Citizen analysis of Experience Regina investigation calls it 'lacking'

“The community expected, from this report, a thorough examination, an analysis and explanation of what happened.”

Published Aug 01, 2023 • Last updated 2 hours ago • 3 minute read

Karlene Gibson, left, holds a sign during a rally at City Hall in Regina, Wednesday, April 5, 2023 calling for the firing of REAL’s CEO Tim Reid over Tourism Regina’s recent rebranded to Experience Regina, which incited public backlash over its marketing slogans that seemed to make light of the capital city’s name rhyming with vagina. Photo by Michael Bell /The Canadian Press

A coalition of concerned citizens has released its own response to the investigation done on the botched Experience Regina rebrand campaign, saying third-party analysis of the kerfuffle was seriously “lacking” in its findings.

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Under the name Regina Reimagined, four community members complied and released a 14-page report on the outside investigation done on the Experience Regina rebrand, outlining a timeline of events and concerns about the transparency of the City of Regina and Regina Exhibition Association Limited (REAL).

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That investigation, commissioned by REAL and conducted by consultant George Cuff, turned out a 100-plus page report in July that determined it was a low-level employee who included the sexual slogans — like “Show Me Your Regina” and “The City that Rhymes with Fun” — at the centre of the controversy, without approval.

Spokesperson Kristin McLeod said while thorough on superfluous details like REAL’s history and past projects, Cuff’s report missed exploring the big question of why the rebrand garnered the immediate, visceral negative feedback it did.

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“The community expected, from this report, a thorough examination, an analysis and explanation of what happened with the Experience Regina campaign, and we found it lacking,” she said.

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In referring to the local and international backlash that followed the campaign’s launch in March as “the Incident,” McLeod said it felt as though Cuff dismissed the core issue many had with the slogans: sexism and misogyny.

“It did not address, at all, the significance of why people are upset about it,” she said. “It seemed to lose track of what ‘accountability’ meant.”

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Regina Reimagined references several details returned within a recent freedom of information request, first reported by CBC Saskatchewan, that show REAL was using some of the controversial phrases linked to the campaign months before its launch on social media.

The “City that Rhymes With Fun” hoodies from 22Fresh, which REAL said were a creation of an independent business, were also revealed to have been developed with the knowledge of Experience Regina’s development team.

“It’s clear that it was not just a rogue employee,” said McLeod.

The slogan seen on the Experience Regina website during the rebrand launch, was removed around the same time CEO Tim Reid issued an apology following public backlash. SCREENSHOT jpg

McLeod said Cuff’s report also leaves out important details necessary to determine the failed campaign’s impact financially and to Regina’s reputation.

The only dollar figures currently made public are the $30,000 fee to Brown Communications and the $90,000 for Cuff’s review.

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It did not break down the cost of developing all elements of the rebrand, like videos, website production, merchandise design, consultant contracts and the launch event hosted, which included other partners, said McLeod.

The group also wants to know what was spent on the public relations firm hired by CEO Tim Reid to manage the fallout, and the cost associated with the exit of three senior employees since the launch.

A rebranding promotion between Experience Regina, formerly known as Tourism Regina, and clothing brand 22Fresh has been scrapped after online backlash about some of the slogans. CREDIT: City of Regina jpg

The Regina Reimagined coalition formed organically in mid-May, as members were all deeply concerned and upset about the campaign’s launch, retraction and followup review.

“We were disappointed in what was happening, (and) from our own version of love for this city, we had a sense that we could do better, and we should,” she said.

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McLeod found the way the report’s findings were presented in July contradict its actual contents, skimming over evidence of what appears to be a “groupthink” mentality inside REAL to instead blame an overzealous unnamed employee.

“It seemed a purposeful misdirection,” she said, of the timing and how REAL’s board has discussed the report.

Regina Reimagined is calling for the City of Regina and REAL to now deliver “a thorough and honest reporting of events and a thorough plan to move forward.”

The coalition hesitates to call for a whole new report, largely due to how much has already been spent, but would like to see revisions from Cuff and acknowledgment from relevant stakeholders. McLeod said its vital to regain public trust in city officials.

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“The city has tried to distance themselves from this, but it’s on them to hold REAL accountable,” McLeod said.

Mayor Sandra Masters declined a request for comment from the Leader-Post Tuesday, as the CBC article “contains the opinions of the sources quoted and presents no new information,” according to an email from the mayor’s office.

REAL responded to an interview request with a written statement, attributed to board chair Wayne Morsky.

“As the independent review process is now complete, the REAL Board of Directors is moving forward based on the recommendations within the report,” said the email.

“We remain committed to a positive future for tourism in Regina and believe the city deserves our efforts be focused on a productive path forward.”

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