CHAIRMAN'S MESSAGE: New Brand
by Lina Venchiarutti

On behalf of the AHLA’s Board of Directors, it is my honour to welcome AHLA members to our 88th Annual Convention & Trade Show at The Fairmont Chateau Lake Louise. We are excited about the new date and location for our association’s premier event. 

This year’s convention theme, “Inspiring Service” reflects not only what the AHLA hopes to achieve for our members, but also the quality of experience we believe our members strive to offer to their own guests. As a result of the work done by the met agency at our last convention, and by the board of directors at our recent strategic planning retreat, the AHLA will be launching a new brand to our members at this year’s convention. 

Our industry understands the impact of a clear and consistent brand. Some of our members may recall that last year we examined the perceptions that our members, board, staff, and other stakeholders have about the AHLA. What we discovered is that we need to be clearer about who the AHLA is, and what we do. Our new brand will help us to ensure that the association remains the recognized voice of industry, while staying relevant to our members. I hope that “Inspiring Service” will resonate with you, our members, long after the convention ends. 

By the time you read this, AHLA members will have elected a new Chair. It has been a pleasure to serve you as Chair of this association over the last two years. We have achieved an enormous amount in a very short time, including:

• Development of a mission and eight key values, which have enabled the AHLA’s board and staff to remain focused on work that benefits Alberta’s tourism and hospitality industry.
• Improved governance of the AHLA’s board of directors, enabling the board to address strategic issues of importance to our members.
• Alignment of our programs and services into the four pillars of Tourism Marketing, Member Value Programs, Human Resource Development, and Government Relations.
• Improved communication to and from our membership, including annual member surveys and requesting feedback from members on issues of importance such as amalgamating with ARFA and changing our name.
My sincere thanks go to members of our current and previous board of directors for their contributions and commitment to improving our governance and serving you, our members. 

I look forward to working with the AHLA’s board as Past Chair, and thank our members, our President & CEO Dave Kaiser and his team for all of their support over the last two years. 
Enjoy the convention!