The Calgary Stampede - Comprehensive Analysis Report
Summary
The Calgary Stampede, affectionately known as "The Greatest Outdoor Show on Earth," is a not-for-profit community organization deeply rooted in preserving and promoting Western heritage, cultures, and community spirit. Established in 1886 and evolving through a merger in 1923, it hosts a world-renowned annual rodeo, exhibition, and festival in Calgary, Alberta, Canada, attracting over one million visitors annually. Beyond the iconic 10-day event, the organization operates year-round facilities and fosters youth and agriculture programs, significantly contributing to the local economy and community development. Its core values emphasize Western hospitality, integrity, pride of place, and commitment to the community, with a strategic vision to become a world-class, year-round gathering place.
1. Strategic Focus & Objectives
Core Objectives
The Calgary Stampede's strategic plan for 2025–2029 focuses on "welcoming the world" and establishing itself as a premier destination. Key objectives include:
Effectively leveraging new and existing facilities to maximize community and visitor benefits.
Enhancing its global profile as a destination for tourism and conventions.
Integrating further with the local community through expanded relationships and partnerships.
Fostering a strong culture of service among employees and volunteers.
Growing its youth programming to cultivate engaged and responsible citizens.
Specialization Areas
The organization specializes in several key areas:
Western Heritage Preservation: Dedicated to maintaining and promoting the traditions, values, and history of Western culture.
Agriculture: A significant focus on educating the public about the agricultural industry, providing platforms for livestock producers, and developing programs for agricultural youth.
First Nations Heritage Celebration: Through initiatives like the Elbow River Camp, the Stampede celebrates and integrates First Nations cultures.
Year-Round Community Hub: Transforming Stampede Park into a dynamic, everyday destination for arts, heritage, education, and community gatherings beyond event days.
Target Markets
The Calgary Stampede targets a diverse range of market segments:
General Public & Tourists: Attracting over a million annual visitors to its iconic 10-day event and year-round attractions.
Convention & Event Planners: Positioning the expanded BMO Centre as a world-class venue for major conventions and events.
Youth: Engaging young people through various educational programs, performing arts schools, and scholarship opportunities.
Agricultural Community: Providing a platform for producers, educators, and enthusiasts within the agricultural sector.
Corporate & Business Partners: Offering opportunities for sponsorships, client entertainment, and networking.
2. Financial Overview
Funding History
The Calgary Stampede is a not-for-profit organization that reinvests all revenue into its programs, facilities, and operations.
Total Revenues (2024): $206.4 million, up from $173.4 million in 2023.
Excess of Revenues over Expenses (2024): $4.8 million (excluding land transactions).
Overall Excess Revenue (2024, including land transactions): $94.7 million, which includes an $89.9 million gain from land transactions as part of the Event Centre agreement (comprising a $23.0 million gain from land sale and $66.9 million from land exchange).
Government of Alberta Operating Grants: $6.1 million in 2024 and 2023, with similar funding anticipated for 2025.
Government of Canada Support (2024): $16,779 for youth employment (Canada Summer Jobs) and $9,286 for employment training (Canada Alberta Job Grant).
City of Calgary Support: Provides a 100-year lease and financial contributions, including one-third of the funding for the $500 million BMO Centre expansion.
Economic Impact: A 2019 report indicated the Calgary Stampede's year-round activities generate an annual economic impact of $540.8 million across Alberta, with the 10-day event alone accounting for $282.5 million.
Calgary Stampede Foundation: Received $15.4 million in donations and $3.9 million in government funding in 2023. The Foundation spent $4.2 million on programs and grants in 2023 and held $29.2 million in reserve funds.
3. Product Pipeline
The Calgary Stampede has several significant development projects underway, transforming Stampede Park into a dynamic year-round destination:
BMO Centre Expansion
Description: A $500 million expansion that has increased the BMO Centre's total floor space to over one million square feet, effectively doubling its rentable area.
Development Stage: Steel skeleton completed November 2022; opened for guests at the 2024 Calgary Stampede.
Target Market/Condition: International and national conventions, trade shows, and large-scale events. It is now the largest convention center in Western Canada.
Expected Timeline: Completed in 2024.
