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2017 ANNUAL REPORT
attendees in 2017
ContentsContact
join us at next year’s festival
FEBRUARY 9–19, 2018
For more information on this report and the festival please contact:
Silver Skate Festival Society 10212 112 St. Edmonton, Alberta T5K 1M4 CANADA
Phone: 780.488.1960
Email: [email protected]
Web: www.silverskatefestival.org
Photographs by Marc J. Chalifoux Photography
1 27 Years2 Meet Our Team4 Our Partners6 Revenues7 Expenses8 Marketing10 Signature Events15 Special Events16 Sporting Events19 MoreFreeStuff20 Looking Forward21 Partnership Opportunities
Our 2017 festival attendance was down due to unseasonably high temperatures during our event. The festival was forced to cancel some of our festival programming and registered events. Working with our programmersandsitestaffsomeprograms on the second weekend weremodifiedand/ormovedduetofestival site conditions. This was not without its challenges, but we were pleased that with the diversity of our programming we were still able to provide programming throughout the course of the festival for all of our attendees. Weather may have been a factor but the park remained busy with engaged individuals.Silver Skate Festival is realizing its potential as an economic driver for Winter Tourism in the City of Edmonton.
YearsCelebrating 27 years, the Silver Skate Festival always falls during the Family Day Weekend. The festival site, picturesque William Hawrelak Park, is transformed into a community hub for Albertan and visiting families to explore. Edmonton’s river valley parksystemanditsamenitiesofferauniqueandmemorable winter experience. As Edmonton’s Premier Winter Festival, we include all ages and strongly align with the mission of the Silver Skate Festival Society:“To provide a free family oriented winter celebration blending arts, culture, recreation and sport showcasing various skating disciplines and promoting outdoor activities in Alberta.”Silver Skate Festival represents Edmonton’s diverse multicultural community and embraces winter as a positive feature of our northern lifestyle.William Hawrelak Park is a 68 hectare park in the river valley featuring a 5 hectare skating pond during the winter. Using the park as a blank canvas, the festival activates a large area of the park to feature its arts, culture, sport and recreation programming. With plenty of room for expansion, the Silver Skate Festival was once again happy to share the park with one of our partners, Ice Castles.2017 marked our fourth year as an expanded ten-day festival. Thanks to our many partners, our diverse programming proved once again to have something for everyone. Visitors were truly engaged in community building experiences and creating memories; memories that will last a lifetime.
2785,000
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Our CrewThe Executive Producer and Creative Director work year round to prepare for the Silver Skate Festival while the rest of the team begins working at various times throughout the year. A labour of love, each member of our team goes above and beyond to ensure the continued success of the festival.
Our BoardThe Silver Skate Festival is a not-for-profitorganization.Ourvolunteerboard is involved in all aspects of planning for the festival and their commitment before, during and after are truly appreciated.
PRESIDENT
Harm de Groot
VICE-PRESIDENT
Jeff Davis
TREASURER
Tony Loconte
DIRECTOR (EDMONTON WINTER TRIATHLON)
Rodney Al
DIRECTOR (SKATE RACES)
Brian Johnston
DIRECTOR
Rikke Dootjes
DIRECTOR
Tyler Westover
DIRECTOR
Chris Ward
DIRECTOR
Douwe Spriesma
SECRETARY
Russell Gottschalk
MEET OUR TEAM
EXECUTIVE PRODUCER
Erin Di Loreto
CREATIVE DIRECTOR
Ritchie Velthuis
SITE MANAGER
Matt L’Hirondelle
ADMINISTRATION ASSISTANT
Maria Koulouris
BOOKKEEPER
Shamira da Silva
VOLUNTEER COORDINATOR
Karen Mykietka
SCHOOL PROGRAM COORDINATOR
Karena Dang
STAGE MANAGER
Trent Crosby
FOLK TRAIL STORY & DIRECTOR
Elizabeth Hobbs
LIGHT INSTALLATIONS
Ritchie Velthuis, Brianna Odland, Bob Fedina
LIGHTING DIRECTOR
Scott Peters
SITE STAFF
Shauna MurphyJeremy McConvilleGin MayCassidy ArmstrongBruce ChedzoyCliff Grant
FIRE CAPTAIN
Jason Wispinski
SNOW AND ICE SCULPTURE LEAD ARTISTS
Stuart BallahJeremy McConvilleChristian DenisMark HillRitchie Velthuis
SCHOOL PROGRAM LEAD SNOW ARTIST
Randall Fraser
INDIGENOUS/MÉTISWINTERCAMPCOORDINATOR
Melissa Jo Belcourt-Moses
OFFICIAL PHOTOGRAPHER
Marc J. Chalifoux Photography
GRAPHIC DESIGNERS
Joel HighamGreg deJong
PUBLICISTS
Darka TarnawskyKyle Humeny
SCiP InternsThe Serving Communities Internship Program (SCiP) is a partnership of Volunteer Alberta and the Government of Alberta. This program brings Alberta’s nonprofitorganizationsandpost-secondary students together tomakeadifferenceintheircommunities.SCiP internships are meaningful, skill-based opportunities providing mutualbenefittobothnot-for-profitorganizationsandpost-secondarystudents.Thenot-for-profitorganizationsgainaddedtalentandhuman capacity so that they can better achieve their missions.
