Rolling out Cranbrook Tourism

The dawn of a new tourism era in Cranbrook, B.C., will light up all corners of the community

by Marie Milner — October 28, 2015

(L to R) Collin Johnston, Jeremy Youngward, George Freitag, David Kroeker and Chris Andrews make up the first board of directors for Cranbrook Tourism. — Marie Milner photo

It’s official: Cranbrook, B.C., now has an agency dedicated to tourism promotion. On August 7, 2015, the Cranbrook & Region Tourism Society (Cranbrook Tourism) became a legal entity registered as a society with the Province of B.C. Initially, the board of directors has five members.

A dedicated effort

Prior to the establishment of Cranbrook Tourism as the city’s official destination marketing organization (DMO), promotion of tourism in Cranbrook was done independently and randomly by businesses and other organizations, with occasional collaboration but no centralized plan. During the past two years, a team made up of the City of Cranbrook, Canadian Rockies International Airport, the Cranbrook Chamber of Commerce and several other organizations, moved the tourism project from idea to reality.

“The thing that’s exciting about having a DMO is that its marketing efforts will be dedicated,” said Kevin Weaver, economic development officer for the City of Cranbrook. “Doing something off the corner of your desk, or off the corner of a lot of desks, just isn’t as effective. We’ve got the Canadian International Air Show planned for next August and the B.C. 55+ Games coming up in 2018—events like that can be promoted far more effectively when you have a group dedicated to doing that.”

The next steps

In the past 12 months, Weaver represented the City of Cranbrook at four meetings of tourism sector representatives who have worked to create the new society. He said that the new DMO’s board of directors will advance the project according to the business plan that was developed under a contract with Seekers Media and Chemistry Consulting. One of its earliest efforts will be to secure funding.

The current members of the board of directors for Cranbrook Tourism are Jeremy Youngward (board chair) from Kootenay Country Inn, Collin Johnston (vice-chair) from the Heritage Inn, George Freitag from Elizabeth Lake Lodge, David Kroeker from the Prestige Rocky Mountain Resort and Chris Andrews from Wildstone Golf. These five signed the forms to make Cranbrook Tourism a legal entity, and a few more directors will soon be recruited to share the work and to represent the broader tourism sector.

It will likely take a year for Cranbrook Tourism to be fully operational, but Weaver believes residents will see evidence of the new DMO’s work by the springtime of 2016. Youngward said that it may be a couple of years until the society can afford to hire an executive director.

Joining forces

Many of Cranbrook’s neighbouring communities already have DMOs, and Weaver said that Destination BC likes to see individual DMOs partnering up on initiatives. For example, Cranbrook can offer services, amenities and activities that complement those of its more recreational-activity-centric neighbours, Fernie and Kimberley, to the advantage of all.

“Seekers Media did a great job of encapsulating Cranbrook’s attributes as a destination,” Weaver said. “The three cornerstones are culture, heritage and nature. Those are the themes we’re building our marketing on. We’re also a regional centre with a surprising number of city-grade amenities—but we’re friendly. When you walk down the street here, people smile and say hello. Visitors love that.”

Being well informed, appreciative of the Kootenay lifestyle and willing to share the information makes Cranbrook residents natural ambassadors for tourism in the area. A friendly, inclusive atmosphere within the city is a powerful attractant for visitors, making them want to stay a little longer, see a little more, return for another visit—and tell their friends about it.