary. 34 destination strategy tourism calgary 35

It’s not a tagline or slogan, it’s not a marketing • Use existing visitor research to develop Articulate and emotionalize campaign. It’s the way you feel when you’re there. benchmarks Simply put, it’s the emotional relationship to the Calgary’s unique personality destination. Tourism Calgary’s role Articulating and emotionalizing Calgary’s Tourism Calgary will lead this work, in close personality will help visitors and Calgarians partnership with Be Part of the Energy co-lead, What it means How success will be measured connect with our city in new ways. It will also Calgary Economic Development. help to develop advocates for Calgary, locally and Why do we live where we do? Why do we travel • Calgarians agree with the articulation of the beyond, as this work will be woven into the fabric Inviting involvement where we do? Often, it’s because something draws personality and see their values represented of what Calgary is, what it offers, what it values To ensure lasting success and continued adoption, us in, making us feel a certain way and creating within it and how it expresses itself. a desire to be part of the culture, the scene, the we will actively invite participation from others • Tourism partners embrace the personality and including: excitement, the energy or the atmosphere. How do use it consistently How it will be achieved Calgarians articulate that certain something about • Attractions our city? How do those who want to visit Calgary? • Calgarians will participate in advocacy • Define Calgary’s personality; how visitors, • Be Part of the Energy brand partners And, how do past visitors - our best advocates - programs potential visitors and Calgarians tell us they articulate the feeling our city gave them? • Visitors articulate and promote their feel about and experience Calgary • Calgarians experiences, reinforcing the personality of • Engage all partners and stakeholders in By articulating and emotionalizing our city’s unique • Calgary Hotel Association the city articulating the personality and in bringing personality, we will put words to the feelings of • City of Calgary it to life pride Calgarians feel for their home, and help to What it means for our destination • Event developers and promoters tell a deeper layer of Calgary’s story to the world. • Develop a program to create resident This work will support the city’s Be Part of the Energy Paris. London. New York City. Las Vegas. Portland advocates, to activate the personality • Local entrepreneurs brand, rather than change it. and Austin. Each of these destinations evokes • Infuse all marketing materials and programs • Visitors emotion; feelings uniquely associated with with the personality to ensure continued that place. adoption and awareness 36 destination strategy tourism calgary 37

Foster stakeholder alignment and collaboration

What it means What it means for our destination The traditional tourism and hospitality industry Guided by this strategy for the advancement of has evolved from being comprised primarily our destination, Tourism Calgary will continue its of hotel and restaurant staff, to be inclusive work of uniting the industry and advancing our of the broader community that delivers on collective goals, leading to countless benefits for the comprehensive destination experience. Calgarians and visitors, including infrastructure We are honoured and excited that our By fostering stakeholder alignment and development, job creation, economic spending, stakeholders have asked us to represent collaboration, this community will strengthen major event attraction and accessibility to and grow for the betterment of the city, and the grassroots sport and cultural events. advancement of Calgary as the ultimate host city. them through our leadership of this Ultimately, the success of this strategy will come important work. We are committed to This also means supporting our partners as they from meaningful, mutually beneficial participation advance their work. We will continue to provide and alliances with our stakeholders and industry championing this strategy as we further leadership to the industry through leveraging partners. By working together, we will achieve effective partnerships, communicating relevant more for the benefit of our citizens and visitors to develop our destination. and timely information and sharing useful our city. research insights. We will also advance our efforts Cindy Ady, CEO Tourism Calgary through educational programs and supporting How it will be achieved skill and product development within our industry • Create project teams to collectively develop and community. and implement strategies and tactics that will further develop our destination How success will be measured • Continuously report on key metrics, • Number of stakeholders engaged and actively indicators, successes and challenges participating in destination-related strategy implementation • Advocate for and with the tourism industry • Achievement of collectively developed key • Incorporate the implementation of the metrics destination strategy into Tourism Calgary’s multi-year strategic and annual business • Strength of the tourism community plans 38 destination strategy tourism calgary 39

