A new modern-day attendance record has once again been set at this year’s Whoop-Up Days. The five-day event drew more than 56,000 people through the gates, while the pro rodeo has grown by nearly 250 per cent since its introduction in 2022. It’s the third year in a row a new modern-day record has been set. “We knew last year set a bar that would be really tough to meet again, let alone exceed, and so it wasn’t even really in our expectations to go out and set another record,” said Paul Kingsmith, Excite Lethbridge director of event development. “But we are thrilled to see that the community is still seeing the value in Whoop-Up Days.” This year saw a 2.8 per cent increase over last year’s previous record of nearly 55,000. More than 11,000 people took in the Lethbridge and District Pro Rodeo over the course of three days—an increase of more than 242 per cent since it began in 2022. “Rodeo is our highlight here at Whoop-Up Days, and we treat it like it is, and I think the crowds feed into that,” Kingsmith said. “They understand that and they see it—that this is a big-time event with some of the very best in the world.” Kingsmith says there’s no one answer to the continued growth of Whoop-Up Days. “As an organizing group, we just try to keep adding things to Whoop-Up Days that will improve that value, that will make it exciting,” Kingsmith said. “We lean into the familiar favourites and make sure we keep expanding and pushing on the rodeo and powwow, on the music. “We keep trying to get a little bit bigger and a little bit better every year while adding in new and exciting things, and it seems like it’s resonating with the community.” Last year’s event brought in roughly $280,000 to the organization, with this year’s revenue still being calculated. “I do know that we are up from last year,” said Kim Gallucci, Excite Lethbridge CEO. Gallucci says three straight years of record-breaking attendance shows they’re on the right track. “We want it to be one of the biggest events in southern Alberta, but we want to balance that with us being profitable to some degree,” said Gallucci. Organizers will now meet to evaluate this year’s festival, with planning already underway for next year’s event. Next year’s edition of Whoop-Up Days will take place from Aug. 24 to 28.
