Attracting investment to Whitecourt and supporting local businesses with marketing and retention strategies

Advertising Whitecourt on a regional, provincial and national scale and supporting the business
community through retention strategies and initiatives falls into the wheelhouse of the Economic
Development Committee. The group, comprised of community members and Economic
Development Officer Rhonda Woods, are an active bunch who regularly collaborate with
community organizations through partnerships and by supporting events and activities.
One of its most significant tasks is to create and implement an Economic Development and
Tourism Strategic Plan. Twice a year, Whitecourt Town Council receives an update on how
things are going. Committee Chair Willard Strebchuk joined Economic Development Officer
Rhonda Woods for the summer update at a recent Council meeting. The plan includes five key
points: Business Retention & Expansion Strategies, Investment Readiness & Attraction Across
Key Sectors, Enhance Whitecourt’s Downtown & Create New Energy, Tourism Opportunities &
Supports, and Tourism Marketing & Promotion.
Under each key point, the board provided steps, highlighting which ones had been completed
and which were still coming. Under the Business Retention and Expansion Strategies point, the
board identified that increasing business community engagement, identifying red tape areas,
and supporting entrepreneurs through partnerships with Community Futures Yellowhead East
were some ways they could address local challenges.
Since January, the group has created a business visit/outreach schedule, submitted grant
funding for the Business Support Network, and met with the Whitecourt & District Chamber of
Commerce to identify partnership opportunities. Action steps coming soon include implementing
a Shop Local Business Campaign ahead of Small Business Week and tracking business
feedback and concerns.
Under the third key point in the plan, Enhance Whitecourt’s Downtown and Create New Energy,
the committee pointed to ways they could support downtown development and revitalization
efforts, encouraging “an active and vibrant downtown,” read the package. Ideas included
hosting small events, encouraging downtown residential development and working side-by-side
with the Chamber.
A recently acquired grant from the Small Community Opportunity Program (SCOP) provided
$70,000 for a market analysis on attraction and retention strategies. Once completed, it will map
the business environment and development relevant to Whitecourt, pinpoint gaps, provide
insight for developing action plans, and show ready-made marketing investment opportunities.
Through conversations with the Downtown Working Group (DWG), Woods said they are also
adding another component to the analysis. Along with gaps, they will also seek information on
trends in the downtown.
“When we met in January, four main themes came out of that, and we developed some action
plans. Business-to-business communication and collaboration was a really high theme,”
explained Woods. “They’ve created their own Facebook group, and they are working business-
to-business. We are solely a support, so if there’s anything we can support them and get out of

the lane and let them do their thing, we will definitely be there. I know there are a number of
different events that they are working together on.”
Woods said they are also creating a map of what’s available downtown and what can be
marketed. She said they are doing workshops too. “This fall, we have a video creation and
collaborative marketing workshop coming up. They will work one-on-one with businesses on
how to get out there, what is trending and where they can market (themselves). Sometimes
people aren’t sure what’s out there and where to market,” she explained.
One of the points mentioned hotels and the information they provide. Councillor Derek
Schlosser asked about it. “It says hotel advertising with in-room guest books and hotel websites.
Are those in our local hotels?”
Woods said yes. “It’s in our local hotels. We have a quick reference guide that includes
everything that’s going on, an events listing and things for guests coming in,” explained Woods.
He asked if that information was at every hotel in the community. Woods again said yes.
Councillor Schlosser thanked her for the clarification and chuckled, saying, “I’ve never stayed in
a hotel room in Whitecourt, so I was just curious.”
Woods explained that not only is the information available at hotels, but they also meet with
owners. “In May, we meet with hoteliers and go through it so that they are familiar with it. It’s
also included in all front lines, so gas stations too. We have 72 books out in the community right
now.” Chair Strebchuk added that last year, during the fires, when the community saw an influx
of people, the committee made sure the hotels were stocked up with guides so that visitors
knew what things were available to them during their prolonged stay.
Earlier this summer, the committee worked with influencers to create videos to help with
tourism, showcasing things that make Whitecourt a worthwhile spot to come off the highway and
visit. In late July, ZenSeekers shared a few posts to its followers on some of the community’s
gems, like biking and walking trails and local shopping. A video and a write-up on their
ZenSeekers.com website followed, which shadowed new Whitecourt resident Ashley John and
her friend Brooke Sabourin as they explored the community together.
When asked if businesses outside the downtown could benefit from the ideas in the plan,
Woods said yes. “We do this with every sector. Even if this (specifically) is for downtown, we
also work with industry and businesses on the hill. We are finding that businesses are joining
this that aren’t in the downtown and they are working together. We have different collaborative
ideas going on, so even though this is for the downtown, we are actually seeing a lot of
collaboration from outside it, all working together.”
Other highlights included an update on the Health Professional Attraction and Retention
Committee (H-PARC). Since January, Whitecourt has welcomed two new doctors and two
nurses. Next year, the community will host the 2025 Let’s Go Rural Event, which invites
healthcare students from various universities and colleges to experience life in Whitecourt.