20 25
ANNUAL REPORT DOWNTOWN LETHBRIDGE BUSINESS REVITALIZATION ZONE
Table of Contents 3 Introduction, Mission, & Staff
9
4 Board Chair & Board Members
10 Marketing & Promotions
5 Executive Director & Downtown in Numbers
12 Clean Sweep Program
6
14 News & Noteworthy
Advocacy & Impact
7 Ambassador Program 8
2
Downtown Events
Festival Square
15 Partners
Since 1987, the Downtown Lethbridge Business Revitalization Zone (BRZ) has been driven by a simple belief: a strong city begins with a vibrant downtown. Operating as a non-profit organization, the BRZ is funded through a tax levy contributed by more than 500 downtown businesses. All businesses located within the downtown commercial district are automatically members of the BRZ and remain so as long as they operate within the zone. Guided by a volunteer Board of Directors made up of local business representatives, the BRZ works to support and elevate Downtown Lethbridge through targeted initiatives in beautification, marketing, public relations, and street maintenance.
Our Mission
Support provide value-added services to support businesses.
Educate educate businesses on resources, tools and services.
Promote
champion the downtown as a place to live, visit, shop, invest & work.
Advocate advocate with a strong voice on policy, issues, and concerns.
Meet The Staff Garet Burton
Summer Ambassador
Payton Grindle
Downtown Ambassador
Sammi Mutti
Sarah Amies Executive Director
Emily Chong
Glenn Elgersma
Nathan Scarrow
Marketing & Communications Manager
Clean Sweep Program Manager
Operations Coordinator
Summer Ambassador
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Meet The Board Chair
Amin Iqbal Director
Heather Woods Director
Kendal Hachkowski Vice-chair
Carrie McDermott
Hunter Heggie
Sumus Property Group
Director Sandman Signature Lethbridge Lodge
Kim Overes
John James
Mckayla Rebalkin
Sheri Kain RBC
Treasurer
Naturistas
Realtor/Property Owner
Director Elevate Construction
Aberta Youth Employment Incentive
Director
King of Trade Director
Sunlife Financial
A letter from the
Board Chair As we reflect on 2025, I am delighted to highlight the many achievements of the Downtown Lethbridge Business Revitalization Zone (BRZ). Throughout 2025, the Downtown Lethbridge BRZ focused on enhancing safety and cleanliness, supporting local businesses, activating public spaces, and amplifying downtown’s unique identity. From seasonal events and marketing initiatives to advocacy, beautification, and partnerships, our work was guided by a clear goal: to create a downtown that is welcoming, inclusive, and economically strong. This past year marked an important chapter for downtown Lethbridge. In a time of continued economic change and evolving community needs, our downtown remained resilient, creative, and forward-looking. The businesses, property owners, staff, and community partners who make up the BRZ demonstrated a shared commitment to strengthening our city’s core as a vibrant place to work, shop, live, and gather. To continue as a place where ideas take root, entrepreneurs thrive and culture is celebrated. I would like to extend sincere thanks to our BRZ staff for their professionalism, dedication, and passion. Their efforts bring the Board’s strategic direction to life each day. I also thank my fellow Board members for their leadership and thoughtful governance, and our levy paying members for their continued investment and trust. As we look ahead, we remain focused on building momentum which means supporting business success, enhancing the downtown experience, and adapting to new opportunities and challenges. With a strong foundation and a shared vision, we are confident in downtown Lethbridge’s future. Thank you for your continued support of the Downtown Lethbridge Business Revitalization Zone. We invite you to explore this report and celebrate the collective impact we achieved in 2025.
