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Page 1: Manuelle Prunier

CANADIAN BADLANDS LTD

A Partnership for Tourism Development

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Canadian Badlands Region

The Canadian Badlands region in 

central southern Alberta is host to 

some of Canada’s most intriguing 

travel experiences. With a rare 

combination of assets ranging from 

river valley badlands to un‐glaciated 

hills, hoodoos to huge skies, 

UNESCO world heritage sites and 

prairie communities, the area is rich 

in potential for greater tourist 

visitation than it currently enjoys. 

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Dinosaurs, Geology, Parks

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Native Cultures

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Authentic Western Entertainment

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Historical Sites

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Arts and Culture

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Recreation

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A Vision and Two Champions

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Our Vision

• To develop a region that will become a  major tourist destination for Alberta

• To complement the role played by the  Canadian Rockies in encouraging travel to 

and within the province.

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Our Mission •Enhance area quality of life while preserving significant 

natural resources 

•Expand opportunities to retain, grow and educate a vibrant 

workforce 

•Provide employment and entrepreneurial opportunities for 

area businesses and youth

•Expose visitors to the rich cultural and natural heritage of 

the Canadian Badlands, including the very significant First 

Nations cultures and history. 

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CANADIAN BADLANDS LTD

• A not‐for‐profit corporation acting as a facilitator for:

• tourism product and business development• tourism workforce development & training • investment attraction 

• The largest regional partnership of its kind in          Southern Alberta involving 62 municipal shareholders

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FUNDING

• Government Support

• Community involvement: shareholder levy

• RADF – Rural Alberta Development Fund

• RDI – Rural Diversification Initiative • RCAP – Rural Community Adaptation Program

• CAF –

Community Adjustment Fund

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Main Focus Areas

1.

Destination and Attraction Development Support

2.

Signage and Infrastructure Programs

3.

Capacity Building and Business Development Programs

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Main Focus Areas

1.

Destination and Attraction Development Programs

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Parks: Integrated Area Development Planning

Develop integrated tourism development plans for Dinosaur and Dry Island Buffalo Provincial Parks, including surrounding counties and communities, that is supported by key stakeholders (e.g. provincial parks, affected municipal governments, industry stakeholders)

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Towns: Tourism Master Planning

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Communities: Involvement in Tourism Assessment

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Attractions: Development Support

• Atlas Coal Mine National Historic Site 

• Canadian Badlands Passion Play 

• Clay Industries National Historic District

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Tourism Operators: Clustering Cluster: a grouping of businesses, including the firms that support the 

primary cluster members, which are somehow related. This can be in terms 

of geography, markets served, industry, etc... Some high‐profile clusters 

include the high‐tech cluster of Silicon Valley in California and the fashion 

clusters found throughout Italy  

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Advantages of Clustering• Strength in numbers• Cooperation and interdependence• Access to the resources needed to become distinct 

in the market and more profitable through:

Cooperative Purchasing

Cooperative Branding and Marketing

Creation of Referral Networks

Implementation of standards across the cluster

Access to funding

Access to training

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Current Clusters

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Main Focus Areas

2.

Signage and Infrastructure Programs

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Signage Program

The signage strategy is for municipality welcome signs. Funds are available to assist municipalities on a 50/50 cost share to either incorporate the Canadian Badlands logo on their existing municipality signs and/or to develop new municipality signs.

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Infrastructure Program

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Scenic Route Feasibility Study

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Main Focus Areas

3.

Capacity Building and Business Development Programs

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Customer Service Excellence

For front-line staff and volunteers of organizations in the Canadian Badlands tourism industry, with the flexibility for delivery in workshop, video- conference and on-line formats.

Involve colleges in developing a multifaceted workforce and entrepreneurial capacity.

Red Deer College works with the colleges in the region to enhance, develop and coordinate programs, both campus- based and distance-learning based. The initiative is expected to raise the level of service delivery in the Canadian Badlands.

Workforce Development Initiative

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Tourism Staff and Volunteers: Customer Service Excellence

For front-line staff and volunteers of organizations in the Canadian Badlands tourism industry, with the flexibility for delivery in workshop, video- conference and on-line formats.

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Community Leaders: Tourism Leadership Training

– improve leadership knowledge and skills for elected and volunteer leaders for communities throughout the region

– improve leadership transition in rural areas by expanding the trained volunteer talent pool available

– create a mentor network of training leadership graduates to enhance leadership networking.

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Blackfoot Crossing Historical Park: Training & Mentoring Program

Development Plan Support• Assist in planning the expansion of the tourism offer

• Program consultation for various services

offered at the Park.

• Staff and community development 

• Training in operations, human resource 

development, site planning, marketing, 

customer service, quality control, 

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• The Tourism Business Incubator Program provides business training, coaching and mentoring, business development advice and planning support to develop tourism businesses.

• Extensive database of 

tourism resources

• www.tourismfutures.ca

Small-to-Medium Enterprises: Tourism Incubator

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Artists: Co-op Development Program

• Studio space, business training, retail support, and mentorship.

• Goal: increase the presence of the visual arts in the Canadian Badlands and to nurture artists with the necessary business skills and confidence in order to create sustainable micro-businesses throughout the region.

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Farm / Ranch Tourism Initiative

Implement a needs assessment, training and organizational development program to empower private landowners who want to operate commercial outdoor recreation or tourism enterprises on private lands.

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Community Leaders & Tourism Operators:

Best Practice Missions

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Together We Can Make It Happen !


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