Edmonton's "For the Love of Winter" program has been designed to transform the snowy city's image to one that embraces cold weather.
The city council initiative seeks to encourage people to embrace the Edmonton winter by making outdoor activity easier and more accessible.
“Winter is a major part of who we are," said Councillor Ben Henderson. "And we need to take advantage of it. We need to have fun with it again."
The strategy also pledges to design Edmonton for winter safety and beauty while fostering activities like festivals to boost the local economy.
After "For the Love of Winter's" unveiling, its next step is developing an implementation plan, which will be done jointly by the City of Edmonton and a volunteer Advisory Council.