[This opinion piece was first published on Vacay.ca and then the Huffington Post earlier this week.]
As the Calgary Stampede completes its first weekend after a heroic effort by volunteers, organizers and workers to overcome the devastation of the June flood, there’s a heightened awareness of the importance of tourism to the city.
Had the flooding occurred a week later, the Stampede very likely would have been wiped out, jeopardizing one quarter of the city’s annual tourism income. Disasters reveal vulnerabilities, not just in infrastructure and urban planning, but in economics, as well. The flood in Alberta indicates a need for more significant tourism draws to the city.
The Stampede, now in its 101st year, created $340 million in economic impact last year, when it welcomed a record 1.5 million visitors. Tourism totals $1.4 billion and attracts 5.2 million visitors each year inCalgary. For a city of more than one million people, having one event account for 25% of tourism is far too high of a percentage. In contrast, the Montreal Jazz Festival and Just for Laughs comedy festival — which both bring in more than $100 million in spending to Quebec’s largest city — are each responsible for about 5% of the metropolitan area’s $2.4-billion annual tourism industry. Even if either one was as large as the Stampede, it still wouldn’t be responsible for a quarter of the share of tourism spending. Likewise, if either one was cancelled for whatever reason, the loss wouldn’t cut so deep because other international festivals exist in Montreal.
If there’s a lesson for the city and tourism operators in Calgary to take away from the flood it might be that now’s the time to dramatically diversify event offerings to have another giant festival that attracts global attention. In my mind, the surest way to make an immediate and sustained impact is through launching an annual Calgary Winter Stampede.
Such an event accomplishes several objectives for Tourism Calgary and mayor Naheed Nenshi.
- It adds another significant event to the annual calendar to entice visitors and generate revenue.
- It boosts employment in the tourism sector, which currently employs 10% of Calgarians.
- It allows for another way to demonstrate Calgary’s astounding community spirit.
A Calgary Winter Stampede takes advantage of the city’s best-known brand, “the Greatest Show on Earth” itself, and allows the city to capitalize on the winter sports traffic to its airport, where skiers and snowboarders land en route to the Canadian Rockies.