The themes bring together all aspects of the experience throughout the season from a visitors’ perspective.
Each season offers a slightly different reason to come play in the region. We focus our efforts on four main themes where we can have the greatest impact.
We chose those themes based on their potential for growth, existing demand and product availability. These are:
Summer Adventures: even though this is the busiest time of the year in terms of visitation, leaving us at capacity for lodging on many nights, there is still a lot of room to grow for activity providers and restaurants.
Fall Colours: this has been a slower time for visitations but with the growing awareness of the beauty of fall colours along Abraham Lake we are seeing increased demand with a strong overlap in visitors from the Frozen Wonderland theme.
Frozen Wonderland: this is one of the best known times to visit the region for out-of-province guests and one we need to capitalize on.
Winter Adventures: like summer, this is a busy time of the year with lodging often at capacity on weekends, leaving opportunities to grow mid-week visitations with out-of-province guests.
The four themes are described in more detail below along with ideas on how we can activate each of them in the short term.
Summer Adventures
This is the time to play outside, have family adventures and spend lazy afternoons relaxing in nature. The days are longer and so are the adventures. It’s less about the hiking, paddling or biking activities at this time of the year and more about the waterfalls, stunning views and wildflowers we come across along the way.
Goosebump Moments
It’s about the feeling of wonder as we see waterfalls, mountain views and wildflowers while on an adventure but also the quiet happiness that comes from lazy afternoons and evenings by the campfire.
Viable, Desirable & Feasible
We can help by:
- Focusing on visitors who spend money locally and promote longer stays.
- Sharing Leave no Trace and responsible recreation messaging.
- Promoting dispersion to lesser-known locations.
- Addressing signage issues and the lack of information about the region.
- Addressing gaps in products, especially around availability and the booking process.
The Activities
- Outdoor Activities: hiking, biking, paddling, climbing, scrambling, fishing.
- Nature Appreciation: photography, nature-inspired arts, sightseeing.
- Relaxing: laying in a hammock, reading outside, campfires, outdoor cooking, camping, cabins.
Supporting Moments
- A sense of discovery while learning about the region.
- Pride in trying new activities, overcoming new challenges and in making the time to disconnect from the day-to-day.
- Creating memories with close friends and family.
Stories
- Scenic vistas and adventure photos.
- Accounts of adventures in the region.
- Stories on the human and natural history of the region.
- Information on how to enjoy the activities: trail guides, adventure and gear recommendations, tips to improve skills.
Safety
- General outdoor, activity-specific and wildlife safety information.
Logistics
- Day trips for specific activities, mostly from the east with potential to increase as part of multi-day trips to Banff or Jasper.
- Multi-days (2-7 days) self-driven tours with the components booked individually or as part of a flexible package.
- They prefer to book online with local operators. Lodging is often booked months in advance but activities within 30 days of the trip.
Reinforcing Memories
- Locally-made items to purchase as souvenirs.
- They appreciate when we re-share their social media posts.
Activating this Theme
Timeline
- Dreaming: March to July
- Planning: April to July
- Booking: May to August
- Experiencing: Late June to Labour Day
Markets
- Alberta
- Potential for Canada, US and Europe. There is an existing European market with RV rentals but they are typically self-guided and only driving through the region.
Itineraries and Packages
Lodging availability is limited during the summer. Focus on itineraries and activity bookings for now instead of packages that include accommodation.
Develop itineraries for:
- Day trips from Banff, the Icefields Parkway, Rocky Mountain House and Calgary.
- Overnight trips to attract guests who typically visit for a single day.
- Out-of-province visitors by connecting the region with Calgary, Sundre and Banff.
Events
- Support events organized by the partners.
Content Creation
- Host creator trips similar to Fall 2021 and Winter 2022.
- Fill in the gaps in the guides and information available on explorenordegg.ca.
Sales
- Offer visitors a centralized option for activity bookings.
- Work with the travel trade to add local activities to existing products (e.g. current RV tours driving through the region). This is a longer-term project.
