Resilience, optimism and connection: Experience the crocus at the CTCC

Have you ever gone for a walk in nature with the intention to see the little things you don’t normally pay attention to—the changing colours, new life, or perhaps the little purple flower that is one of the first to poke up through the soil each spring?

Earlier this week, my team and I at the Calgary TELUS Convention Centre unveiled our new brand and visual identity. And brand is so much more than imagery and colours. For us, it’s a reflection of who we are and what we’ve been doing at the CTCC for almost 50 years: building connections, exploring possibilities, and creating exceptional experiences for our guests, team members and partners.?

But it took us some time to get here and to convey our authentic story to ourselves and others.?

You see, the pandemic was the great revealer. It unveiled to us that our facility is so much more than just a building. It’s a gathering place. A vessel where ideas and possibilities can be unlocked. It revealed that our brand needed to adapt to the shifting social and cultural landscapes and changing needs of our planners and attendees. Our brand also needed to embrace flexibility and adaptability. It needed to be able to reflect the diverse and inclusive needs of our clients. The brand needed to be dynamic, wide open, and close to the heart. Much like the people who represent the brand—the team that brings your events to life.

Through this process, we also realized that our team is the definition of resilience. They are masters of their art who show up everyday to do what they do best for our clients, our organization, and our city. This is? one of our greatest strengths. That’s why we had an immediate connection to the inspiration for our new? brand—the prairie crocus.

Much like my team, the crocus is a persistent flower. It thrives out in the open through the summer heat and the winter cold—it is resilient. Every day with the rising sun, the petals open to let the light in and as the sun sets in the evening, the petals close once more, to rest and get ready for the next day—it anticipates tomorrow. The crocus has adapted well to our climate and swiftly returns after fire, floods, or droughts—it’s a sign of optimism and hope. It also forms a mutually beneficial symbiosis with other organisms—it is a natural partner and collaborator.?

And of course, the crocus is instantly recognizable and reminds any of us of home. No matter where you may be when you see a crocus, it connects you to what matters most.?

The CTCC is a place of possibilities. It’s a place where the everyday becomes extraordinary for every person who walks through our doors. And our clients entrust us with these possibilities every single day.? Each event brings the promise of something new with boundless experiences. Signature events are envisioned by our clients and created by talented and masterful event professionals, each one carrying an unmistakable uniqueness. Our quintessential hospitality offerings are masterfully designed while keeping in perspective our community’s collective responsibility for actions to a better tomorrow.? And we know, because of these experiences, that every guest steps back out into a world that has changed for them in its own unique way.?

We couldn’t create this place of possibilities without our people.? And for five decades, our team has brought people together. We’ve offered expertise and assistance, keeping our fingers on the pulse of our neighbourhoods and culture. We’ve connected speakers and listeners, teachers and learners, and everyday Calgarians with everyone else in the world.

And together, we’re embracing a future of limitless possibilities: a city rapidly becoming a hub for major conventions and events, international film productions, a booming tech sector? and a city? that stands out as one of the best places to live in the world. A city brimming with opportunities and ideas. A city dedicated to not just waiting for tomorrow to happen, but actively working to improve it. Full of optimism, enthusiasm, and all the inspiring things that are right around the corner.

I invite you to take a walk with us in nature to intentionally notice the little thing — I can assure you the place of possibilities will reveal itself with outstanding opportunities.?

At the very least, you might just come in contact with a crocus.

I hope you’ll join us.