The Evolution of our Downtown

THEN: 100 million years ago during the Late Cretaceous, the area that is now Drumheller was part of a warm sea surrounded by lush tropical forests, which created a great environment for plant growth and dinosaurs.

Drumheller’s famous badlands and coulees along the Red Deer River began to form at the end of the last ice age (approximately 10, 000 years ago) with the melting of the ice sheets which covered most of Canada.  When large volumes of melt water that had been dammed by glaciers were released, the rushing water flowed south and eastwards to form the Red Deer River valley. The melt waters removed sedimentary layers of rock, creating the badlands deep canyons, exposing the harder Cretaceous period rocks.

NOW: Aside from the parkland along the Red Deer River north of Riverside Drive, there are small park spaces next to Town Hall, the Telus Building (3rd Ave E at 1st St E), and at the intersection of Highway 56 and 3rd Avenue. Aside from open greenspace, these spaces have the potential to act as temporary event and programming spaces. Additionally, while some downtown blocks have street trees, other have little or no tree canopy.

Views of the valley’s stunning slopes and coulees can be seen from several vantage points in the downtown. Protecting these vistas and viewsheds will ensure that the badlands remain an important part of the downtown’s character and charm.

Aside from pathways adjacent to the Red Deer River, there are no docks, landings, or viewing platforms for people to see and touch the water. Improving access to the river, including accessible docks, can create enhanced opportunities for recreation, celebration, heritage interpretation and social gathering.

THEN: The land where Downtown Drumheller is now located was the territory of Plains First Nations. During the summer months, groups would converge on the plains to hunt bison, celebrating with feasts and dances.

Europeans arrived in the Drumheller region with Joseph Tyrell and the Geological Survey of Canada in 1884. That year Tyrell discovered coal deposits and a dinosaur skull (of an Albertosaurus) in the Red Deer Valley.

Ranchers first settled in the area in 1897, and Thomas Greentree was Drumheller’s first citizen, built a house in the valley in 1902. In 1910, Mr. Greentree sold his land to Samuel Drumheller who conceived the idea of building a townsite. Famously, the town’s name was decided with coin toss between Drumheller and Greentree, with Drumheller being the victor.

NOW: Drumheller is recognized as the “Dinosaur Capital of the World”, and tourism is the principle driver of the town’s economy. In 2017, the Royal Tyrrell Museum, attracted 489,250 visitors. Other attractions in the valley contribute to the tourism sector, including the Atlas Coal Mine National Historic Site, Star Mine Suspension Bridge, Beriot Ferry, the Canadian Badlands and Horsethief Canyon, and the World’s Largest Dinosaur.

Although Drumheller receives thousands of tourists each year that are drawn to regional attractions, many do not visit the downtown. Inconsistent wayfinding signage and lack of cohesive signage advertising available services and businesses contribute to visitors bypassing the downtown on their way to valley attractions.

Despite dining, retail, and other commercial opportunities, downtown Drumheller at times suffers from a lack of activity on some evenings, weekends, and outside of the summer tourist season. Limited programming and events outside of peak visitor times, along with some businesses operating only during the summer tourist season, or with limited hours throughout the year, contribute to the lack of people and vibrancy in the downtown year-round. Capitalizing on the high volume of visitors will be important to the growth and future success of the downtown.

THEN: The presence of coal deposits in the valley spurred Drumheller’s growth, and the first load of coal was shipped out of the valley in 1911. The Calgary-Drumheller Railway arrived in 1913, and Drumheller became a village in 1913, and a town in 1916.

Over a 15-year period, Drumheller's population increased 857% from 312 in 1916 to 2,987 in 1931 shortly after becoming a city. During these years Downtown Drumheller boomed to serve the coal mines and workers. A number of hotels opened, including the three-storey Whitehouse Hotel. In the heyday of the coal mining boom there were 139 mines operating in the area.

NOW: The downtown has passionate and creative business owners, with several new businesses opening in recent years. Current and past revitalization and business support initiatives, including façade and interior improvement grants, have assisted businesses in attracting more customers and expand their operations.

A downtown’s vibrancy is a reflection of its density. The more people living there means more support for retail and businesses. While there is an existing residential population in the downtown and within a walkable distance, more can be done to attract new downtown residential development. Many people will be attracted by downtown Drumheller’s relative housing affordability, milder climate, and the walkability to recreational opportunities, including the Badlands Community Facility, Aquaplex, and Memorial Arena.

THEN: Downtown Drumheller’s growth boom slowed after the Second World War when coal lost its importance as an energy source. However, downtown Drumheller remained the business and shopping destination for the region, with shops, small department stores, banks, and hotels. The CNR station in downtown remained in operation for passengers until 1970. 

NOW: While Downtown continues to be the historical, cultural, and civic heart of Drumheller, it no longer is the primary commercial and retail centre in the region. Commercial development along Highways 56 and 9, along with the rise of online shopping have hindered the success of retail stores in the downtown. While there is still a retail and commercial presence in the downtown, there are several vacant or underutilized buildings and empty lots.

Creating memorable and positive downtown experiences will result in more people visiting the downtown more often, and for longer stays. Increasing the number of people who visit, dine, and shop downtown will require capitalizing on exiting destination anchors (including the Badlands Community Centre and Aquaplex, movie theatre, Badlands Historic Centre, and Worlds Largest Dinosaur) along with other design or business interventions, such as small temporary structures and storefronts in vacant or underutilized lots.

THEN: From its inception downtown Drumheller was gathering place for people living in Drumheller and the surrounding area. Public spaces acted as focal point of public life in a community, including parks and recreation amenities, and streets and sidewalks for events, protests, and parades. Theatres, including the  Midway and Napier Theatres, church halls, bars and lunch counters were social spaces that contributed to downtown’s vibrancy.

NOW: Downtown Drumheller has historic structures, public art, street furniture, and places to rest and connect with neighbours. The downtown is also a destination for entertainment and civic events, including parades, ice skating, bars and restaurants, and the movie theatre. Many residents and visitors also visit the Badlands Community Facility, Public Library, and Memorial Arena.

Public spaces serve as the living rooms of communities where people can meet informally, children can play, and people can socialize in a common shared space. When these spaces are safe, attractive, and comfortable they act as destinations unto themselves, encouraging people to stop, stay, and linger. High-quality public spaces can help the downtown be the focal point of public life in Drumheller, resulting in an economic boost for businesses.

Some downtown public realm infrastructure (e.g. sidewalks, boulevards) are in a state of disrepair. Renewal of these assets, regular physical upkeep of properties, and collaboration amongst businesses can help ensure that the downtown looks its best. Creating an attractive downtown bolsters community pride and contributes to a ‘wow’ factor for visitors, that are then more likely to share their experiences and recommend downtown Drumheller to their friends and family.