Edmonton has fallen behind other cities when it comes to how it promotes and talks about itself to the outside world, the speakers on a panel focused on identifying ways to speak more positively about the city said recently.
"We do have a storytelling problem, and we do have a leadership problem when it comes to elevating Edmonton," Downtown Edmonton Business Association executive director Puneeta McBryan said at the event, titled Talking Up Edmonton. "I talk to my colleagues about what they're doing in cities all over North America, and there does seem to be a major difference in that in other cities the propaganda machine is well-oiled."
McBryan was joined on the Aug. 29 panel, held at Double Dragon, by Naheyawin CEO Jacquelyn Cardinal and University of Alberta chancellor emirita Peggy Garritty (who is also a board member with many organizations and an entrepreneur). Tegan Martin-Drysdale, board chair of Homestead Investment Cooperative, a new real estate investment project, acted as the discussion moderator. The event identified exploring how to "speak authentically and positively" about Edmonton as its key goal.
McBryan cited data from Explore Edmonton on the city's net promoter score, a market research metric that gauges customers' willingness to recommend something. The promoter score uses varying numeric scales and in Edmonton's case, it was measured from zero to 10. McBryan said the data shows the score is high for Edmontonians when talking about their satisfaction with life here and also from visitors when sharing impressions of the city. Where the score is low, however, is for residents when they talk to outsiders about Edmonton.
In January 2023, Explore Edmonton published a report summary that said the city's net promoter score fell four points between late 2021 and the main report's publication in early 2023 (though the document doesn't list Edmonton's precise score).
The panellists suggested improved civic pride and Edmonton evangelism might be what's needed now, and detailed outcomes they hope could result from it. Doing so, they said, could boost the economy, attract outside talent, inspire confidence for existing citizens to do business here, and keep more post-secondary graduates in the city.
Keeping students was of particular importance to Garritty. "(It's) heartbreaking that students don't see a future in this city and this province," she said. "We need to turn that around, because we will be potentially losing some amazing talent, just because they don't see a future in Edmonton."
Tegan Martin-Drysdale (left), Jacquelyn Cardinal, Peggy Garrity, and Puneeta McBryan discussed how to better promote Edmonton during a panel on Aug. 29. (Colin Gallant)
How does Edmonton change the situation? The panellists said it's more likely to come from grassroots action than from development agencies — without naming any organization in particular. Since the Edmonton Economic Development Corporation was dismantled and Explore Edmonton was created, Edmonton no longer has an economic development organization concentrated solely on the city limits. The closest is now Edmonton Global, which works to attract foreign investment for the Edmonton region, including Edmonton and 13 other regional municipalities.
Explore Edmonton's mandate is not specifically about economic development. Instead, the organization is "responsible for telling Edmonton's story, elevating the Edmonton experience, and generating inbound visitation," according to the city.
Martin-Drysdale said the now-defunct Make Something Edmonton group, disbanded during the COVID-19 pandemic, exemplified Edmonton pride in action. It fell apart, Martin-Drysdale said, due to disagreements between organizers, the City of Edmonton, and the now-splintered (but not fully replaced) Edmonton Economic Development Corporation.
"It wasn't that it was a bad idea — in fact, I think it should be resurrected," Martin-Drysdale said of Make Something Edmonton. "I also think that it should be the grassroots movement that it was meant to be from the get-go. The thought was, 'If we just get funding, that will propel it forward.' But funding always comes with strings."
The panellists said Edmonton's 2025 municipal election is an opportunity to do grassroots work, such as volunteering for candidates who residents believe in.
Martin Drysdale, meanwhile, said she will continue to run events that address building a better Edmonton. The next one is called Government and Business, and it explores "election readiness, emerging trends, and impact." It takes place at Bar Oro Caffé & Roastery on Sept. 11. Nathan Mison of Diplomat Consulting and Martin-Drysdale are on the panel.
Correction: This story has been corrected with the proper spelling for Peggy Garritty.