2017 SCIP INTERNS
Meg WenschlagMell WolfingerMartha Elena
J. VelascoMaria VuHafila MakhaniAlyssa BucykJordyn EbertsFeifei TianKeltie SquiresCornelis KoemanMicah Seneshen
The post-secondary students gain skills, experience, and networks so they can expand their career opportunities and receive a $1000 award at the end of the program.The Silver Skate Festival enlisted the help of SCIP internships in various programs at the festival. With their help we were able to achieve greater success and increased capacity of the programs at our event.
Our Volunteers280 volunteers provided 2384 hours of service to the Silver Skate Festival.
Volunteers ensured the Silver Skate Festival was a free festival for everyone to enjoy. Positions before, during and after the event included sitepreparation,trafficcontrol,officialgreeters,production,warmingfiresupervision,andthefacilitation of the many activities at the event. Volunteers were crucial to the success of Festival and their commitment ensured that every visitor had an optimal experience. We recruited volunteers through advertising in newspapers, websites and social media.
Many volunteers return year after year and this created a stable base of knowledgeable workers. Our number one rule was for everyone to have fun. We hosted a volunteer orientation the week prior to the festival and our volunteer appreciation program included a trailer with a lounge area where we served hearty soups, snacks and refreshments.All volunteers received a gift bag and were entered into draws for prizesdonatedbylocalbusinessesand community groups.
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Edmonton Arts CouncilCanadian HeritageAlberta Foundation for the ArtsAlberta Lottery FundEdmonton Heritage Council
GRANTORS
CSU 52 Benevolent SocietyVarscona Hotel on WhytePatcher EnergySuperior Show ServiceONEC
Gold Skater PARTNERS
Alberta MilkRiver Valley ProgramsEdmonton TourismMartin DeerlineKiwi ProductionsWinterCity EdmontonCapital City CateringMECOCTSDutch Canadian Club Marc J. Chalifoux PhotographyFrisbee RobDiamond B Ranch
Silver Skater PARTNERS
Snow ValleyNorthern Lights VacationsMelcorPotato Growers of AlbertaNEXGEN Grafix IncAlberta Traffic SupplyTurrisCanadian Progress ClubProduction ParamedicsDerrick DisposalArctic Chiller
Bronze Skater PARTNERS
Track ‘N TrailTech ShopParks CanadaSculptors’ Association of AlbertaAlberta Avenue Community LeagueFast Trax Run & Ski ShopThe Skier’s Sportshop
Silver Skate Contributors
92.5 Fresh FMGlobalPattison Outdoor Signs630 ChediNews 880CISN Country
Media Partners
Rooted in the Dutch tradition for the love of skating and the beauty of winter, the Silver Skate Festival began as a one-day event hosted by the Dutch Canadian Club (DCC). The DCC would highlight Dutch culture while serving up traditional cuisine in an orienteering tent near the ice. Keeping food hot on a winter day proved challenging but Sid Braaksma of Northgate Industries provided a solution. Providing a kitchen and dining trailer along with some programming dollars, Northgate Industries became our firstcorporatepartner.Asthefestival has grown so has Northgate Industries commitment. They continue to be one of our largest contributors through cash and in-kind donations of goods and services.Many other community partners have come forward to help us realizeourpotential.Mammoetsupports the Edmonton Winter Triathlon. CSU52 Benevolent Society supported our Live Performers Tent and River Valley Programs supported our free cross-country skiing and snowshoeing. The previously mentionedorganizationsandcompaniessuchasNexGenGrafix,Patcher Energy, Potato Growers of Alberta, Melcor, Snow Valley, Turris Communications, Kiwi Productions have all been loyal supporters. Large or small, every partner is important to the delivery of the festival.
