The Cowboy Trail Tourism Association is entering its second decade with a focus on renewing the organization and continuing to promote travel through Alberta’s foothills.

As association president Neil Maclaine prepares to mark the group’s 10th anniversary, he is looking to a good future after a decade full of ups and down.

“I think the organization now has a clear sense of its role and how it can continue to serve its members and the traveling public,” he said.

The organization was founded in 2000 when communities along Highway 22 between Cardston and Mayerthorpe joined together. The 712 km Cowboy Trail winds through Alberta’s iconic foothills and small communities such as Longview, Black Diamond and Turner Valley. It also passes by iconic attractions such as the Bar U Ranch National Historic Site.

Maclaine said the organization grew quickly and promoted tourism opportunities along the Highway 22 corridor, particularly those rooted in the area’s western traditions.

“The organization really grew by leaps and bounds in its early years. It’s a great idea that took off like wildfire,” he said.

The corridor offers countless tourism opportunities from major venues like the Bar U, to guest ranches, trail rides, hotels, restaurants and unique shopping opportunities.

Maclaine wants people to take in as many of these destinations as they can.

“Going to the Bar U might be the primary reason somebody loads the kids in the car and comes out from Calgary, but we want them to know about the soda shop in Black Diamond and the picnic locations at Chain Lakes,” he said.

Maclaine said the association’s flagship marketing initiative in the past 10 years is its Cowboy Trail Guide Book that has been available at locations across the Province.

It has been a real success for the organization.

“It did seem to fly off the shelves,” said Maclaine.

When it was first founded, the group attracted a lot of provincial grants, it opened an office in High River and had full-time staff, but the grants dried up and it was forced to cut back, lay off its staff and close its office.

Maclaine said the last year has been spent looking at how the group can reshape itself and look to the future.

He admitted there were thoughts among some of folding up their tents and walking the association into the sunset.  However, he said they ultimately recognized it would be a foolhardy move.

The association has renewed its focus with a new board and a new business plan.

“For the 80 per cent of members who aren’t actively involved and don’t attend meetings we want them to know we’re coming out of the corner now with a new marketing plan and are going to be representing the history and western heritage of Southern Alberta,” said Maclaine.

The group’s top priority for the year is to redesign its website.

They are also putting together suggested day trips from major cities in Alberta.

When the association was first formed they expected to see a lot of people coming from the U.S. to travel the corridor.

Maclaine said they have learned few people drive the entire length of the corridor, but they’ve found most people come from major centres like Calgary and Lethbridge to drive a part of the road on afternoon outings.

Cathy Hutcheson is Black Diamond’s economic development committee assistant.

She said the program has helped put the town on the map.

“The Cowboy Trail symbol is recognized world wide and it has a global recognition and being a part of that definitely gives us status,” said Hutcheson.

She said it benefits Black Diamond to be part of a larger recognized group to help reach a larger market the Town wouldn’t be able to reach on its own.

Although Okotoks is not located on the Highway 22 corridor, the Town has been a member of the association for much of its existence.

Shane Olson, Okotoks economic development team leader, said the Town has been actively involved with promoting tourism opportunities in town through the association.

While he doesn’t have specific statistics, he said it’s been worth the effort.

“It’s an important opportunity in the sense that a lot of people use Okotoks as a gateway to the Cowboy Trail via Turner Valley. Some of our research has suggested that people don’t just go to one community, they go to a number of them,” said Olson.

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