Whistler is investing in expanded year-round programming and more than $800,000 in support for third-party events in 2025, as part of the Resort Municipality of Whistler’s Festivals, Events and Animation (FE&A) program funded through the Municipal and Regional District Tax (MRDT).
The update was presented to council on April 9 by Bob Andrea, manager of resort experience, who outlined upcoming events, evolving programming, and how the FE&A program continues to support Whistler’s tourism economy and community life.
Strategic spending to support shoulder seasons
Andrea emphasized the program aims to strengthen Whistler’s tourism brand while enhancing experiences for both residents and visitors.
Funds are allocated through a continuous planning cycle, with targeted investments supporting periods of lower visitation and events that align with Whistler’s values, including sustainability, accessibility, and Indigenous programming.
“Whistler’s visitors, they spend a lot of time and money looking to come to Whistler,” Andrea said. “So, our free programs help offer that added value experience and try and help support that high net promoter score, which means they go back home tell their friends and family, ‘you gotta go to Whistler.’”
He pointed to events like the Whistler Village Beer Festival as an example of using creative incentives to encourage producers to activate in shoulder seasons, even when conditions aren’t ideal.
$844,000 invested in 2025 events
Through its "Attract, Retain and Augment" (ARA) funding stream, the FE&A program is providing more than $844,000 to third-party events this year. That includes:
- World Ski & Snowboard Festival: $170,000
- Whistler Cup: $22,000
- Whistler Children’s Festival: $30,000
- Run Comfy Numb: $2,500
- Nourish Wellness Series: $30,000
- XFondo Whistler: $5,000
- Whistler Half Marathon: $20,000
- The Back Forty: $2,500
- Art on the Lake: $2,500
- Crankworx Whistler: $140,000
- Flag Stop Theatre & Arts Festival: $5,000
- RBC GranFondo Whistler: $40,000
- Whistler Village Beer Festival: $35,000
- Whistler X-Tri: $5,000
- The Witsend: $2,500
- Ultra Trail Whistler by UTMB: $25,000
- Whistler Writers Festival: $14,000
- Whistler 50 Relay & Ultra: $13,000
- Cornucopia Whistler: $95,000
- Whistler Film Festival: $50,000
- Audain Art Museum: $30,000
- SLCC Indigenous Fashion Exhibit: $75,000
The FE&A program also funds original programming such as Canada Day, the Whistler Summer Concert Series, and New Year’s Eve celebrations, as well as animation programming like village entertainment, movies in the plaza, and the licensed busking program.
Returning favourites, new experiences
This summer’s highlights include a return of 13 concert nights at Olympic Plaza in July and August, an expanded Canada Day celebration with a parade and interactive, inclusive programming, and the return of Movies in the Plaza.
Andrea said the Wintersphere programming introduced this past holiday season—featuring multi-sensory installations at the Whistler Conference Centre—was a success, and staff are considering expanding the program for next year.
The Whistler Winter Lights program launched in November will also return next season with more dates.
Council showed enthusiasm for the presentation, with councillors asking about shoulder-season strategies, connections to local Olympians during Canada Day, and the much-anticipated return of the 60-foot Ferris wheel.
“We’re looking at that,” Andrea said, responding to Councillor Jen Ford’s question. “The supplier told us about a larger Ferris wheel opportunity. We’re considering … let’s hope that the engineering and levelling works for our little space.”
Crankworx Whistler’s shift back into August is creating a ripple effect on the calendar, Andrea noted, requiring changes to the timing of some events such as Art on the Lake and the Summer Concert Series.
Looking ahead to 2026
With Vancouver set to host seven matches during the FIFA World Cup in summer 2026, Andrea said the team is already looking at regional tourism implications and considering investments to take advantage of that global spotlight.
Asked by Coun. Ralph Forsyth about building out fall programming, Andrea pointed to new and existing events like the Ultra Trail Whistler, Whistler 50 Relay & Ultra, Whistler Writers Festival, and Cornucopia, and said the municipality is continuing to work with producers to explore new opportunities—especially in October and early November.
“Those are challenging dates, that period when nothing's open, so the event has to battle weather and stand on its own. So, to encourage producers to deliver something at that time of the year, it takes a little bit of creativity from some of our local producers,” Andrea said.
