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Tourism Red Deer coordinates tourism/event services and promotions, operates the year round Visitor Information Centre, publishes the Red Deer & Area Visitors Guide and other annual tourism publications.

Tourism Red Deer is responsible for leading the community’s tourism marketing and development. We provide leadership and collaboration amongst the hospitality and tourism industry of Red Deer and Area to generate stronger tourism product, experiences and economic success.

101 - 4200 Hwy 2 Red Deer, AB

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Located north bound on highway two (QEII) just north of the 32 Street Overpass.

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Best events in Red Deer

Red Deer, Alberta, Canada, is known for its commitment to culture and is home to numerous theaters and music festivals. It is also rich with outdoor activities, including skiing, hiking, and biking.

Events near Red Deer

Tomorrow at 10:00 AM

École Lindsay Thurber Comprehensive High School

Check ticket price on event

Younique Local Meetup- Red Deer, Alberta, Canada

Tomorrow at 11:30 AM

Craft Beer Commonwealth

Celebrando Mayo - Latin Night

Sat, May 11, 9:00 PM

Chillabong's Bar & Grill, Dunlop Street, Red Deer, AB, Canada

Success Stories Unplugged

Tue, May 21, 2:30 PM

Bo's Bar & Stage

Radiant Connections: Christian Entrepreneur Networ

Wed, May 22, 6:00 PM

Alberta Sports Hall of Fame, Queen Elizabeth II Highway, Red Deer, AB, Canada

Red Deer - Mac Powell "An Acoustic Night of Hits, Stories & Faith"

Fri, May 24, 7:00 PM

CrossRoads Church

2024 AGM and Policy Plenary Session in Red Deer

Fri, May 24, 7:30 AM

Red Deer Resort & Casino

Red Deer Safety Summit

Tue, May 28, 8:00 AM

Westerner Park

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NASA’s Boeing Starliner Crew Flight Test

Monday at 10:34 PM EDT

Complex AI Agents: Using Gen AI to Automate Complex Tasks

Tuesday at 9:00 AM PDT

Everyday Mindfulness - with Jon Kabat-Zinn

Wednesday at 7:00 PM GMT+1

Try Something New Cook-Along

Job Fair | Toronto Employment Expo

Wed, May 15, 12:00 PM EDT

Career Fair: Exclusive Tech Hiring Event-New Tickets Available

Fri, May 31, 9:00 AM PDT

dōTERRA Canada: PWR Your Potential – MetaPWR™️ Launch Event

Sat, Jun 1, 1:00 PM EDT

June One Piece Card Game Online Regional

Sat, Jun 15, 10:00 AM EDT

Things to do around Red Deer

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The 16 BEST Things to Do in Red Deer, Alberta (for 2024)

Disclaimer: this page may contain affiliate links. please review our full terms and conditions for more information and our privacy policy. note that any pricing, operating hours, or other such information provided below may have changed since initial publication..

Compiled by the Road Trip Alberta team

Last updated on January 4, 2024

For many Albertans, Red Deer best serves as a logical pitstop between Calgary and Edmonton , because it sits almost in the exact middle! For people who decide to dwell a bit longer – whether to dine at one of the great restaurants, explore the historic downtown, or find your way to the one-of-a-kind “Canyon Coaster” nearby – those longer visitors are often aptly rewarded. Because as Alberta’s fourth-largest city (and sometimes in a hot battle for third with Lethbridge ), there are a surprising number of really unique and great things to do in Red Deer.

The Best Things to Do in Red Deer

Walk around historic downtown.

First incorporated as a city in 1913, there’s a lot of history to take in when you’re in Red Deer. Walk around historic downtown and take in the architecture, war memorials, and other important sites that have shaped the city into what it is today.

Not sure where to begin? Thankfully, there are many self-guided walking tours that will help you learn about Red Deer’s dynamic heritage, including our favourite, “ The Ghost Collection Heritage Walking Tour .”

Visit Bower Ponds

Location: 4715 Fountain Dr

Bower Ponds is a lovely spot to spend a day, whether it’s for boating in summer or ice skating in winter. In summer, enjoy paddle boats, canoes, and kayaks for rent, while in winter, there are ice skates for rent as well as skating accessories such as helmets, skating aides, and more.

