By Sheldon Spackman

Year-Round Destination

Sylvan Lake adopts new tourism marketing strategy

Dec 16, 2019 | 3:58 PM

The Town of Sylvan Lake has adopted a new three-year plan to help show they are indeed brilliant all year.

On Dec. 9, council approved the 2019 Tourism Marketing Strategy to establish priorities for tourism and marketing moving forward.

Developed by Stormy Lake Consulting over the past year, the strategy includes input from multiple stakeholders. It also contains initiatives identified by the Festival and Events Strategy 2019, Travel Alberta ShiFT Program 2019, Cultural Master Plan 2017, Central Alberta Tourism Alliance (Destination Management Plan 2016), Economic Impact Assessment 2014, and the Visitor-Friendly Action Plan 2014.

Town officials say the Strategy’s primary goals are to increase regional visits to, and spending in Sylvan Lake’s ‘shoulder season’, while sustaining summer visitations.

From the research, officials say three additional goals were identified as being necessary to meet the needs of the primary goals.

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They include an aligned and engaged tourism community, product development to support and distinguish Sylvan Lake from other Alberta destinations, and an increased level of engagement and activity of both permanent and seasonal residents in Sylvan Lake.

Town officials describe the 2019 Tourism Marketing Strategy as a three-year strategy that impacts the entire town economically, socially, environmentally, and culturally.

It’s hoped the 2019 Tourism Marketing Strategy will also increase awareness of Sylvan Lake being a year-round destination within Alberta.