Sheri Kain Chair
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A letter from the
Executive Director
Oki, Downtown Lethbridge continues to evolve as a place to do business, live, gather, create, and invest. Through the dedication of our members, partners, and staff, we made progress toward enhancing vibrancy, supporting economic development, and advocating for a healthy and welcoming downtown core. In 2025, the BRZ delivered initiatives designed to support members and improve the downtown experience. From marketing and placemaking efforts celebrating local businesses and encouraging foot traffic, to events and activations bringing energy and life to our streets, our focus remained on creating opportunities for community connection and growth. We continued our investment in beautification, safety-focused programming, and collaborative projects that improve how downtown looks and feels for businesses, residents, and visitors alike. Advocacy remained a central pillar of our work. Throughout the year, the BRZ actively represented the interests of downtown businesses in conversations with municipal partners, community organizations, and key stakeholders. We advocated for practical solutions related to public safety, cleanliness, and economic vitality. These efforts reinforced the importance of a strong, well-supported downtown as an important driver of Lethbridge’s overall prosperity. As we look ahead, the Downtown Lethbridge BRZ remains committed to building on this momentum. We will continue to champion our members, adapt to emerging challenges, and pursue opportunities that position downtown as a dynamic and inclusive destination. Thank you to our board of directors, members, sponsors, and partners for your continued trust and engagement. Your support makes our work possible, and your investment in downtown Lethbridge is shaping its future. Together, we are building a stronger, more engaged downtown.
Sarah Amies Executive Director
Downtown in Numbers
542
Businesses
5%
14
Parklets & Patios
18
Signage Approvals
Downtown Lethbridge Compared to Other BIAs:
Business breakdown: Other
27
Square Blocks
City Population
# Of Businesses in Zone
City
107,800
542
Lethbridge, Lethbridge, ABAB
71,160
~500
Grande Prairie, AB AB Grande Prairie,
108,834
~500
Kamloops, Kamloops, ABBC
89,490
~450
Prince George, Prince George, BC BC
2025 Tax Levy
Retail 24%
Food 11%
Organizations 7%
Professional 19%
Medical & Dental 13%
Financial 7%
Services
$0
$100,000
$200,000
$300,000
$400,000
13%
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Advocacy & Impact Turning Levy Dollars Into Downtown Impact
“Come in, We’re Canadian” Signs The sudden emergence of imposed tariffs, and economic uncertainty stressed the importance of supporting local businesses. The BRZ designed window signs which read “Come in, we’re Canadian”, and offered them free of charge to any downtown businesses. A subtle play on the “Come in, we’re local” signs which exploded in popularity during the COVID pandemic, this was an initiative that aligns with the BRZ’s goals of promoting all the amazing local businesses and organizations that call downtown Lethbridge home.
Public Art Pilot Project The BRZ supported the City of Lethbridge and the Public Art Department on a new public art pilot project.
In collaboration with Fee Simple Law and a local artist, the initiative transformed exterior peka roll shutters into a vibrant public art display. This project enhanced streetlevel vibrancy and visual interest in the downtown core, and the BRZ looks forward to the opportunity for expanded funding that would allow more businesses to participate in future phases.
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In 2025, the BRZ leveraged the annual tax levy of $267,715 into over $846,700 worth of services, events, marketing, and community-building initiatives for the downtown and its members. Maximizing return on investment through strategic partnerships, grant funding, and collaborative programming that strengthened the vitality, visibility, and economic resilience of the downtown.
Reimagine 5th Street S: A Vision for the Future The BRZ has sat with the 5th Street South planning project and is offering advocacy and support for the revitalization planning project that will lay the foundation for future infrastructure upgrades to create a functional and attractive downtown corridor.
Currently, the City of Lethbridge is in the preliminary design phase of this project. Community input and feedback will continue throughout 2026.
Community Safety Strategy Committee (CSSC) Transitioning from the Downtown Lawlessness Reduction Task Force (DLRTF), the, newly formed administrative committee, CSSC has been developed to support City of Lethbridge Administration in positively contributing to advancing community safety by reducing social disorder and crime in the community. The CSSC acts as a project steering committee, providing advice and recommendations to Administration for its consideration.
Ambassador Program The Ambassador Program operates through a fee-for-service agreement funded by the City of Lethbridge. Through targeted engagement initiatives, the program promotes downtown Lethbridge and supports the success of its local businesses.