The ponds are tranquil and peaceful year-round, making them the perfect spot for a date, a family day out, or a solo wander. It’s one of the most popular things to Do in Red Deer, and it’s easy to see why!

Go to Heritage Ranch

Location: 6300 Cronquist Dr

Often called “The Jewel of Red Deer,” Heritage Ranch sits on 217 acres of beautiful land just outside of the city. You can visit the Westlake Grill for a meal, where everything from light snacks to a five-course dinner is served; it’s perfect for a romantic date, too, as you can even order custom chef-inspired meals for a special occasion.

The ranch also hosts a variety of experiences, including horse and carriage rides, ranch tracker games, and sleigh rides in the winter, while there are also great walking and biking trails to enjoy.

Check Out Gaetz Lakes Bird Sanctuary

Location: Entrance is at 45 Kerry Street at the Kerry Wood Nature Centre

Gaetz Lakes Bird Sanctuary is Alberta’s oldest federal migratory bird sanctuary and is a little slice of paradise right within the city limits of Red Deer. Perfect for bird watching, you can explore the protected land by walking the five kilometres of trails on your own or with one of the naturalists who works there.

You can also borrow binoculars, snowshoes, or an activity kit from the centre to help your experience be the best it can possibly be. And with over 122 hectares of land, you can expect tons of birds as well as a host of other native plants and animals to spot!

Visit Sunnybrook Farm Museum

Location: 2879 Botterill Crescent

Head to Sunnybrook Farm Museum , a fantastic living museum right in the heart of Red Deer that celebrates the history of Alberta farming! This early 20th-century farm shows what it was like to live and work in that era and even has costumed staff to teach you about farm life as an early pioneer.

Visit the log cabin, enjoy a wagon ride, feed the chickens, and so much more. It’s a perfect summer activity in Red Deer, especially for families.

Go to the Red Deer Museum + Art Gallery

Location: 4525 47a Ave

If you’re after a bit of culture, make your way to the Red Deer Museum and Art Gallery , where you’ll learn all about local history and take in a few art exhibitions, too. There’s also a fantastic roster of events that happen at the centre, including artist spotlights, day camps, interactive exhibits, storytime, educational talks, films, and so much more.

Take in the social history, art history, and contemporary art practice, all while celebrating the diversity of the city’s inhabitants over the years. It’s definitely one of the best things to do in Red Deer, especially if you want to get to know the city’s history and culture!

Sample the Best Breweries

Red Deer is home to some amazing breweries… in fact, there’s even a “ Red Deer Ale Trail ” that includes the likes of Belly Hop Brewing, Something Brewing, Sawback Brewing, Troubled Monk, Red Hart Brewing, and Craft Beer Commonwealth.

Sample the city’s best IPAs, stouts, lagers, and more at these fantastic breweries, all of which offer something unique. If you were unaware that Red Deer has such a vibrant brewing community… now’s your chance to try them all!

Relax and Grab a Coffee

Red Deer boasts a thriving coffee culture characterized by its local charm and community-oriented approach. The city’s coffee scene revolves around a variety of locally-owned cafes, like Dose Coffee , Café Séne and Cafe Vero, each offering a unique experience and showcasing a commitment to quality and freshness.

These establishments are more than just places to grab a cup of coffee; they are hubs of connection and creativity. Red Deer’s coffee culture is marked by its support for local artisans, its focus on community engagement through events and live performances, and its dedication to providing their regulars with a warm and welcoming environment.

Check out the Alberta Sports Hall of Fame and Museum

Location: 4200 Queen Elizabeth II Hwy #102

A much-beloved museum in Red Deer, the Alberta Sports Hall of Fame and Museum is both educational and entertaining. With over 7,000 square feet to explore, the museum is extremely interactive; there’s a virtual multisport area, a wheelchair challenge, inflatable floor curling, and so much more.

Celebrating the diversity of sports, you’ll find information on everything and everyone, from the most well-known athletes to the lesser-known sports heroes. In fact, there are over 16,000 artifacts on display in the Hall of Fame! Perfect for sports enthusiasts, it’s well worth a visit when you’re in town.

