Canadian Finals Rodeo saying goodbye to Red Deer after Westerner Park opts not to renew

This past March, it was revealed during a Red Deer city council meeting that in the four editions of CFR hosted at Westerner Park, only one year turned a profit. The net loss over the four years is estimated at $1.456 million with one year cancelled due to pandemic restrictions.

“Prior financial outcomes were not a determining factor in the bid evaluation,” Westerner Park says.

The City’s Economic Development department estimates an economic spinoff for the city and region between $12 million and $25 million over CFR’s time here.

In a press release Wednesday, Westerner Park says hosting CFR with partners such as the Canadian Professional Rodeo Association (CPRA), the City of Red Deer, and Red Deer County, has helped preserve the legacy of rodeo in Canada.

“Hosting the Canadian Finals Rodeo at Westerner Park has been a privilege and a source of immense pride for our organization,” says Shelley Flint, CEO, Westerner Park. “[Westerner Park] remains committed to being a dynamic destination for agriculture, entertainment, culture, and community engagement in Alberta.”

Red Deer Mayor Ken Johnston says the city is grateful for CFR making Red Deer home for half a decade, adding that residents and businesses alike have benefited. He doesn’t believe the move should reflect poorly on Westerner despite its struggles the last several years and given the significant impact of the COVID-19 pandemic.

“It’s fair to say I’m disappointed, but my hat is tipped to Red Deer County, the Westerner and my own administration for their efforts. We were congratulated by the CPRA for a great bid,” says Johnston.

“I’m optimistic. We have a great group of organizations in Red Deer, including the Westerner, Tourism Red Deer, Central Sport, and the Chamber of Commerce, who will continue to attract events. I feel good that at least this is staying in the province. It’s a situation where we did our best, but you have to understand the realities of it, so kudos to Edmonton. There’s a possibility of working with the CPRA on future events.”

Over the course of CFR’s life in Red Deer, the City contributed $250,000 to the event — $50,000 annually, including through Tourism Red Deer in 2023.

Jim Wood, Red Deer County Mayor, calls the event world-class.

“[CFR] has given visitors a chance to see what central Alberta has to offer and provided a big boost to local businesses,” he says. “I am excited to welcome contestants and rodeo fans one last time, knowing that next year the legacy of Canadian rodeo and agriculture will remain in good hands.”

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Scott Robinson, CEO, Red Deer and District Chamber of Commerce, a founding partner of the CFR in Red Deer, notes the organization cut ties with CFR after two years due to financial losses.

“It’s disappointing to not be able to hold onto this event, but there were a lot of factors involved,” says Robinson, former CEO of the 2019 Canada Winter Games in Red Deer.

“It’s unfortunate things happened this way, but somehow we need to learn from it and ask if there were things we could’ve done to make it more successful,” he says. “It was an event that basically broke even last year, but when you put that much effort into something, you want to see revenue so you can reinvest. It’s a loss for our community in terms of brand and identity.”

Red Deer has to be serious, Robinson adds, in its approach to bidding for events, and be prepared to compete hard.

Over at Tourism Red Deer, there’s disappointment and optimism.

“Do we wish it was staying? I think any event is one we’d want to stay if it’s the right fit. The last few years have been awesome and we’re grateful CFR has been here,” says CEO Jesse Smith. “It’s been a great event as far as helping us become a major event destination. We feel pride for having had it here.”

Tourism Red Deer continues toward achieving its goal of making Red Deer a top major events destination among Canadian mid-sized cities by 2030. As far as that objective is concerned, Smith doesn’t see the CFR news as a setback.

“If anything, it gives us a new fire to continue thinking about how we bring new events like CFR into our community and work with event organizers to make Red Deer the choice for events like this,” he says.

“Let’s remember this is just one event coming into our community and I’m not downplaying CFR, but we have tons of other events coming into our community. We just hosted the 2023 International Pow Wow, the WHL Cup, we have Agri-Trade, plus events lined up for 2024 including the Grand Slam of Curling.”

The CPRA, meantime, is getting $4.5 million over three years from the province to hold the event at Edmonton’s Rogers Place for 2024, 2025 and 2026.

The Ministry of Tourism and Sport confirms that for each year Red Deer has hosted, the province has provided $250,000.

“After five great years in Red Deer, we’re excited to see the Canadian Finals Rodeo return to Alberta’s capital where it all started for us,” says Terry Cooke, board president, CPRA. “Generations of people have grown up with memories of an annual trip to Edmonton to see the CFR and now that will continue. Our athletes are excited to compete at Rogers Place in front of both long-standing and new rodeo fans.”

CFR started in 1974 at the old Edmonton Gardens and was a highlight on the calendar until its 2018 departure.

It’s projected the event will bring $30 million of economic impact to Edmonton, with more than 5,570 jobs, 45,000 spectators, and demand for over 12,000 hotel rooms.

For Phipps, who says after Edmonton’s three years that anything is on the table for hosting duties, he hopes Red Deerians are excited about CFR 49.

“We’re really looking forward to putting on a hell of a show next week,” he says. “We hope people come out and it’s the best party Red Deer has ever seen.”

More information about CFR 49 is at www.cfrreddeer.ca.

by Josh Hall

Canadian Finals Rodeo saying goodbye to Red Deer after Westerner Park opts not to renew

LOOKING AHEAD

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