Experience Lethbridge
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• Attract Events, Conferences and Meetings
• Increase Hotel, Restaurant and Sport Facility Use
• Improve Tourism and Business Product and Services Consumption
• Promote Lethbridge to Live, Visit and Do Business
• Generate Economic Impact
Economic DevelopmentLethbridge (EDL)
is an independent, not-for-profit
organization that strengthens and
develops the Lethbridge economy
by initiating and facilitating proactive
economic development strategies
and promotes Lethbridge as an
excellent place to live, learn,
invest, visit and to do business.
Lethbridge Sport Council (LSC)
provides leadership and a collective
voice for sport in Lethbridge, offering
quality sport experiences to all and
attracting, creating and retaining
sport tourism opportunities for
Lethbridge.
Chinook Country TouristAssociation (CCTA)
markets Southwest Alberta as the
ideal tourism destination, fostering
and promoting sustainable quality,
innovative and successful
tourism programs with
key partners.
Experience Lethbridge
Welcoming the World to 2012 Alberta Summer Games -
Bring It On!The 2012 Alberta Summer Games will take place July 26 to 29 in the city of Lethbridge and is a celebration of achievements of Alberta’s youth in sport and culture. More than 3,000 athletes, coaches, and officials will participate in the Games, competing in 15 different sports all based out of Lethbridge.
Did you know the 2012 Alberta Summer Games involve: •3,000Athletes,CoachesandOfficials •8Zones–298athletesperzoneaged11to17 •3,264bedsforathletes(3,000inAthleteVillages,14forMissionStaffand250
for VIPs) •27,000mealsforathletes(18,000attheFoodCentreand9,000atsport
venues) •15sportswith1,467medalsawarded •18competitionvenuesand16additionalvenues •48externalbusesusedtotransport3,000athletes,volunteersandofficials
from outside of Lethbridge •70internalbusesusedtotransportathletes,volunteersandofficialsthrough
the Alberta Summer Games •10courtesyvehiclesusedtotransportallVIPsthroughouttheAlberta
Summer Games •3,000volunteersequatingto100,000hoursofvolunteertime •$4.5millionineconomicimpacttothecityofLethbridge •$5.5millionineconomicimpacttotheprovinceofAlberta •9StaffMembers,14BoardMembers,and99Chairs
Chinook Country Tourist Association 2805ScenicDr.SouthLethbridge,AlbertaT1K5B7
(403)320-1222www.exploresouthwestalberta.ca
Economic Development Lethbridge308StaffordDriveSouthLethbridge,AlbertaT1J2L1
(403)331-0022www.chooselethbridge.ca
Lethbridge Sport CouncilNicholas Sheran Ice Centre
SecondFloor,401LavalBlvdLethbridge,ABT1K3W7(403)320-5412
www.lethbridgesportcouncil.ca
Printed in Canada
Summer 2012 - A Few Examples of a Great Summer Ahead:Dragon Boat Festival . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . July6to8,2012
Street Wheelers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . July 13 to 15, 2012
Lethbridge Air Show. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . July 21 to 22, 2012
2012 Women’s Amateur Golf Championship . . . . . . . . . . . . July23to27,2012
2012 Alberta Summer Games. . . . . . . . . . . . . . . . . . . . . . . . . July 26 to 29, 2012
Junior Little League National Championship . . . . . . . . . . . August 1 to 9, 2012
Promoters and planners increasingly view Lethbridge as a destination.
Enticing, Inviting and Promoting… Through targeted marketing and collaborative partnerships, the value of the hospitality, meeting and convention industry, sport facilities and tourism products and experiences is demonstrated. This results in the generation of over $210millionofeconomicimpacttoLethbridgeandregionannually. Inviting visitors to Lethbridge involves creating awareness of Southwest Alberta as a leisure tourism, sport tourism and business traveler destination. Chinook Country Tourist Association targets its marketing at consumers, media and tour operators, organizes familiarization tours, develops itineraries, and participates in event attraction conferences such as Rendezvous Canada and Canada’s West Marketplace. Lethbridge Sport Council has had a presence at the Canada Sport Tourism Alliance Congress since 2005 in order to build relationships with the Sport Event Rights Holders, to identify sport programs that Lethbridge would be a fit for and to attract appropriate major sport events to Lethbridge. Economic Development Lethbridge attends numerous tradeshows annually, including Tête-à-Tête in Ottawa, Travel Alberta Road Show in Toronto, Ottawa and Montreal, Ignite in Toronto, and CSAE National in Ottawa in order to introduce Lethbridge to approximately 500 meeting planners, resulting insupportingabout$10millioninconvention,meetingandevents direct spend in Lethbridge annually. Chinook Country Tourist Association works with tourism attractions, accommodations, entertainment organizations/businesses, and municipalities to market Southwest Alberta by developing tourism experiences. Lethbridge Sport Council provides leadership for the enhancement and development of sports in Lethbridge, working with over 60 sport organizations within the city and playing a large role in attracting and promoting sport events to Lethbridge. Convention and Event Development is a key component of Economic Development Lethbridge, and focuses on promoting Lethbridge as an attractive destination for the business and event traveler. Working with a network of nearly seventy stakeholders in the hotel, restaurant, retail and transportation sectors, including the Lethbridge Lodging Association, Convention and Event promotes the City’s unique experiences and provides support to meeting, sport and event planners to ensure their specific needs are met. These efforts have earned Lethbridge the distinction of being recognized as one of four destination meeting places in Alberta.
