Peace River, Alta., uses secret shopper to get ideas to boost local tourism

A secret shopper, hired by the Town of Peace River, highlighted better wayfinding and making the downtown more of a hangout as some ways to boost tourism in the community.

Disguised as an everyday tourist, tourism consultant Roger Brooks spent a week exploring everything the northwestern Alberta town has to offer, and pinpointing ways it could become more inviting for visitors.

Brooks shared his impressions and suggestions during a community presentation earlier this week, with the mayor, town staff and roughly two dozen business owners in attendance.

"After working in 60 different cities and towns across Alberta, I thought that Peace River was going to be another Prairie town," said Brooks, who works with the Destination Development Association, an organization based in Washington state.

"You have everything here."

He said the town, located about 390 kilometres northwest of Edmonton, has all the necessities, like retail spaces and quality schools and medical services. He was particularly struck by the amount of recreation.

"A five-minute drive in any direction, you will find something else that you can do. That was impressive," Brooks said.

But the activities and attractions could be better advertised, and signage needs to be improved, he said.

"Help us find out what you have," Brooks said.

He noted that Peace River is chopped up into different portions — the north, south, west and lower west sides — plus the downtown.

"Without directional signage, it's really hard to figure out where things are," he said.

According to the town, some changes are already in the works, including improving wayfinding and signage. It is considering other suggestions, like ways to advertise attractions.

One of the takeaways for Mayor Elaine Manzer was that the town has to expand where it's trying to attract people. She noted that Brooks suggested a 45-kilometre range of daily trips.

"We've basically been concentrating on the town and what the town has," Manzer said.