The Taste of Bragg Creek: How a Small Town Event Became a Community Powerhouse

Earlier this year, I asked Bragg Creek residents to name three local events and the organizations behind them. While many couldn’t identify an organizer, one attraction stood above the rest—The Taste of Bragg Creek.

It’s an exception that left me with some big questions: What makes the Taste of Bragg Creek so special? Is it the passion of the local businesses, the spirit of the community, or the practical behind-the-scenes logistics that pull it all together?

And, after a lot of digging I think I found my answers.

What is The Taste of Bragg Creek?

The Taste of Bragg Creek is a surprisingly strong player in Alberta’s food tourism scene, and a fascinating snapshot of a town that has quietly become a dining destination.

Every year, anywhere from 800 to 1,000 visitors flock to this tiny hamlet of fewer than 600 to try food and drink purchased from participating vendors with tasting tickets.

What started as a small gathering of local businesses at the community center has since expanded to include more than 30 unique shops, alcohol vendors, and restaurants—some newcomers, others longstanding community members.

When I asked one local what made The Taste of Bragg Creek a standout, they put it succinctly.

“Food.” Adding “it’s a great opportunity to try places you’ve never been. Especially around here where things change all the time—there’s probably a new [store] every couple of years.”

This rapid growth raises an interesting question: Is The Taste of Bragg Creek driving the town’s booming food scene, or is it simply a reflection of it?

Why Small Towns Struggle

Growing up in Alberta, I’ve attended many small-town festivals, from Outhouse Races to Christmas markets. Most run by small, dedicated volunteer teams.

And if there’s one thing I’ve learned, sustaining community-led tourism initiatives is incredibly difficult, often due to limited budgets, fewer resources, and logistical challenges.

While there’s no one-size-fits-all explanation for this phenomenon, longtime residents often describe a familiar pattern. Events start strong then “slowly get lamer” as participation dwindles, until one year, they simply don’t return.

Which is why The Taste of Bragg Creek, approaching its 10th anniversary, is such a fascinating break from the pattern.

Combatting Bragg Creek's Post-Winter Slump

The best marketing strategies are usually born out of necessity—and The Taste of Bragg Creek is no different. Like many mountain towns that rely on tourism—Bragg Creek has a brutally slow winter season.

Which is why the festival is held post-winter, filling a gap in the town’s calendar and injecting much-needed revenue into a normally sluggish period.

Historically, many of Bragg Creek’s original settlers didn’t stick around because of how harsh the changing seasons could be and how poor the land was for ranching.

So, unlike many Albertan towns, the hamlet never really found its footing as a home for large-scale farming operations, a railway hub, or an industrial center.

Instead, the town latched onto local tourism remarkably early, with those who chose to stay, benefitting significantly from embracing a cooperative mindset—something that still defines Bragg Creek’s business culture today.

Rather than competing, Bragg Creek businesses highlight their unique strengths, forming complementary B2B relationships where cross-promotions, shared resources, and joint events create a win-win for everyone.

This pioneering spirit also seems to be a core aspect of The Taste of Bragg Creek’s larger mission: to boost the local economy, support businesses, and reinvest in the town’s future.

Organizers encourage vendor partnerships with local alcohol brands like Bragg Creek Distillers, Ripresa, and Cowboy Trail Brewery.

An effort that often leads to collaborations outside of the event like Whiskey and Woodsmoke’s Hot Wing Challenge or the Bavarian Inn catering Swamp Donkey Musical Theatre Society’s Silent Auction.

An Evolving Small Town Showcase

While Bragg Creek has long been considered a popular weekend destination for hiking, biking, cross country skiing, snowshoeing and Sunday drives—since pivoting to a scavenger-hunt-style format post-COVID, the food festival now doubles as a showcase for the town’s diverse business atmosphere.

Now visitors can grab a drink at the iconic Powderhorn Saloon, enjoy Rocky Mountain dining at the Bavarian Inn, or stop by a cafe for fresh coffee and baked goods.

Happy hour at Rockies Tavern & Grill? A romantic dinner at the Italian Farmhouse? Comfort food and family dining at Bragg’s Korner Kitchen? It’s all part of the experience—turning one-time visitors into weekend shoppers.

By spotlighting Bragg Creek’s restaurants, shops, and cafes using this unique format, the event helps increase visibility for local businesses that may otherwise get overlooked.

Extended Hours: Exclusive Menu Items and Special Offers

Shops staying open late is another notable feature, especially in a town like Bragg Creek where most places close after 6 p.m.