Enjoy Discovery Canyon

Location: 3800 River Bend Dr

If you want to cool down on a hot summer’s day, look no further than Discovery Canyon . Operated by River Bend Golf and Recreation, Discovery Canyon is a seasonal waterpark that many consider a bit of a hidden gem in Alberta.

With a natural river-fed pool, a recreation area, a playground area, and lots of concessions, it’s an ideal spot to go as a family in warmer weather. Kids will love tube floating on the lazy river, playing in the wading pool and so much more.

Take to the Sky in a Hot Air Balloon

If you’ve ever wanted to try hot air ballooning, you’re in luck… Red Deer has an amazing hot air balloon company that allows you to see Central Alberta in a unique and memorable way! Air-Ristocrat Balloon Rides has been in operation since 2003 and runs seven days a week from May to October every year.

Even better? By 2024, they will have an accessible hot air balloon that is capable of holding a wheelchair so that everyone can be included in this magical experience.

Visit Canyon Ski Resort

Location: 38433 Range Rd 264

Take a drive outside of Red Deer to visit Canyon Ski Resort , where both summer and winter offer quite a lot to do. In winter, enjoy the terrain park, snow tube park, 23 runs, six lifts, and so much more. Perfect for families and for beginners, there’s something for every skier to love at Canyon Ski Resort.

And the fun doesn’t stop in summer… you have to try the Canyon Coaster, which is Alberta’s first and only alpine coaster! An amazing way to zip through the forest trails, you’ll use your own brake rider as you soar along over 1,300 metres of track. It’s an experience unlike any other.

Head to Historic Fort Normandeau

Location: 28054 45 Ave

Historic Fort Normandeau is one of the highest-rated things to do in Red Deer, and for good reason. Located along the Red Deer River, the fort is at the site of the historically important Red Deer River Crossing, which was the main point connecting Edmonton and Calgary before the railway was built in 1893.

Head to Fort Normandeau today to learn about that time in Red Deer’s history by way of permanent and temporary exhibitions, interpretive signs, events, courses, and much more. There’s an interpretive centre, a reconstruction of the fort, teepees, and many more areas to explore onsite.

Shop at Red Deer Market

Location: 100 College Blvd (Red Deer Polytechnic)

One of our favourite things to do in Red Deer is to shop at the farmers’ market, which happens every Saturday morning from the May Long weekend until Thanksgiving. This fantastic market has a lot on offer, including fresh produce, local goods, live entertainment, and so much more.

A social and cultural hub in the city, the Red Deer Market has a rich history of bringing people together over a cup of coffee and a shared love of community. Make sure to stop by if you’re in town on a Saturday!

Revel in Westerner Days

Head to Westerner Days for five days every July for one of the best things to do in Red Deer! This fair and exposition is the largest summer celebration in Central Alberta, as it really does have it all: live music and entertainment, a market, decorated vehicles, pony chuckwagon rides, midway rides, and tons of amazing food on offer.

Held in the heart of downtown Red Deer and perfect for families, this event usually attracts tens of thousands of people a year, so make sure to book well in advance if you want to visit Red Deer for Westerner Days.

Take in the Bowden SunMaze

Location: 34530 Range Rd 14

At the end of every summer, drive 30 minutes south of Red Deer to find Bowden SunMaze , a beautiful spot with over 100,000 sunflowers. Enjoy the sunflower mazes, take home some flowers and/or vegetables in the u-pick gardens, and plan for a stunning photoshoot amongst the rows of yellow blooms.

It’s a fantastic way to wind down summer and enjoy the countryside surrounding Red Deer.

Where to Eat in Red Deer

Thankfully, we have an entire guide to the best Red Deer restaurants , but here are a couple of our favourites in the city.

Location: 4930B 50 St

Always delicious and always interesting, Tribe uses innovative techniques and local, high-quality ingredients to create dishes that are one-of-a-kind.

Known for their excellent service and cozy atmosphere, enjoy meals that can be classified as “modern fusion” from around the world; their flatbreads are especially tantalizing (we love the Casablanca and the Copenhagen).

It’s All Greek to Me

Location: 3701 50 Ave

Looking for the best Greek food in Red Deer? Search no further! It’s All Greek to Me serves up classic Mediterranean food in a welcoming spot that’s beloved by locals and tourists alike.

