Tourism is a major contributor to the economic vitality of Creston Valley and Kootenay Lake, but like many parts of Canada, COVID-19 hit the area hard. High-contact industries such as Accommodations and Food Services, and Arts, Culture and Entertainment – including community events – are among the slowest sectors to recover.
To support and invigorate already scheduled events and develop new ones, especially in the off-seasons, the need for an events coordinator was identified by the Kootenay Economic Partnership, an initiative of the Town of Creston, Regional District of Central Kootenay, Lower Kootenay Band, and other community partners. Kootenay Employment Services (KES), the economic development contractor for the Regional District of Central Kootenay (RDCK) took the lead on the project.
“When we applied to the Economic Trust of the Southern Interior (ETSI-BC) for funding, many of our signature events such as the Blossom Festival and the Creston Fall Fair were struggling to recruit volunteers,” says Kerstin Renner, Regional Community Development Manager for KES. “Event organizers were disconnected from each other and lacked the capacity and structure to hold successful events. “
Through its Building Economic Development Capacity funding stream, ETSI-BC supported the cost of a part-time consultant for the Community Events Coordinator role. Consultant James Gates was engaged for the position, bringing extensive experience to the job having worked with non-profits in agricultural settings locally and around the world. He supported organizations that were moving ahead with existing events, providing planning and marketing support, preparing funding proposals, carrying out administrative tasks, and offering hands-on logistical help during events to take pressure off volunteers.
One of the greatest challenges was the lack of a central point of contact to create the collaborative environment needed to deliver great events. A roundtable discussion for event organizers held in February 2023 became that focal point as attendees shared information about programs and funding and discussed ways to streamline their volunteer recruitment and marketing efforts.
Another positive outcome was development of two new community events. One of these, the “Hop to Vine Hustle Run/Walk” was held for the first time in July 2023. The 11 km route invited participants to stop at several stations to sample food and wine products made in the Kootenays. Ticket sales exceeded $25,000 and profits were reinvested in the event to make it an annual offering.
A second new event, the “Creston in the Raw” festival celebrates the diverse creativity of artists and artisans in the region. It launches in 2024 on traditional Yaqan nuʔkiy (Lower Kootenay Band) lands.
“The Yaqan nuʔkiy First Nation has been a vital partner throughout the project, incorporating elements of their heritage into existing and future events, ensuring diversity among event planning groups, and actively participating in the events themselves,” says Renner. The Band also sponsored the new Hop to Vine Hustle Run, the annual Blossom Festival, and the C-KL Gran Fondo, a major cycling event held in the fall.
Since the start of the project, the number of visitors to the Creston Valley Visitors Centre increased by 18.9 percent. Several business starts also took place including an expansion of Wynndel Craft Distilleries, and the establishment of Sternwheeler Distillery in Creston. A new fast-food restaurant, food truck and deli, marketing firm, gallery, and specialty grocery store also opened their doors, creating at least 10 new jobs.
The long-term events strategy highlighting not only what has been accomplished through the project, but also areas needing further support. Waste management and energy reduction strategies that could be built into future event planning were also identified.
“We’ve seen some big differences in spring 2024,” says Renner. “Event organizers are sharing efficiencies around equipment use, reducing duplication of efforts and building capacity to host more events better. We are reviewing the initiatives and data produced through the project in depth, to determine next steps in growing the regional economy through dynamic community events.”