Statistics
1,590
Hours on the Street
18,250 Visitors Engaged
2,675
Business Visits
70
Videos Created
119
Events Attended
Ambassadors in Action Events In 2025, the Ambassadors represented Downtown Lethbridge at 119 different events across the City of Lethbridge! They took part in multiple parades, hosted Foodie Fest, volunteered with local organizations, enjoyed pancake breakfasts, and much more! Ambassadors are often the first point of contact for visitors during downtown events where they provide key information and insight into the downtown. Operations The Ambassadors play a vital role in the day-to-day operations of the BRZ. They manage social media channels, maintain and update our CRM, refresh key resources such as the Student Discount Map, and support a wide range of administrative functions that contribute to the smooth and effective delivery of our programs and services.
The BRZ Blog The Ambassadors research, write, and maintain the downtownlethbridge.com blog, producing original, handcrafted content that highlights the heart of downtown. From event recaps and monthly previews to the People of Downtown features, they showcase their expertise and deep connection to the community.
54
BRZ Blog Posts
Average Views Per Blog Year-Over-Year
2000
1500
1000
103,609
500
Views on Blog Posts
0
brz_ambassadors
We continue to see steady year-over-year growth in readership. In 2025, the blog averaged 1,919 views per post, reflecting strong and sustained engagement.
2022
2023
2024
2025
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Downtown Events
The Downtown Lethbridge BRZ hosts signature events throughout the year that bring energy, foot traffic, and community spirit to the heart of the city. From seasonal promotions to large-scale celebrations, these events showcase local businesses, create memorable experiences, and encourage people to explore and support downtown.
Downtown Farmers' Market & Night Markets In partnership with Excite Lethbridge, we co-organized the Downtown Farmers Markets every Wednesday throughout July and August. These markets offer an opportunity for community members to support local vendors. In September, we hosted our annual Night Markets which highlight local vendors in a warm and inviting atmosphere.
Foodie Fest In 2025, we returned to the monthly format for Foodie Fest. On the last Tuesday of May, June, July, and August, food trucks lined 3rd Avenue and filled Festival Square. In addition, downtown businesses extended their hours and offered free samples, encouraging visitors to explore and shop local. For the July and August events, we hosted a beer garden with live music in Festival Square!
Christmas Tree Lighting Our 4th Annual Christmas Tree Lighting took place in Festival Square and marked a significant expansion of the event. In 2025, we extended the celebration to include 6th Street between 3rd and 4th Avenues, creating space for additional activities and enhanced programming. Attendees enjoyed a mini stick rink, a Winter Market, photos with Santa, horse-drawn sleigh rides, an immersive walk-through light feature, and extended late-night shopping
Celebrate Downtown Awards Hosted in Festival Square, the Celebrate Downtown awards is an annual event which features a sit-down dinner, refreshing local drinks, and a joyous celebration of the accomplishments within the downtown business community! This year we handed out a total of nine different awards, including the prestigious Downtown Legacy Award, which is only given every five years.
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Festival Square Festival Square continues to thrive as a vibrant public plaza designed to host community gatherings, events, and festivals. Activated year-round, the space features markets, concerts, a seasonal patio, and an outdoor ice rink establishing it as a dynamic, multi-purpose gathering place in the heart of downtown. Types of Events in Festival Square
Festival Square Statistics
(shown as a percentage of total events)
2025 saw a slight decrease in total event days due to an unseasonably rainy summer. However, we saw an increase in total hours of activity due to larger, longer events. This reflects the growing recognition of Festival Square as an event space that is capable of hosting large-scale markets, festivals, and concerts.
302
82
23
Hours of Activity in 2025
Event Days in 2025
Unique, Third Party Event Organizers
45.5%
29.9%
Concerts or Performances
Markets
3.9%
3.9%
16.9%
Fundraisers
Other
Celebration or Festival
Pedestrian Counters The data presented below illustrates the total daily pedestrian counts gathered on 4th Ave South, between 5th and 6th Street. It reveals that Festival Square event days significantly boost foot traffic in downtown, extending beyond just the Square. For context, the event dates highlighted in navy blue include three of our “Foodie Fest” events, along with the Christmas Tree Lighting. The non-event days selected are random weekdays from the same month as their corresponding event dates. Event Day
EventNon-Event Day Non-Event DayAverage in 2025 Day Daily
1453 1400 1276
1241
1177
1200
1000 911 788
800
746
739
600
514
400
200
0
festivalsquareyql
Item 1 th 10 n. Ju
th
n.
