“Edmonton’s nighttime economy is alive, vibrant, and creating a positive impact not just for our economy, but for our culture and community. Edmonton is one of Canada’s youngest cities, and it is growing fast. I’m proud that we’ve taken a leadership role in creating a safe and vibrant nightlife for Edmontonians and visitors to the city.”     —Linda Cochrane, City Manager, Edmonton, Alberta, Canada

Edmonton has had a formal late-night management program since 2007. Housed within city administration, the Responsible Hospitality Edmonton program was designed with three pillars: 1) managing a public street in the hospitality destination as if it was a venue; 2) a safety code compliance team; and 3) a multidisciplinary panel to advise on policy and remove systemic barriers.

The integration of these three pillars improves planning, management, and policing of hospitality areas. Initially, the focus was to improve quality-of-life impacts by reducing social disorder, including launching noise reduction campaigns and adding ashtrays and public toilets. Enforcement was necessary in venues that did not meet municipal, liquor, and fire regulations. The public safety compliance team continues to serve a critical function in ensuring venues are operating safely.

Today, the city has three core staff who work with internal and external partners to undertake research that informs policy development related to the late-night economy.

A not-for-profit association focused on the late-night industry was formed to provide a key voice for the late-night economy stakeholders. Here is a look at two of Edmonton’s recent projects:

Late-night transportation. A third rush hour occurs in entertainment destinations as patrons spill out at closing time. A critical element of a safe and vibrant nightlife is the ability to get home safely after a night out.

Late-night patron surveys determined that patrons would take public transportation if it was available. In 2012, a 16-week pilot of one route was undertaken, and it was successful. Following the evaluation of the pilot, funding was allocated for late-night transit beginning in September 2015. The “Late Night Owl Service” extends regular public transportation service on five routes until 3 a.m., seven days a week.

Edmonton is also the first Canadian city to legalize ride-share services allowing such technology-based companies as Uber to operate legally in Edmonton. The new vehicle-for-hire bylaw introduced a new class called private transportation providers (PTPs) and came into effect March 1, 2016.

The addition of late-night transit and PTPs has reduced the pressures caused by the crowds of people who empty into the streets after closing time. This “third rush hour” has typically caused pressure for such public services as police, ambulance, and fire, as well as extended wait times for taxis, which encouraged frustration and competition for a ride. Occasionally, patrons would make the choice to drive home under the influence.

Patron campaigns. In order to influence social norms and create safety within entertainment destination areas that welcome a large number of young people, Edmonton has produced several social marketing campaigns. Developed in conjunction with marketing companies and focus groups, these campaigns meet nightlife patrons where they are at.

Edmonton's most recent campaign, Have a Gameplan, encourages partygoers to plan ahead for a safe night out. The campaign is geared to an 18- to 21-year-old audience who are new to the nightlife scene—and new to Edmonton—and coincides with the start of the academic school year. Edmonton wants to ensure a safe party environment for everyone. (Editor’s note: Each Canadian province or territory establishes its own legal drinking age, which ranges from 18 to 19 years old.)

The campaign suggests partygoers prepare for their night out through simple actions like planning transportation, drinking responsibly, and keeping a charged cellphone. Street teams are dispatched to key entertainment areas on Friday and Saturday nights throughout the six-to-eight-week campaign to speak with patrons.

In Case of Emergency (ICE) wallet identification cards are distributed by street teams and are available online. These cards have tips and important information on who other people can call if card holders are in an emergency situation and cannot speak for themselves, and the cards have been extremely popular.

The teams also carry portable cellphone chargers in case anyone needs a battery boost.

Previous Edmonton late-night patron campaigns have included Be a Lover, Not a Fighter, which encouraged patrons to avoid fighting, and J. Walker, which raised awareness about the dangers of jaywalking.

For more information on Edmonton’s hospitality program, visit the website at www.responsiblehospitalityedmonton.ca or send a message to me at angela.turner@edmonton.ca.