Travel Alberta

SHiFT: Transforming Products to Experiences

Sylvan Lake SHiFT

Travel Alberta has teamed up with the Town of Sylvan Lake to host SHiFT, a program that combines classroom training with visits to local businesses giving SHiFT participants the chance to experience new winter and year-round offerings and discover how to transfer everything they see, do and learn to their own business.

Sylvan Lake SHiFT will be held March 18-21, 2019. Registration opens October 1, 2018.

Travel Alberta moves the training to a different community annually to strengthen Alberta’s competitive position through the development of new market and export-ready opportunities.

Alberta Culture and Tourism is partnering with Travel Alberta to support SHiFT. To encourage the development of new experiences, Alberta Culture and Tourism will reimburse registration fees to operators demonstrating the development of a new or enhanced market-ready experience.

Starting the SHiFT

SHiFT was developed for Travel Alberta by The Tourism Café (Nancy Arsenault) and Earth Rhythms (Celes Davar). Involved in experience development training for more than 15 years, Arsenault and Davar will engage you in understanding experiential travel and the opportunities, benefits, risks and investment required to succeed. SHiFT graduates will gain a competitive edge, creating experiences that align with the Alberta brand and give us more goosebump moments to tempt more travellers.

SHiFT Case Studies

Today’s travellers are looking for experiences that give them a deeper connection to the people and the places they visit. Our program facilitators, Nancy Arsenault and Celes Davar, have developed case studies of Alberta partners who’ve embraced experiential travel. 

Jasper Motorcycle Tours is a Destination Canada Signature Experience and shared the story of how the company got its start, the bumps along the road and how they achieved a 5-star rating and an Award of Excellence from TripAdvisor. 

Check out Jasper Motorcycle Tours’ story with owner Candace Broughton. Click on the links within the case study to watch video clips from Candace as she describes what makes her tours unique. 

Adam Walker, owner of Canmore Cave Tours, participated in Jasper SHiFT and went on to create several new experiences for his business. Canmore Cave Tours is now a Destination Canada Signature Experience. Check out the Canmore Cave Tours' case study to learn more.

Tam Anderson was an experience provider at Edmonton SHiFT. Read the case study for Prairie Gardens and Adventure Farm to learn how Tam has evolved her business through partnerships and storytelling.