The Wayfinder Newsletter – September 2025

A Note From Paula

Earlier this summer, I had to remove a big old willow tree from my backyard, as it was nearing the end of its years. With its broad and protective canopy suddenly gone, my yard felt bare and exposed.

But change can be a good thing. I realized how much more sky I could see from my kitchen window. I found myself appreciating the changing colours and movements of the clouds, and caught glimpses of the neighbourhood hawks soaring above.

I planted a maple tree, and in true Canadian fashion, it will turn a vibrant red this fall: A well-timed splash of colour as the days get shorter and summer blooms fade away. In the weeks after I planted my delicate new tree, I watched in trepidation as summer storm gusts blew in, shaking it back and forth, pulling its stake from the ground.

But here’s the thing: storms are a good thing for trees, because it forces them to grow deeper roots. Storms (of any kind) may be unwelcome, but they let us become more grounded.

As we roll into fall, my word right now is “grounding”: Feeling present and firmly planted. I’m doubling down on building new skills, gaining insights and connecting with the world in new ways. It’s an exciting time to ground and grow.

-Paula

Farewell to our Summer Interns, Bella and Olivia

This summer, we welcomed Bella and Olivia, our two summer interns. They quickly became an integral part of our team, diving into a wide range of projects with energy and enthusiasm. From supporting events and coordinating influencer campaigns to strengthening their writing, research and collaboration skills, they embraced every opportunity to learn and grow in the fast-paced agency environment. Their adaptability, professionalism and willingness to take on new challenges made a real impact, and we’re so proud of how much they accomplished in just a few short months.

As they return to Mount Royal University to complete their final year in the public relations program, we’re excited to see where their talents and determination will take them. While we’ll miss having them in the office, we know this is only the beginning of two very promising careers. It’s been a privilege to watch them grow, and we’ll be cheering them on as they take their next steps in the world of communications.

Media Training: Empower Your Spokespeople with Confidence

In today’s fast-paced media landscape, there’s no room for missteps. Our tailored half-day media training equips your spokespeople to represent your brand with clarity, credibility and confidence.

Participants gain best practices for interviews across all formats, tips for staying composed, strategies for handling tough questions, and real-time on-camera coaching with feedback. Each attendee also receives a personalized post-training assessment to support continued growth.

Ready to prepare your team for the spotlight? Get in touch to learn more!

Smart Media Monitoring with Cision

We are always looking for the best services to support our clients. After much research, we’ve migrated our media monitoring and reporting services to Cision, a leading platform for tracking brand presence and competitive positioning within the media landscape. This upgrade allows us to deliver more robust, data-driven insights without clients needing their own costly subscription.

With Cision, you’ll gain visibility into media mentions, sentiment, share of voice, campaign impact, and competitor activity—helping you stay informed, spot opportunities, and strengthen your communications strategy.

To learn more or set up reporting for your brand, get in touch today!

Recent WPRS Grand Openings and Client Anniversaries

This summer was full of big milestones, including ribbon cuttings, grand openings and anniversaries. We were proud to support our clients by helping to amplify their celebrations. Here are just a few highlights:

GWL Advisors

GWL Advisors broke ground on their purpose-built rental tower on 4 St SW in Calgary. After years of the ‘Sony Store site’ being left vacant, it was a celebratory atmosphere with Mayor Gondek in attendance for the notable occasion. WPRS was tasked with ensuring media coverage for the event through paid, earned and newswire channels. This was done through a news release that was pitched out and placed on the national newswire. This strategy led to 28 positive news stories!

#NotInMyCity hosts the Maddison Sessions

#NotInMyCity (#NIMC) is a national organization raising awareness and combatting human trafficking. #NIMC engages with law enforcement through a national operational summit, The Maddison Sessions (TMS), to share best practices on managing human trafficking cases and how best to support survivors. TMS was held in Saskatoon and the WPRS team joined to learn from law enforcement and conduct a news conference with members from across Canada. The event garnered national media interest, including more than 101 media mentions.

Parks Foundation Turns 40

Parks Foundation is celebrating 40 years of shaping Calgary’s parks, green spaces and recreational landscapes. Over the past four decades, Parks Foundation has championed inclusive, innovative and sustainable spaces that foster healthy living and connection in communities. Congratulations Parks Foundation on this milestone anniversary!

Big Rock Celebrates 40 Years

Big Rock is celebrating 40 years of brewing excellence in Alberta. As one of Calgary’s first craft breweries, Big Rock has shaped local beer culture, supported hundreds of community events, and played a key role in the city’s live music scene. Cheers to 40 great years, and here’s to 40 more.