Key Features and Benefits: State-of-the-art facilities, increased capacity for major events, significant economic driver for Calgary.
Hotel Development
Description: A 13-story, 320-room full-service, upper-upscale lifestyle boutique hotel on Stampede Park. It will feature 15,000 square feet of meeting and ballroom space and 14,000 square feet of food and beverage offerings.
Development Stage: Planning and pre-construction, in partnership with Truman Homes.
Target Market/Condition: Convention attendees, tourists, and event participants seeking on-site accommodation.
Expected Timeline: Construction slated to begin late 2025, anticipated opening in 2028.
Key Features and Benefits: Enhances convention appeal, provides convenient on-site lodging, complements the expanded BMO Centre.
Stampede Trail Redevelopment
Description: A $20 million redevelopment of Stampede Trail (formerly Olympic Way) into a flexible "festival street." Designed to accommodate day-to-day traffic, high-volume event access, and pedestrian-only use for special events.
Development Stage: Phase 1 constructed in 2023, Phase 2 in 2024.
Target Market/Condition: Pedestrians, event-goers, and residents of The Culture + Entertainment District.
Expected Timeline: Overall completion expected late 2024.
Key Features and Benefits: Enhanced pedestrian experience, improved event flow, central retail corridor for the district.
Sam Centre
Description: A new facility dedicated to sharing the story of the Calgary Stampede through exhibits, a digital experience, and an artifact collection space.
Development Stage: Opened in May 2024.
Target Market/Condition: Visitors interested in Western heritage, history, and education.
Expected Timeline: Opened in 2024.
Key Features and Benefits: Centralizes heritage storytelling, provides an immersive educational experience, contributes to year-round community hub vision.
New Master Plan
Description: A comprehensive plan as part of the 2025-2029 Strategic Plan, focusing on transforming the entire park into an everyday destination. This includes re-evaluating existing structures like the Saddledome (slated for demolition after the Scotia Place Calgary Event Centre completion) and heritage agricultural buildings, and creating a river walk along the Elbow River.
Development Stage: Under development as part of the current strategic plan.
Target Market/Condition: Local community, urban developers, and future visitors.
Expected Timeline: Ongoing development and implementation throughout the 2025-2029 strategic period.
Key Features and Benefits: Reimagines Stampede Park for future uses, integrates with urban development, enhances green spaces and public access.
4. Technology & Innovation
Technology Stack
The Calgary Stampede leverages technology strategically to enhance visitor experiences, optimize operations, and foster community engagement.
Digital Engagement Platforms: Utilizes major social media platforms (Facebook, Instagram, Twitter/X, YouTube, LinkedIn) for marketing, audience interaction, and content dissemination.
Integrated Venue Management Systems: The expanded BMO Centre, as a large-scale convention facility, incorporates modern infrastructure and sophisticated event management systems to host diverse and complex events efficiently.
Multimedia Experience Technologies: The Sam Centre employs digital experiences, interactive exhibits, and multimedia shows (e.g., a 270° multimedia show for chuckwagon races) to create immersive storytelling and interpretative experiences.
Data-Driven Marketing & Analytics: Engages in external research to understand public perceptions and values, informing branding and targeted marketing strategies. Leverages data to optimize sponsorship activations, including influencer marketing, QR codes, and social storytelling to amplify brand loyalty and sales.
5. Leadership & Management
Executive Team
The Calgary Stampede is managed by a dedicated executive team, supported by a volunteer Board of Directors.
Joel Cowley - Chief Executive Officer: Brings extensive experience from his previous role as president and CEO of the Houston Livestock Show and Rodeo. He holds an MBA from Michigan State University and an MSc in animal science from Texas A&M University.
Sarah Hayes - Executive Vice-President - Foundation, Cultures and Heritage and Executive Director, Calgary Stampede Foundation: Oversees the Foundation's strategic direction and heritage initiatives.
Theresa Howland - Executive Vice-President – Brand, Market Development & Employee Services: Responsible for brand strategy, market growth, and human resources.
Jim Laurendeau - Executive Vice-President – Park Development & Operations: Manages the development and day-to-day operations of Stampede Park.