Fall Colours
It’s a time of change. For some it’s about trying to finish the list of hikes that was planned in the spring. For others it’s about slowing down to enjoy the fall colours, chasing the moments with a camera and relaxing by the warmth of a campfire. It’s also a time to reconnect with co-workers and plan ahead for the upcoming year.
Goosebump Moments
The bright colours of fall against the turquoise waters of the North Saskatchewan River and Abraham Lake.
Viable, Desirable & Feasible
We can help by:
- Focusing on visitors who spend money locally and promote longer stays.
- Sharing Leave no Trace and responsible recreation messaging.
- Addressing signage issues and the lack of information about the region.
- Work with our partners to develop new fall products to create full itineraries.
The Activities
- Outdoor Activities: hiking, biking, paddling.
- Nature Appreciation: photography, nature-inspired arts, sightseeing, starry skies.
Supporting Moments
- Time for reflection, taking a break before moving forward.
- The opportunity to reconnect with friends and coworkers after a busy summer.
Stories
- Scenic vistas of fall colours and adventure photos.
- Accounts of adventures in the region.
- Profiles and other stories that create a sense of connection with locals.
- Information on how to enjoy the activities: photography guides, adventure and gear recommendations, tips to improve skills.
Safety
- Outdoor and wildlife safety information.
Logistics
- Day trips for specific activities, mostly from the east with potential to increase as part of multi-day trips to Banff or Jasper.
- Multi-days (2-7 days) self-driven tours with the components booked individually or as part of a flexible package.
- Potential for guided multi-days (2-5 days) tours booked as a package with transportation.
- They prefer to book online with local operators. Lodging and activities are usually booked within 30 days of the trip.
Reinforcing Memories
- Locally-made items to purchase as souvenirs.
- Sharing photos taken in the region by known photographers.
Activating this Theme
Timeline
- Dreaming: Mid-August to late September
- Planning: Mid-August to early September
- Booking: Mid-August to early September
- Experiencing: Mid-August to Thanksgiving
The timeline is very compressed for this theme. We need to work on generating advance demand.
Markets
- Alberta
- BC and US
- Potential for Canada, UK, Germany and Asia
Itineraries and Packages
Develop itineraries for:
- Day trips from Banff and the Icefields Parkway.
- Overnight trips focused around nature-inspired art, photography and sightseeing.
- Out-of-province visitors by connecting the region with Calgary, Sundre and Banff.
Events
- Work on options to host a themed week / festival in the fall of 2023.
Content Creation
- Host creator trips similar to Fall 2021. Work on options to expand the locations visited.
- Create photography guides for the region.
- Create two more profiles of locals.
Sales
- Offer visitors a centralized option for activity bookings and overnight packages.
- Target photo clubs and corporate groups.
Frozen Wonderland
The conditions are harsh but the rewards are well worth it. Amazing sunrises and sunsets, the clearest ice bubbles and majestic frozen waterfalls make us stop to capture the moment.
Goosebump Moments
It’s about the feeling of wonder as we experience the natural beauty of winter in the region.
Viable, Desirable & Feasible
We can help by:
- Focusing on visitors who spend money locally and promote longer stays.
- Sharing information on ice safety and conditions.
- Promoting dispersion to lesser-known locations.
- Avoid the promotion of community amenities like the skating rink.
- Addressing signage issues and the lack of information about the region.
- Increase local awareness of the products available.
- Support the development of new products that complement existing itineraries.
The Activities
- Outdoor Activities: winter hiking, snowshoeing and ice walking.
- Nature Appreciation: photography, nature-inspired arts, sightseeing.
Supporting Moments
- Overcoming the sometimes harsh conditions of winter.
- Sharing special moments, like awaiting the sunrise, with others who share our passion.
Stories
- Awe-inspiring landscape photos. People may be present but are secondary to the natural beauty.
- Profiles and other stories about the people who make this place special.
- Stories on the human and natural history of the region.
- Information on how to enjoy the activities: trail guides, adventure and gear recommendations, tips on how to capture the moments.
Safety
- Ice safety information.
- Availability of safety equipment, like ice cleats.
Logistics
- They are comfortable with long days outside.