Tourism Calgary’s role Inviting participation Through collaboration with key stakeholders, Tourism Calgary will continue to ensure Tourism Calgary will lead the advancement of stakeholder involvement, continued adoption and Calgarians as ultimate hosts, and Calgary as lasting success, by actively inviting participation the ultimate host city with the support, input from others including but not limited to: and shared goals of the industry through the • Calgary Economic Development development of a project team and action committees. • Calgary Hotel Association Tourism Calgary will continue to support our • City of Calgary partners as they advance their work. We will • Destination Canada continue to provide leadership to the industry • Tourism Calgary partners through leveraging effective partnerships, communicating relevant and timely information • Travel Alberta and sharing useful research insights. We will also advance our efforts through educational programs and supporting skill and product development within our industry and community. 40 destination strategy tourism calgary 41

The destination strategy aligns beautifully with Calgary's arts strategy Living a Creative Life. Implementation We look forward to working with Tourism Calgary will champion the development of strategic initiatives and tactics Tourism Calgary and other necessary to achieve success as de ned by our stakeholder community. It will take focused, aligned collaborative action, and support of a broad reaching group of partners to articulate Calgary's contributors to deliver the strategic initiatives. unique personality through year- round arts and culture experiences. Throughout the stakeholder engagement process, To successfully implement this strategy, there is there was an overwhelming willingness for a need for dedicated nancial resources and a ongoing participation and collaboration to bring champion within Tourism Calgary to spearhead the Patti Pon, President & this strategy to life. Tourism Calgary will champion advancement of the strategy, foster collaborative CEO Calgary Arts Development this strategy, at times leading initiatives, at times action and ensure regular reporting. supporting others in their pursuits and at all times Many of the strategic initiatives resulting from this advocating for the strategic development of our work will be incorporated into Tourism Calgary’s city for the bene t of Calgarians and visitors. annual business plans, ensuring the work becomes When appropriate, project teams will be recruited a natural part of Tourism Calgary’s business, not a and tasked with developing strategic initiatives one-time activity. and collaborative metrics, guiding and aiding The initiatives also oer another level of vision implementation, reviewing success measures and for Calgary, thereby serving as an overarching ensuring the lasting relevance of the work. direction from which other strategies (including Tourism Calgary’s) will ow. 42 destination strategy tourism calgary 43

Timelines Goal | Energize Calgary’s iconic anchor experiences Tourism Calgary’s role Tactics Timelines As this strategic plan will evolve to be inclusive of As project teams are formed, metrics will be Support iconic experience organizers with awareness, product Short-, mid- and strategic initiatives and metrics collectively agreed agreed upon. The progress of work against these development and collaboration with other stakeholders long-term upon with our partners, many success measures measures will be reported on annually. Engage Calgarians and in-market visitors to enhance awareness of Ongoing have yet to be defined, and will change as the the breadth of experiences available in and around the city stakeholders’ strategies for the destination advance. Support Develop products that facilitate visitor experiences in Calgary, and Short-, mid- and in the UNESCO World Heritage sites around the city long-term Goal | Articulate and emotionalize Calgary’s unique personality Enhance signage and wayfinding to simplify access to venues, Mid- and facilities, attractions and events long-term

Tourism Calgary’s role Tactics Timelines Goal | Attract, promote and activate events year-round Define Calgary’s personality; how visitors, potential visitors and Short-term (2017) Calgarians tell us they feel about and experience Calgary Tourism Calgary’s role Tactics Timelines Engage all partners and stakeholder in articulating the personality Short-term (2017) and in bringing it to life and ongoing Work with others to create and implement a simple plug ‘n play Short-, mid- and Lead model to welcome and support events that enhance Calgary’s long-term Develop a program to make Calgarians advocates, to bring the Short-term (2017) brand and personality personality to life and ongoing In collaboration with The City of Calgary, business improvement Short-, mid- and Infuse all marketing materials and programs with the personality Short-term (2017) areas, event promoters and venues, enhance the activation of long-term to ensure continued adoption and awareness existing events, conferences and festivals Lead, advocate Communicate the value of events to key stakeholders with the Short-, mid- and and support Goal | Enhance Calgary’s hosting infrastructure goal of enhanced focus, resourcing and commitment to helping long-term events in Calgary succeed