Enjoy dishes such as souvlaki, skewers, meze, and moussaka as well as Greek ribs, Athenian prawns, roast lamb, and so much more.

Where to Stay in Red Deer

There are quite a few hotels in Red Deer, depending on your budget. Here are a couple of our top picks.

Hampton Inn and Suites by Hilton Red Deer

Location: 128 Leva Ave

Found in the south of the city, the Hampton Inn and Suites by Hilton Red Deer is a great place to stay in town.

With tons of amenities to make your stay as comfortable as possible – think a fitness centre, business centre, pool, free breakfast, and more – the hotel is also one of the city’s newest and most modern.

Red Deer Resort and Casino

Location: 3310 50 Ave

The Red Deer Resort and Casino is a fantastic place to stay in the city; it offers comfortable rooms as well as a fun, entertaining vibe.

Enjoy the pool, fitness centre, lounge, and so much more, including the brand-new 38,000-square-foot casino and gaming area. Feeling fancy? Make sure to book one of the jacuzzi suites!

We listed a couple, but here are 14 more Red Deer Restaurants to eat at

If you like Red Deer, you’ll certainly love Lacombe. Be sure to check these 11 best things to do in Lacombe County

And, why not check out these 12 Cool Road Trips in Alberta ?

Dalene Heck is a co-founder of Road Trip Alberta. She was born in Edmonton, grew up in the Peace Country, and has ventured to almost every corner of Alberta and the world (she’s travelled to 60 countries)! She is a serial blogger, the CEO of HMI Marketing , co-creator of the Trip Chaser card game, a leukemia-slayer, and cat whisperer.

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Wander Woman Travel Magazine

25 Fun Things to Do in Red Deer

Debbie Olsen

If you stop for fuel or food in Gasoline Alley on a road trip, you haven’t really seen the City of Red Deer. The fourth largest city in Alberta is filled with parks, trails and many unique attractions. Halfway between Calgary and Edmonton, Red Deer has all the amenities you’d expect to find in a major city and more. Population studies have shown that the city has one of the youngest populations in Canada. If you’ve come to Central Alberta for a conference, a tournament or a getaway, you’ll discover many wonderful things to do in Red Deer. Here are some of the best places to go and the best things to do to have fun in every season.

There are affiliate links in this post. If you make a qualifying purchase through one of these links, Wander Woman Travel Magazine may receive a small commission at no extra cost to you.

Table of Contents

Waskasoo Park

Red Deer is one of the greenest cities in Alberta thanks in large part to Waskasoo Park, a protected parkland that winds its way through the heart of the city. This park contains more than 110 kilometres of trails and is home to Alberta’s oldest federal migratory bird sanctuary, the Gaetz Lakes Sanctuary. More than 130 species of birds and 28 species of mammals have been spotted in the sanctuary.

Kerry Wood Nature Centre

Visting Kerry Wood Nature Centre should be at the top of your list of things to do in Red Deer if you are a nature lover. The nature centre is Central Alberta’s only year-round facility for nature interpretation and environmental education. It lies within Waskasoo Park at the entrance to the Gaetz Lakes Sanctuary. There’s a permanent exhibition gallery, a bookstore and a discovery centre. Onsite interpretive staff lead nature-related programming. You can choose from a variety of programs including adventures like a guided snowshoe tour or an interpretive river raft float down the Red Deer River. Kerry Wood Nature Centre showcases the works of local artists in the onsite Marjorie Wood Gallery. A nature playground is located near the centre. Admission is by donation.

Great Chief Park

Great Chief Park is a major recreation and sports area in Red Deer. There are two baseball diamonds, two fastball diamonds and a combined soccer/football field. In winter, the park is home to a speed skating oval that is used by athletes and is also open for public use. The Kiwanis Picnic Site is a great spot for a picnic and Great Chief trails connect with others in the Waskasoo Park System. There’s also an 8-hole pitch n’ putt, horseshoe pits and other facilities.

More Alberta Road Trip Fun: Read our post, 15 Fantastically Fun Things to do in Waterton.