- Single day trips specifically for the ice bubbles.
- Multi-days (2-5 days) guided tours booked as a package with transportation included or self-driven.
- Multi-days (2-5 days) self-driven tours with the components booked individually. They often book a tour on the first day to provide an orientation and gear rentals.
- They prefer to book online with local operators. International visitors often book up to 6 months in advance, Albertans the week of their trip based on the weather forecast.
Reinforcing Memories
- Locally-made items to purchase as souvenirs.
- Sharing photos taken in the region by known photographers.
Activating this Theme
Timeline
- Dreaming: August to February
- Planning: September to January
- Booking: November to January
- Experiencing: December to mid-February
Markets
- Alberta
- Asia, Canada and US
- Potential for UK and Australia
Itineraries and Packages
Refine the itineraries built last winter and develop new ones for:
- Out-of-province visitors by connecting the region with Calgary, Sundre and Banff.
Extend the packages offered around each itinerary.
Events
- Launch the first edition of the Frozen Wonderland Festival in January 2023.
Content Creation
- Host a creator trip, building on last year’s and exploring lesser-known locations.
- Create photography guides, including locations and tips.
- Long-form content showcasing locals and adventures in the region.
- Host media, creators and influencers that align with the themes, destination and target markets.
Sales
- Offer visitors a centralized option to book activities and packages.
- Work with the travel trade to relaunch products featuring Abraham Lake as international visitors return.
Winter Warmth
The days are getting longer and the sun warmer. We’re heading back out for longer adventures, pushing a little harder as we play while enjoying late afternoon campfires with friends and family.
Goosebump Moments
The feeling of accomplishment from trying new activities and exploring a little further.
Viable, Desirable & Feasible
We can help by:
- Focusing on visitors who spend money locally and promote longer stays.
- Sharing Leave no Trace and responsible recreation messaging.
- Promoting dispersion to lesser-known locations.
- Avoid the promotion of community amenities like the skating rink.
- Addressing signage issues and the lack of information about the region.
- Addressing gaps in products, especially around availability and the booking process.
The Activities
- Outdoor Activities: snowshoeing, cross country skiing, winter hikes, ice climbing.
- Nature Appreciation: sightseeing.
- Relaxing: campfires, cozy cabins.
Supporting Moments
- A sense of discovery while learning about the region.
- Sharing the adventure with friends and family.
- The sense of awe that comes with adventures in a winter wonderland.
Stories
- Photos of people enjoying adventures in amazing locations.
- Accounts of adventures in the region.
- Stories of the people exploring the region.
- Information on how to enjoy the activities: trail guides, adventure and gear recommendations, tips to improve skills.
Safety
- General outdoor and activity-specific safety information.
Logistics
- They are active and enjoy trying new activities.
- Single day trips to explore the area.
- Multi-days (2-3 days) self-driven tours with the components booked individually. They book guided activities and rental gear. They prefer structured itineraries.
- Single day trips from Lake Louise (often with transportation) or the east. Some spend one night prior to the tour in Rocky to reduce drive time on the day of the trip or as a cheaper alternative.
- They prefer to book online with local operators. Lodging is often booked months in advance but activities within 30 days of the trip.
Reinforcing Memories
- They appreciate when we re-share their social media posts.
Activating this Theme
Timeline
- Dreaming: August to March
- Planning: November to February
- Booking: December to February
- Experiencing: Late-January to mid-March
Markets
- Alberta
- Canada and US
- Potential for Asia, UK and Australia
Itineraries and Packages
Refine the itineraries built last winter and develop new ones for:
- Out-of-province visitors by connecting the region with Calgary, Sundre and Banff.
Extend the packages offered around each itinerary.
Events
- Test ideas for a festival, possibly skating related, for winter 2024.
Content Creation
- Fill in the gaps in the guides and information available on explorenordegg.ca, and add more information on activities like ice climbing, skating, snowshoeing and cross country skiing.
- Long-form content around adventures and the people enjoying them.
Sales
- Offer visitors a centralized option to book activities and packages.
- Work with our partners to have additional products and itineraries available for the travel trade.