In this engaging and reflective conversation, host Corey Sadlemyer sits down with Jace Anderson, Executive Director of Medicine Hat Tourism, to explore the deep connections between community, identity, and place. Jace shares his unique perspective as both a long-time resident and passionate promoter of Medicine Hat, discussing how the city's emerging cultural scene, outdoor lifestyle, and authentic local experiences shape how both residents and visitors experience it. They discuss themes such as pride of place, farm-to-fork food culture, the role of authentic storytelling in tourism, and the importance of allowing communities to shape their own narratives. Jace also touches on partnerships with Indigenous communities and the idea of leading from behind to foster trust and genuine connection. The episode weaves together personal stories, reflections on Medicine Hat's growth, and forward-looking insights on how communities can embrace their uniqueness while inviting others to share in it.

Detailed Timestamps

00:00 – 02:19 — Opening and Introduction

Introduction of guest Jace Anderson and his role in promoting Medicine Hat through tourism.

02:20 – 06:50 — Understanding Medicine Hat’s Identity Through Tourism – Jace reflects on his 11+ years leading Medicine Hat Tourism. Discussion of research and brand pillars: ”Emerging Culture and Creativity” and how others perceive the city.

06:51 – 10:10 — Locals vs. Visitor Perspective – The value of stepping away and returning with fresh eyes. Visitors remind residents of the beauty and uniqueness they often take for granted.

10:11 – 13:18 — Jace’s Journey to Medicine Hat (Vancouver Island roots) – How he came to Medicine Hat after high school and fell in love with the openness and sunshine. Contrasts between coastal rain and prairie blue skies.

13:19 – 20:00 — Hub and Spoke: Exploring Beyond the City – Medicine Hat as a base for exploring SE Alberta. Local experiences (trails, Cypress Hills, Red Rock Coulee) that attract visitors naturally.

20:01 – 26:25 — Building for Locals First, Visitors Second – Authenticity matters: most attractions originated for locals (Jazz Fest, trails, golf, etc.). As locals engage, visitors begin to seek the same experiences.

26:26 – 32:05 — The Power of Farm-to-Fork and Local Food – Farm to Fork initiative: celebrating SE Alberta food producers. Launching and expanding the ”Savour Alberta South” campaign to connect regional communities.

32:06 – 37:01 — The Role of Storytelling in Destination Building – Moving beyond traditional marketing into narrative building. Using stories and human emotion to connect with audiences rather than pure promotion.

37:02 – 42:16 — Indigenous Connections and Leading from Behind – Partnership with Indigenous Tourism Alberta and supporting elders/community-driven projects. Jace's philosophy on offering value first and creating authentic partnerships.

42:17 – 50:08 — Experimentation, False Starts and Authentic Growth – Importance of trial and error (Dinner in the Kiln as an example). Medicine Hat’s openness to new ideas and the value of learning through doing.

50:09 – 56:57 — Downtown Challenges and Opportunities – Jace shares his dream of seeing a vibrant downtown hotel and pedestrian-friendly spaces. Discussing events like Midnight Madness and everyday opportunities for community connection.

56:58 – 01:03:08 — Highway 3 Ale Trail and Regional Collaboration – Expanding promotional efforts across Highway 3. Regional marketing as a way to elevate Medicine Hat and SE Alberta collectively.

01:03:09 – 01:04:34 — Final Thoughts and Reflections – Jace on the importance of having local stories, visitors sharing the experiences, and balancing authenticity with tourism growth. Corey and Jace wrap up with gratitude for the insightful conversation.