Expedition worked with Tourism Jasper, event producers and other stakeholders in developing a destination-wide approach to event development and attraction. The project included establishing a new strategy for event attraction and management, conducting a market assessment, creating a new operating model, identifying funding strategies and developing a detailed implementation plan that promotes and develops events across the destination. We were subsequently commissioned to complete follow up implementation work including detailed organizational development activities, evaluation tools, marketing tools, program development and establishment of an Event Strategy Committee.
As a direct result of this project, stakeholders partnered to provide new funds to support event product development in Jasper. The plan also resulted in the acquisition of a grant awarded from Alberta Culture and Tourism for implementation.
Many new events have been attracted to the destination which has enriched the tourism experience and provided opportunities for tourism operators and the community.
We developed a new organizational structure for event attraction and delivery in the destination. The framework provides enhanced stakeholder involvement in the process.
There has been a dramatic improvement in the number of organizations stepping up to develop new experiences during anchor events
Photo Credits: Ryan Bray (Above), Tourism Jasper (Left)