REGINA - It now appears Tourism Regina could soon fall under the oversight of the City of Regina instead of REAL District.
The city has confirmed in a news release that at their next meeting on Nov. 8, Regina City Council will consider a recommendation from city administration to approve transitioning Tourism Regina’s responsibilities to the City of Regina.
According to the city news release, this follows a decision made unanimously by Regina Exhibition Association Limited Board of Directors on Oct. 5.
"Tourism Regina plays an essential role in the vibrancy and economic prosperity of our community,” said Niki Anderson, City Manager, in a statement.
“Should City Council agree with REAL’s request, City Administration is prepared to accept responsibility for Regina’s destination marketing portfolio. The combination of communications and marketing expertise from both organizations would help facilitate a smooth transition and, longer-term, provide synergies to refresh and revitalize the work of Tourism Regina.”
“The amenities and operations of REAL are core to the success of the visitor economy,” said Wayne Morsky, Chair, REAL Board of Directors in a statement. “However, it is the position of the Board of Directors that the transition of Tourism Regina from within REAL is the best path forward to ensure the success of both organizations and the overall growth of tourism in Regina.”
This is just the latest chapter for the troubled Tourism Regina organization, which had seen a number of changes over the last year and a half.
Previously, Economic Development Regina had oversight over Tourism Regina before that responsibility was taken over by REAL District in June 2022.
Soon afterwards the organization underwent a controversial and botched rebrand, taking on the name Experience Regina. The rebranding quickly came under fire over slogans used in the campaign such as “the city that rhymes with fun” and “show us your Regina.”
Following the Experience Regina controversy, the REAL board returned to the Tourism Regina name and had engaged independent consultant George Cuff, of George B Cuff & Associates Ltd., to conduct an independent review.
One of the items that came out of his final report was the board undertake a “governance audit or review” and that a review of an appropriate governance or organizational model for tourism be conducted.
What is unclear is what this latest change for Tourism Regina this could mean for the role of Tim Reid, who had been President and CEO of both Tourism Regina and REAL. It is unclear whether he would keep the CEO title for Tourism Regina should it depart the REAL umbrella.
According to the city’s statement, the “operational details regarding the organization’s possible transition from REAL to the City of Regina cannot be established until Council considers REAL’s request and City Administration’s recommendation.
“At this time, REAL continues to ensure Tourism Regina delivers on its mandate to drive the visitor economy.”
City Administration also states they are committed to leading a “respectful transition” in consultation with REAL and with those stakeholders directly and indirectly affected by the mandate and work of Tourism Regina. The recommendation is for the transition to take place by Dec. 31, 2023.
