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

2. This was Calgary

3. A Brief History of Calgary
Established as a fort
Arrival of Canadian Pacific Railway
Incorporated as a town – population 4000
Ranching
-Transportation and Distribution
’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)

4. Calgary 1881

5. Calgary 1909

6. Calgary 1941

7. Calgary 1973

8. Calgary Today!

9. 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

10. 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:
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

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

12. 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

13. 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

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

15. 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

16. Strategic Partnerships cont’d
Energy Cities Alliance

17. 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

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

19. 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

20. 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

21. 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

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