[Table 5]

Pepsi, I fully agree...although going against my "keep it simple stupid" line of thinking, I don't think those two things are so mutually exclusive, that you have to do one or the other. There is some natural overlap to the heritage and outdoor gateway characteristics that I think they can be woven together.

And yeah, we are extremely lucky to have actual things that set us apart. You talk to most German tourists, they come here to live out their Wild West fantasy. You talk to most Americans, it's all about the Stampede and the Rockies. People from Asia mostly come for Banff and Lake Louise. Obviously we need to update it to a more modern experience (ie the western heritage aspect needs to put more emphasis on the indigenous experiences, which I think only makes the story more interesting) but atleast we have some very definable characteristics. Most cities of our size don't, and the reality is that nobody wants to travel to a town just because they have some great restaurants, or it has some great little ethic neighborhood. All cities have that. People come for the big defining features (and can be pleasantly surprised by the other things along the way).