Proposing, Hosting and Engaging… Economic Development Lethbridge, Chinook Country Tourist Association and Lethbridge Sport Council share the goal of encouraging business, leisure and sport travelers to stay longer in the city and region by marketing our strong sport organizations, superior accommodations and meeting amenities, choice sport
facilities, varied retail shops and restaurants, diverse tourism product inventory, and excellent cultural assets. Chinook Country Tourist Association attracts attention to the region and expands the reach and event and destination awareness with its website, online marketing, social media efforts and tools such as the Southwest Alberta Travel Planner, assisting travelers to understand the full range of experiential opportunities and find their way around southwest Alberta. Economic Development Lethbridge’s Convention and Event Development has strong partnerships and affiliations with provincial and national associations, giving the organization a chance to maximize relationships, connections and resources, and to promote before and after meeting/conference experience. Through a focus on targeted sport tourism opportunities, Lethbridge Sport Council proposes first class experience in its bids for major events, playing a large role in adding value for local businesses in retail, restaurant, accommodations, entertainment and trans-portation sectors and ensuring strong economic impact for Lethbridge. Both Chinook Country Tourist Association and Economic Development Lethbridge work with the Lethbridge Sport Council to actively attract sporting events and support local sport organizations to attract sport events to Lethbridge. In the end, success is defined by the meetings, conventions, and events attracted to Lethbridge as well as by the equity the city gains in markets outside of Lethbridge. Promoters and planners increasingly view Lethbridge as a destination. From Johnny Reid and Elton John Concerts to 2013 Pacific Northwest Shrine Association to Ford World Women’s Curling Championships and the 2012
Alberta Summer Games, the efforts of Economic Development Lethbridge, Chinook Country Tourist Association and Lethbridge Sport Council are rewarded.
Showcasing Lethbridge …Sixteen high schools participate in the
South Zone 4A Basketball Championships and League Junior Varsity Playoffs over six days from March 14 to 19.
Eight teams comprising top Canadian Colleges Athletic Association (CCAA) female basketball athletes in the country compete at Lethbridge College
in a three-day championship from March 15 to 17.
Twelve international curling teams compete in theFord World Women’s Curling Championships at the Enmax Centre
in a nine-day tournament from March 17 to 25.
March 2012 was filled with Lethbridge playing host to multiple major sporting events at the regional, national and international levels providing an assortment of experiences for residents and visitors alike. Restaurants, hotels and shops welcomed guests to the City that both enjoyed the sporting events and the area’s cultural, historical and other tourism experiences. Local, national and international media spotlighted the hospitalityandhostingprowessshownbythecityofnearly88,000residents and its organizations. Sponsored by Bank of Montreal, the BMO 2012 CCAA Women’s Basketball National Championships
were organized by Lethbridge College and attracted national attention. Teams and fans from British Columbia, Alberta, Ontario, Quebec and New Brunswick were hosted by theLethbridgeKodiaks.Games were streamed live online across the nation bringing close to 5,000 unique visitors. Chinook Country Tourist Association’s online reservation system provided Lethbridge College with a very affordable and convenient opportunity to promote the championships to visitors and local basketball fans who avoided ticket sale lineups, enhancing their sport experience.
The efforts of organizers, staff and volunteers resulted in an estimatedeconomicimpactof$175,000. The Ford World Women’s Curling Championships took placeattheENMAXCentrefromMarch17to25.TheENMAXCentre,alegacyfromthe1975CanadaWinterGames, saw competitors and visitors from across Canada and eleven more curling nations take part in the nine-day worldtournamentthatattracted55,400people. The international event garnered national and international media coverage, bringing unrivaled attention totheCity.Theeventbrought$4.5milliontotheLethbridgeeconomy based on spending on hotels, restaurants, entertainment, gasoline, transportation and shopping.
Dynamic
partnership
between Economic
Development
Lethbridge,
Chinook
Country Tourist
Association and
Lethbridge Sport
Council results in
Lethbridge being
a destination of
choice for business,
leisure and sport
travelers.
Diverse Attractions Nearby – Waterton Lakes National Parks Accommodations Dining Facilities
Attracting events to Lethbridge enhances the city’s identity provincially,
nationally and internationally.
Leisure, sport and business visitors
attracted to the city financially support local
venues/businesses and enhance
the quality of life for Lethbridge
residents.
As an organization and as a
community, it’s great for our image
and reputation that we can host
something as phenomenal as this
and pull it off.- Jody Meli, Host Committee Chair
Ford World Women’s Curling Championships
Photo: Michael Burns, Canadian Curling Association.