Empowering the Central Okanagan Music Ecosystem
2025 was a pivotal year for Creative Okanagan, marked by substantial growth across our programs, organizational capacity, and community collaborations. Our mission—to support the development of a vibrant, accessible music ecosystem that benefits artists, audiences, and stakeholders—guided our initiatives throughout the year. This report outlines our major achievements, impact, and strategic direction, emphasizing the progress we’ve made in strengthening the region’s music scene.
Community Impact & Major Accomplishments
Throughout 2025, we made significant strides in elevating the quality and reach of local music experiences, while also building a more resilient organizational structure. Our accomplishments include:
- Strengthened Governance: We completed a comprehensive review and update of five key organizational policies—Governance, Conflict of Interest, Finance & Accounting, Extreme Environmental Events, and Human Resources—ensuring effective, sustainable practices aligned with best standards. Several additional policies are currently in development, including those focused on Equity, Diversity & Inclusion and Safe Spaces.
- Organizational Restructuring: We restructured committees to delegate non-governance responsibilities to working groups and volunteers, allowing the Board of Directors to focus on strategic oversight. Additionally, a long-standing contractor transitioned into a full-time employee role, expanding our capacity for timely decision-making and operational flexibility.
- Strong Partnerships & Collaborations: We maintained our core collaborations with Okanagan Tattoo Show, while establishing new partnerships with Lake Country Creekside Theatre, Kelowna Museums, the CCMA and BCCMA. These alliances facilitated expanded programming, increased performance opportunities, and broader community engagement.
- Artist Development & Programming: Our commitment to artist growth included six workshops and networking events on topics such as touring, branding, social media, sound quality, and industry connections, which together attracted a total of over 89 participants. Additionally, in partnership with the CCMAs, we launched a mentorship program that connected emerging artists with established industry professionals. This program also contributed to the total of 89 participants, representing more than four times the number involved in 2024.
- Impact & Reach: Our total audience increased from approximately 11,420 in 2024 to 14,880 in 2025, representing a significant growth of about 3,500 attendees. Our artist memberships doubled from 22 to 45, in addition to that we have a total revenue of about $4000 for 2025. We facilitated a total of 58 paid performance slots during 16 events, providing key exposure for local talent.
Service and Contracted Projects
In 2025 Creative Okanagan continued to secure service contracts to support local music and community engagement. We are contracted to provide talent buying and production services for various events and festivals, ensuring high quality performances. Including:
- City of West Kelowna’s Music in the Park: For the past 13 years we have been responsible for the curation, talent and A/V coordination, sponsorship program, marketing content and support and performance management to enrich community outdoor music experiences.
- Canadian Association for University Solicitors Conference entertainment: We were contracted to deliver talent booking, production and program coordination for the annual conference to share the talents of local musicians and provide quality entertainment and local flavor to two of their social functions.
In summary, our programs delivered measurable growth: increased artist participation, expanded audiences, and strengthened community ties. We increasingly serve as a central hub for artist development, community celebration, and sector leadership.
Strategic Initiatives & Programs
Expanding Live Music & Infrastructure
A major focus was advancing the local live music scene and infrastructure. We actively promoted the Music Venue Infrastructure Database, supporting venue development and advocacy in the region. Our outreach efforts included direct engagement with contractors and venue managers, notably collaborating with Bird Creative during Country Music Week for Kelowna’s Country Crawl—a key project emphasizing our role in regional touring circuits.
Our membership program experienced rapid growth, expanding from 35 to 66 members. Benefits—including consultation time, discounted gear insurance, discounted tickets, and additional paid performance opportunities—were enhanced to attract new members and deepen engagement. These members contributed to our vibrant performance calendar, which included showcases and sharing the stage with touring artists like Rose Cousins.
Additionally, we organized the Creative Okanagan Members’ Showcase at Creekside Theatre, which provided 10 emerging local artists with performance platforms. These initiatives fostered a pipeline for new talent, nurtured emerging artists’ careers, and increased local performance capacity.
Organizational & Sector Leadership
We prioritized strengthening our governance and operational systems to support sustainable growth. Key activities included developing policies on governance, conflict of interest, finance, environment, and human resources. These policies underpin transparent and accountable decision-making.
Our organizational structure was refined through a series of strategic reviews, which included restructuring committees and introducing new leadership practices. Regular governance reviews, including strategic planning retreats, ensured our actions aligned with long-term goals.
Hosting two formal In-Tune Networking Events facilitated connections among artists, industry professionals, and community stakeholders. These events, now in their fourth year, foster collaboration and knowledge sharing—key ingredients for a thriving arts community.
Participation in regional arts forums, festivals, and community celebrations—such as Ignite Festival and Latin Voices’ Día de los Muertos—helped broaden our community presence and supported sector-wide development.
Partnering for Impact: Sector & Community
Collaboration has been at the heart of our success. We worked with multiple regional organizations to extend performance opportunities, professional development, and community outreach. Some highlights include:
- The launch of the CCMA Artist and Industry Mentorship Program, engaging 12 mentees—including two local artists—in tailored industry guidance, networking, and professional development during Country Music Week.
- Successful delivery of multiple contracted projects including the West Kelowna Music in the Park series, the CAUS Conference, and performances at Kelowna Museums and the Latin Voices’ Día de los Muertos event. These contributed to community vibrancy and showcased regional talent to diverse audiences, reinforcing the profile of local artists and the regional music ecosystem.
Our ongoing partnerships also support grassroots development, helping emerging artists access industry networks, performance platforms, and mentorship opportunities, while larger collaborations with organisations like RCA and the CCMA elevate regional visibility on national stages.
Community Contributions & Sector Impact
In addition to programming, our efforts include active participation in arts sector leadership and community building. Our team and board dedicated significant time to regional arts planning, cross-sector collaborations, and community outreach.
Key results include:
- Delivering more than 50 live music performances and events that reached over 14,880 audience members, a notable increase from the previous year.
- Engaging 89 artists through workshops, mentorships, showcases, and paid performance opportunities—building capacity and expanding career pathways.
Our visibility was further enhanced through signage at community events, social media campaigns, and direct engagement with artists, venue owners, and audiences. These efforts have strengthened our reputation as a leader in regional arts development.
Looking Ahead to 2026
Building on our successes, our plans for 2026 prioritize:
- Developing new policies focused on equity, diversity, and inclusion to foster a more welcoming and representative arts community.
- Expanding artist support programs, including further mentorships, skills workshops, and performance pathways.
- Deepening our collaborations with local venues, festivals, and industry partners to increase performance opportunities.
- Continuing regional sector leadership through active participation in arts planning and community engagement.
- Fostering infrastructure development for live music venues, ensuring sustainable growth of performance spaces.
- We aim to build on this momentum, nurturing emerging talent, strengthening partnerships, and advancing regional music as a vital part of the community’s cultural fabric.
Conclusion
2025 demonstrated how strategic planning, effective community partnerships, and dedicated programming significantly advanced the Central Okanagan’s vibrant music scene. Our organization has solidified its role as a connector, supporter, and innovator within the region. Looking to 2026, we remain committed to fostering inclusive growth, supporting artists at every stage, and strengthening the region’s cultural landscape through music.
Our Mission:
To build a stronger music ecosystem by creating and encouraging accessible music experiences that serve audiences, artists, and stakeholders in the Central Okanagan.
