WHAT WOULD'VE BEEN: The front parking lot at Westerner Park normally is abuzz with Westerner Days activity at this time. Instead, due to COVID-19, it sits empty. (rdnewsNOW/Troy Gillard)

By Sheldon Spackman and Josh Hall

Current Focus on Agri-Trade

CEO confident Westerner Days will be back next year

Jul 15, 2020 | 9:25 AM

Today marks the start of what would have been the kick-off to central Alberta’s largest summer celebration.

The 2020 edition of Westerner Days scheduled for July 15-19 was cancelled due to government health restrictions pertaining to COVID-19.

Westerner Park CEO Mike Olesen laments the $7 million economic boost we won’t be seeing this year.

“It’s really disappointing,” says Olesen. “It’s our chance to gather and celebrate and people mark it on their calendars for their summer season every year. It’s really unfortunate because it drives a lot of our purpose as an organization.”

Olesen says Westerner Park’s focus now is preparing for next year’s Westerner Days as part of their ongoing restructuring.

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“It really does fit in our overall strategy as an organization to relaunch ourselves and look at rebuilding towards a more sustainable future,” he explains. “Westerner Days won’t be much different, it’ll be a matter of ‘let the countdown begin’ and working towards a better next year.”

Although not directly associated with Westerner Days, Olesen says they did partner with Lacombe musician Gord Bamford recently for a charity drive-in concert on Canada Day to celebrate the summer season.

“That was a big effort to bring them in but also partner with the Red Deer Cultural Heritage Society in offering the fireworks for the community,” says Olesen. “That allowed us and a number of our Westerner Days sponsors to activate and get involved to bring in the community in a way that we could. Otherwise, there’s just a lot of reality that Westerner Park is facing in terms of resources right now.”

Earlier this month, central Albertans were also encouraged to share their memories and pictures of Westerner Days past for a chance to be featured in a commemorative poster.

Westerner Park’s current financial situation is well-publicized. The City of Red Deer is currently overseeing the organization’s cash flow. After approving $1 million earlier this year, city council last week approved a $2 million operating grant to keep Westerner Park running into 2021. Without that grant Westerner Park would’ve run out of its own operating cash next month.

With November’s Canadian Finals Rodeo (CFR) also postponed until next year, Olesen says they’re working hard to host the Agri-Trade Equipment Expo in at least some form or fashion this fall.

“Right now it’s a matter of scenario planning and working very closely with the authorities around how Agri-Trade can organize itself so that it is safe,” he explains. “It will probably set the standard for exhibition events in the future. The timing of our event in comparison to the rest of western Canada leaves us as probably the last opportunity to have a show to this degree happen this fall.”

Olesen admits, however, they will have to find a way to have more control over attendance, the flow of foot traffic, and instituting health and safety measures required by government health authorities.

“That’s a process and it’s still quite early,” says Olesen. “We’re working hard and building plans with our partner in the Red Deer Chamber of Commerce and our management team to have the event ready to run in a modified way, but also in a full capacity if we’re able to.”

According to Westerner Park, Agri-Trade stimulated over $300 million in economic spin-off in 2017. It’s an economic impact highlighted by the Red Deer and District Chamber of Commerce.

“As a partner in Agri-Trade and CFR, this Chamber knows first-hand the importance of national and international events which benefit our accommodation, service, Ag and retail industries,” Chamber CEO Rick More said in a statement. “Our role to keep Agri-Trade alive for November is high on our priority list with a ‘whatever it takes’ attitude.”

“We recognize and desire to redefine ourselves and be more of that organization that exists for the sake of the community and really designing a lot of our programming that aligns with that. That requires a change and that is what we have deliberately made,” adds Olesen. “I think the community will definitely see a lot of action that is supportive of that as we are able to reopen and get our organization going again post-COVID.”