Calgary TELUS Convention Centre How can a national centre reposition itself to address the international market? July 1, 2008

This was Calgary

A Brief History of Calgary 1875 -Established as a fort 1883 -Arrival of Canadian Pacific Railway 1884 -Incorporated as a town – population 4000 1896-1914 -Ranching -Transportation and Distribution 1914-1980’s -Discovery of oil at Turner Valley -Oil and gas capital of Canada -Commodities based economy -Economic booms and busts 1980’s Onward -Economic diversification -Strategic repositioning (within Canada, on global stage)

Calgary 1881

Calgary 1909

Calgary 1941

Calgary 1973

Calgary Today!

Calgary Today Population: 1,000,000+ Fastest growing city in Canada 20 major industries Agriculture, oil, gas, mining still important but wide diversification A business hub Recognized as a major international player Provides economic base for CTCC to move into international market

Calgary TELUS Convention Centre 1974 First purpose built centre in Canada Market: national, regional, local 2000 Expansion to accommodate World Petroleum Congress 2002 Creation of: 2007 -New Calgary Economic Development Strategy A goal: to strengthen global position -Business travel established as a tourism and infrastructure development driver -CTCC acknowledged as a major player Office of Economic Development TC CTCC CED CTI

Strategic Repositioning of the CTCC’s Marketing Efforts National USA International

Steps to Date: Joined international associations To learn best practices To access marketing resources and educational programs Hired an international sales manager Training with seasoned professionals Development of strategic plan Set realistic goals Refocused marketing program Created strategic partnerships

Strategic Partnerships Calgary Convention Connection To create a critical mass of space To solidify relationships with key hotel partners: Calgary Marriott, Hyatt Regency and the Fairmont Palliser

Strategic Partnerships cont’d Gateway Cities Edmonton and Calgary Shared resources to create awareness of Alberta Major market focus: USA

Strategic Partnerships cont’d University of Calgary To establish critical relationships To provide marketing and bid support Establish “Local Host Program” Yes, it’s Calgary, Connections

Strategic Partnerships cont’d Energy Cities Alliance

Strategic Partnerships cont’d Energy Cities Alliance Lead generation Lobbying and bidding support Delegate boosting/marketing support Dynamic and supportive global network Relationship building Convention bureau/destination marketing services

Progress to Date Confirmed Agricultural Biotechnology International Conference September 2007 3 Days - 1200 Delegates World Council of Credit Unions July 2007 3 Days - 2150 Delegates World Assoc. for the Advancement of Veterinary Parasitology August 2009 5 days - 900 Delegates International Seed Federation May 2010 3 Days - 1500 Delegates

Progress to Date cont’d Potentials World Hereford Conference July 2012 5 Days – 2000 Delegates World Hydrogen Energy Conference June 2012 4 Days – 1000 Delegates

Next Steps Partnership with Calgary Economic Development to create major events Ongoing training and development we are still in learning mode! Program to create Canadian awareness

Conclusions from our experience: Destination image is an important driver Centre had to be positioned within City as an integral component of economic development Strong relationships within City are necessary Don’t be afraid of partnerships Think outside the box Get professional training and assistance Understand that success requires a long-term commitment

A wise man has told us: “There are four things that will create success in the international market…. Patience Patience…..and Determination”