By Al Beeber – Lethbridge Herald on November 24, 2021.
LETHBRIDGE HERALD[email protected]
Tourism Lethbridge unveiled six travel posters created by local artists which are sold at its Visitor Center.
The posters are on display at the Tourism Lethbridge Visitors Center at 2805 Scenic Drive South and are available for purchase for $ 35 or $ 175 for all six.
The project was inspired by vintage travel posters, says Stephen Braund, Marketing Director of Tourism Lethbridge.
Tourism Lethbridge asked six artists who work in various media to design a poster that captures the essence of an attraction for them.
The posters are meant to be unique keepsakes for visitors to Lethbridge.
Artists involved included Bryce Many Fingers / Singer who created “What Sustains Us”, focusing on the Galt Museum. Many Fingers / Singer is a self-taught artist from the Blood Reserve whose work “aims to promote understanding of its culture and history as well as to establish a relationship with the land,” says the Tourism Lethbridge website.
Leila Armstrong has done her work focused on Fort Whoop-Up. She has an exhibition coming to Casa in January.
Jarom Scott, Tourism Lethbridge Visual Communications Specialist, created “Friendship Garden”, which reflects his interpretation of the Japanese garden Nikka Yuko.
Elizabeth Porter, who uses the online pseudonym of “snowbreaker,” created “Down in the Alley” for the Helen Schuler Nature Center.
Hali Heavy Shield, a multidisciplinary artist and educator, created Maansiksikaitsitapiitsinikssin ”representing the Southern Alberta Art Gallery.
Designer and arts educator Eric Dyck produced “Coalbanks Veridis”, representing Lethbridge.
“It’s a celebration of our city, our attractions and our artists,” Braund said during the poster unveiling on Tuesday.
“Tourism is vital to Lethbridge and our economy. It fills the hotel rooms, our restaurants, our businesses but also all the ancillary services and the people they employ. So we are fortunate in Lethbridge to have a range of truly unique attractions, ”he said.
“Tourism is important; Lethbridge is a hub, we are a hub for four UNESCO ‘World Heritage Sites’ including Waterton Lakes National Park, Writing-on-Stone Provincial Park, Head-Smashed-in-Buffalo Jump and Dinosaur Provincial Park, he said.
“With all of this potential, both in and around the city, how do we celebrate this? Well, Lethbridge is also an arts hub. We have countless artists and designers working and living in the city, ”as well as several art installations, he said.
“The potential for the arts here is simply amazing, we are an arts hub in Alberta. So we decided to tap into this artistic hotbed to create unique memories that celebrate our city and our attractions.
“I think everyone has had the experience of visiting a truly amazing, truly wonderful and unique place to find a souvenir made halfway around the world. We wanted to go in the opposite direction and become hyper-local, he said.
In 2020, at the start of the lockdown linked to COVID-19, Tourism Lethbridge launched its YQLocal campaign and decided to double it.
“We wanted to find local artists to design travel art posters for our local attractions that we could then share at our visitor center here in Lethbridge. We were inspired by vintage travel posters, back from a bygone era where it was art and not selfies that maybe motivated people to explore and I think the results speak for themselves , he said, calling the posters “spectacular.”
“They are a wide range of styles from a wide range of artists,” added Braund.
He said it was important not only to share beautiful art, but also art so that visitors to Lethbridge are “immediately taken with what we have for sale”.
Scott said “For this project we weren’t looking for stylistically consistent bodies. We have a unique mix of artists here in Lethbridge and we wanted to reflect that on the posters that were commissioned.
“The artists were selected based on their artistic merit and we wanted to collaborate with artists whose work stands out both aesthetically and conceptually,” Scott added.
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