OUR PARTNERSEach year more businesses and community partners see the value of the festival to the community, but each year fundraising becomes more competitive. Faced with this reality, wethoughtoutsidethepartner/sponsorship box and approached Ice Castle LLC. We have formed an arm’s length agreement with this for-ProfitCompanytoshareinsomemarketing and programming cost of our free festival. We are pleased to have them back in 2018.Created from tens of thousands of icicles, this acre and a half-frozenspectaclewasbuiltbyEdmontonians for our Winter City and its visitors to enjoy. Inventor Brent Christenson’s ingenious building technique enlisted the help of approximately 40 local icicle farmers and an irrigation system to create the project. Truly a work of art and a seemingly natural wonder, this installation transformed anopenfieldintothemajesticIce Castle. Once visitors walked through the entrance they were transported into another world. The Ice Castle, which opened in late December and closed shortly after the festival, was a huge success and hadasignificanteconomicimpacton the Edmonton region.In our upcoming fund-raising year we will continue to think outside the box. By maintaining and creating new relationships we will continue to see the festival grow.
It is through the visionary attitude and generosity of community builders that we continue to see great strides in the growth and development of the Silver Skate Festival.
“Canadian Heritage is proud to promote our rich linguistic and cultural diversity, as well as our country’s arts and heritage sectors. I would like to thank you for helping share our stories and continuing to build a strong and inclusive Canada.”Erica TaoREGIONAL DIRECTOR GENERAL CANADIAN HERITAGE
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City of EdmontonNorthgate IndustriesIce Castles LLCMammoet
PLATINUM SKATER PARTNERS
Gift in Kind (GIK) contributionsaredefinedas goods and services donated by various community partners. Each contributing partner determines the value of their gift based on industry standards.
2017 FINANCIALSThe total Operating Budget for the 2017 Silver Skate Festival was over $689,000
Free Programming is one of the strongest mandates of the Silver Skate Festival. Every walk of life has the ability take part in a variety of activities. But free programming still costs money, and this is where the money is spent. Thanks to our existing and new partners, we enrich the lives of more and more people each year.
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REVENUES
Grants31.51%
Corporate Partners14.30%
Gifts in Kind (GIK)37.44%
Casino6.32%
Sales of Service 5.12%
Vendor Sales 2.65%
Registered Events 2.49%Donations 0.17%
EXPENSES
Programming35.84%
GIK Marketing19.80%
GIK Programming19.58%
Administration14.00% Marketing 5.00%
Cost of Sales of Service 2.66%
Volunteers 1.58%Registered Programs 1.48%Capital Expense 0.06%
Ourfundraisingeffortsthroughgrants, partnerships, registrations and donations determine our Festival Operating Budget. Funding from all three levels of government provided the Silver Skate Festival stability but more than 60% of our budget was derived from local community partners in 2017.
Free Family Fun Zone 26.18%Heritage Village 19.20%Snow Garden 13.60%Folk Trail 14.90%Live Performers 19.40%Fire Sculpture 6.72%
BrandA picture is worth a thousand words. Graphic designer Joel Higham of POCOBRIO continues to beinspiredbyofficialphotographerMarc J. Chalifoux to develop a distinctive Silver Skate brand to share a positive message about being active in winter. POCOBRIO continuestocreateaunifiedmediacampaign, on-site signage and new thisyear,afestivalbrochure/eventschedule/maptosolidifybrandrecognition and navigational ease.Visit our website at www.silverskatefestival.org
MediaSilver Skate Festival continues to diversify its marketing plan. In 2017 we negotiated a cooperative marketing partnership with Travel Alberta, Edmonton Tourism and Ice Castles to increase our tourism potential. We fostered print, television and radio sponsorship agreements with Pattison Outdoor Advertising, Global Television(Edmonton,Calgary),NEXGENGrafixInc,and Corus Media (CHED, INEWS, Fresh FM and CISN). Festival Publicists, Darka Tarnawsky and Kyle Humeny of Bottomline Productions facilitated many free media opportunities and interviews to further promote the festival.Media outlets onsite at various times throughout the festival included: Global TV, Edmonton Examiner, Edmonton Sun, Edmonton Journal, FreshFM, CISN, CHED, City TV, Shaw TV, CBC TV, CTV Edmonton, St. AlbertaGazetteandCBCRadio.
Social MediaFacebook.com/silver.skate.14Twitter @silverskateInstagram @silverskatefestSocial media has become a strong voice to promote the festival and our partners. In 2017 we again enlisted a Social Media SCIP intern to work with us to grow our social media footprint. We created a social media plan highlighting our events and partners and to ensure that we responded to all enquires via these media in a timely manner during the festival. Our following on all our social media platforms continues to increase.Help us spread the word through Facebook, Twitter and Instagram.
Onlinesilverskatefestival.orgThe Silver Skate Festival continues to see an increase in website traffic.Thismediarichandmobile friendly site hosts all the latest information on the festival events as well as photo and video archives and rotating web banners for our partners. The website is the central hub for all marketing activities and a link to our growing international audience.
marketing
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HELP KEEP SILVER SKATE PROGRAMMING FREE!Being a free festival is important but programming for over 125,000 people costs
ALOT!WE NEED YOUR HELP TODAY!
