If the summer of 2012 saw Sun Peaks become a diverse summer tourist destination, then this year’s sport, music, art and lifestyle events are likely raise the bar again.
The variety of events offered in 2012 combined to boost occupancy and visitor numbers and was rewarded with the Thompson Okanagan Tourism Marketing Campaign of the Year award for the Kevin Costner and Modern West free outdoor concert. This was the result of a change in marketing strategy Christopher Nicolson, president of Tourism Sun Peaks, said in August 2012. Tourism Sun Peaks refocused the marketing strategy to be more events and street entertainment driven.
One of the goals of the resort’s tourism marketing is to create “an atmosphere and animated environment that has a vibe and a sense of place to it” explains Nicolson.
The strategy was welcomed by local business.
“Our numbers are up in summer that could easily have been down,” local restaurant owner Peter Ernst said in August 2012. “The events strategy has been beneficial for everyone and helped stabilize our micro-economy.”
This year’s strategy is following suit with Burton Cummings headlining the Summer Music Concert Series on July 13, with a free concert in the Sun Peaks village.
“We’ve tried to position (a) significant artist at the beginning of the summer as an opportunity to go into the marketplace and talk about something rather distinct and help separate Sun Peaks from the crowd,” says Nicolson. “In our marketing messaging attempts in the summertime we’re still in an education process; we’re still trying to educate the regional market that there’s more to Sun Peaks than just skiing.”
Cummings is expected to grab the attention of potential summer visitors, who may become winter visitors also.
“Once visitors come once we certainly found that they came back, not just in the summer but also in the winter,” says Nicolson.
Other events during the Summer Music Concert Series include concerts on the August and September long weekends, and the popular Retro Concert Weekend.
The artist for the Labour Day weekend show is expected to be announced by “late May, early June” said Nicolson.
Summer 2013 will officially kick off on June 29 with the Mountain of Beer & Chili Cook-off. Other events include the Retro Concert Weekend and launch of a Retro Jo’s Road Race, Quilting in the Mountains, and classic car gatherings. September brings the inaugural Women Only Weekend, and fall will be ushered in with Oktoberfest.
For more information visit: sunpeaksresort.com
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