SHiFT Sylvan Lake

SHiFT: Getting schooled on experience development

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| Travel Alberta

The SHiFT Experiential Training Program is one of Travel Alberta’s most unique and sought-after programs. The 2019 SHiFT course took place March 18-21 in Sylvan Lake, where 24 tourism businesses and DMOs immersed themselves in learning how to take their products to the next level.

The intensive four-day course takes “SHiFTIES” through classroom training as well as experiencing new winter and year-round tourism products and services. The objective: to discover how to transfer successful, proven concepts to their own business.

Cole Fawcett from Castle Mountain Resort attended the course and felt it was a great opportunity to step away from daily operations to focus on experience development.

“I’m leaving SHiFT with a sense of rejuvenation,” said Fawcett. “For a lot of us, our day to day duties involve juggling a lot of balls and wearing different hats. Experience development is a ball that can easily be dropped. But this has allowed me focus and come away with a lot of ideas.”

There’s a reason SHiFT sells out—and in just four days this year! Everyone leaves the course with a concept for a new experience and the tools to take it to market within the next two years. Plus, they have an opportunity to participate in six local experiences to inspire them and spark new innovative ideas within their own business. A unique culinary experience at Snake Lake, Alberta’s Best New Brewery (2018 Alberta Beer Awards), was a big highlight.

“It's not all classroom work, which is awesome,” continues Fawcett. “With all the experiences I participated in during the week I came away feeling that just about anything is possible with enough collaboration and effort.”

An announcement about the 2020 SHiFT program will be coming soon. Subscribe to our Connections newsletter or follow us on Twitter to be among the first to know when registration opens!