More than a Weekend | What Events Build for a Community
When I think about what makes a community truly vibrant, I don't think about roads, buildings, or infrastructure. I think about the experiences people share together.
By Johnathan Clarkson, Director of Business Development, Tourism Kamloops
Part 3 of 8 in the "What Tourism Builds For Us" series
I think about my first concert when I was young - Our Lady Peace. I think about festivals I attended with my parents and championship games with friends. Those are the moments that have stayed with me over the years. They're the memories that define a place.
To me, that's why events matter. They're the heartbeat of a community. They create pride, bring people together, and give us experiences we'll talk about for years to come.
Since moving to Kamloops in January, one of the things that has impressed me most isn't a single marquee event, it's how much is happening throughout the year. My husband and I have made the Kamloops Farmers' Market part of our weekly routine. We'll wander through the market, chat with local vendors, and then grab lunch downtown. We've been to NorthPaws games, community festivals, sporting events, and concerts and music events of all sizes. In less than a year, we've attended more local sporting events than we had in years before moving here.
As someone who's still relatively new to Kamloops, I often hear people say there's nothing to do here. Honestly, that hasn't been my experience at all. If anything, I've found the opposite. It's exciting to discover just how active this community really is.
Those experiences have also reminded me that communities don't just compete for visitors; they compete for people. Families deciding where to settle. Professionals considering a career move. Entrepreneurs looking for opportunity. The same experiences that convince someone to spend a weekend here can also convince them to build a life here.
That was certainly true for me. Friends invited us to visit Kamloops, and it was our experience of the community and the people that ultimately convinced us to make the move.
One of the things I've come to appreciate most is that great events aren't created by a single organization. They're built by volunteers, local businesses, community groups, artists, athletes, and residents who genuinely care about creating something special. You can attend a concert almost anywhere, but it's the people that make that event feel uniquely Kamloops.
That welcoming spirit is also what encourages organizers and promoters to come back. Communities that support events create momentum. Successful events lead to new opportunities, stronger partnerships, and a calendar that continues to grow. It's one of the reasons Tourism Kamloops has invested in developing an Events & Music Strategy; not simply to attract more visitors, but to help build a community that's vibrant year-round.
When we talk about the value of tourism, it's easy to focus on hotel rooms, restaurant sales, or visitor spending. Those impacts matter, and they're an important part of the story. But they're only part of the story.
The value of events is also measured in community pride, shared experiences, and the feeling that there's always something happening in the place you call home. It's measured in the conversations you have after a concert, the friendships built on the sidelines of a tournament, or the traditions families create by coming back year after year.
Looking ahead, I hope people see Kamloops as a community where there's always something to experience; even in the middle of winter. We already have incredible organizations, volunteers, and event organizers building that foundation. My hope is that we continue investing in those experiences so that more people choose to visit, more people choose to stay, and more people are proud to call Kamloops home.
Because that's what tourism builds for us.