Canyon Ski Resort

Canyon Ski Resort is the largest non-mountain downhill ski resort in Alberta. It was the host site of the alpine events of the 2019 Canada Winter Games. Just eight minutes east of the city, the resort has 28.6 hectares of skiable terrain with 20 runs, six lifts, lights for night skiing, a large ski school, equipment rentals, a cafeteria and a day lodge. A 164-metre vertical drop with terrain for novice, intermediate and advanced skiers makes downhill skiing one of the best things to do in Red Deer in winter.  The resort also has snow tubing facilities with dedicated runs and snow tube lifts.

Cross-country Skiing

Cross-country skiing is very popular in Red Deer and there are many places to enjoy it. There are more than  30 km of groomed cross country ski trails  inside the city. You’ll find most of the city’s ski trails in the Heritage Ranch/Great Chief Park area and the  Riverbend Golf and Recreation Area , which is the best cross country ski venue in Central Alberta. Red Deer’s Nordic ski  community hosts events throughout the year.

Golf Courses Near Red Deer

There are more than two dozen golf courses within an hour’s drive of the city. You should definitely check out Riverbend Golf Course right inside the city. The 18-hole championship course is located in an elbow of the Red Deer River and the scenery along the course is beautiful. There’s also a 9 hole mini-links course, a large driving range and 2 pitching greens. Riverbend has hosted the PGA of Alberta Championship three times.

Amazing Trails – Walk, Run Cycle or Skateboard

Going for a walk or a run is one of the things locals like to do in Red Deer. More than 100 km of walking trails connect dozens of green spaces and parks in the city. There are playgrounds, skating ponds, outdoor gyms and attractions to explore along the trails. There’s even a mountain bike park and a skate park. Checkout the trail map and go exploring. 

Heritage Ranch

There’s something incredibly romantic about a horse drawn carriage or sleigh ride. After-dark winter rides are particularly beautiful at Heritage Ranch where the sleigh takes guests through a landscape featuring more than 40,000 shimmering lights. Hot chocolate and warm blankets complete the experience or you can purchase a date night package that includes dinner at Westlake Grill. Younger visitors can enjoy a daytime horse drawn hay rides. The ranch holds a variety of seasonal activities and events and the restaurant is always top notch. There are walking trails and playgrounds all through the ranch.

Winter Fun in Alberta: Read our post, Jasper in Winter – 12 Stunning Photos.

Bower Ponds

Bower Ponds is one of the most popular recreation areas in Red Deer. In the summer, there are boat rentals and in the winter there are skate rentals. It’s a great place for a picnic in summer or a game of shinny hockey in winter. There’s an onsite concession area and a toboggan hill. Visiting Bower Ponds is one of the most popular things to do in Red Deer. If you want a more serious game of hockey, check out the other 73 skating rinks in the city.  

The Red Deer Museum + Art Gallery, or The MAG as it is known to locals, has rotating exhibits and interesting displays. You can learn about the history of this region, see some incredible art or make art of your own with one of their day programs. Admission is by donation.

Alberta Sports Hall of Fame Museum

You can learn all about the history of sports in Alberta and the most famous athletes at the Alberta Sports Hall of Fame and Museum . The museum has fun interactive sports games to enjoy and great displays. Tourism Red Deer shares the building on the QE2, so it’s a good place to stop if you want information and brochures.

The Red Deer Collicutt Centre

The Collicutt Centre is a multi-use facility with an indoor swimming pool and wave pool, waterslides, workout facilities, indoor facilities for playing badminton or practicing your golf swing and more. If you’re looking for a place to go swimming or enjoy some indoor recreational activities in Red Deer, visiting the Collicutt Centre is a good thing to do.

Fort Normandeau

Before 1893 when the railway connected Edmonton and Calgary, the Red Deer River Crossing was the safest passage. A stopping house was built at the site and it was later fortified to become Fort Normandeau . You can visit the recreated fort and learn about the history of the fort and the Indigenous people who shaped this part of Alberta. The name Red Deer was actually a misunderstanding. Indigenous people called the river the Elk River. European visitors did not know what elk were, so they called it the Red Deer River – named for a species they were more familiar with.