Be our Silver Lining and Donate NOW
Donate at a on site donations station find the icons on the site map.
Every corner of Hawrelak Park is a flurry of activity and each day is filled with new winter experiences. Whether you have 1 hour, 3 hours or all day there is plenty to do. Check our schedule and map to plan your winter memories.
Dark nights turn to bright lights as the sun goes down. Experience a theatrical extravaganza as you explore the mythical Folk Trail and partake in our magical Lantern Procession to the dramatic lighting of our Fire Sculpture Installation. Create your own lantern for $2.00 in our Lantern Making Tent.
SILVER SKATE BY DAY
SILVER SKATE BY NIGHT
PRINTED BY NEXGEN DESIGNED BY POCOBRIO
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HELP KEEP SILVER SKATE PROGRAMMING FREE!Being a free festival is important but programming for over 125,000 people costs
ALOT!WE NEED YOUR HELP TODAY!
Be our Silver Lining and Donate NOW
Donate at a on site donations station find the icons on the site map.
Every corner of Hawrelak Park is a flurry of activity and each day is filled with new winter experiences. Whether you have 1 hour, 3 hours or all day there is plenty to do. Check our schedule and map to plan your winter memories.
Dark nights turn to bright lights as the sun goes down. Experience a theatrical extravaganza as you explore the mythical Folk Trail and partake in our magical Lantern Procession to the dramatic lighting of our Fire Sculpture Installation. Create your own lantern for $2.00 in our Lantern Making Tent.
SILVER SKATE BY DAY
SILVER SKATE BY NIGHT
PRINTED BY NEXGEN DESIGNED BY POCOBRIO
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SILVER SKATEFESTIVAL.ORG
February 2017
Fire Sculpture Installation
Snow Sculpture Symposium
Snowshoe Races 1km & 5km
Public Skating
Free Family Fun Zone
Winter Sport
Live Performers in the Park
Lantern Making ($2 per lantern)
Folk Trail
Meet Me at Lover’s Lane *ticketed
Lantern Processsion
Fire Sculpture Burn
Frisbee on Ice
#Proud2bCanadian
Alberta Milk Free Hot Chocolate
Alberta Milk Sleigh Rides
Silver Linings Performance Tent *ticketed
Ice Spirits *ticketed
Pond Hockey Tournament
Snow Garden
Dead Cold Run
Everything Under the Rainbow
Fat Bike Fest
Figure Skating Demonstrations
Heritage Village
Heritage Stage
Kortebaan Races
Mammoet Winter Triathlon
MEC Winter Camping
Northgate Skate Races
Northgate Skate Races Ceremonies
Snow Daze School Program
Fri 10
9am-7pm
10am - 10pm
11am-10pm
4pm-8pm
4pm-8pm
8pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
Sat 11
9am-7pm
10am - 10pm
10am
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
12:00pm
1pm-5pm
1pm-5pm
noon-4pm
8pm
4pm-8pm
2:30pm
12pm-6pm
1pm-6pm
1pm-5pm
Sun 12
9am-7pm
10am-12pm
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
7:30pm
7:45pm
1pm-5pm
1pm-5pm
noon-4pm
8pm
10am
2pm
12:30 & 2:30pm
12pm-6pm
1pm-6pm
1pm-5pm
Mon 13
11am-10pm
4pm-8pm
4pm-8pm
9am-9pm
9am-2pm
Tue 14
11am-10pm
4pm-8pm
4pm-8pm
5pm-9pm
9am-9pm
9am-2pm
Wed 15
11am-10pm
4pm-8pm
4pm-8pm
4pm-10pm
9am-9pm
9am-2pm
Thu 16
11am-10pm
4pm-8pm
4pm-8pm
9am-9pm
9am-2pm
Fri 17
9am-7pm
11am-10pm
4pm-8pm
4pm-8pm
8pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
9am-9pm
4pm-8pm
9am-2pm
Sat 18
9am-7pm
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
1pm-5pm
noon-4pm
8pm
10am-4pm
9am-9pm
12pm-6pm
1pm-6pm
1pm-5pm
9am
1pm
Sun 19
9am-7pm
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
1pm-5pm
1pm-5pm
noon-4pm
8pm
9am-9pm
12pm-6pm
1pm-6pm
2pm
9:30am
1pm-5pm
9am
11am
Mon 20
11am-10pm
1pm-5pm
1pm-5pm
1pm-5pm
1pm-5pm
1pm-5pm
noon-4pm
9am-9pm
12pm-6pm
1pm-6pm
1pm-5pm
LEGEND
Information
