Destination Business Program
In the aftermath of COVID-19, rural small businesses faced many disruptions such as the loss of revenue, changing customer behaviors, supply chain instability and staffing shortages. Recognizing the urgent need for economic recovery tools tailored to the unique needs of rural entrepreneurs, Community Futures Mid-Sask launched the Destination Business Program, a comprehensive initiative designed to build business resilience and attract external spending into local economies.
The overarching purpose of the Destination Business Program has been to support business retention, expansion and diversification by helping businesses become destinations that attract customers from beyond their immediate geographic area.
This is accomplished through a strategic three-part model:
- Delivery of the Marketing Made Easy course
- After-care specialized training
- 1:1 business and community coaching
At the core of the program is Marketing Made Easy, a practical and customizable course designed to give entrepreneurs the tools needed to develop compelling and consistent marketing strategies. Rather than generic theory, the course emphasizes actionable tactics so businesses can identify their uniqueness, amplify their customer reach, and position themselves as regional draws.
The second component, the after-care training, is a direct response to participant feedback for ongoing support, peer learning, and real-time problem-solving. Monthly sessions are focused on current business challenges such as AI integration, social media trends, planning and partnership development.
The third pillar, 1:1 business and community coaching, provides personalized support from skilled business and economic development professionals. This is critical to the program’s success. Entrepreneurs refine strategies, test ideas, and overcome roadblocks. Municipalities receive advice to support local recovery and economic diversification.
From August/23 to June/25, the Destination Business Program has exceeded expectations. Originally targeting 175 businesses and 1540 participants, the program has already engaged 368 businesses, 2123 participants and 135 municipal, economic development or tourism organizations in more than 161 communities. These numbers demonstrate the program’s reach, relevance and effectiveness. Feedback has been overwhelmingly positive: 96.6% of surveyed participants say they would recommend it to peers, evidence of its effectiveness and real-world value.
Challenges included budget limitations, capacity constraints, and the logistics of delivering consistent, high-quality programming across geographically vast and diverse provinces. This was mitigated by strong collaboration with 29 Community Futures, support from the Rural Opportunity Fund, and internal in-kind contributions. The program’s virtual delivery removed barriers to participation such as travel, cost, and access to child care, making the program truly provinces-wide and inclusive.
The program’s target audience includes small business owners, entrepreneurs, economic development officers, municipal staff, chambers of commerce and tourism organizations. This broad spectrum reflects the interconnected nature of local economies and the need for a shared approach to recovery. The program prioritizes inclusion, with deliberate outreach to underrepresented groups including women, youth, people with disabilities, and those in remote and rural areas. Through its diverse partnerships and participant-focused delivery, the program creates a level playing field to learn, grow, and thrive.
Return on investment for communities has been tangible, and businesses reported growth in their customer base, product development, marketing, digital presence and collaboration. As these destination businesses draw visitors from outside their regions, external wealth is circulated locally, benefiting restaurants, retail, accommodations, and services, driving measurable economic impact.
