As Whoop-Up Days continues to evolve, so does its impact on the local economy

With Whoop-Up Days in full swing, the local economy is already seeing a boost in spending at the grounds, in restaurants and for travel.

Thousands of people have already passed through the gates at this year’s Whoop-Up Days, and the hospitality industry throughout Lethbridge is cashing in.

“We’re seeing our hotels full, our restaurants full and our shops full, so it just brings the outside world into Lethbridge, which is also fantastic to see,” said Cyndi Crane, Lethbridge Chamber of Commerce CEO.

But the city’s largest summer event has taken decades to become a staple event.

Before it was called Whoop-Up Days, the first-ever Lethbridge and District Fair and Exhibition started in the late 1890s.

“It began in 1897, and we are the fourth-oldest agricultural society,” said Belinda Crowson, local historian.

“It really was a way of promoting your community.

“You actually had to get permission because this was before the province of Alberta; the lieutenant governor of the territories had to give you permission, and you had to have at least 85 members and everybody had to pay $1 to join.”

That year, the first agricultural fair took place at Queen Victoria Park.

In 1904, the first parade and rodeo took place in the city.

After 14 years at Queen Victoria Park, in 1911, the exhibition moved to its current site.

During that time, Crowson says there were no amusement parks or arcade games, so organizers had to get creative.

She says in 1911 they brought in the first plane in Western Canada, which had to be shipped in by train.

Crowson says they used hot air balloons and would have people with parachutes jump out of them.

After a brief pause during the World Wars and Great Depression, the first midway and rides arrived in the 1950s.

The following decade was when the name Whoop-Up Days was adopted.

Through the 128 years of its history, Crane says the fair has continued to grow and evolve, and so too has its impact on the local economy.

“Businesses showcasing what we have to offer is so important,” Crane said.

“We should embrace those coming to our city because we can then showcase what a special place it really is.”

It’s been estimated between $8 million and $15 million is generated into the local economy each festival.

Attendance for the fair continues to rise, with 2024 setting a record for paid admission with more than 40,000 people through the gates.

“Whoop-Up Days is really an opportunity for all types of businesses—non-profit, public and private—to really show what their strengths are and how we all work together,” Crane said.

The boost in the economy is also felt inside the Agri-Food Hub and Trade Centre.

Whoop-Up Days is the largest event the Lethbridge and District Exhibition (LDE) hosts.

“Directly, it contributed a net $260,000, which is great,” said Kim Gallucci, LDE’s acting CEO.

Through several years of financial troubles for the LDE, Gallucci says Whoop-Up Days is one of the most pivotal events not only for the organization but also for the community as a whole.

While it’s only Day 2 of this year’s fair, Gallucci is already planning for next year’s event.

“We want to grow into those local committees and start to expand what we offer during these five to six days, and hopefully, we want to take it to six full days,” Gallucci said, adding this year’s event will include a “Whoop-Up Wrap-Up” on Sunday.

“Everyone right now loves the rides, trying the food, the kids’ zone and family zone, but if we can get more local elements and build out more with committees, that’s where we really want to go.”

Crowson says she’s excited to see what the future holds for the annual event.

“It is about getting together, visiting friends, seeing things, celebrating, being a part of the community. Those things never die out, and those things have to be reinvented and redeveloped every year, and Whoop-Up Days is that one week of the year where, whether it’s the region or the city, everybody gets to go and have fun,” Crowson said.