Arts & Culture Visionary LaVerne Erickson
Receives Coveted Alto Ambassador Award
‘Big idea person’ receives award for his outstanding contributions to Alberta Tourism.
Rosebud, Alberta -- The Alberta Tourism (Alto) Awards Committee has named LaVerne Erickson, founder of the Rosebud
School of the Arts, Rosebud Theatre and the Canadian Badlands Passion Play, as the recipient of the 2010 Alto Ambassador award for
his outstanding contributions to Alberta’s tourism industry. Erickson will receive his award at the Alto Awards Gala, October 25, 2010 in
conjunction with the 10th annual Travel Alberta Industry Conference at The Fairmont Banff Springs.
LaVerne Erickson, founder of the Rosebud School of the Arts,
Rosebud Theatre and the Canadian Badlands Passion Play,
was named as the recipient of the 2010 Alto Ambassador award for
his outstanding contributions to Alberta’s tourism industry.
“Simply put, Rosebud Theatre, Rosebud School of the Arts and many other arts and culture icons in the Alberta Badlands would not
exist today without the vision, passion and tenacity of LaVerne Erickson,” says Bob Davis, Executive Director of Rosebud Theatre.
“Through his unbridled enthusiasm and optimism, LaVerne has attracted support and cooperation for ideas and dreams that have influenced
thousands of tourists in Alberta, building a legacy that will endure for generations to come.”
The 27th season of Rosebud Theatre is featuring Oliver! as its 2010 summer musical.
Davis adds, “LaVerne’s career achievements started with the founding of Rosebud School of the Arts (1973) from which the popular
Rosebud Theatre was born in 1983. Using the model of Rosebud Theatre, he went on to be a founding member of Vancouver Island’s
premier classical theatre, The Chemainus Festival Theatre (1993). Recognizing the unique topography of the badlands in Drumheller,
LaVerne pursued a dream for an outdoor venue to tell the story of the life of Christ by establishing the Canadian Badlands Passion
Play (1994). Encouraging cooperation between the Passion Play, Rosebud School of the Arts and local school divisions he established
the Canadian Badlands Performing Arts Summer School in Drumheller, a credit-granting program for high school students. Later, LaVerne
encouraged the use of the infrastructure created by the Passion Play to host ‘Beethoven in the Badlands’, a partnership with the Calgary
Philharmonic Orchestra, EnCana, and Drumheller Rotary Club. He was also instrumental in laying the foundation for the establishment
of the Canadian Badlands as an alternative tourism icon to the Canadian Rockies, and now the Canadian Badlands Limited is a non-profit
corporation of over 60 municipalities.”
The Canadian Badlands Passion Play is now in its 17th season. In 2009, attendance for its six July plays topped 12,000.
“LaVerne is a visionary who has demonstrated how big ideas can make small towns in rural Alberta huge tourism destinations,” explains
Emilia Hovorka, member of the Strategic Tourism Marketing Council and Chair of the volunteer industry committee, which oversees the
awards program and selects the Alto Ambassador recipient.
A commitment to the growth of the tourism industry has earned LaVerne Erickson several other awards including the AGT Community
Champions Award and the Champion Spark Plug Award for Economic Development in Alberta.
“Like a true visionary, his energy, passion, cooperative spirit and innovative ideas create synergies that would not otherwise materialize,”
notes Davis. “LaVerne can see, feel and believe what might be possible. His favorite saying is ‘A rising tide lifts all ships’ – a phrase that
inspires people to this day to continue the work he helped start.”
About Rosebud Theatre – Consider yourself at home in 2010
Rosebud Theatre, about an hour’s drive northeast of Calgary, is nestled in picturesque country hamlet of Rosebud, Alberta. In its 27th season,
Rosebud is one of Alberta’s largest theatre companies and has gained an international reputation as a premiere Canadian destination for high
quality live theatre. In the past few years, Rosebud Theatre has received multiple awards including the “Alberta Pride” ALTO award, the
“Rural Tourism Champion” award and the Rozsa Award. Annually, more than 40,000 patrons enjoy the “Rosebud Experience” of professional
theatre, complemented by unique dining, art galleries, museums and shopping. Rosebud is also home to Rosebud School of the Arts, a
post-secondary educational institution that offers conservatory training in theatre and music to students, many who advance to perform in
productions by Rosebud Theatre. Box Office: 1-800-267-7553 www.rosebudtheatre.com.
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For information, interviews and/or hi-rez photos, please contact:
Mr. Bob Davis, Executive Director, Rosebud Theatre, 403-677-2350 or bobd@rosebudtheatre.com
Ms. Heather Little, Marketing Coordinator, Rosebud Theatre 403-677-2350 heatherl@rosebudtheatre.com
Mr. Neil Bousquet, APR, PR, Rosebud Theatre 403- 256-8834 neil.bousquet@prwizard.ca
