From puck luck to strategic success: Kelowna’s playbook for hosting major events

As Kelowna gets ready to hoist… er, host the Memorial Cup – one of the most important and storied hockey tournaments in the world – we’re taking a moment to talk about how it wasn’t just “puck luck” that won the day for Kelowna.  

It’s part of a broad City of Kelowna strategy to help bring major national and international events to Kelowna. 

Among the toughest, most grueling sports trophies to win, the ecstasy of winning the Memorial Cup is second only to the elation experienced by the team assembled to win the bid to host the event. 

And it is most definitely a major event, which anyone who was in Kelowna in 2004 can vouch for. That’s when the Kelowna Rockets won it on home ice and the city celebrated the prestige and profile that goes with being a national champion.  

Events like this become part of Kelowna’s history and culture. Think Regatta, back in the day, or the Montana’s Brier coming next year. Kelowna is probably the smallest city to have hosted the Canadian Country Music Awards, and we’re so good at it, we’re getting an encore in 2025. 

The City of Kelowna partners with community organizations of all kinds to take our shot at attracting high-profile events to Kelowna. Experience and research shows they have a positive and meaningful impact on our quality of life, economic stimulus, and shared experiences that help shape our identity. 

We are competing with cities nationally and globally all the time, cities that also recognize having event strategies to attract events produces many benefits.  

The Kelowna Event Strategy, in place since 2022, recognized that an “eventful city” is more than renting space or hosting several separate events – it takes a committed approach to maximize how events can achieve community priorities.  

These events serve as a way to animate and bring vibrancy to the community, and they advance the City’s efforts to create an environment where urban centres are lively and businesses enjoy the benefits of concentrated human activity.  

Even City-created events such as Meet Me On Bernard – the annual pedestrian street program on our “main” downtown street – give people a reason to get out and enjoy the experience while supporting local business. 

The Kelowna Event Strategy was led by the City of Kelowna and relied on involvement from industry professionals, engagement from the public, and consultation with community stakeholders as well as being informed through municipal comparisons and market research.  

This team approach is proving to be a winner. It builds stronger relationships with partners who are emotionally and financially invested in our city. This collaboration opens our eyes to new possibilities, opportunities and moves us closer to the goal line of making Kelowna an “eventful city” that enhances our quality of life – no matter what your game is.