Apply to the Calgary Blue Sky Experience Lab

The Experience Lab may be a good fit if your organization:

• Operates in Calgary or within 80 km of the city

• Has been operating for at least one year

• Has an early-stage experience idea or existing offering that would benefit from significant development

• Has an authentic connection to Calgary

• Has the potential to create an immersive, participatory and memorable visitor experience

• Has leadership support and organizational capacity to participate

• Is prepared to launch and sustain the experience for a minimum of two years

You don't need to have a fully developed concept before applying. We're looking for promising opportunities that can be shaped and strengthened through the Lab.

At this time, only those who have completed the Experience Development program led by Tourism Calgary and experience design consultant company Veneto Collaboratory may use the Calgary Blue Sky Experiences brand. To be part of the program, the 12 official companies participated in an almost year-long process that included experience design workshops, story development, pilot testing, experience refinement, and marketing preparation.

As the Calgary Blue Sky Experiences collection grows, Tourism Calgary will continue to evaluate future opportunities for participation and brand inclusion.

Each year, Tourism Calgary looks for opportunities to strengthen and diversify Calgary’s visitor experience offering.

These are priorities, not requirements. Strong concepts outside these areas are encouraged to apply. 
 
For the 2026/27 cohort, we’re particularly interested in experiences that:

• Can operate in winter, shoulder seasons or year-round

• Bring forward indigenous-led experiences and perspectives

• Create new reasons to explore Calgary’s neighbourhoods and emerging visitor areas

• Strengthen areas of opportunity, such as film, wellness, arts & culture, culinary, western heritage, sport and recreation

• Have potential to grow into group or export-ready experiences

Selected partners receive approximately seven months of expert-guided experience development, including workshops, one-on-one coaching, testing and market-readiness support. The program also includes professional photography and video assets, launch marketing support and opportunities for ongoing exposure through the Calgary Blue Sky Experience Collection.

Tourism Calgary underwrites the majority of program costs, including consultancy fees, professional photo and video assets, marketing campaign inclusion, content creator opportunities, and familiarization tours. 

Partner investment: $2,000 + GST. Reduced-rate considerations may be available for eligible small businesses and organizations.

Partners are also responsible for direct costs associated with developing and delivering their experience, where applicable, including staffing, food and beverage, equipment and materials.

The program runs from November 2026 to June 2027 and requires:

• 1–2 dedicated team members

• Monthly half-day workshops

• One-on-one coaching sessions

• Participation in experience testing and refinement

• Participation in photography, video and launch activities

• Commitment to launch and sustain the experience for a minimum of two years

Applications open: September 8, 2026  
Application deadline: Thursday, Oct 1, 2026 
Shortlist conversations: Early to mid-October 2026 
Selected partners confirmed: Mid to late October 2026 
Experience Lab: November 2026 – June 2027 
Target launch: June 2027 or as required seasonally

Applications will be reviewed based on eligibility, experience potential, organizational readiness, alignment with Tourism Calgary's strategic priorities and the needs of the overall Blue Sky Experience portfolio.

Shortlisted applicants will be invited to a conversation with Tourism Calgary before final selections are made. Up to 10 organizations will be selected.