Drumheller hoodoos. (Supplied by Jeremy Klager/Shutterstock)

By David Opinko

City of Lethbridge leaving Canadian Badlands Tourism Association

Feb 12, 2020 | 12:20 PM

LETHBRIDGE, AB – Lethbridge City Council has voted to withdraw from a regional marketing organization.

Mayor Chris Spearman says the city already has its own entity doing similar work, the Lethbridge Destination Management Organization (L.D.M.O.)

“We wondered why we would be funding [this] too. We’re looking for opportunities to identify possible savings, and we believe that our money is better invested in the L.D.M.O and continuing to promote Lethbridge.”

The rising cost of being part of the Canadian Badlands Tourism Association (CBTA) was also a significant factor.

In 2007, municipalities each had to pay $5,000 per year to be a member. In 2020, the annual fee is $28,000.

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Especially as funding from the provincial government has slowed recently, the mayor did not believe this was a priority at this time.

“We certainly are taking on some other expenses and absorbing reduction in support from the provincial government so we have to look at each and every expenditure. Sometimes the money that we have been spending in other years just can’t continue.”

66 municipal governments are part of the CBTA with the area spanning Donalda in the north to the Montana border in the south and from just east of Highway 2 to the Saskatchewan border.

Spearman says Lethbridge is right on the edge of that region and is not typically thought of as being part of the Badlands. He told LNN that communities like Medicine Hat and Drumheller are better fits for this organization.

“I’m sure the motivation to participate is one of being collaborative with other communities but we think there are other ways to do that. You know we can collaborate on regional tourism without necessarily being part of an additional organization.”

City Councillor Joe Mauro was the lone member to vote against the motion to withdraw from CBTA.

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