New project puts spotlight on area’s agri-food tourism

By Steffanie Costigan - Lethbridge Herald Local Journalism Initiative Reporter on August 16, 2023.

Tourism Lethbridge has unveiled the launch of its “Sip, Taste, Explore! A Southern Alberta Agriventure!”
“Sip, Taste, Explore” is a collaboration with Downtown BRZ in which anyone can experience local agri-food tourism by going to TourismLethbridge.com, where they can sign up for free by providing name, email, and phone number. Once a person is signed up, a map is provided of different locations where participants can use a special to collect points while enjoying agri-food products.
The launch comes just ahead of Alberta Open Farm Days and Whoop-Up Days, which gives an opportunity to experience “Sip, Taste, Explore!” and a way to earn easy prizes.
Tourism Lethbridge CEO Erin Crane on Tuesday shared how Sip, Taste, Explore was developed and the impact it has on businesses.
“The way that this came about is we did get some funding from the federal government through Prairies Economic Development Canada, otherwise known as PrairiesCan. And it really was around tour development and ensuring that we’re a year-round destination, and really about business development and workforce development,” said Crane.
Once signed up a link is sent through text or email, directing the user to add the “Sip, Taste, Explore!” web app to their home screen. No app download is required for the pass. Explorers then check in through a four-digit pin at participating locations to earn their points. Points then can be redeemed for prizes at the Tourism Lethbridge Visitor Information Centre or through Downtown BRZ office.
Crane said this event is not only a way to showcase local businesses but also an opportunity for people to learn more about, and the strategy behind, the launch.
“This project gives us a really great platform to send people out to the businesses so they can learn and find out about maybe something that they didn’t know before…Again, that whole year-round tourism destination is a big goal of ours. So launching it right now, just ahead of open Farm Days was a strategy, tying that into really what makes Lethbridge special, which is all things agriculture, and agri-food tourism.”
Approximately 32 businesses are participating in the “Sip, Taste, Explore! A Southern Alberta Agriventure!”
Sarah Amies, executive director of the Downtown BRZ, said BRZ is excited to be involved in the project how important it is has to support local businesses.
“The Downtown BRZ is excited to collaborate with Tourism Lethbridge in supporting our local businesses and agri-food tourism industry with this program. Now is an important time for everyone to come together to promote greater engagement with the incredible local businesses and agricultural opportunities in our region.”
Crane said this event provides incentives for people to get out and find little gems within businesses they were unaware of before, adding the tourism component contributes to the city economy.
“Maybe that incentivizes them to get out there and try something new. Because there’s a lot on there. . . And then the other side of this is encouraging more businesses in this agriculture and agri-food tourism space to start up.
Crane said Lethbridge has an exciting food ecosystem and adding a tourism component enhances that.
“And I think that’s another portion of this is reminding people that in my eyes, all businesses are tourism businesses, that tourism touches so much of our economy.”

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