Since 2021, the Township of Spallumcheen has been exploring the development of a regional Agri-Hub to strengthen local food distribution and support agricultural growth. With support from ETSI-BC, the Township is developing a phased business plan to help build a resilient and profitable agricultural sector for the future.
Marketing “Kootenay Approved” Outdoor Recreational Gear to the World
The Kootenay Outdoor Recreation Society (KORE) is a major Kootenay success story of an emerging industry cluster. Since its inception in 2019 in Kimberley BC, the dynamic group continues to grow, with more than 70 members making skis, snowboards, tents, backpacks, outdoor apparel, climbing gear and more. With the launch of its 2023 “Kootenay Approved” marketing campaign, KORE is bridging tourism and economic development by working with partner organizations across the Kootenays.
“Very few marketing campaigns have done this,” says Kevin Pennock, Executive Director of KORE, and its passionate founder. “By marketing a sector as both a collective and an economic region, we are raising awareness of our regional cluster, realizing marketing efficiencies and inspiring more people to live and work in the Kootenays.”
The Economic Trust of the Southern Interior (ETSI-BC) has supported several KORE initiatives, including the first annual KORE Economic Summit, the only conference in Western Canada dedicated to the outdoor recreational technology manufacturing and product design sector. The “Kootenay Approved” campaign was supported through ETSI-BC’s Innovating & Advancing Key Sectors funding stream which prioritizes collaborative partnerships with industry groups in the Southern Interior region. Kootenay Rockies Tourism also supported the project.
On Stage at the Banff Mountain Film and Book Festival
The campaign was created prior to the 2023 Banff Mountain Film Festival, an international gathering of the outdoor mountain community, where adventurers, photographers, authors, and filmmakers share their stories of remote journeys, ground-breaking expeditions, and remarkable achievements. The majority of in-person visitors were from Alberta and the United States, key target markets for KORE members.
The “Kootenay Approved” campaign messaging resulted in an impressive 10.5 million campaign impressions during the event. KORE’s double-wide booth, designed by Selkirk College’s Technology Access Centre, was on par with some of the largest exhibitors at the Banff Centre’s three-day Marketplace. Three versions of the “Kootenay Approved” logo for use by companies and organizations, social media and other communication channels were featured along with products from twenty KORE members.
KORE had a 15-second segment in the Banff Festival promotional video trailer that was viewed over 92,000 times during the event. KORE also provided a “Kootenay Approved” Craft Gear Crate prize at the Festival’s World Tour Contest which took the campaign messaging to an audience of 250,000 in 250 communities. Another Festival highlight was an hour-long Fireside Chat where various KORE members presented their products, services, and thoughts on living in the Kootenay region of British Columbia.
“It was a treat to hear the official voiceover guy of the Banff Festival trailer say, “Make your next rad adventure Kootenay Approved,” says Pennock.
Videos, Podcasts and Success Stories
The campaign includes the “Come Make Gear Here” video featuring makers, marketers, as well as Tom Thomson, Executive Director of the Nelson District Chamber of Commerce, speaking about the value of working and playing in the Kootenays. This video led to the development of more episodes designed to inspire businesspeople to start up or relocate their companies to the Kootenays.
The KORE Outdoors Podcast shares strategies and insights designed to help creators in the outdoor equipment space move into the global marketplace. Six Kootenay business success stories about KORE members have also been captured on video. All these initiatives can be viewed through the KORE website.
The campaign also includes “Kootenay Approved” advertising in Kootenay Mountain Culture Magazine, the Banff Mountain Film Festival program, and other publications. A media tool kit has been created and is available by contacting KORE.
Continuing the momentum, KORE will again participate in the Banff Festival in 2025. Also coming up for Spring/Summer 2025 is the KORE rehub Gear Repair Tour, which will travel to 12-14 locations throughout the Kootenays, offering free gear repairs and DIY fixit information. As part of the rehub Tour, KORE has partnered with Selkirk College on a pilot project to assess the need and business case for an outdoor gear hardgoods repair service.
“We started out as am ambitious group with big goals, and have successfully collaborated on a host of projects,” says Pennock. “ETSI-BC has been a genesis of so many things we’ve done and is really instrumental to our success.”