Ju
24
l. 2 Ju
Item 2 th l. 8 Ju
th
9
th
g.
Au
26
Item 3 th 11 g. Au
th
0 v. 2 No
th
1 v. 1 No
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Marketing & Promotions
The Downtown Lethbridge BRZ prioritizes digital marketing through active social media and online engagement, backed by a robust website and dynamic social platforms. Our aim is to strengthen the downtown Lethbridge brand and inspire online audiences to experience downtown in real life.
Social Media
downtownleth
TikTok
Views
2,928,134
2,068,201
Viewers
726,325
240,404
131,761
Page Views
33,235
19,185
1,922
Video Views
178,709
298,613
183,231
Followers
10,366
10,466
1,388
We share content that highlights local businesses, events, and key information through engaging and informative photo and video storytelling, guided by a strategic social media approach that aligns with the BRZ’s mandate to promote and advocate for downtown. By combining consistent branding, audience engagement, and performance tracking, we ensure our digital presence tells compelling stories, strengthens business visibility, and maximizes the impact of our marketing efforts.
Our Social Audience:
Men 23%
35 30
Women
25
77%
20
%
15 10
5
10
0
Instagram 18-24
25-34
35-44
Age
45-54
55-64
65+
Website
374,604
2,352,513
Total views on event Total Profile Views posts
831 Average views per event post
3752
Average Views Per Profile
540,790
Website Referrals
136,972
Calls Initiated
In 2025, the BRZ website underwent a backend redevelopment to modernize system functionality. Additionally, changes across the southernalberta.com network influenced overall traffic patterns.
Promotions
Newsletter
Hot Beverage Week Hot Beverage Week gives businesses downtown a chance to show off their drinkmaking skills. Participants can go around and try various featured hot drinks, vote on their favourite(s), and get entered to win prizes!
The BRZ Newsletter is a bi-weekly, business and information focused email distributed to our membership.
444
Subscribers
Downtown Easter Egg Hunt
25
Participants are led throughout Downtown through a series of riddles and clues that they must solve. Each stop they make, earns them one entry into a giveaway.
31.7%
Newsletters sent
Open rate
Small Business Month Small Business Month, is an annual initiative where participants collect stamps by supporting small businesses. Those stamps earn them entries into a giveaway to win a $500 Downtown Gift Package.
Food & Bev Expo Sponsorship The BRZ was a key sponsor for the 2025 Food & Beverage Expo. This sponsorship gave any interested downtown business a double booth at the Expo, for the price of a single booth while giving us the opportunity to promote downtown.
ADSMedia Hotel Ads Downtown ads were placed in 5 high traffic hotels in Lethbridge. They encouraged visitors to dine, shop, and explore downtown.
142,362 Views
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Clean Sweep Program The Clean Sweep Program (CSP) is a key service offered by the Downtown Lethbridge BRZ, essential for maintaining a clean, safe, and inviting downtown area. The CSP team works seven days a week to deliver daily cleaning services and garbage removal. They handle tasks like seasonal leaf and snow removal, graffiti removal, and planter maintenance. Moreover, in conjunction with the City of Lethbridge, the program manages the Needle Debris Hotline and aids in encampment cleanup efforts at important locations throughout the city. Meet the Team
Louis Badoun
Rob Lippa
Jett Pedersen
CSP Foreman
CSP Foreman
CSP Foreman
The Crew
Clean Sweep Programs: Downtown Lethbridge This program maintains downtown Lethbridge and includes leaf removal, snow removal, graffiti removal, flower maintenance, garbage and debris pick up, and general downtown cleanliness.