Tourism Calgary’s role Tactics Timelines Develop and market products that create vibrancy for visitors and Mid- and Calgarians during the shoulder seasons (winter and spring) long-term Build purposeful hosting facilities that accommodate events Short-, mid- and year-round long-term Create and implement a strategy to identify, attract or enhance Short- and mid- and promote premier cultural experiences in Calgary term Build or modify transportation infrastructure to facilitate the Mid- and movement of visitors between multiple venues, facilities and long-term Advocate attractions Goal | Foster stakeholder collaboration and alignment Build community gathering and walkable spaces Mid- and long-term Tourism Calgary’s role Tactics Timelines Build sport infrastructure with the versatility to accommodate a Short-, mid- and Short-term variety of sports in all seasons long-term Create a project team and sub-groups to collectively further develop our destination Continuously report on key metrics, indicators, successes and Ongoing Lead challenges Advocate for and with the tourism industry Ongoing Incorporate implementation of strategy into Tourism Calgary’s Ongoing resourcing, strategic and business plans 44 destination strategy tourism calgary 45

Contributors Organization Role Participant Name & Title

Between March and August 2016, discussions To be effectively developed, a strategy of this Arts Commons A multi-venue arts centre in downtown Calgary; an Johann Zietsman inspirational gathering place for all Calgarians and visitors President & CEO were held with numerous contributors from scope requires the sharing of ideas and passions. alike. Arts Commons seeks to support a vision of a creative across Calgary, Canada and North America. These Tourism Calgary extends the utmost gratitude and compassionate society, inspired through the arts contributors brought expertise and insight that to all of the organizations and individuals for helped develop the Destination Strategy and truly sharing their time and talents for the good of our Banff Lake / Louise The destination marketing organization for Banff National Leslie Bruce define a vision of what’s possible for Calgary as a destination. Tourism Park, which means promotion of the destination as a President & CEO destination. whole to potential visitors around the world with the goal of increasing visitation and repeat visitation year round

BeakerHead A Calgary-based event that merges science and engineering Mary Anne Moser with the welcoming world of art and entertainment for the President & Co-Founder core educational purpose of developing outcomes that are important to individuals and society

Best of Calgary Best of Calgary shares awards and public recognition of Gary Davis everything that Calgary stands for. Beyond celebrating Co-Founder our people, businesses and organizations, it also tackles challenges and puts forth solutions to make our city even more attractive

Brewster Travel Brewster Travel Canada provides amazing natural Dave McKenna Canada experiences to guests of the Canadian Rocky Mountains. President & CEO Through vacation packages or major Rocky Mountain attractions, Brewster helps guests get the very most out of their Canadian travel holiday

Brookfield Brookfield Residential Properties Inc. is a leading Alan Norris Residential North American land developer and homebuilder with President & CEO Properties operations in strategic major markets, including Calgary, focused on developing the best places to call home

Calgary Airport Manage and operate the Calgary International Airport Stephan Poirier Authority to advance economic and community development for Senior VP & COO the general benefit of the public in our region; a vision to Mel Belich be The Aviation Hub of Choice—connecting people and Board Chair prosperity Debbie Stahl Manager Western Hospitality

Calgary Chamber A non-partisan member organization focused on solving Adam Legge of Commerce business problems, and developing the social and political President & CEO agenda in the way necessary to make our city a better place to do business 46 destination strategy tourism calgary 47

Organization Role Participant Name & Title Organization Role Participant Name & Title