Donation Station
Parking
Bus Stop (ETS Shuttle)
First Aid
Food Vendors
Toilets
Cash Machine
Canada 150 Sculpture
Vimy Ridge Memorial Sculpure
Ice Castles
Snow Maze
Snow and Ice Slides
EVENT SCHEDULE | FEB 10-20 | 9AM - 9PM Arts & Culture | Sports & Recreation
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SILVER SKATEFESTIVAL.ORG
February 2017
Fire Sculpture Installation
Snow Sculpture Symposium
Snowshoe Races 1km & 5km
Public Skating
Free Family Fun Zone
Winter Sport
Live Performers in the Park
Lantern Making ($2 per lantern)
Folk Trail
Meet Me at Lover’s Lane *ticketed
Lantern Processsion
Fire Sculpture Burn
Frisbee on Ice
#Proud2bCanadian
Alberta Milk Free Hot Chocolate
Alberta Milk Sleigh Rides
Silver Linings Performance Tent *ticketed
Ice Spirits *ticketed
Pond Hockey Tournament
Snow Garden
Dead Cold Run
Everything Under the Rainbow
Fat Bike Fest
Figure Skating Demonstrations
Heritage Village
Heritage Stage
Kortebaan Races
Mammoet Winter Triathlon
MEC Winter Camping
Northgate Skate Races
Northgate Skate Races Ceremonies
Snow Daze School Program
Fri 10
9am-7pm
10am - 10pm
11am-10pm
4pm-8pm
4pm-8pm
8pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
Sat 11
9am-7pm
10am - 10pm
10am
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
12:00pm
1pm-5pm
1pm-5pm
noon-4pm
8pm
4pm-8pm
2:30pm
12pm-6pm
1pm-6pm
1pm-5pm
Sun 12
9am-7pm
10am-12pm
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
7:30pm
7:45pm
1pm-5pm
1pm-5pm
noon-4pm
8pm
10am
2pm
12:30 & 2:30pm
12pm-6pm
1pm-6pm
1pm-5pm
Mon 13
11am-10pm
4pm-8pm
4pm-8pm
9am-9pm
9am-2pm
Tue 14
11am-10pm
4pm-8pm
4pm-8pm
5pm-9pm
9am-9pm
9am-2pm
Wed 15
11am-10pm
4pm-8pm
4pm-8pm
4pm-10pm
9am-9pm
9am-2pm
Thu 16
11am-10pm
4pm-8pm
4pm-8pm
9am-9pm
9am-2pm
Fri 17
9am-7pm
11am-10pm
4pm-8pm
4pm-8pm
8pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
9am-9pm
4pm-8pm
9am-2pm
Sat 18
9am-7pm
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
1pm-5pm
noon-4pm
8pm
10am-4pm
9am-9pm
12pm-6pm
1pm-6pm
1pm-5pm
9am
1pm
Sun 19
9am-7pm
11am-10pm
1pm-8pm
1pm-8pm
1pm-9pm
4pm - 7pm
4pm-8pm
5pm-9pm
7:30pm
7:45pm
1pm-5pm
1pm-5pm
noon-4pm
8pm
9am-9pm
12pm-6pm
1pm-6pm
2pm
9:30am
1pm-5pm
9am
11am
Mon 20
11am-10pm
1pm-5pm
1pm-5pm
1pm-5pm
1pm-5pm
1pm-5pm
noon-4pm
9am-9pm
12pm-6pm
1pm-6pm
1pm-5pm
LEGEND
Information
Donation Station
Parking
Bus Stop (ETS Shuttle)
First Aid
Food Vendors
Toilets
Cash Machine
Canada 150 Sculpture
Vimy Ridge Memorial Sculpure
Ice Castles
Snow Maze
Snow and Ice Slides
EVENT SCHEDULE | FEB 10-20 | 9AM - 9PM Arts & Culture | Sports & Recreation
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Signature EventsSignature Events
Heritage VillageThrough the generous support of the Edmonton Heritage Council, we now have the infrastructure to create three Indigenous winter experiences which include a winter hunting camp, a Métis camp and a winter tipi. This place making experience allow us to continue to engage the public and continue to tell Edmonton’s indigenous and Métis stories that will benefitandinformthecommunity.Perhaps our biggest measure of success was the notable increase in Indigenous and Métis people experiencing and visiting the encampments at the festival. Through the hard work of our team, the Heritage Village transforms into an interpretive centre of Indigenous and Métis Winter Shelters. Cultural performers were also programmed on the Heritage Stage while blacksmithing, orienteering and bannock making also animated our Heritage Village. The feedback was resoundingly positive, and our audience was truly engaged. Help share the stories of Edmonton’s cultural mosaic. Become our Heritage Village Partner.
