REAL says tourism should once again be the city's domain after failed Experience Regina rebrand
CBC
The fallout of the Experience Regina rebrand is set to continue next week as Regina city council considers bringing its tourism organization back under the city's direct control, less than 18 months after it placed it under the stewardship of Regina Exhibition Association Limited (REAL).
In news releases sent out Friday morning, the City of Regina and REAL announced that the company's board of director unanimously approved a request to end REAL's oversight of Tourism Regina.
City administration has endorse the recommendation.
"The combination of communications and marketing expertise from both organizations would help facilitate a smooth transition and, longer-term, provide synergies to refresh and revitalize the work of Tourism Regina," said city manager Niki Anderson.
Now the proposal must receive approval by the Regina city council.
It's set to be discussed at council's meeting on Nov. 8.
The news is just the latest part of a saga that began in June 2022 when Regina city council approved a plan to move Tourism Regina to REAL, a municipal corporation whose sole shareholder is the City of Regina.
At the time, a report in front of city council said that "transferring tourism-related services is a natural fit and will provide for increased focus and efficiencies," as REAL is the primary driver or host of major events, conferences and hospitality services in Regina.
It was supported unanimously.
In March, REAL CEO Tim Reid announced a rebrand of the organization to Experience Regina alongside Mayor Sandra Masters and the federal tourism minister.
Just days later Reid apologized for the campaign after it drew intense backlash for the slogans it used to advertise the rebrand.
"Show us your Regina" and "The city that rhymes with fun" received criticism, as they sought to capitalize on the similar pronunciation of the city's name and vagina. The language was criticized by organizations that advocate for survivors of sexual violence, including Sexual Assault Services of Saskatchewan, which said the campaign was based around phrases that were disrespectful and harmful.
The incident drew international attention, with media organizations such as The Washington Post and the New York Post filing stories on the topic.
It would later emerge through internal documents obtained by CBC that the campaign was always meant to make the city sexy.
This story is a collaboration between the Investigative Journalism Foundation and CBC Saskatchewan.
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