What is the Edmonton advantage? On April 22, a panel discussion featuring Madeline Rebeyka, Marketing Manager at NAC Management, Lewis Donnan, Development Manager at Genstar Development Company, and featured panelists Heather Thomson, Vice President of Economy and Engagement with the Edmonton Chamber of Commerce, Melissa Radu, Executive Director of Destination Stewardship at Explore Edmonton Corporation, and Janice Wan, Senior Executive Advisor of Urban Planning and Economy at the City of Edmonton, sought to answer this question. 

During their conversation, the panelists illuminated five critical ingredients that fit into the Edmonton recipe when it comes to talent and economic attraction: good job opportunities, permissive policy and land use, quality of life, connection and community, and talent and momentum.  

Setting the Stage 

Centered around how Edmonton can better leverage its unique strengths to attract new talent and investment, the discussion explored the city’s successes when it comes to pulling ahead. 

When we think about the ‘Edmonton advantage’ the obvious answer is affordability and housing diversity. But, panelists emphasized that quality of life, cultural vibrancy, and a strong sense of belonging also play a major role. 

“For starters, we have to be prouder of the place we’ve worked so hard to create,” said Donnan. “We have so many advantages here – speed, affordability, community, and quality of life – and we shouldn’t be humble about that.” 

Edmonton already has the foundation it needs to compete with other major Canadian cities, from its affordable and diverse housing options to cool job opportunities. “Now, it needs to tell its story more confidently,” said Rebeyka. 

“Edmonton is currently the most affordable capital city in Canada,” said Wan. “And that’s because we’ve made intentional choices around land use and housing supply. We’re not just an oil city; we’re so much more than that. We have a lot of momentum.” 

This is what sets us apart. From young people starting their careers to retiring residents, the city is full of ambition. “We offer a balance of opportunity, accessibility, and community that appeals across generations and lifestyles,” she added.

To industry professionals like Radu and Rebeyka, Edmonton’s true advantage? Opportunity, people, and their spirit. 

“Edmonton is often overlooked when it comes to destination locations,” said Radu. “But the passion, spirit, and quirkiness are what make it special.” 

Growth, Talent, and Opportunity  

In Edmonton, growth is in our DNA. From major infrastructure projects to evolving neighbourhoods, the city is constantly building, adapting, and looking ahead. In fact, taking risks is what Edmonton does best. Now, the focus is on maintaining momentum and attracting the next generation. 

“I see Edmonton like a partially renovated home,” said Thomson. “Just because our kitchen may be unusable, we still have the rest of the house. There’s a state of constant ‘renovation’ in Edmonton where something is always happening, and we do a great job of continuing to live around it all. The spirit, collaboration, and people are what make this city so successful.” 

There’s motivation for the next generation of workers to come and stay in the region. “Most young people are just looking for a sense of belonging and community, and the jobs and lifestyle here are able to offer that.” 

Planning for a Vibrant Future 

Planning starts with diagnosing where the problems are and using our strengths as a tool. 

“Tourism opportunities, new careers, and entertaining amenities help us shift the narrative around what life is like in Edmonton, so we must look at what a consumer, worker, or resident might want, and use that in our planning,” said Radu. And, as the market continues to shift and become more diverse, so will the homeowners, further dictating new, creative job and investment opportunities. 

“People want to be in places that are different, energized, and vibrant,” Wan said. With new open spaces, like O-day’min Park and an event park planned for 2029, there are now more opportunities than ever for investment in the downtown core. 

As Edmonton continues to grow, aligning its talent, livability, and economic strategies will be the key to sustaining momentum and ensuring long-term success. The challenge now is not defining the Edmonton advantage, but confidently sharing it with the world.  

Thank you to the Presenting Sponsor, BDO Canada, Lunch Sponsor, Jai Homes, and Support Sponsors, Blatchford and Victory Homes. 

Written by Payton Phillips