Kudos to KORE for showing us how it’s done!
More News & Stories
New Tourism Strategy Transforms Grand Forks from a Highway Stop to a Destination
The Southern Interior community of Grand Forks has completed a major rebuild and relaunch of its original tourism strategy, shifting the community from being a quick stopping point on Highway 3 to a tourism destination. With support from the Economic Trust of the Southern Interior (ETSI-BC), the strategy served to develop new tourism assets attracting more visitors and generating increased revenue for local businesses.
Sicamous Tourism Strategy Builds a Path for Sustainable Growth
From houseboating to sledding, hiking, biking, and birding, Sicamous is the tourism hub of the Shuswap region. While summer visitors fill Sicamous with activity, off-season visitations drop sharply, prompting the community to pursue a more diversified and sustainable year-round tourism future. The Economic Trust of the Southern Interior (ETSI-BC) supported the District of Sicamous Development Corporation in revitalizing the community’s tourism sector with a dynamic, five-year tourism strategy to 2030.
Forestry Strategy Positions ?aq’am First Nation for New Opportunities
Increased timber harvest allocations for BC’s First Nations are opening the door to new business opportunities for enterprising First Nations communities such as ?aq’am in the East Kootenays. With funding support from the Economic Trust of the Southern Interior (ETSI-BC), ?aq’am developed a forestry business scan, a strategy to build capacity for projects made possible by the expanded forest tenure. The scan is guiding ?aq’am to increase its role in forestry as it pursues a resilient and sustainable future.
ETSI-BC Welcomes Krista Mallory as Regional Project and Strategic Initiatives Manager
July 29, 2026 – The Economic Trust of the Southern Interior (ETSI-BC)) is pleased to announce that Krista Mallory will be joining the organization as its new Regional Project and Strategic Initiatives Manager effective October 1, 2026.
Wayfinding in Barriere for Economic Resilience and Growth
When a major fire destroyed the Tolko sawmill in the North Thompson region near Barriere in 2003, residents and stakeholders rallied to rebuild and redefine the community’s economic future. As the community has evolved, so have the systems that help residents and visitors navigate in and around Barriere, including a multi-phase Wayfinding Strategy launched in 2024. The project, supported by the Economic Trust of the Southern Interior (ETSI-BC) is aimed at boosting visitor traffic and attracting more business investment, ensuring a strong and resilient future.
Five-Year Plan Strengthens ?aq’am Community Enterprises
?aq’am Community Enterprises (ACE) is the economic development arm of the ?aq’am First Nation, the largest member of Ktunaxa Nation. Known for its progressive business development goals, ACE undertook a comprehensive review of its strategic priorities. The result is a dynamic new five-year strategic plan that will guide more efficient, tactical, and resilient delivery of ACE’s programs and services. The project was supported by the Economic Trust of the Southern Interior (ETSI-BC).
Thompson-Okanagan Launches New Economic Development Practitioners Network
After a year of work connecting economic development practitioners across the Thompson-Okanagan, the region’s first Economic Development Practitioners Network (EDPN) is now in place. Modelled after the Kootenay Boundary EDPN created in 2014, the Thompson Okanagan EDPN includes community and municipal and First Nations economic development practitioners, Chambers of Commerce, Community Futures and other stakeholders. The group came together for the first time on April 8, 2026, where they learned, shared ideas and information, and further planned future activities. The Economic Trust of the Southern Interior (ETSI-BC) is committed to supporting both the Kootenay Boundary and Thompson-Okanagan networks of economic development practitioners.
2027-30 Strategic Planning and DAAP 4.39 Updates
June 25, 2026 – The Economic Trust of the Southern Interior (ETSI-BC) is grateful for the input from partners, funding recipients, committee members and other regional stakeholders who have taken the time to help inform our next three-year Strategic Plan for 2027-30. We are also pleased to provide an update on the status of the DAAP 4.39 action item.
ETSI-BC Fall 2026 Funding Intake: Up to $1M Available for Projects
June 18, 2026 – The Economic Trust of the Southern Interior (ETSI-BC) is pleased to announce that its next Funding Intake will launch on Tuesday, September 1, 2026 and close on Thursday, October 1, 2026.