Situation
Tourism Red Deer reached out to Tenato in Fall of 2023 to help their tourism marketing team uncover events that might be well positioned to be hosted in Red Deer. The strategy was to “encompass various crucial elements, such as developing impactful marketing materials to utilize with event producers, a new tagline to show Red Deer is ready to host, conducting in-depth research to pinpoint the most promising events for showcasing our region, and crafting a well-defined plan for our initial steps toward realizing our vision.”
Solution
We first realized that Tourism Red Deer did not yet have a full inventory of its event spaces, so we began there, visiting and documenting all its major venues, hotels, and attractions. We then interviewed event hosts (those who stage sports tournaments, trade shows, and arts festivals) to assess how they saw Red Deer, determine which ones were best suited, and design a highly competitive host-city service, creative message and marketing approach to event attraction.
Results
The plan provided guidance for how Tourism Red Deer will approach event attraction initiatives and defined how to partner with other local civic groups to achieve this growth. Tourism Red Deer is very excited with their new direction, and as funding is established for various phases, the plan is being implemented.
