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A new approach to obtaining marketing funding for festivals

Grande Prairie Regional Tourism Association is looking to group festivals and events together to get more marketing dollars. A pair of local events will no longer be eligible for funding from Travel Alberta in the coming year. Association Executive Director Ainsley LaMontagne hopes that by combining events they’ll still be able to get funds.

“There would be a spend still but we could get funding of up to 50% for that marketing from Travel Alberta. The Association is trying to create campaigns that links the events together and makes them re-eligible for funding”

LaMontagne says it unfortunate that the change falls at a time when there is lack of sponsors, volunteers, and other supports.

The Peace Region Petroleum Show is one of two local events that will not be eligible for marketing funds next year as well as Fall Home and Leisure Show.

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She adds that local festivals need to stay very open to new ideas.

“Where as most organizations are volunteer managed and run, they may not have tried something like the online marketing. We are really pushing to create a campaign that helps them”

The idea is the different events could create a market plan that involves both festivals under one slogan.

“We could group together a series of festivals and events that have a common theme like Celebrating Western Heritage. We could talk about Grande Prairie Stompede, Teepee Creek Rodeo, and Rio Grande Rodeo.”

The overall goal is to create overall visitation at events in Grande Prairie and area.

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