The GH Dawe Community Centre Expansion was a major municipal capital project aimed at modernizing and expanding one of Red Deer’s most heavily used recreation facilities. City Council approved $43.3 million for the project, which included the expansion of the existing ice surface and the addition of a second ice surface, a new spray park and an indoor track and enhanced fitness area, alongside a range of further facility upgrades.
The project was supported by significant federal and provincial funding, each carrying specific acknowledgment and reporting requirements. Demand for ice time in the community was already at full capacity, with user groups frequently scheduling activities late into the night. Compounding this pressure, one of the City’s existing ice surfaces was nearing the end of its operational life.
As an internal consultant, Melissa led communications planning in early planning stages of the project, including when the City confirmed budget for site servicing and initiated on‑site work in 2020. This phase included preparation activities such as underground utility servicing and tree removal, which became an early and sensitive public issue.
From the outset, the communications approach was designed not only to support early planning decisions, but to establish a strong foundation and messaging framework that would carry forward through design, construction and eventual facility opening.
Context and Challenges
The project unfolded within a complex and politically sensitive environment, shaped by several overlapping challenges:
Competing Community Priorities
Public debate around recreation investment was prominent. While many residents strongly supported additional ice surfaces, others advocated for a new aquatic centre as a higher priority. This tension was mirrored at Council and remained top of mind throughout early project stages.
To address this, messaging consistently emphasized:
- Need: addressing aging infrastructure and constrained ice capacity
- Opportunity: highlighting dedicated funding from provincial and federal governments that would cover nearly two-thirds of project costs
- Planning: inclusion of the expansion in the City’s long‑term capital plan, rather than a reactive or ad‑hoc decision
Tree Removal and Site Servicing
Early construction activities required the removal of 0.4 acres of trees to allow for underground utilities. The trees were located along a well‑used trail and adjacent to two school playgrounds, providing aesthetic value and buffering from an arterial roadway. Tree removal was historically contentious in the community, requiring careful handling.
Communications for this component focused on transparency and clarity, pairing information with acknowledgement of public concern and clear links to remediation and replacement efforts where applicable.
Shared School Site Impacts
The GH Dawe Community Centre shares its site with two schools, both of which would be directly affected by construction activity. One of the schools followed a year‑round calendar, increasing complexity when planning construction timing and engagement.
Each school was also slated to receive a new playground to replace aging equipment. Engagement extended to staff, school families and neighbourhood residents, ensuring that priorities, accessibility needs and interests informed equipment and material selection.
Throughout the project, communications prioritized consistency, fairness and strong working relationships with both school communities.
Approach
Melissa developed a foundational communications strategy that balanced proactive planning with flexibility, recognizing that detailed design and construction decisions would evolve over time. Her approach emphasized:
- Early risk identification and messaging alignment with Council‑approved decisions
- Clear acknowledgment of funding partners and government requirements
- Transparent communication around contentious issues
- Relationship‑driven engagement with impacted stakeholders, particularly school communities
- Creation of adaptable tools and messaging that could scale into later project phases
The strategy established clear principles, key messages, tone guidance and audience considerations that would remain relevant well beyond the initial planning stage.
Deliverables
Melissa delivered both strategic and tactical communications support, including:
- A comprehensive early‑stage communications strategy with key messages and risk considerations
- Messaging frameworks to support Council decisions, public inquiries and community discussions
- Media releases, website copy, digital content and project updates
- Frequently asked questions addressing funding, timing, tree removal and site impacts
- Advisory support to project managers and senior leadership on public perception, sensitivities and messaging implications
- Guidance to ensure compliance with provincial and federal funding acknowledgment requirements
Outcomes
The communications foundation established during early planning positioned the GH Dawe Community Centre Expansion for long‑term success. The strategy improved clarity, reduced misinformation and supported transparent conversations with residents during complex and often contentious moments.
By equipping City staff and leadership with a clear messaging framework and practical materials, Melissa’s work enabled consistent and confident communication through subsequent stages of planning and construction, reinforcing public trust and alignment with Council‑approved priorities.