winterval

 

There is no event production and management partner quite like Foundry Events in Western Canada. They’re unmatched in their creativity, innovation, professionalism, and ability to execute. We’ve been trusting them with some of our most complex and high-profile event programming for 3 years, and we owe much of our success to our partnership with Foundry.

Puneeta McBryan, CEO, Edmonton Downtown Business Association

Foundry Events is excited to partner with the Edmonton Downtown Business Association (EDBA) to present Downtown Winterval, an annual winter festival on the iconic 104 Street. Winterval brings together a lively mix of free outdoor concerts, horse-drawn sleigh rides, an indoor Christmas market, and a cozy beer garden, all designed to kick off the holiday season with vibrant community spirit.

Winterval Highlights

Live Main Stage Performances:

Interactive Festivities:
Horse-drawn sleigh rides offered a magical way to experience the holiday season. Roving performers including Brasstactics, Hula Hoop Circus, the Korora Carolers, and the Handbell Society of Edmonton added festive energy throughout the festival.

Indoor Christmas Market:
The market at Tiffin featured unique creations from local artisans and vendors, including:

Cozy Gatherings:
Attendees enjoyed the beer garden, festive fire pits, and warm community connections in the heart of downtown.

Festive Activities:
Ice sculpting workshops, roving carolers, and other interactive elements created a festive and engaging atmosphere for all ages.

Our expertise

  • Program Development: Curated a free family-friendly festival filled with diverse performances, cultural activities, and vendor experiences.

  • Logistical Planning: Managed licensing and permitting, venue operations, vendor placements, stage management, safety protocols, and guest flow for a seamless experience.

  • Stakeholder Engagement: Partnered with EDBA, the City of Edmonton, EPCOR, MELCOR, and other key sponsors to deliver a community-focused event.

  • On-Site Execution: Oversaw the full set-up and tear-down of the festival, ensuring a memorable experience for all attendees.

Strategic Goals

  • Community Engagement: Foster a warm, inclusive environment that brings Edmontonians together in the spirit of the holidays.

  • Economic Boost: Support downtown businesses by attracting visitors and increasing foot traffic, especially during a critical sales season for local shops and restaurants.

  • Winter City Activation: Align with Edmonton’s Winter City Strategy to encourage outdoor activities in colder months, showing that winter can be a time for fun, connection, and community growth.

  • Brand Amplification: Strengthen the EDBA’s reputation as a leader in vibrancy initiatives, transforming downtown into a must-visit destination during the festive season.

IN the News

Curiocity Edmonton: highlights Winterval as a key holiday event for Edmontonians, with activities including outdoor concerts, festive décor, and special offers from businesses along 104 Street

CityNews Edmonton: underscores how local businesses collaborated to host the festival, offering free, family-friendly entertainment like live music, food, and hot chocolate

Edmonton Journal: discusses the significance of Winterval, noting that it not only supports the city's Winter City Strategy but also creates opportunities for local small businesses to thrive during the critical holiday shopping season

Family Fun Edmonton Features Downtown Winterval
Family Fun Edmonton discusses the return of Downtown Winterval on November 23, 2024, highlighting free activities like live concerts, sleigh rides, glowing art installations, ice carving lessons, photos with Santa, and more.

Global Edmonton Supports Downtown Winterval
Global Edmonton promotes the festival, emphasizing its family-friendly nature with concerts, sleigh rides, maple taffy, ice carving demos, and lights.

 
 

In the spirit of respect, reciprocity and truth, we honour and acknowledge that Foundry operates on the traditional territories of many First Nations, Métis, and Inuit whose footsteps have marked these lands for centuries. We are situated on Treaty 6, Treaty 7, and Treaty 8 territory, traditional lands of First Nations and Métis peoples. These treaties include the Blackfoot Confederacy (comprising the Siksika, Piikani, and Kainai Nations), the Tsuut’ina First Nation, the Stoney Nakoda Nations, the Cree, Dene, Saulteaux, Nakota Sioux, as well as the Métis Nation of Alberta, Region III and Otipemisiwak Métis Government. Finally, we acknowledge all Nations – Indigenous and non – who live, work and play on this land, and who honour and celebrate this territory.