Economic development is formally defined as the sustained, concerted actions made by communities to promote their standard of living and economic health.
This year we’ve talked about economic development that occurs from a variety of different initiatives that are ongoing in our community.
So far we’ve discussed sport tourism, culture and cultural initiatives, shopping local and the introduction of new industrial lands.
One thing we haven’t yet talked about is the role of events as a component in a community’s economic development, but with Summerland’s 26th Annual Festival of Lights occurring tomorrow, this seems like a good time to address it.
The International Festival and Events Association estimates that worldwide, the special events industry now includes over 4 to 5 million regularly re-occurring festivals and events large enough to require municipal support services, such as police, fire, parks, trash, etc.
These festivals have an estimated combined economic impact in the trillions of U.S. Dollars and combined attendances that touch virtually every life on the planet.
As evidenced around the world, festivals and events are among the most successful tools available to communities to bring people together, increase tourism, create powerful and memorable branding and imaging opportunities, encourage positive media coverage, and add to the quality of life for those who live there.
The IFEA describes festivals and events as the ‘calling cards’ of a community. They tell people who we are, what is important to us and what makes us different and special.
This is what draws audiences and creates experiences.
Whether it’s classic Summerland events such as Action Fest and Light Up or newer events such as Test of Humanity or Light Up the Vines (Nov. 30 and Dec. 1), we must be original, be creative and be ourselves.
A new and original event has been created to celebrate the lights of Summerland in December. On Friday, Dec. 6, from 5 to 7 pm, Summerland downtown merchants will be hosting the first annual Wine Walk and Shop.
Nine different merchants will be sharing their venues with the wineries of Bottleneck Drive so guests can choose their favorite wines and have a truly enjoyable Christmas shopping experience. Merchants will remain open until 8 p.m.
These stores will also be open for evening shopping on the following two Friday’s, Dec. 13 and 20. These will be great evenings for visitors to enjoy the light displays, complete their Christmas shopping and choose a Summerland restaurant for a delicious dinner.
Here in Summerland, we may sometimes be viewed by neighbouring communities as a bit quiet.
Events such as the ones mentioned above give us an opportunity to present another face to the world.
Aspects of events, such as increased tourism and positive media coverage, are also measurable and contribute to economic development in Summerland.
Do events have positive economic benefits? You bet. They also help us celebrate special times and provide a bit of sparkle during the year.
Tomorrow night is Summerland’s opportunity to sparkle.
The Chamber of Commerce Board and staff hope you all have a great time!
We always appreciate your feedback. Please contact me at manager@summerlandchamber.com or our Chamber President, Arlene Fenrich, at president@summerlandchamber.com .
Christine Petkau is the manager of the Summerland Chamber of Commerce.
