Organization: South Canadian Rockies Tourism Association | SCRTA

Pincher Creek town council has postponed a decision on a $12,500 tourism contribution after councillors questioned how much of the South Canadian Rockies Tourism Association’s work directly benefits the community.

At its Aug. 24 regular meeting, council heard a proposal from the association for a contribution toward regional tourism promotion and development.

While councillors see potential value in gaining access to provincial funding and regional tourism initiatives, they also want a clearer picture of how the organization spends its money and what Pincher Creek could expect in return.

Council voted to table the request until Oct. 26, and asked Coun. Valerie Wynder, who represents the town on SCRTA’s regional tourism advisory committee, to gather additional financial information.

SCRTA is the region’s official destination management organization, representing the Town and MD of Pincher Creek, the Municipality of Crowsnest Pass and Castle Provincial Park.

Erin Fairhurst, SCRTA executive director, told council the association is asking each of the region’s three municipalities for an identical $12,500 contribution for 2026-27.

According to SCRTA’s proposal, the contribution would support regional destination management and marketing while helping the association secure additional provincial funding.

Fairhurst said the timing is significant because of a temporary funding structure through Travel Alberta. Under that arrangement, every $2 a municipality contributes can be leveraged into an additional $8 in provincial support, a ratio available for one more year.

She said a financial commitment from municipal partners would also help SCRTA appear as a lower-risk investment to the province for future funding.

“In simpler terms, if we can find a way to have solid strategic and financial partnerships with our municipalities, the province will prioritize funding SCR over other areas,” she said.

Fairhurst said the association has reinvested about $1.8 million into the region since 2022 through grants, partnerships, marketing and other initiatives, with more than $60,000 in direct investment tied to Pincher Creek programming each year.

The $60,000 breaks down into more than $15,000 annually through shoulder-season grants and buy-in marketing campaigns promoting Pincher Creek businesses, more than $10,000 for digital media campaigns, and more than $30,000 for digital maps and base-camp promotions.

Those figures do not capture broader regional campaigns that also highlight the town.

The shoulder-season program has provided grants to groups and businesses including the Pincher Creek and District Chamber of Commerce, Flint Rock Ranch, Lost Things Distillery, Pincher Creek and District Agricultural Society, Pincher Creek Allied Arts Association and Thanksgiving Ranch, Fairhurst said.

But councillors questioned how much of SCRTA’s overall spending reaches Pincher Creek directly.

Mayor Wayne Oliver noted that if the $1.8 million invested since 2022 was spread evenly over four years, it would amount to roughly $450,000 annually. He questioned what the remaining funds — beyond the roughly $60,000 tied to Pincher Creek — were spent on.

Chris Matthews, chair of SCRTA, said the figures included regional marketing, work in other jurisdictions, staff costs and advocacy. He said SCRTA now has permanent staff — a shift from its earlier years as a volunteer, board-run initiative during the Covid-19 pandemic — and is supported with office space through Community Futures in Crowsnest Pass.

Coun. Sahra Nodge questioned whether Pincher Creek businesses were receiving the same level of benefit from SCRTA as businesses in the MD and Crowsnest Pass. She sought assurance that hospitality businesses in Pincher Creek, in particular, would see tangible benefits from the town’s contribution.

While the town has been involved with SCRTA for less time than the other jurisdictions, Wynder said, she believes Pincher Creek has significant opportunities to benefit.

She pointed to the town’s position as a potential base camp for visitors travelling to attractions such as Waterton Lakes National Park and nearby ski areas, and suggested SCRTA could help with projects such as trail-related infrastructure and sports tourism.

Wynder said SCRTA’s ability to access funding the town cannot, could be valuable, particularly because the town does not have a designated economic development position.

Coun. Brian McGillivray shared the concern about the return on a potential $12,500 investment and asked how much SCRTA funding goes toward payroll versus direct program spending.

Oliver wanted more information about SCRTA’s finances, including its number of employees, the share of its budget used for operating expenses and how its digital marketing campaigns direct visitors toward Pincher Creek.

Wynder told council she spoke with Fairhurst before the meeting and understood the contribution could be considered as part of the town’s 2027 budget rather than an immediate expense.

Council agreed, and passed a motion to postpone discussion until Oct. 26, directing Wynder to gather further financial information in the meantime.

In an interview after the meeting, Fairhurst said SCRTA has more than 20 members in Pincher Creek and the surrounding MD, supported through promotion, advocacy, professional development and funding opportunities.

This is the first time SCRTA has requested funding from municipal partners.

Fairhurst said SCRTA is also involved in a new Destination Canada project focused on the Highway 3 corridor, alongside Tourism Lethbridge, Tourism Medicine Hat and the Town of Taber — an effort she said presents an opportunity for Pincher Creek.

Before town council revisits the request in October, Fairhurst said, SCRTA hopes to deepen its relationship with all three municipal partners through active engagement and investment. She said a formal partnership would let the town guide tourism strategy while reducing duplication of work already underway.