Sunnybrook Farm Museum

In the heart of the city, Sunnybrook Farm Museum celebrates the history of farming in Alberta. It’s a great place to take younger children because there are farm animals and farm machinery to see. Educational programs, day camps and events happen at the farm.

Discovery Canyon

This seasonal city-operated water play park is fun for young children and the perfect place to cool off on a hot day. You can rent an inner tube and the kids can have fun floating down the little river. Picnic areas are nearby. Visiting Discovery Canyon is one of the best things to do in Red Deer with small children in summer.

Cronquist Tea House

The Red Deer Cultural Heritage Society operates a unique tea house near Bower Ponds. Cronquist House is a lovely spot for meetings, parties and weddings. It’s also a great place to enjoy lunch or afternoon tea. You can also tour the historic home and see period furnishings and historic photos.

Three Mile Bend Recreation Area & Off-Leash Park

If you travel with a fur baby, Three Mile Bend should be at the top of your list of things to do in Red Deer. This 55 hectare natural area has an off-leash dog park, canoe ponds, a boardwalk, a picnic area, a remote control car track and many trails.

Norwegian Laft Hus

The Norwegian Laft Hus is a small museum dedicated to the preservation and interpretion of the culture of Norwegian-Canadians. There are many beautiful artifacts on display inside the house. There is interpretive programming, arts and crafts classes and special events throughout the year.

Spray Parks & Playgrounds

Blue Grass Sod Farms Central Spray Park is the biggest spray park in the city. It is located at the northwest corner of the Rotary Recreation Park, which is also home to some fantastic playgrounds and picnic areas. There’s another spray park in Kin Kanyon, which is near 32 St. and 47A Ave. There’s a playground, firepits and picnic areas at Kin Kanyon too. Red Deer has a young population and you’ll find many other playgrounds throughout the city.

Red Deer Market

The Red Deer Market has been around for more than 50 years. This farmer’s market is the place to go if you want to buy farm fresh veggies and fruits as well as local handicrafts and other items. The market runs on Saturdays from May long weekend through Thanksgiving.

Red Deer Symphony Orchestra

If music and culture and culture top your list of things to do, you should take in a performance of the Red Deer Symphony Orchestra . Red Deer is one of the only cities of its size in Canada to boast a fully professional orchestra. The orchestra is deeply ingrained in the community. RDSO offers free community concerts, a free after school music enrichment program for elementary students, seats for students, open dress rehearsals and more.

Westerner Days & Other Festivals

Westerner Days  is the biggest annual festival in Red Deer. The event includes a parade with decorated floats and marching bands. There’s also an agricultural exposition and a mid-way as well as music and live concerts. Other big events include the Centrefest Street Performer’s Festival and the Festival of Trees Christmas celebration. There are many other festivals throughout the year. Red Deer is also home to Agri-trade , Western Canada’s largest agricultural trade show.

Canadian Finals Rodeo

Red Deer is centrally located and it’s surrounded by farms and agriculture. The city also has fantastic facilities for hosting large events. Those are some of the reasons Red Deer became the new hometown for the annual Canadian Finals Rodeo event. It’s one of the biggest rodeo events in Canada.

Indoor Play Areas

Red Deer has a number of businesses dedicated to indoor recreation. There are two bowling alleys, Heritage Lanes and Riverside Bowl. Treehouse Indoor Playground is a great place to take kids to burn off some energy. The play centre offers a parents date night package that includes free babysitting. Combat Archery Adventures offers combat archery, nerfwarz and laser tag. Lazerforce is another Red Deer business that offers laser tag.

Red Deer Breweries & Cocktail Spots

Stopping for a pint or a cocktail is a great thing to do when you’re in Red Deer. Troubled Monk is the best-known craft brewery in Red Deer. They have won awards for their beers and their craft sodas are delicious too. Other good craft breweries include Belly Hop Brewing, Red Hart Brewing and Sawback Brewing. If you just want to pick up some cans of local craft beer, Craft Beer Nation is the best craft beer shop in the city. If you’re looking for a great cocktail bar, Occam’s Razor is the place to go.