InternationalSnow SculptureSymposiumIn the spirit of cooperation eight teams of artists created Edmonton’s largest snow sculpturegardenonthefirstweekendofthe festival. Three Alberta teams and one team from Saskatchewan worked alongside four international teams from Norway, France, Germany and Sweden to transform 8 foot by 8 foot by 8 foot blocks of snow into an ephemeral sculpture garden for the public to enjoy over the course of the festival.2017 AWARDS
People’s Choice: Team Red DeerArtist Choice: Team NorwayHelp support our Snow Sculpture Garden, partner with us today.
11SilverSkateFestival
Silver Skate Folk Trail Each year the Silver Skate Folk Trail is loosely based on a folk tale. We invite the public to explore lantern, light, snow and ice installations which transform the deep dark woods into an enchanted world. Along the trail, a cast of colourful characters reveal a magical story. A lantern making workshop is held in the late afternoon in preparation for an evening lantern procession to the firesculptureinstallations.This year we told the story of the “Land of the Golden Apples” in which Princess Summer enlisted the help of Prince Gerald to break a terrible curse that was turning her beloved kingdom to ice and withering the golden apples. Wolf people, the secret police of the kingdom, thwarted the Prince’s and Princess’seffortsateveryturnbutin the end the power of love lifted the curse and restored the kingdom to its former glory. We expanded to six days of evening programming during the festival the magical light of lanterns and firesculptureenlivenedtheparkand we saw our largest audience for the Folk Trail and Fire Sculpture Installations in 2016. This programming has become a yearly tradition for many people coming to the festival and they are telling friendsBe part of the magic. Help make it happen. Become our Silver Skate Folk Trail Partner.
Snow DazeSchool ProgramEven after doubling the capacity of ourSnowDazeProgram,wesoldout within a week. Approximately 960 students cycled through 4 streams of activities which ran Tuesday to Friday from 10 am to 2 pm. These activities included recreational activities, snow sculpting, orienteering, and aboriginal programming in two Indigenous Winter Camps. Children are our Future. Can you help? Become our Snow Daze School Program Partner.
Fire Sculpture Installations6teamsoffireartistscreatedsculptures made from combustible materialswhichtheysetablazeasadramaticfinaleduringsixeveningsof the festival. People were also invited to write down their fears, regrets or anything that chases love fromtheirheartstobeofferedtothefireinstallations.Thecaliberofthefireartbecomesstrongereachyearas the contributing artist hone their craft and learn more about this new art form.Keep the home fires burning. Become our Fire Sculpture Installation Partner.
Family Fun ZonesSnowmazesandiceslidesaresynonymous with outdoor winter festivals and thanks to generous support of Northgate Industries, there were plenty of them. Not only did Northgate Industries assist with general site development they also had their hand in the creation of snow slides, an ice slide and the snowmaze.Thenutsandboltsofawinter festival, these attractions are a perennial favourite amongst our visitors.Family Fun Zones presented by Northgate Industries in 2017
Signature EventsPerformers in the Park
Edmontonisblessedwithamazingtalent and the Silver Skate Festival is committed to highlighting local
talent at our Live Performance Stage on each weekend of the festival. In 2017 we were fortunate the talents
of Scott Cook, Royal Foundry, Jay Gilday, Karla Anderson, Marco Claveria, Jason Kodie, Nadine
Kellman, Alex Vissia, Jesse Northey, White lightening, Lindsey Walker,
Ariane Lemire, Jordan Norman and Maria Dunn.
Live Performers in the Park presented by CSU52 Benevolent Society in 2017.
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Recreation ZonesAs one of the pillars of the Silver Skate mission, recreation plays an important role at the festival. Recreational activities included cross country skiing, snow shoeing, old fashioned curling, broom ball, a shoot to score station and ice skating on a 5-hectare lake. Recreationzonesattractedalargeaudience and are key to keeping us healthy and active during the long winter season.Recreation Zone presented by River Valley Programs in 2017
Hot Chocolateand Horse-DrawnSleigh RidesThe two most popular activities of winter festivals that begin with “H” are horse-drawn sleigh rides and hot chocolate.NotonlydidAlbertaMilkofferprogrammingsupport for our horse drawn sleigh rides, they also provided hot chocolate and photo opportunities in a giant snow globe on the last weekend of the festival. Horse-Drawn Sleigh Rides and Hot Chocolate presented by Alberta Milk
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Free Shuttle ServiceAs the festival gets busier, parking becomes a major issue. Due to our generous sponsorship by Ice Castles we were able to provide a free shuttle service on both weekends of the festival between the University of Alberta and Hawrelak Park. Ridership more than doubled from the previous year.Free Shuttle Service presented by Ice Castles in 2017
Everything Under The RainbowInclusive of all families, the festival hosted a LGBTQ focused evening event entitled Everything Under the Rainbow in partnership with the Pride Centre of Edmonton. Activities included free skate rentals, s’mores and hot chocolate, family snow sculpture, bannock making and a drum circle led by the Two Spirit Society of Edmonton.Everyone present was truly engaged in all of the activities and plans for next year’s Everything Under the Rainbow have already begun.Help us be inclusive of all families in our community. Be our “Everything Under the Rainbow” Partner.
