Focused futures: cultivating agriculture & creating experiences

Today marks a new era for Lethbridge & District Exhibition (LDE) as it makes the strategic split into two distinct and focused entities. The Lethbridge & District Agricultural Society (LDAS) will promote agriculture in the region and Excite Lethbridge, anchored by the Lethbridge Trade & Convention Centre will enhance event development for the community.

Created in 1897, Lethbridge & District Agricultural Society has a history longer than the Province of Alberta itself. Returning to this original name, with a renewed focus, LDAS is now welcoming community shareholders and will establish a new board of directors in alignment with the Alberta Agricultural Societies Act.

“Agricultural Societies have strong roots in communities across Alberta and that is certainly the case here in Lethbridge,” says the Honourable RJ Sigurdson, Minister Agriculture and Irrigation who attended today’s launch event. “The changes being made here today, protect those roots and will continue growing valuable agriculture resources in Southern Alberta. The important partnerships and collaboration across the region, both within the ag industry and across other sectors, will make this new model successful and sustainable for another 100 years.”

Excite Lethbridge, a municipally controlled non-profit organization, will partner with LDAS to help develop and host agricultural events for the region. The combined efforts of these two organizations will provide the community with the events they know and love. This includes farmers markets, Ag Expo and Whoop-Up Days. Beyond the fields, Excite Lethbridge will expand trade and convention opportunities, bringing more events and visitors to Lethbridge.

“The creation of Excite Lethbridge is a unique opportunity – something the City of Lethbridge has never done before.” says Lloyd Brierley, City Manager and Board Chair for Excite Lethbridge. “Even though this organization is municipally controlled, it is at an arms-length from the City. They are able to be nimble and flexible while still being financially accountable to our taxpayers. The partnership between Excite Lethbridge and LDAS is a way to make sure both organizations can be successful.”

Kim Gallucci will take on the permanent role of Excite Lethbridge CEO and all Lethbridge & District Exhibition employees are now employees of Excite Lethbridge. This group will continue to operate the former Agri-food Hub & Trade Centre, now known as the Lethbridge Trade & Convention Centre. LDAS is hiring an employee to support the Board and coordinate efforts with Excite Lethbridge. 

In the next phase of this project, the City will look at ways in which Excite Lethbridge can help streamline event attraction functions to be more efficient and effective. 

“When the City took over responsibility for LDE, the immediate focus was on finding the very best solution for our community,” says Lethbridge Mayor Blaine Hyggen. “I commend the hard work of our staff and stakeholders who took quick action to make needed changes. I am equally proud of the careful analysis, collaboration and planning that built this new model. I look forward to seeing what other opportunities and benefits lie ahead.”

While LDAS and Excite Lethbridge will each have their own specialties, they will also be close partners as they evolve and grow their organizations together. The full transition to these new entities will happen over the next several months as the brand identities are publicly updated. 

For information on Excite Lethbridge visit www.excitelethbridge.ca and for information on the Lethbridge & District Agricultural Society, visit www.lethbridgeagsociety.ca.