Earptopia – Didsbury Day Event

In October 2024, the Town of Didsbury launched Earptopia Didsbury Day, a groundbreaking promotional event that transformed the community into the fictional town of “Purgatory” from the cult television series Wynonna Earp. Tied to the Calgary-based Earptopia Convention, this immersive fan experience attracted over 200 international visitors from 17 countries, positioning Didsbury as a film tourism destination while promoting local attractions and businesses catering to visitor attraction and business retention. 

Led by Didsbury’s Economic Development department in collaboration with local nonprofits—including Didsbury Museum, Municipal Library, Torrington Gopher Museum, and local volunteers—the event united businesses and organizations in creating a fan-centric, place-based experience. Highlights included a themed scavenger hunt game guiding attendees to filming locations and businesses, a reconstructed Shorty’s Saloon façade by original set designers, and a showcase of authentic props. The game helped navigate over 200 visitors through town and timed visits to i.e. tea and storytelling at museum, lunch at community centre, selfie spots, and prop exhibit. 

Concrete outcomes included: 

• Businesses reported an average 38% increase in revenue. 
• “Taste of Purgatory” participating restaurants earned ~ $1,500 each. 
• The Didsbury Museum recorded a 35% increase in international visitation and its highest annual attendance on record. 
• Fans donated $4,500 to the museum, while the Town received $10,000 in donations and film props. 
• Beyond the event itself, the initiative created lasting tourism infrastructure. A Wynonna Earp-themed scavenger hunt, developed with ClueSolver, was launched as a permanent, modifiable, interactive tourism product. While ClueSolvers is selling the game, the town benefits from marketing and visitor engagement. Over 100 free game cards were distributed to residents during Country Christmas, inspiring families to rediscover their own town. This success prompted the business community to request development of a second scavenger hunt in 2025 to include more businesses. The scavenger hunt game generated strong interest and sales at the Spruce Meadows Christmas Market after the event. 

Chartered group transportation from Calgary reduced the carbon footprint, and the shift to a digital scavenger hunt minimized waste. The Didsbury Library hosted a Pride celebration during the event, reinforcing community values of diversity and inclusion. 

Tickets for Didsbury Day sold out within 24 hours via Earptopia website, and international attendees from countries such as Australia, Japan, US and across Europe shared their experiences online, boosting Didsbury’s visibility and appeal. Amplified through online fan engagement, attracted Audible (Amazon), which conducted on-site fan interviews for an upcoming Wynonna Earp audio series. 

Most notably, the event attracted serious investor interest in developing a much-needed hotel in town, further solidifying the economic development impact. Some fans even expressed interest in relocating to Didsbury due to its charm, community spirit, and screen industry potential. 

Earptopia Didsbury Day put Didsbury on the map—but also elevated Alberta and Canada as film and tourism destinations. The event demonstrated how a small rural town can achieve global reach through creative tourism promotion, community collaboration, and sustainable event design. The initiative left a lasting legacy through permanent tools that continue to drive visitation and investment.