Valentine’s DayCore programming will always be free at the festival but our second annual Valentine Day Weekend “Meet Me at Lover’s Lane” sleigh ride was a success. Couples experienced a romantic cutter sled ride around picturesque William Hawrelak Park while sipping hot chocolate. The four evenings of this ticketed event at the festival were sold out. We invested the proceeds from this programming back into the free programming at the festival.
SIGNATURE EVENTS SPECIAL EVENTS
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Edmonton Winter TriathlonThe Edmonton Winter Triathlon (EWT) is the premier sporting event at the Silver Skate Festival. Three common winter pursuits (running, skating, and cross-country skiing) are hosted in a short course format (10 km) and a long course format (25 km) to accommodate all levels of competition. Due to unseasonably warm temperatures during the festival we were unable to host this event. This information was communicated to all race registrants with the option of us providing them with a refund or carrying over their registration fees to our 2018 festival. 90% of our Edmonton Winter Triathlon registrants requested their registration be carried over. A favourite event of weekend warriors since 1989, the EWT has a strong and loyal following.Edmonton Winter Triathlon presented by Mammoet in 2017.
Skate RacesA founding sporting event of the Silver Skate Festival, the Skate Races attract local, national and international athletes. In partnership with the Edmonton Speed Skating Association, we planned on hosting a 1 hour, 10 km and 1 km races. Due to unseasonably warm temperatures we were unable to host these events. Working with the City of Edmonton River Valley’s Parkstaffandourlong-timecommunitypartnerstheEdmonton Speed Skating Club we tried very hard to ensure great ice for these races on the last weekend of the festival. Unfortunately, Mother Nature refused to cooperateandforthefirsttimeinSilverSkateFestivalhistory we were forced to cancel these events. This information was communicated to all race registrants with the option of us providing them with a refund or carrying over their registration fees to our 2018 festival. Except for 1 participant that was not from Canada all our Skate Race registrants requested us to carry over their fees. Skate Races presented by Northgate Industries in 2017.
Sporting EventsSporting Events
Kortebaan Sprint RacesCo-hosted by the Silver Skate Festival and the Edmonton Speed Skating Association (ESSA) the Kortebaan Sprint Races are an all-day event held on the second Saturday of festival. Unfortunately, as mentioned due to unseasonably warm temperatures the races had to be cancelled.
Snow Shoe RacesThe Silver Skate Festival and Snowshoe Canada, hosted 1kmand5kmsnowshoeracesonthefirstweekendof the festival. Canada’s fastest growing winter sport, participation numbers continue to grow each year.
Dead Cold RunThis year, the 5 km Dead Cold Run was held during the firstweekendofthefestival,offeringbothabeautifulwinterrunandsolidtrainingforthezombieapocalypse.By acting as an umbrella for this community event, we brought a new audience experienced the festival.
In celebration of the 100-year anniversary of Vimy Ridge, Silver Skate Festival created a Vimy Ridge Memorial in snow sculpture. Signage was created to inform the public about Vimy Ridge and the Edmonton connection to this important event in Canadian history.#proud2BCdn –Canada became a country in 1867, it included only four provinces: New Brunswick, Nova Scotia, Ontario and Quebec. Over the next 150 years, the British North American landscape would continue to be transformed: Borders were changed, purchases were made, alliances were formed, territories were divided, and provinces were created. Today, Canada comprises 10 provinces and 3 territories. Each one is an integral part of the nation we know today, and it is the 150-year process of confederation that has fostered a culture of tolerance, freedom and equality in the Brave New World we call Canada. Festival Attendees were asked to write a message about “What makes you proud of the Brave New World we call Canada?” Once again, Alberta Transportation Snow Plow Safety hosted an education piece on the clearing of Alberta highways and allowed an up-close and personal look at snow clearing equipment. Kids loved it.Mountain Equipment Co-op (MEC) informed people about winter camping with a display of winter camping equipment.
