Driving tourism from a grassroots level

The WinterLights Celebrations judges were in Valemount last weekend to see first-hand the efforts the town had made to participate in the event. 

WinterLights is a national program in which communities are judged on their celebration of winter activities through decorative, cultural and spiritual programs, like the winter equivalent of Communities in Bloom.

Riette Kenkel, the Valemount marketing coordinator, said the judges were particularly impressed with their goodwill program that is similar to selling poppies for Remembrance Day. The village has been selling bells at stores throughout town to raise money for the Valemount Foodbank. She said there were people all over town with bells attached to their zippers and boots.

Kenkel said she thought the program is a good way to bring the community together and get people excited at the grassroots level, which would help them to drive tourism in the future. “If the community isn’t all on the same page, then how can you possibly embrace tourists when they come visit?” Kenkel said.

There are five categories of judgment: visual presentation (lighting, etc.), winter pleasures (festivals, activities, sports), festive season celebrations (choirs, tree lighting ceremonies, sleigh rides), goodwill programs (betterment of quality of life for community), and tourism promotion.

The awards and symposium for the WinterLights Celebration will be held in Prince George at the end of February. Kenkel said it was a great opportunity for municipalities to share their ideas on marketing and community initiatives.