A Kelowna delegation, including a few Tourism Kelowna team members, just returned from an exciting weekend attending the 2024 Montana's Brier in Regina, Saskatchewan. Our team attended to experience the event firsthand and gather information and best practices our destination can use when welcoming the national championships to Kelowna in 2025.

The delegation attending the event was comprised of City of Kelowna representatives Chris Babcock, Event Development Supervisor, and Doug Nicholas, Sport and Event Services Manager, along with Tourism Kelowna team members Sara Correa Haslehurst, Business Development, Sports and Events, Nikki Robinson, Director of Business Development, and myself. During the visit, delegation members met with key Chairs, Directors, and volunteers of the 2024 event.

2024 Montana's Brier - Group Picture

“It was really great that everyone was so open to sharing their experience in planning and executing this year's Brier,” said Sara Correa Haslehurst. "The team shared insight into things they might do differently next year, along with many of their success stories, which led to the event being produced without a hitch!”

Of particular interest for me during my 48-hour visit was to experience how the event was activated throughout the destination and to take in the full visitor experience, from my arrival at the Regina International Airport and transportation through the community to activations throughout the City as well as on-site for the Brier.

Tourism Regina, the Regina Hotel Association, and other partners provided a welcoming atmosphere and much inspiration for next year's Kelowna event and beyond. We determined the busiest nights for the event were during the Championship weekend from Thursday through Sunday, though thousands of fans are still travelling to and experiencing the city in the days leading up to the final weekend.

Businesses of all types here in Kelowna are encouraged to begin thinking about how they will interact with the Montana's Brier in ways big and small, such as a curling-themed drink at a restaurant, curling-themed events leading up to and during the event, or major activations such as a themed week, promotions, or extended hours to draw in crowds who are attending the main event.

For more information on the 2025 Montana's Brier, destination development during major events, or to hear more about this trip, please contact me at chris@tourismkelowna.com or my colleagues:

About the 2025 Montana's Brier

For the first time since 1968, the world’s most famous national men’s curling championship will be played in Kelowna, B.C. The 2025 event will take place February 28–March 9 at Prospera Place. Kelowna was originally set to host the Brier in 2021, but that event was moved to the bubble in Calgary due to the COVID-19 pandemic. Ticket packages for the 2025 Montana's Brier are on sale now.