Calgary Economic Calgary Economic Development works with business, Mary Moran Calgary Taxi The Taxi and Limousine Advisory Committee (TLAC) is an Tongjie Zhang Development government and community partners to position our President & CEO and Limousine advisory committee to City Council. The committee was Chair of Taxi Advisory city as the location of choice for the purpose of attracting Advisory established to provide advice and recommendations on Steve Allan Commission business investment, fostering trade and growing Committee the taxi and limousine industry in Calgary Chairman of the Board Calgary’s workforce Calgary Zoo One of Canada’s most visited zoos, the Calgary Zoo has Dr. Clemant Lanthier Calgary The Calgary Foundation facilitates collaborative Beverley K. Foy a vision to be Canada’s leader in wildlife conservation, President & CEO Foundation philanthropy by making powerful connections between Board Member inspiring action to sustain wildlife and wild places donors and community organizations for the long-term benefit of Calgary and area Check In Canada Check In Canada is a consortium of hotel associations that Bruce Okabe are working together to connect guests directly to the Chief Strategy Officer Calgary Herald Calgary Herald’s content reaches more than half a million Deborah Yedlin hotels and lodging that serve them residents of Canada’s energy capital each week keeping Business Columnist readers informed with in-depth analysis and context City of Calgary As the third largest municipality in Canada, Calgary’s Ben Barrington local government serves a city that 1.2 million people call Manager Calgary Hotel Engaging in advocacy, awareness-building programs and home. The public service works to make Calgary a great Dan Desantis Sarah Iley Association cultivating meaningful partnerships, the CHA invests in place to make a living, a great place to make a life CHA Member & GM Marriott Manager, Culture our local tourism industry, creating many meaningful Richard Main partnerships with our city’s finest leaders and innovators Lori Kerr Chairman of the Board Manager, Partnership Management Calgary Marathon Canada's Longest Running Marathon, the Scotiabank Kristen Fleming Calgary Marathon is a challenging, competitive and fun Executive Director DMG Events DMG events was founded in 1989 and now manages over Wes Scott event with a race designed for everyone of any level 80 events in up to 25 countries each year; currently active EVP Energy Sector, North in North America, the Middle East, North Africa, Europe, America Calgary Municipal CMLC is Calgary’s go-to placemaker for urban Michael Brown Asia, and Australia Land Corporation redevelopment brings new energy to old President & CEO neighbourhoods, creates credibility and confidence, and Susan Veres Downtown The Calgary Downtown Association is a Business Maggie Schofield inspires communities to build, grow and believe Senior Vice President, Strategy Association Revitalization Zone which represents over 3,000 Executive Director & Business Development businesses in a 120 block area in the city centre with a vision of the Downtown as a premier place in Calgary for Calgary Police In concert with other agencies and the citizens of Calgary, Roger Chaffin people to work, live and play Service the Calgary Police Service strives to preserve the quality Chief of Police of life in our community by maintaining Calgary as a safe Folk Fest A not-for-profit, volunteer driven organization that brings Kerry Clarke place to live, work and visit international musicians to Calgary and showcases locals, Artistic Director The Calgary Folk Music Festival is held at Prince's Island Calgary Stampede The Calgary Stampede is a not-for-profit community Warren Connell Park in downtown Calgary organization that preserves and promotes our western CEO heritage, cultures and community spirit with a vision to Glenbow Museum The Glenbow Museum surprises and engages Albertans Donna Linvingstone Jason Coxford create a world-class, year-round gathering place for the and visitors to the province with remarkable connections President & CEO Marketing Manager community between art, culture and the world around us Greg Newton Sales & Development Manager Paul Rosenberg COO 48 destination strategy tourism calgary 49

Organization Role Participant Name & Title Organization Role Participant Name & Title

Grey Eagle Casino Grey Eagle Resort and Casino is one of Calgary’s newest Kevin Yates Meetings and Sales organization with a mandate to assist meeting Dave Sclanders and Resort entertainment destinations, located on the Tsuut’ina First General Manager Conventions planners, corporate clients and association executives Executive Director Nation in Calgary offering guests professionally conducted, Calgary interested in Calgary as a prime location for their exciting entertainment in a unique environment meetings, conventions and incentive programs

Heritage Park Heritage Park Historical Village has grown into one of Alida Visbach National Music The National Music Centre gives Canada a place that Andrew Mosker Calgary’s premier tourist attractions and one of North President & CEO Centre amplifies the love, sharing and understanding of music. President & CEO America’s largest and most successful living history The Centre is a national catalyst for discovery, innovation museums and renewal through music

