Our team worked with the City of Red Deer to develop a Major Event Strategy and Destination Development Framework. In 2020, Red Deer was ranked in the top 5 mid-sized cities in Canada for hosting sports events, according to the Sport Hosting Index. The community’s goal is to achieve the #1 rank. Important components of the project included extensive stakeholder consultation, detailed destination analysis, target market identification, organizational analysis, major event delivery model analysis, development of an opportunity evaluation process and criteria, and implementation planning.
A new proactive and highly collaborative organization has been recommended to support destination development and major event attraction.
A compelling case for investment was made as part of the strategic planning process. The result will be enhanced economic and social benefits for the community.
The strategy contains 43 action items, outlining organizational leads, recommended timelines, priority, and estimated costs.
15 key performance indicators were developed to support the implementation of the strategy.
Photo Credits: City of Red Deer (Above), City of Red Deer (Left)