Where to Eat in Red Deer

There are many good restaurants in Red Deer, but it’s always fun to try something new. If you like tea, there’s no better place than Glenn’s Restaurant where they sell and serve 200 varieties. For unique casual fare, check out the Queen’s Diner , an authentic 1950’s diner with a great breakfast menu and delicious burgers. For a nice evening out, Boulevard Restaurant at the Holiday Inn has long been the top rated restaurant in the city. Chef Emmanuel has created a unique menu with tastes from near and far. For a great cup of coffee, you just can’t beat Dose Coffee .

Where to Stay in Red Deer

You’ve got options. There are a lot of great places to stay in Red Deer .

Looking for More fun Alberta Adventures? Read our post about Why You Should Visit Wayne, Alberta.

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Tourism Red Deer has sights set on being top major event destination

Big… really big things, perhaps, are on the horizon for tourism and events in Red Deer and central Alberta.

Tourism Red Deer, celebrating its 35th anniversary, held an open house this week, speaking to attendees about its goal for the city and region to evolve into one of the nation’s go-to destinations for major events.

That’s where the term Destination Development Corporation (DDC) comes in.

In 2019, The City of Red Deer began talking about a major event strategy and destination development framework, a ship for which it has found someone to steer, and that someone is Tourism Red Deer.

With funding commitments from The City and The County to get the DDC off the ground, Tourism Red Deer has its sights set on being the first call major event organizers make.

“We know how to do sports in this community, having hosted the Canada Winter Games, the Memorial Cup, and the World Juniors. We want to do regional events that bring people in from across Canada, and sports is a big piece, but there’s also the cultural side,” says Rene Rondeau, executive director, Tourism Red Deer.

“We’re thinking maybe the Junos, or the CCMAs. Who knows? There are a lot of events that might fit the bill, such as major conventions where all the hotels are being taken up.”

Rondeau notes potential for other events to grow, such as the annual international powwow and Agri-Trade.

“What’s exciting to me with this is having one organization heading this, which can evaluate events and streamline the process. We also have committees which we need more people to be a part of,” says Rondeau.

“We’re on the right track and have momentum, we have support from municipalities and stakeholders, and now it’s about taking that next step forward and building Red Deer into an even more amazing destination.”

Nancy Paish, Tourism Red Deer board chair in her sixth year on the board, says the organization has momentum, as evidenced by growing from 33 members in 2020 to 102 in 2022.

Paish, who mentions The Brier as another desired event, notes that when the goal of Red Deer becoming that top national choice was initially developed, the target was 2030.

“We’re still aiming to hit that. But we know there has to be some flexibility in terms of the recovery time tourism is going to need coming out of COVID. International travel is not yet at full capacity, and the Tourism Industry Association of Alberta (TIAA) has predicted that won’t happen until 2026,” says Paish.

“We’re going to do our best to get as many tourists into the region in that time, and in the meantime, be as aggressive as we can in getting major events to the city.”

According to the TIAA’s tourism labour market update from February 2023, the size of the total tourism labour force in Canada decreased 0.8 per cent, and tourism employment went down half a percentage point. But in Alberta, those numbers spiked 4.6 per cent and 4.9 per cent, respectively.

However, Alberta still lags 5.1 per cent behind pre-pandemic levels of 2019.

Statistics Canada also revealed this week that spending on tourism continued to grow last year, but remained well below pre-pandemic benchmarks.

Tourism expenditures between October and December rose for the seventh consecutive quarter, increasing by 2.1 per cent from the third quarter to $20.1 billion.

For the full year, tourism spending jumped 45 per cent as domestic and international travel roared back somewhat.

Paish admits it will always be difficult to beat out large cities for certain things, such as the Commonwealth Games which have been discussed recently in the context of a joint bid between Calgary and Edmonton. But despite not having a million people, Red Deer need not be excluded from being a major player in other arenas.

Paish says when Red Deer achieves its goal, it’ll be clear.

“It’s about being attractive for people producing events, and being on their first-call list, being accessible to them and having the information so that when we have the opportunity, we can jump in and be a part of something,” she says.

“You have to have all the information on hand, about what facilities you have, what assets you have in terms of what a producer is looking for, and be able to respond quickly. Another thing is knowing what we already have in the city’s and region’s events calendar, because we’ll want to touch those times where there are gaps that can accomodate a major event.”