Honens The Honens Piano Competition takes place every Heather Bourne Office of the Mayor The Mayor’s Office at the City of Calgary plays an Chima Nkemdirim three years and is considered one of the world's most Interim President important role in city building. The team is responsible for Chief of Staff prestigious events of its kind. The annual Honens Festival helping to implement the vision set out by Mayor Nenshi is one of Canada’s premier piano events Rocky Mountaineer Rocky Mountaineer offers over 65 unique Canadian vacation Alroy Chan Hotel Arts; In the heart of downtown Calgary, Hotel Arts is a 185-room Fraser Abbott packages and four distinctive rail routes, rich in history and Director of Corporate Alberta Culinary boutique hotel focused on renewing both the business Director of Business natural wonders, through British Columbia and Alberta Development Tourism Alliance and recreational spirit Development Rozsa Foundation The Rozsa Foundation works to build capacity in arts Mary Rozsa de Coquet Inglewood BRZ Focused on promoting the community of Inglewood. Rebecca O'Brien leaders, organizations and the sector as a whole through President Today, Inglewood is a vibrant, eclectic and ever-evolving Executive Director philanthropic and management activities arts and culture-filled district with more than 100 shops, boutiques and eateries attracting locals and tourists alike SAIT A Southern Alberta Institute of Technology (SAIT) Dr. David Ross education is designed to provide students with practical President experience as well as theoretical knowledge; it supports Manifesto Sport Manifesto Sport Management believes sport is a powerful Russel Reimer Tom Bornhorst the development of sector professionals through its Management tool to create social change, to generate economic President Dean, School of Hospitality School of Hospitality and Tourism impact for communities, and to infleunce consumers. and Tourism Areas of focus include major event bid strategy and fund development, brand consulting and content production Shaw Charity The Shaw Charity Classic is an annual golf tournament, Sean Van Kesteren Classic part of the PGA Tour Champions, contested at Canyon Executive Director Marriott Marriott International, Inc. is a multinational diversified Joseph Clohessy Meadows Golf & Country Club hospitality company that manages and franchises a broad General Manager portfolio of hotels and related lodging facilities. With more Martin Stitt than 4,087 properties in over 80 countries and territories Sport Calgary Sport Calgary is a volunteer non-profit society, Murray Sigler Area Vice President around the world, Marriott continues its mission of putting representing sport in the city of Calgary. Through Executive Director & CEO people first Laura Pallotta strong partnerships, Sport Calgary assists, supports, and Vice President Sales and influences the growth of amateur sport throughout the city Marketing Spruce Meadows Spruce Meadows is an award-winning internationally Ian Allison Mayor of Calgary Mayor Naheed Nenshi is currently serving his second term Naheed Nenshi recognized facility that hosts major equestrian events year- Senior Vice President and is Calgary’s 36th mayor. His passion is to make cities, Mayor round alongside other hosting and community events especially Calgary, work better. 50 destination strategy tourism calgary 51

Organization Role Participant Name & Title Organization Role Participant Name & Title

tinePUBLIC tinePUBLIC organizes major events having served over Christian Darbyshire Twenty31 Twenty31 seeks to partner and collaborate with leaders Greg Klassen 200,000 spectators in total with speakers such as former Partner of organizations to define unique tourism opportunities. Principal British prime minister Tony Blair, former U.S. president Bill They help to create and execute innovative tourism Clinton, Arnold Schwarzenegger, and Oprah Winfrey strategies around the globe

Tourism Calgary Comprised of 11 volunteer directors, the Board of Directors University of The University of Calgary is a leading Canadian university Kim Lawrence Board of Directors Tourism Calgary oversees the governance, the Calgary with more than 30,000 students enrolled in undergraduate, Associate VP Marketing Rod McKay administration of its affairs and Bylaw requirements, graduate and professional degree programs. The University Michael Casey Diane Kenyon and guidance of its strategic direction of the organization attracts and nurtures the talent that drives new knowledge Dan DeSantis Vice-President (University creation, improves lives and betters our world Karim Ismail Relations) Vern Kimball Shauna MacDonald Village Brewery Village Brewery began on the premise that some of the Jim Button Richard Main best things happen over beer. Focused as a community Founder Jeff Robinson brewery, Village supports Calgary’s artists and craftspeople Spencer Villam and is a major partner in Calgary’s brewery tours Mark Wilson Tracey Zehl West Canadian West Canadian Digital Imaging Inc. has established itself as George Brookman Industries one of the premier independent digital printing, graphic CEO Tourism Calgary Tourism Calgary is Calgary’s destination marketing Cindy Ady design, microfilming, document management, and digital Senior Leadership organization. Representing the tourism industry, and CEO imaging operations in Canada Team more than 570 partners, we bring the world to Calgary Marilyn Bell and Calgary to the world for leisure travel, and sport, VP, Travel Trade, Market & Winsport A not-for-profit organization, WinSport owns and Barry Heck culture and major events. Tourism in Calgary annually Product Development operates major sporting infrastructure in Calgary and President & CEO contributes over $1.7 billion in economic impact to the Canmore, creating one of the most unique winter sport local community Marco De Iaco VP, Sales, Sport & Major Events environments in the world, where athletes of all levels and disciplines will have world class facilities and services to Jeff Hessel train and maintain an active lifestyle VP, Marketing Cassandra McAuley Director, Corporate Communications & Strategy Development Andrew Rodych Director, Operations Shelley Zucht-Shorter VP, Industry Relations Aldon Wells VP, Finance & Administration