2024
2025
Hours Cleaning
4,160
3,680
Needles Collected
4,477
4,078
Pipes Collected
2,121
2,389
413
graffiti tags removed Bags of Leaves Collected
1,278
899
Bags of Garbage Collected
3,313
3,447
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Needle Debris Hotline
(403) 332-0722
The Needle Debris Hotline is a dedicated phone number that citizens can call to report needles and needle debris. A Foreman will attend the site and clean up the debris.
Shelter Expansion This project centres on the Lethbridge Homeless Shelter and Resource Centre and the surrounding businesses. We pick up garbage and collect needles to keep the area safe and clean.
Galt Gardens Expansion This crew runs throughout the summer to assist the City of Lethbridge in keeping Galt Gardens clean. There are 2 shifts per day, 5 days a week.
Encampment & Biohazard
311
This crew removes unoccupied encampments and cleans up biohazards. They work in collaboration with community organizations, the City of Lethbridge, and Lethbridge Police Service to improve public safety and cleanliness. In addition to attending to calls, they actively clean up debris and hazards left behind by encampment activity.
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Hotspotting The hotspotting program sweeps areas within the community for needles and debris. There are four zones that the city has designated as areas of high concern which the CSP sweeps multiple times per week.
Program Statistics
Before & After Photos
Before
After
Before
After
Before
After
Before
After
For hotspotting, Needle Debris Hotline, Shelter Expansion, Galt Gardens Expansion, & Encampment & Biohazard:
2024
2025
Needles Collected
17,956
12,998
Pipes Collected
7,015
4,964
Bags of Garbage
4,987
4,384
Kg’s of Garbage
80,719
127,723
Total Stipend Hours
13,147
12,084
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Downtown Lethbridge
Special Edition
2025
NEWS & NOTEWORTHY DOWNTOWN UNVEILS NEW OKI SIGN
The new Oki sign now calls Festival Square home, serving as a welcoming symbol in the heart of downtown. Created through a collaboration with Community Futures, the City of Lethbridge, and designed by Wayne Provost, the sign reflects a shared commitment to honouring community and Indigenous presence in the downtown core.
RECORD-BREAKING CHRISTMAS TREE LIGHTING DRAWS 1,500+ TO DOWNTOWN Downtown’s annual Christmas Tree Lighting reached new heights in 2025, welcoming more than 1,500 guests for a festive evening filled with holiday cheer. Attendees enjoyed live entertainment, visits with Santa, family-friendly activities, seasonal treats, horse-drawn wagon rides, and more. With crowds spilling into 6 Street for the first time, the expanded footprint allowed for more programming, better flow, and an even more vibrant celebration, marking a milestone year for one of downtown’s most beloved traditions.
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DOWNTOWN POLICING UNIT MARKS SUCCESSFUL 2025
In 2025, seven Downtown Policing Unit (DPU) officers laid 1,170 charges and seized 4.8 kg of fentanyl - an estimated 48,000 lethal doses. The DPU enhances downtown safety through consistency, prevention, and collaboration.
Our Partners
The Downtown Lethbridge BRZ collaborates with a diverse network of community partners to advance initiatives in safety, marketing, events, beautification, and beyond. Our work is strengthened by the shared expertise, dedication, and creativity of those we collaborate with, deepening our impact and reinforcing our connection to the downtown community.
Here are just a few of our partners: Allied Arts Council Andrew Hilton Wine & Spirits Anova Law Avail CPA Bloomdiggity Casa City of Lethbridge Community Futures - Lethbridge Region Cookie Crimes Economic Development Lethbridge Excite Lethbridge Fee Simple Law Galt Museum & Archives How Sweet Inc Lethbridge Chamber of Commerce
Lethbridge Fire & Emergency Services Lethbridge Herald Lethbridge Polytechnic Lethbridge Police Service North & Company LLP Once Upon A Time Rides Prime Catering Southern Alberta Art Gallery Sunlife Financial - Chantelle Broughton The Watch Tourism Lethbridge University of Lethbridge Warwick Printing 94.1 & 98.1 & More
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@downtownleth
309 6 Street S | Lethbridge, AB | T1J 2C7 www.downtownlethbridge.com 403-327-9002