Earlier this month, the Calgary Stampede took a pen (red of course!) to our purpose and vision statements.

The changes were made after close evaluation with internal stakeholders and members of our highly-valued external audience.

We wanted to know: What does the Stampede mean to people? Do our most important words align with what we actually do and where we are headed?

Across all audiences, it was agreed the Calgary Stampede generates a powerful emotional connection with all audiences, rooted largely in the exceptional experiences we deliver. But some updates were required to align our purpose with these benefits and connections.

Our former purpose statement, “to preserve and promote western heritage and values,” now reads “to preserve and celebrate our western heritage, cultures and community spirit.”


The purpose statement aligns with the experiences stakeholders have interacting with the brand year round and incorporates the spirit of the world-renowned, community-focused event that has captivated Calgarians for more than a century. It incorporates the sense of celebration, fun and community spirit that makes the Stampede so unique.

The new vision statement also incorporates the Stampede’s important connections to the community.

The statement, formerly “to create a world-class year-round gathering place”, now reads “to create a world-class year-round gathering place for the community.”


Our research confirmed that the term “world-class” is important to internal and external stakeholders. It sets high expectations for the Stampede organization to continually raise the bar, deliver exceptional experiences and attract global audiences.

With the purpose and vision statement clarified, we took a closer look at the Stampede’s core values.

  • Western hospitality is personified by the Stampede family going the extra step to show spirit and warmth to all of our guests.
  • Stampede Park is a special place and development plans show our pride of place is alive and well for the next 100 years.
  • Commitment to community drives Stampede’s reinvestment of all profits into youth programs, education, culture, facilities and programming.
  • And, finally, here at the Stampede we strive to do the right thing and build trusted relationship where ‘our word is our bond’ – that is what we mean when we talk about integrity.

Our focus groups felt these statements accurately reflect what the Calgary Stampede values and recommended that we add more context to demonstrate how the organization embodies them.

We will continue to build our relationship with the community and to create space for education, western events, community and world-class entertainment and experiences. We are proud of the Stampede legacy and excited for what the future holds.

Please watch Saddlebag for more examples of our purpose, vision and values in action.