Greg Newton - Executive Vice-President - Conventions and Events & General Manager BMO Centre: Leads the strategic direction and operations of the expanded BMO Centre.
Graeme Ryder - Executive Vice-President – Business Services & Chief Financial Officer: Oversees financial management and business services.
LaVonne Walt - Executive Vice-President – Governance, Communications and Volunteer Services: Manages governance frameworks, communications strategies, and volunteer programs.
Recent Leadership Changes
Joel Cowley Appointment: Joel Cowley was appointed as the Chief Executive Officer of the Calgary Stampede in September 2021. He succeeded interim CEO Dana Peers, who had taken the role following the passing of the previous CEO, Warren Connell. This appointment marked a new chapter in the organization's leadership, bringing external expertise from a prominent livestock show and rodeo background.
6. Talent and Growth Indicators
Hiring Trends and Workforce
The Calgary Stampede is a substantial employer and a significant community contributor:
Year-Round Employees: Over 1,200 individuals are employed year-round.
Volunteer Workforce: Supported by over 2,500 dedicated volunteers, a critical component of the organization's operations and community engagement.
Employee Growth: Industry reports indicate approximately 1358 employees with a 6% employee growth in the past year.
Growth Trajectory: The ongoing strategic plans and major infrastructure projects, such as the BMO Centre expansion and new hotel development, point towards a path of continued growth and expansion, necessitating ongoing talent acquisition in various roles.
Youth Talent Development: The Calgary Stampede Foundation actively invests in numerous youth programs, including the Calgary Stampede Showband, Young Canadians School of Performing Arts, and Stampede School. These initiatives cultivate future talent and foster community leaders, indicating a long-term commitment to human capital development.
7. Social Media Presence and Engagement
Digital Footprint
The Calgary Stampede maintains an active and engaging presence across key social media platforms, including:
Twitter (X)
YouTube
Brand Messaging and Positioning: Messaging consistently highlights Western hospitality, community spirit, rich heritage, and the unique identity of Calgary. Campaigns leverage iconic imagery of cowboys, professional rodeo, and the festive atmosphere to attract and engage diverse audiences, inviting participation.
Community Engagement Strategies: Platforms are utilized to promote year-round events, youth programs, and agricultural initiatives, reinforcing the Stampede's role as a community builder. It actively encourages user-generated content and fosters engagement through contests and branded hashtags, particularly during the annual event.
Thought Leadership Initiatives: The Stampede showcases its involvement in broader industry conversations, such as the International Agriculture and Agri-Food Sub-Committee's efforts to connect global agriculture professionals, positioning itself as a hub for thought leadership in the agri-food sector.
Notable Campaigns: Past campaigns like "I Promise" focused on the personal, transformative experience of individuals embracing the "cowboy" spirit during the 10-day event, utilizing targeted TV spots and social networking content. More recent strategies incorporate authenticity and connection themes, leveraging influencer marketing, QR codes, and social storytelling to broaden reach and impact.
8. Competitive Analysis
Major Competitors
The Calgary Stampede operates within the broad entertainment, events, and rodeo industry. While unique in its comprehensive integration of heritage, agriculture, and diverse entertainment, it competes with entities such as:
Cheyenne Frontier Days: A significant annual rodeo and Western celebration in Wyoming, USA, known for its professional rodeo, historical parades, and pancake breakfasts. It shares a similar heritage focus but on a smaller scale compared to the Calgary Stampede's year-round operations and convention facilities.
Spruce Meadows: An equestrian facility in Calgary, Alberta, recognized globally for its show jumping tournaments. While also in Calgary and hosting large events, its focus is primarily equestrian sports, contrasting with the Stampede's broader Western heritage, agriculture, and general entertainment mandate.
* Epcor Centre for the Performing Arts (Arts Commons): A multi-venue performing arts centre in downtown Calgary. It competes for entertainment audiences and event hosting, but its specialization is in performing arts rather than the agricultural or rodeo aspects of the Stampede.
The Calgary Stampede distinguishes itself through its comprehensive integration of Western heritage, world-class professional rodeo, diverse entertainment, extensive year-round community programming including significant convention facilities, and deep investment in agriculture and youth development. This multi-faceted approach provides a significant competitive advantage over more specialized event hosts.
