Travel Alberta

SHiFT: Transforming Products to Experiences

Travel Alberta’s annual experiential travel training program, being held in Banff and Lake Louise March 5-8, 2018, is now sold out.

Travel Alberta has teamed up with Banff & Lake Louise Tourism 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. 

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 and Community Futures Centre West are partnering with Travel Alberta to support SHiFT. While encouraging the development of new experiences, they are working collaboratively to reimburse registration fees to operators demonstrating the development of a new or enhanced market-ready experience. Community Futures Centre West will be onsite during the last day of the course to inform participants of services, products and business templates available to assist in the development of their experience. 

SHiFT 2018 Reimbursement Form

Community Futures Centre West

Community Futures Centre West assists rural communities in expanding their local economies by using innovative approaches to business and community development. New and expanding businesses can benefit from services like business plan assistance and assessment, market research and financial projections and financing. Most services are made possible at little or no charge through their funder, Western Economic Diversification.  

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.