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Central Alberta curling fans have a big upcoming event to celebrate in 2028.
The Brier is set to return to Red Deer, Alta., for the first time in more than three decades.
In Red Deer on Monday morning, Curling Canada announced that the 2028 Montana’s Brier will be hosted in the city from Feb. 25 to March 5, 2028.
Al Cameron, the director of communication and media relations for Curling Canada, told CBC News that Red Deer’s passion for the sport and its central location between Alberta’s two largest cities helped its bid stand out.
“Obviously there’s a proven curling community here, a passionate curling community,” he said.
“I like to think this event can only make it stronger,” said Joe Ireland, Red Deer Curling Club’s vice-president and director of strategic initiative. He was part of the team that put together the bid.
“I hope this event inspires a new wave of curling fans, whether that means cheering from the stands or stepping onto the ice and throwing your first rock.”
Multiple local elected officials were at the announcement on Monday, including Red Deer MP Burton Bailey, Red Deer-North MLA Adriana LaGrange, Red Deer-South MLA Jason Stephan, Innisfail-Sylvan Lake MLA Devin Dreeshen, Red Deer Mayor Cindy Jefferies and Red Deer County Mayor Brent Ramsay.
In a news release on Monday, Curling Canada said the event will be hosted at the Marchant Crane Centrium, which can accommodate around 7,000 fans, including standing room.
The city previously hosted the top national men’s curling tournament more than 30 years ago in 1994, which Cameron highlighted as a “past history of success” that helped the city win the bid.
Red Deer also has hosted other Curling Canada events, such as the Scotties Tournament of Hearts in 2004 and 2012.
Red Deer is set to co-host the upcoming 2027 IIHF World Junior Ice Hockey Championship with Edmonton.
The ability to attract such major events, including the Brier, is the by-product of increased spending on tourism by the past city council, according to Jefferies.
Red Deer Mayor Cindy Jefferies and Red Deer County Mayor Brent Ramsay speak to reporters at a news conference on Monday. (Lina Elsaadi/CBC News)
Jesse Smith, the CEO of Tourism Red Deer, said the 2028 curling tournament is expected to attract about 20,000 visitors to the city, filling hotel rooms and restaurants in the non-peak season.
Smith said the impact of this event is expected to be significant, with estimates suggesting it could generate a $15 million economic boost for Red Deer.
The winning team from the tournament in Red Deer will go on to represent Canada at the 2028 World Men’s Curling Championship. The winning team will also return to the 2029 Brier as the defending champion Team Canada.
Saskatoon will host the Brier in 2027, when the curling championship will celebrate its 100th year. The first entry into the 2028 Brier will be declared on March 7 in Saskatoon, as the 2027 Brier winner is decided that day, and will play as Team Canada in Red Deer.
Curling Canada said ticket and volunteer information for the 2028 Brier will be released in the new year.
The news release said Alberta has hosted the Canadian men’s curling championship on 16 previous occasions since the event’s inception in 1927, most recently in 2022 when Lethbridge welcomed the event. Calgary has hosted eight times, followed by Edmonton with six.