Travel Alberta Travel Alberta is the tourism marketing agency of the Royce Chwin Government of Alberta. A team of youthfully spirited CEO adventurers lead in marketing Alberta’s experiences in breathtaking landscapes, with a vision of inspiring the world to experience Alberta 52 destination strategy tourism calgary 53

Definitions Board of Directors

For the purposes of this strategy, the following terms were Jeff Robinson Dan DeSantis Richard Main used in the contexts described here: Chair General Manager Dual General Manager Regional Managing Consultant Calgary Airport Marriott Courtyard & Residence Inn Kepner-Tregoe In-Terminal Hotel Calgary Airport Information Advocate Lead Delta Hotels Calgary Airport Rod McKay Spencer Villam Working with, for and through others to achieve a The organization which holds responsibility and In-Terminal Past-Chair General Manager desired outcome. accountability for the strategic initiative. Partner (retired) Karim Ismail Clarion Hotel & Brand Shoulder seasons KPMG General Manager Conference Centre Coast Plaza Hotel & The marketing lens applied to the city. Calgary’s Defined by Calgary’s tourism community primarily Cindy Ady Conference Centre Mark Wilson brand is Be Part of the Energy. as winter and spring seasons. Ex-Officio Chair, Governance & Human Tourism Calgary Vern Kimball Resources Committee Collaboration Sporting events Chair, Marketing & Stakeholder General Manager & Vice President Working with others to achieve a common From major, professional sporting events to Michael Casey Relations Committee Hotel Arts Group objective. grassroots competitions, sporting events account Counsel Retired CEO for approximately 50,000 hotel room nights Field Law Calgary Stampede Tracey Zehl Collaborative action every year in Calgary. In Canada, sport tourism Chair, Finance & Audit Actively working together to achieve a common contributes $5.2 billion annually to the Canadian Shauna MacDonald Committee Principal & Founder Managing Partner - Alberta South objective. economy. Brookline Public Relations Grant Thornton LLP Cultural events Stakeholders From the JUNO Awards to Theatre Calgary, For the purpose of this strategy, stakeholders Alberta Ballet to the High Performance Rodeo refer to those who were formally or informally and everything in between, Calgary has a rich and consulted about this particular initiative, chosen Senior Leadership Team diverse cultural community that draws tens of for their expertise and insight into the destination thousands of visitors to our city every year. and its potential for development. Cindy Ady Jeff Hessel Todd Shannon CEO Vice President Director Destination personality Support Marketing Finance Not a tagline or slogan, nor a marketing Supporting the pursuit of a partnering Marilyn Bell campaign. This refers to the emotional connection organization’s goals, though a number of possible Vice President Cassandra McAuley Shelley Zucht-Shorter one feels for a place. actions. Travel Trade, Market Executive Director Vice President & Product Development Stakeholder Engagement & In-Destination & Event Services Destination strategy Tourism Calgary partners Destination Development Jeff Daniels Building on Tourism Calgary’s current mandate, Tourism Calgary is proud to partner with over 500 Executive Director Andrew Rodych a comprehensive destination strategy will offer businesses that impact the tourism and hospitality an overarching direction for collaborative action Sport, Culture & Executive Director industry in and around Calgary. Major Events Operations & Strategy amongst stakeholders to develop our city as Canadian destination of choice for all travellers. Visitor Any visitors to our destination regardless of Identity motivation for travel or place of origin (leisure, The visual content assets which identify a business, tour, sport, visiting friends and relatives phone 403.263.8510 200, 238 11 Avenue S.E. visitcalgary.com destination. from regional, national and international markets). toll free 1.800.661.1678 Calgary, Alberta, Canada T2G 0X8 /tourismcalgary economic development