Edmonton’s 104th Street first in North America to receive Purple Flag designation

Edmonton's 104th Street is the first neighbourhood in North America to receive an international safety designation.

The Purple Flag designation means that Edmonton has set the bar for North American safety standards in hospitality destinations.

Purple Flag is an accreditation program for specifically-defined nightlife/hospitality destinations. Developed in the UK, Purple Flag is a set of standards and best practices for nightlife areas. The program is rigorous and credible and uses evidence-based reasoning to make changes and create new policy.

While the UK’s Association of Town and City Management has designated 60 areas across the UK and Europe, this is the first time a North American entertainment district has received accreditation. ATCM agreed to “Canadianize” and pilot the program in Edmonton at the request of Responsible Hospitality Edmonton.

The pilot model, supported the by 104 Street committee, led to the formation of the “Chasing the Purple Flag” committee, which included representatives from the City of Edmonton, businesses, residents, and not-for-profits, including REACH Edmonton.

“REACH’s mandate is to help Edmonton become a city where everyone is safe, and feels safe, within a generation,” said Jan Fox, Executive Director of REACH Edmonton. “Working with this committee was a natural fit for us, and we’re thrilled that the Warehouse District has successfully received this designation.”

The committee agreed to strategies to improve the Warehouse District in five key areas including wellbeing, movement of crowds, appeal, place and shared policy.

“We know that creating a vibrant area means offering convenient and attractive uses of the land. Parks, night markets, festivals and markets all contribute to diversifying our use of the land,” said Barbara Ursuliak, Hospitality Destinations Planner with Responsible Hospitality Edmonton.

“We are proud of the momentum of collaboration between sectors, agencies, service providers and policy makers. The partners all strive to be on the same page and are working together towards the same goals.”