Major Event Strategy

The Red Deer Major Event Strategy and Destination Development Framework was developed to help position Red Deer as a premier tourism and event destination in Canada.

Approved by City Council in 2021, the strategy recommends a collaborative model. It outlines a single point of contact for major events and offers a vision to align destination development with major event attraction. Tourism Red Deer was identified as that single point of contact and is working closely with The City in development of a business plan for this opportunity.

Read the Red Deer Major Events Strategy and Destination Development Framework (pdf).

Project Updates

The City and Tourism Red Deer are currently working together to develop a strategic business plan which, if approved, will see Tourism Red Deer take the lead on bringing major events to our community.

As part of planning process, we are engaging with tourism industry stakeholders to better understand their needs and ideas to ensure Tourism Red Deer is prepared to support and grow local tourism and major event development for our community.

Following engagement, The City and Tourism will finalize the business plan, which will be presented to the Tourism Board and City Council for review and approval, anticipated to be in the fall.

Frequently Asked Questions

What is the Red Deer Major Events Strategy & Destination Development Framework?

The purpose of the Red Deer Major Events Strategy & Destination Development Framework is to position Red Deer as a premier destination for major events. The City of Red Deer commissioned the study to review the current state of major event hosting in the community and develop a strategy for future development.

See the April 26, 2021 News Release and Council's May 10, 2021 Recap Meeting Notes (pdf) which outline the decision for Land & Economic Development to work with Tourism Red Deer to deliver the Tourism Red Deer Business Plan.

Was the public consulted in the development of this strategy?

Yes. The research phase included meetings with the Project Committee, Working Group, and one-on-one interviews and feedback opportunity sessions with key internal and external stakeholders, including local organizations, major event developers, engaged residents, City Council, City staff, and Provincial staff.

In addition, The City and Tourism Red Deer are currently working together to engage tourism industry stakeholders during business plan development.

How will this strategy benefit the community?

Major events have the ability to produce a wide variety of economic and social benefits for Red Deer. From an economic perspective, major events are a proven tourism driver that can bring visitor dollars into communities. Major events are also known to bring host communities together, strengthen local pride, enhance community engagement, build the capacity of local organizations, contribute to the preservation of built and natural environments, and strengthen the case for enhancements to infrastructure and programs.

What role will The City play in the proposed strategy?

The City is working closely with Tourism Red Deer to develop a strategic business plan to outline their enhanced role and expanded focus areas.

Moving forward, The City will play an active role in ensuring the strategy moves ahead in collaboration with stakeholder groups. The City will form a multi-stakeholder transition committee to provide input toward implementation planning.

What role will Tourism Red Deer play?

If the business plan is approved, Tourism Red Deer will help attract major sport and cultural events to our community and will act as a single point of contact for event producers, funders, facilities and more to make event planning in Red Deer simpler.

Tourism Red Deer would continue to focus on and expand three areas:

  1. Tourism Marketing – be the voice of Red Deer as a destination.
  2. Destination Development – build community-wide capacity to grow Red Deer as a destination.
  3. Major Events – take the lead role transforming Red Deer into a premier major event destination and providing a one-stop approach for major event development.
How are small and medium events addressed in the strategy?

Although major events are the focus of this strategy, regional and community events also play an important role in achieving Red Deer’s vision. These types of events help to ensure a high degree of activation, animation, and engagement around events in Red Deer through the whole year.

Opportunities to support community and regional events as well as opportunities to fully utilize venues and attractions are identified as a medium-term action item within the strategy.