Lethbridge Tourism CEO Erin Crane speaks about their new partnership with the Lethbridge Sport Council, January 5, 2023. (Photo: Lethbridge News Now)

By David Opinko

Lethbridge sport & tourism groups to bolster both industries through new partnership

Jan 5, 2023 | 11:54 AM

LETHBRIDGE, AB – Two local organizations are forming an official partnership aimed at growing both of their respective fields.

Tourism Lethbridge (TL) and the Lethbridge Sport Council (LSC) have signed a memorandum of understanding.

TL CEO Erin Crane says the groups have been unofficially working together throughout 2022 and they have realized how much they have in common.

“Lethbridge is a sport town, we know this,” says Crane. “There have been so many great events that have happened here in Lethbridge, and all of that is tourism-related. This is exactly what tourism is about so this partnership is extremely important to us.”

LSC Executive Director Susan Eymann believes that, while there is a lot of common ground in the work the two organizations do, the people involved in each bring in different types of expertise.

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Eymann adds that she had been working with local sports agencies for many years to ensure they have what they need in order to be able to host events. Through the partnership with TL, she says they will be in a better position to coordinate other resources like hotels for volunteers and ensuring that guests are able to enjoy a well-rounded experience in the city.

By working collaboratively, she also hopes to gain a better understanding of the true potential that sports have in the Lethbridge area.

As well, Eymann wants to develop a new system for coordinating sport volunteers in partnership with TL.

Sport Tourism Canada reports that the 2022 Tim Horton’s Brier, which was held in Lethbridge in March 2022, generated a total of $16.8 million in economic activity for the city.

READ MORE: Report: 2022 Brier generated $16.8M in economic activity for Lethbridge

Eymann says major events like the Brier do a lot to support the local economy, but reminds the public that regular weekend events add up to around the same level of impact.

“They both have [their] place. So, it’s being about to work with Tourism Lethbridge to look at that holistic model while the sport organizations are looking at their sport and their organization,” says Eymann.

Travel Alberta is forecasting a tourism boom in Southern Alberta, calling for $1.3 billion in economic impacts between 2022-2035.

READ MORE: Travel Alberta forecasting tourism boom in Southern Alberta