Frisbee on Ice - On February 11, 2017 Rob McLeod, Jill DuffyandJennieOrstenattemptedtobreak3GuinnessWorld Records for Self-Caught Flight on Ice Skates. Rob attempted the Men’s records (which he currently holds) while Jill & Jennie attempted to set the Women’s records, which do not currently exist. Self-Caught Flight (SCF) includes two events with the intention throwing thediscinahighboomerangflightallowingthethrower to then catch it — with one hand! In Maximum Time Aloft (MTA), a player aims to accumulate a maximum number of seconds between the throw and catch; in Throw, Run and Catch (TRC), the object is to accumulate a maximum number of meters between the throw and catch. To get good results, players must beadeptatgaugingthewind,“reading”theflightofadisc and employing good catching techniques. We were pleased to welcome this programming back to our 2017 festival.Parks Canada representatives from Elk Island National Park and Jasper National Park were on site both weekends of the festival to share information about our National Parks Systems.
FAT BIKE FESTOur inaugural Fat Bike Fest aimed to bring together fatbikers and neophytes from near and far for a good time on the snow and trails along the North Saskatchewan River Valley. Festival attendees could register for one of the races as an individual competitor or as a team. Local Bike Shops were on hand providing free demonstrations and opportunities to try out one of their bikes.
More Free StuffEach year many organizations and individuals approach us to be part of our festival programming. After a careful review, we choose activities that suit the values of the festival.
Sporting EventsSporting Events
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With our meteoric rise of the past decade we have grown from 5-7,000 visitors to over 105,000 and our expanded 10-day format is maturing into a place making experience for ourWinterCity.HawrelakParkwasaflurryofactivity on both weekends of the festival. With the presence of the Ice Castle LLC we saw significantaudiencegrowthduringtheweekat the festival. We are happy to announce that Ice Castles LLC will be returning in 2018 and we look forward to expanding our partnership.Community partners are the key to our success and to keeping the festival free.With the help of community partners in 2018, we will explore the growth and enhancement of several existing programs including the Silver Skate Folk Trail, the Fire Sculpture Installations, Live Performer in the Park, the SnowDazeSchoolProgram,theHeritageVillage, the Everything Under the Rainbow Event and the Kortebaan.Help the Silver Skate Festival Grow. Be a partner of a Signature Event.Core programming will always be free at the festival but introducing ticketed or revenue generating events at Silver Skate are necessary for our long term sustainability. Races registrations have always helped with the hard costs of these event, but we have begun to introduce other ticketed or user fee programs. OurSnowDazeSchoolProgramandourValentine’s Day Cutter Sled experience have proven to be very successful in generating some much needed income. Since Family Day falls at the end of the festival we will be able to add one more day to our school program.
As with every free festival, a donation strategy is challenging and to date we have not found that secret formula to make people open their wallets. This year the festival has partnered with the University of Alberta Faculty of Arts Community Service Learning Students (CSL). CSL students are enthusiastic and engaged learners. They have the ability to inject new energy, enthusiasm, and perspectives into our festival. This is an opportunity for the Silver Skate Festival Society to gain the additional human resources needed to achieve our goals. Involvement with CSL also allows us to network with colleagues in other organizationsandagencies.Lastly,workingwithCSLoffersusachancetoidentifyandaccess other university resources, as well as buildrelationshipswithfacultyandstaff.Wewillbeworkingwithfirstandfourthyearcommunications students.The Silver Skate Festival has become Edmonton’s Premier Winter Festival and is becoming a major economic driver of Winter Tourism in Edmonton. Our dream is to make the Silver Skate Festival one of Canada’s largest winter festivals.
Together we can achieve this dream.
TheSilverSkateFestivalrecognizesand values the importance of our Community partners. Throughout our Annual Report we have highlighted a variety of suggested opportunities that may interest you.
Let’s sit down and hear your ideas on how we can build an incredible customizedpackagethatwillengageyour network and the audiences you are seeking.
We want to talk to you and will be connecting with you soon. Let us work together to create a dynamic partnership that benefits everyone!
Contact us soon at [email protected] or 780.488.1960
Reach out to Albertans in 2018!Looking Forward Partnership Opportunities
LEVEL OF PARTNERSHIP PLATINUM GOLD SILVER BRONZE CONTRIBUTOR
Your logo on billboard advertising
Opportunity to be highlighted on Ice Castles website under “Our Local Favourites” – 900-million impressions
Rotating Company Tower ad on silverskatefestival.org
Prominent display of your company logo on festival grounds leading up to the festival dates
Rotating 2nd-tier ad on silverskatefestival.org
Your logo on newspaper advertising and festival handbills
Signature Event Sponsorship – company logo on Signature Event website page and signage
Your logo included on the Silver Skate home page footer
Rotating side box ad on silverskatefestival.org
Display of your company banner on festival site
Your logo on all posters for the festival
Your logo on Partners boards on festival site
Your company listed and linked on the Silver Skate website Partners page
Networking opportunities with other community minded partners
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Thank you
www.silverskatefestival.orgSilver Skate Festival Society • 10215 112 St • Edmonton, Alberta • T5K 1M4 CANADA
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