State & Main Uxborough Opens in Calgary

On September 1, beloved Canadian restaurant brand State & Main opened a new location in Calgary. Located in the central community of Uxborough, the new location offers elevated comfort food, handcrafted cocktails, and the vibrant atmosphere of downtown dining, just minutes from McMahon Stadium, Foothills Medical Centre and the University of Calgary.

Calgary Welcomes FS8 West District

Global fitness brand FS8 has opened its first Calgary studio in West District, offering a workout that combines Pilates, Toning and Yoga into low-impact, high-energy classes. As FS8’s second Canadian location, the West District studio joins an impressive global network of over 45 studios across the United States, Australia, and beyond.

To support FS8’s Calgary debut, WPRS led an influencer class that generated more than 1,400+ engagements! Welcome to Calgary, FS8 West District!

Element / Bow & Bend Grand Opening

In June, our team led the grand openings of Element by Westin Calgary Downtown and its rooftop bar, Bow & Bend. The Element hotel opening featured a standout ribbon-cutting attended by more than 30 media professionals and local VIPs, resulting in more than 35 news stories.

One week later, we welcomed to Bow & Bend Rooftop more than 140+ influencers and media guests, generating extensive earned media. Within 24 hours, the rooftop bar’s Instagram gained 1,000 new followers and continued growing to more than 3,700 new followers in the subsequent weeks.

Taza Park Sales and Marketing Centre Grand Opening

In May, our team supported a major milestone for Taza as they moved forward in one of North America’s largest Indigenous Developments. They proudly opened their Sales & Marketing Centre at Taza Park and welcomed their first three residential builders. Media interest in this landmark development has been exceptional, including record attendance at their groundbreaking event.

Upcoming Client Events We Can’t Wait For

FS8 Grand Opening Event (September 13)

Calgary’s only FS8 studio, FS8 West District, is celebrating its Grand Opening on Saturday, September 13, from 11 a.m. to 2 p.m. The event will feature live FS8 demonstrations, booths by local vendors, exclusive discounts, giveaways and more.

Barn Burner at Big Rock (September 13)

To mark their big 4-0, Big Rock is bringing back the Barn Burner concert series on Saturday, September 13, featuring a full afternoon and evening of live music, BBQ, and Alberta-made Big Rock beer.

Something Wondrous at Taza (September 13)

Taza is bringing Something Wondrous to life on Saturday, September 13, from 12 to 5 PM! Experience a family-friendly celebration of Tsuut’ina Nation culture, creativity, and connection, featuring a lively vendor market showcasing talented local artisans, food trucks serving unique eats, and an impressive lineup of entertainment.

Monster Jam (September 13-14)

Monster Jam is returning to Calgary September 13-14, featuring world-class drivers commanding 12,000-pound trucks in a competition of speed, skill and jaw-dropping stunts the whole family will love. The show will include returning fan-favourite trucks like Grave Digger and Sparkle Smash, as well as the all-new Classroom Crusher and JCB DIGatron trucks.

Tickets are on sale now.

U/D Block Party (Sept 14)

Our client, University District, is hosting its sixth annual Block Party event on Sunday, September 14, promising fun for the entire family along Retail Main Street and at the University District Sales and Discovery Centre! From 1-4 p.m., guests can expect live music, free entertainment, activations from U/D’s retailers and more. For more information, visit this link.

Taza Superhero Dash (Sept 19)

Get your capes ready for a powerful cause! On Friday, September 19, the 2nd Annual Superhero Dash YYC will take off from North Glenmore Park as part of the annual Canderel Challenge in support of the Alberta Cancer Foundation. Join the 5K Superhero Sprint or the 1K Sidekick Scamper for kids, then enjoy a vendor market, live entertainment and prizes for the best costumes and top fundraisers. Find more information, register, donate or become a sponsor here.

The Final U/D Night Market of 2025 (Sept 24)

Wednesday, September 24 is the final U/D Night Market of the season, featuring The SuperDogs™. From 5-9 p.m., guests can shop local, artisan vendors, enjoy free entertainment, live music, and more. For more information, visit this link.

Wild FC Home Games in September

Summer may be winding down, but the Wild FC season is just heating up. With playoffs around the corner, September is packed with four exciting matchups. Want to be there to cheer on the team? We have 6 tickets available for each game. To reserve yours, email keira@worthingtonpr.com to reserve your tickets. Tickets are available on a first-come, first-serve basis.

Thank you for supporting our journey and championing us through our growth.