The Pulse: Sept. 4, 2024

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Essentials

  • 21°C: Cloudy with 30% chance of showers early in the morning. Clearing in the morning. Wind becoming northwest 20 km/h gusting to 40 near noon. High 21. UV index 4 or moderate. (forecast)
  • Blue/Red: The High Level Bridge will be lit blue and red for Global Pulmonary Fibrosis Awareness Month. (details)

Four people sit at two cocktail tables with four microphones in front of a projector screen that reads "Homestead Investment Cooperative."

Panel suggests Edmonton struggles to promote itself


By Colin Gallant

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."

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Headlines: Sept. 4, 2024


By Mariam Ibrahim

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A newspaper clipping with a headline that reads, "Triple 5's sub takes a dive"

A moment in history: Sept. 4, 1985


By Scott Lilwall

On this day in 1985, divers were attempting to rescue one of West Edmonton Mall's four submarines from the depths.

The marine mishap happened during a test of the Deep Sea Adventure ride, which opened at the mall later in 1985. The 40-tonne submarine apparently performed a little too well, as it fell off a track and sank to the bottom of the mall's artificial lake. All of this happened the day after the wreck of the Titanic was discovered in the Atlantic Ocean, the Edmonton Journal noted at the time. Unlike the Titanic, though, getting the submarine working again was a pretty quick fix.

The Prairies aren't exactly the natural habitat for submarines, so it's a bit strange that West Edmonton Mall had four of them inside the same building (not to be confused with Edmonton's HMCS Nonsuch, which is a building that is also a ship. The mall would load up passengers into one of its four subs and take them on an underwater tour of its artificial lake, which was five metres deep. The subs had portholes installed, which allowed riders to observe the marine life in the aquariums that lined the lake's walls, as well as the artificial decorations and animatronics (including a giant motorized clam that inspired two weeks of nightmares for at least one future history columnist).

The West Edmonton Mall subs were the real deal — they were the first recreational submarines in the world at that time and were deep-sea tested by the Vancouver company that built them for the mall. Each of the subs cost $900,000. They were popular, too. The ride opened as part of the mall's Phase III expansion, which also brought the waterpark, the former dolphin show, Bourbon Street, and a replica of the Santa Maria, now known as The Ship. The submarines drew in residents and tourists alike. The Deep Sea Adventure ride also generated international attention, mentioned in newspapers like the Chicago Tribune and the New York Times shortly after opening. And, perhaps most importantly, the ride gave dads all over Edmonton the chance to repeatedly joke about West Edmonton Mall having four submarines to the Canadian Navy's three.

But the popularity of subs didn't last forever. By the late 1990s, ticket sales were in decline and the subs were diving only half full. Maintaining a fleet of decade-old submarines also turned out to be expensive. By 1997, the ride was losing around $100,000 a year. Some attempts were made to sell the subs, but there were no takers. In 2005, the ride was decommissioned and the four subs were parked in various locations around the lake as decorations.

The subs met their end in 2012 when the mall decided to have them taken apart. The month-long operation involved cutting the subs into chunks that could be lifted out by a crane. While the submarines are long gone, much of the old Deep Sea Adventure ride still exists in the mall's lake. A few years ago, a YouTube channel dedicated to the mall did an underwater tour of the remaining decorations and artifacts from the ride.

Despite being gone for more than a decade, the West Edmonton Mall submarines remain submerged in the memories of many Edmontonians. The complex, often strange history of the mall was featured in Big Mall by writer Kate Black, published earlier this year.

This clipping was found on Vintage Edmonton, a daily look at Edmonton's history from armchair archivist @revRecluse of @VintageEdmonton.

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A title card that reads Taproot Edmonton Calendar: edmonton.taproot.events

Happenings: Sept. 4, 2024


By Debbi Serafinchon

Here are some events happening today in the Edmonton area.

And here are some upcoming events to keep in mind:

Visit the beta version of the Taproot Edmonton Calendar for many more events in the Edmonton region.

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