The extended hours provide a rare opportunity for both locals and visitors to shop along the boardwalk, quite literally, until the cows come home.

And, new this year, several local restaurants are offering exclusive menu items leading up to the event day to entice more attendees to stop by.

A Team Effort

Behind every great initiative is a team of dedicated organizers. And, while Charlie Holschuh is often seen as the ‘go-to’ Co-founder for the event, he’s quick to emphasize that The Taste of Bragg Creek’s success is due to the efforts of many.

Every detail is carefully considered, with volunteers, local businesses, and dedicated organizers all working together to ensure the event runs smoothly.

Key figures like Jennifer Jurkowski and Mark and Tanya Kamachi of Ad Maki Creative, have all overseen the event’s media and marketing efforts in different capacities over the years.

While Pam Holschuh manages finances to ensure the non-profit remains financially viable.

Together, The Taste of Bragg Creek organizers handle everything from communications, booking shuttles and coordinating media opportunities with participating vendors to brainstorming new ways to keep the event fresh.

But, regardless of what role they play, it’s very clear that everyone involved with The Taste of Bragg Creek has a genuine desire to see the entire community thrive.

Building Strong Local Relationships

While some small-town initiatives can feel like an afterthought or an outsider project, The Taste of Bragg Creek has deep community ties.

Many of the organizers are small business owners and members of the local Chamber of Commerce with a vested interest in real return on investment.

This gives them a unique ability to leverage local networks and identify opportunities other community members may not be aware of.

They also tap into key resources, like the Rockyview County Economic Development Officer, and invite local counselors and Travel Alberta representatives.

All of which help the event build credibility and strengthen relationships with Bragg Creek’s neighboring communities.

Sponsorships and Fundraising

Sponsorships play a crucial role in the event’s continued viability, ensuring The Taste of Bragg Creek remains both financially sustainable and deeply connected to the community.

Sponsors like Rocky View County provide essential financial support, covering advertising, materials, and operational costs.

Government representatives and key community leaders also contribute, offering both financial backing and increased visibility for the festival.

In return, sponsors gain valuable exposure, reinforcing their presence within the community while strengthening their local ties.

Expanding Reach Through Media Partnerships

Media partnerships with local TV stations, food magazines, and other outlets are another marketing tool The Taste of Bragg Creek uses exceptionally well.

The event collaborates with VIP media attendees and local media outlets, like CTV and Global.

Local publications promote the festival providing valuable exposure, extending the festival’s reach beyond Bragg Creek.

And The Taste of Bragg Creek advertises in popular Calgary dining magazines to strengthen the hamlet’s reputation as a thriving culinary destination with YYC foodies.

Fostering Community Engagement and Volunteer Support

Volunteers are the backbone of The Taste of Bragg Creek, ensuring the event runs smoothly while fostering a deep sense of community pride.

Their dedication is recognized through incentives like free event tickets and food samples.

By acknowledging their hard work, the event strengthens volunteer engagement and encourages ongoing participation.

Giving Back to the Community

As a nonprofit organization, The Taste of Bragg Creek reinvests event proceeds into supporting local initiatives, organizations, and community programs.

This commitment fosters long-term growth for the town and strengthens the sense of community ownership, encouraging residents to return year after year.

Past beneficiaries include the Swamp Donkey Musical Theatre Society, the Bragg Creek Community Association’s Outdoor Hockey Rink and Easter Seals Camp Horizon, which received $10,000 from the non-profit last year.

This year the proceeds will benefit the Bragg Creek Foundation, (formerly the Bragg Creek Ladies Auxiliary). Another community non-profit that’s had a profound impact on the town.

Conslusion: A Blueprint for Small-Town Event Success

The Taste of Bragg Creek proves that a well-executed event can be a powerful tool for shaping a town’s identity while combating the dreaded, post-winter economic slump.

But, when you step back and look at the bigger picture, the festival is more than just a high-impact growth driver—it’s an ecosystem built on year-round collaboration between businesses, volunteers, and the community.

And it’s this cooperative approach that has made the festival an inspiring model for sustainable rural economic development that continues to punch above its weight.

By embracing local diversity and collective resource sharing, Bragg Creek’s small businesses show that thriving together isn’t just possible—it’s essential for crafting events that thrive year after year.

Save the Date!

Want to experience over 30+ unique vendors, drinks and exclusive menu items for yourself?

Join the Herd—Friday, April 25th, 2025—

tickets available at the Bragg Creek Community Center and Swamp Donkey Musical Theatre Society.

Or pre-purchase them online here. 👇