STRATEGIC PLAN 2016 -2018 OUR BRAND PROMISE

The Calgary Stampede celebrates the people, animals, land and values that make up the unique spirit of the West. The energy of 2,300 volunteers and 1,200 year-round employees helps us contribute to the quality of life in Calgary and southern Alberta through our world-renowned Stampede, event facilities, western events, and youth and agriculture programs.

Exemplifying the theme We’re Greatest Together, we are a volunteer-supported, not-for-profit community organization that preserves and celebrates our western heritage, cultures and community spirit. The Stampede’s long-term vision is to create a world-class, year-round gathering place for our community.

Our four brand values drive our actions and interactions. When it comes to western hospitality, the Stampede family goes the extra step to show spirit and warmth to all of our guests. Expressing pride of place, we care for our city’s gathering place and take pride in our agricultural roots and greater southern Alberta community. We are deeply connected to Calgary and area, and our commitment to community is why we reinvest proceeds from operations into youth programs, education, culture, facilities and programming. We see integrity as striving to do the right thing and building trusted relationships. These values connect us to our past, to the present and to our future.

WE’RE GREATEST TOGETHER

The Calgary Stampede has existed as an iconic symbol of volunteerism, community spirit and western values for more than 100 years. We’ve been tested by droughts, floods, recessions, two World Wars and even the Great Depression. We have become a calling card for our great city and a gathering place for the community.

We are a place and an ideal where dedicated volunteers and employees work hard to welcome neighbours and guests. Our ever-changing community is brought together by the Stampede, and the Stampede evolves with that community. Our values are still the same ones that have defined who we are, and we have nurtured those values to grow relevant connections with our community.

We’re Greatest Together expresses our commitment to the spirit of western heritage while at the same time is inclusive of other traditions like those of our Treaty 7 partners and those of new Albertans. It recognizes the unique can-do spirit of Calgarians and Albertans to make things happen in and for our community.

Our 2016-2018 Strategic Plan makes the Stampede’s connection with our community explicit. The work that the Stampede does is aimed at providing a benefit to the community now and into the future. We truly are greatest together.

Bill Gray, President and Chairman of the Board Warren Connell, Chief Executive Officer January 2016 At the heart of the 2016-2018 Strategic Plan is our desire to achieve meaningful impacts through five strategic objectives OUTCOMES and arrive at the following outcomes by 2018.

STRATEGY OUTCOME

Aligning With Our Community The Stampede’s brand values reflect the values of our community through the ambassadors we activate, the advocates we engage, the relationships we build and the partnerships we form.

Connecting Through Our The Calgary Stampede is a broader experience for our community with both new and expanded Brand Promise urban and rural programming. The annual Stampede and our year-round community celebrations reflect our agricultural roots, western values, and the cultural identity of Calgarians.

Supporting Youth Achievement Our core existing youth programs, aligned within a unified organizational structure, deliver In Our Community sought-after learning experiences, engage our diverse communities, and build capacity through resource sharing and philanthropic investment.

Building Our Vision ENMAX Park, the TransAlta Centre, Calgary Arts Academy, BMO Amphitheatre and Walton Hall are activated through our community engagement programs. We are supported by our community for the future development of the BMO Centre, Ramsay Exchange and Trailblazer lands.

Building Our Team Our community, our volunteers and our employees recognize the Stampede as a unified organization that delivers enriched value through enhanced engagement, transparency, trust and professionalism. Aligning With Connecting Through OBJECTIVES Our Community Our Brand Promise

We will continue to build on the We will share our core values (western enthusiastic support we have received hospitality, pride of place, commitment from the community in order to fulfill to community and integrity) with our the Stampede’s vision and purpose to neighbours. We will welcome them not only preserve and promote western heritage to join us but also to find a way to learn and values, now and for generations from each other how we can best support to come. To achieve this goal, we will each other’s cultural and traditional events engage our passionate volunteers and and experiences. We will encourage our employees to communicate our vision neighbours to hold their celebrations on to all of our stakeholders. We will listen Stampede Park. We will also take part in our to our neighbours and find common neighbours’ celebrations held in their own ground to support one another. communities, which are evolving around us. Supporting Youth Achievement In Our Building Building Community Our Vision Our Team

We will focus on youth education and We will continue to develop Stampede Park We recognize that our people are accomplishment in our community to to help create a diversified infrastructure our most important asset. We will support and establish relationships with and central gathering place for Calgary and nurture the supportive relationships young people today and in the future. southern Alberta. We have renewed our and encourage the exchange of ideas To achieve this goal, we will internally commitment to the Stampede’s Master between our volunteers and employees. consolidate those groups that work with Plan, which has already seen the completion To do this, we will develop tools youth into a single and united effort. of the Agrium Western Event Centre, the and communications that help our With a singular focus, we will build a greening of ENMAX Park, and soon the volunteers and employees work even Youth Campus and a youth achievement groundbreaking for the new Youth Campus. more efficiently and effectively. The movement that will make our young We will pursue the development of Calgary success of the Strategic Plan will happen people and our community proud. Stampede land to serve the community, because We’re Greatest Together. whether that be through commercial, residential or recreational offerings. We will also work with our industry partners to secure diverse revenue streams for our city through the expansion of our BMO Centre convention facility. calgarystampede.com