Paish emphasizes this plan is regional, pointing out Tourism Red Deer has members in spots like Stettler, Clearwater County and Innisfail.

“This growth is for all of us. A major event may not be held in a smaller centre, but how do we get it to spill over into some of those communities?” she ponders.

“With residents of the area, advocacy is huge. Advocate for the Red Deer area to city council, to the province, and make sure your voice is heard on the importance of tourism.”

For more information, contact Tourism Red Deer.

(with files from The Canadian Press)

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Major Event Strategy

Approved by City Council in 2021, The Strategy identifies Tourism Red Deer to transition into a new Destination Development Corporation (DDC), a unified organization to oversee major event development and broader tourism development in Red Deer. Tourism Red Deer as the DDC would have three major functions, tourism marketing, major events, and destination development, which would help build community-wide capacity to transform Red Deer into a premier major event destination.

Read the Red Deer Major Events Strategy and Destination Development Framework (pdf) .

Tourism Red Deer Business Plan Development

In 2022, The City and Tourism Red Deer worked together to develop a business plan, which outlines three core functions and organizational structure changes needed to grow Tourism Red Deer to become the DDC.  Tourism Red Deer’s Board of Directors approved the plan in September 2022.

Within the 2023 operational budget, City Council approved new funding to Tourism Red Deer to begin implementing the TRDBP.  Tourism is more than just a business sector: it is an economic driver that crosses multiple industries and supports growth in multiple ways.  As the business plan is implemented, the following outcomes are anticipated for the Red Deer region.  

• Tourism Red Deer is positioned to provide enhanced value to its members, the tourism industry, and the community.
• A high degree of alignment and collaboration is maintained among tourism stakeholders.
• The long-term sustainability of Tourism Red Deer and the local visitor economy is enhanced.
• Increased awareness of the destination
• Increased visitation to the destination
• Increased revenue for tourism-related businesses/organizations, Tourism Red Deer, and partner municipalities
• Increased satisfaction among visitors and residents related to tourism
• Increased appreciation, revitalization, and preservation of built and natural environments

To learn more or see the approved TRDBP, please visit the Tourism Red Deer website .

Frequently Asked Questions

The purpose of the Red Deer Major Events Strategy & Destination Development Framework is to position Red Deer as a premier destination for major events. The City of Red Deer commissioned the study to review the current state of major event hosting in the community and develop a strategy for future development.

See the  April 26, 2021 News Release  and Council's  May 10, 2021 Recap Meeting Notes (pdf)  which outline the decision for Land & Economic Development to work with Tourism Red Deer to deliver the Tourism Red Deer Business Plan.

Yes. The research and stakeholder consultation phase of the project included meetings with:

• the Project Committee; comprised the Tourism Red Deer Board and City Administration
• the Working Group from the Tourism Red Deer Board and City Administration
• One-on-one interviews with over 160 key internal and external industry stakeholders (including local organizations, major event developers, engaged residents, City Council, City staff, and Provincial staff)

Major events have the ability to produce a wide variety of economic and social benefits for Red Deer. From an economic perspective, major events are a proven tourism driver that can bring visitor dollars into communities. Major events are also known to bring host communities together, strengthen local pride, enhance community engagement, build the capacity of local organizations, contribute to the preservation of built and natural environments, and strengthen the case for enhancements to infrastructure and programs.

City Council and Administration’s role will shift to stewarding the vision and strategic involvement and supporting the outcomes Tourism Red Deer is now responsible for achieving.  The City’s role includes being a representative on the Tourism Red Deer Board of Directors, providing core funding to the organization and being an active partner in the ongoing success of the organization.

The Tourism Red Deer Board approved the Business plan and City Council increased investment to Tourism Red Deer to execute their enhanced vision. Tourism Red Deer will help attract major sport and cultural events to our community and will act as a single point of contact for event producers, funders, facilities and more to make event planning in Red Deer simpler.

Tourism Red Deer would continue to focus on and expand three areas:

• Tourism Marketing – be the voice of Red Deer as a destination.
• Destination Development – build community-wide capacity to grow Red Deer as a destination.
• Major Events – take the lead role transforming Red Deer into a premier major event destination and providing a one-stop approach for major event development.

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