For nearly a decade, my work in economic development and entrepreneurship has taken me to the Calgary Stampede, and every year I attend with admiration. The numbers alone are staggering, with over 3,000 volunteers, 3,500 seasonal jobs, 1,500 year-round employees and more than 50,000 young people participating in the events and agri-education programs. It’s a masterclass in how an event becomes a movement—and how a movement builds a brand for a city.
Thousands of Edmontonians attend the Stampede every year, and while it’s tempting to put away our cowboy boots when it ends, I’m asking you not to. Why? Because the Canadian Finals Rodeo (CFR) is just around the corner on October 1-4, 2025!
Here is a quick history lesson. The first CFR was held at Calgary’s Stampede Corral in 1974. In 1975, it moved to Edmonton’s Northlands Coliseum (later Rexall Place), where it stayed for over four decades—from 1975 to 2017. In 2018, we lost this event to Red Deer. Now, it’s back!
Edmonton has secured a three-year agreement (2024–2026) to host the CFR at Rogers Place.
We’re no strangers to big events and bold ambitions. Just look at the electric energy during the Oilers’ playoff run. That atmosphere united us and spotlighted Edmonton on a national stage.
But here’s the thing: we don’t always package our other events with the same intention or rally around them as a city. So, what if we did?
What if we stopped chasing the idea of a single “signature event” and leaned into who we really are—an event portfolio city where music, sport, culture, business, agriculture and innovation collide year-round? A city where community and corporate leaders stand together behind events that matter, because they understand what’s at stake: jobs, visibility, tourism and investment.
Calgary has the Stampede. Edmonton? We have the rhythm of a full year—Oilers playoff hockey, the Fridge Festival, Riverhawks baseball, Folk Fest, K-Days, Elks football, the CFR, Startup Week – events that reflect who we are: diverse, creative and fiercely proud.
I work across the street from the Enbridge Centre and I love seeing their window art and lobby events. I love it when local restaurants and retailers get involved with special features and promotions. Every business has a role in showing up for this city. That’s how events grow. That’s how energy builds. That’s how cities win.
We need to nurture that momentum, because when we elevate our events—not just attend them, but champion them—we generate the kind of buzz that lifts a city, invites the world in, creates jobs and reignites belief in what Edmonton can be when we’re united.
Don’t put your boots away just yet. We’ve got work to do—and a city to celebrate.
Cheryll Watson is the President & CEO of Junior Achievement Northern Alberta and a recognized thought leader in economic development. She previously served as Vice President of Innovate Edmonton and ran for Mayor of Edmonton with a platform focused on economic growth, downtown revitalization and stronger partnerships between business and government. Cheryll also serves as Chair of the Downtown Revitalization Coalition and Board Chair of STEM Collegiate. She believes in empowering the next generation of leaders and is known for championing free enterprise. Cheryll is passionate about building a city that supports both business and community.
