The 2025 Montana’s Brier Brings Unprecedented Energy to Downtown Kelowna

The city of Kelowna, British Columbia, was alive with excitement on Friday as the 2025 Montana’s Brier, a prestigious 10-day Canadian curling championship, kicked off. The streets of downtown Kelowna and its picturesque waterfront promenade buzzed with activity, welcoming thousands of visitors from across Canada and even from around the world. Among the sea of attendees was Richard Stern, who had traveled all the way from Bern, Switzerland, to be part of this unique event. Stern’s journey reflects the widespread appeal of the Brier, which has become a major draw for curling enthusiasts and travelers alike. The event’s timing is particularly strategic, offering a much-needed boost to the local economy during what is typically a quieter period of the year.

A Much-Needed Economic Boost

Lisanne Ballantyne, the president and CEO of Tourism Kelowna, emphasized the significance of events like the Brier in kickstarting the tourism season. “What’s important about these events like the Brier is that it’s starting off our season,” she noted. The Brier’s arrival in Kelowna is particularly timely, as it helps maintain momentum for local businesses heading into the spring and summer months. This year’s event is expected to draw visitors who will stay for the entire 10-day duration, ensuring a steady stream of revenue for local businesses. Maureen Kozar, a visitor from Manitoba, summed up the sentiment of many attendees: “I’m a shopper. I will be checking all those little boutique shops as I walk around the streets, so that is what I will be spending my money on.” With thousands of visitors like Kozar exploring the city, the economic impact of the Brier is expected to be substantial.

The Economic Impact of the 2025 Brier

Tourism Kelowna has estimated that the 2025 Montana’s Brier could generate between $12 million and $14 million in new spending within the Central Okanagan region alone. This figure is a testament to the event’s potential to stimulate local businesses, from restaurants and hotels to boutique shops and other tourism-related services. Lisanne Ballantyne highlighted the broader implications of this economic injection: “It is huge, and when you think of the ripple effect of that going out across the region.” The Brier’s influence extends beyond immediate revenue, as it also raises the profile of Kelowna as a premier destination for sports and tourism. The event’s success is a win-win for both local businesses and visitors, creating a vibrant atmosphere that benefits everyone involved.

Restaurants and Hotels Feel the Surge

Local restaurants and hotels are already experiencing the positive effects of the Brier’s presence in Kelowna. Central Kitchen and Bar, a popular dining spot, has seen a significant increase in reservations and foot traffic. Jared Lee, the restaurant’s co-owner, commented on the surge: “Lots of phone calls, reservations. We are already seeing team members, Team BC was in last night.” The influx of visitors has been a welcome change for businesses that experienced a slower-than-usual tourism season last year. Lee added, “It’s massive. I mean, we are coming off of last year which seemed slower in the tourism industry.” The Brier’s timing has proven to be a lifeline for many local establishments, providing a much-needed boost during a traditionally off-peak period.

The Ripple Effect of the Brier

The economic benefits of the Brier extend far beyond the immediate spending by visitors. With an estimated 9,000 room nights booked over the 10-day event, local hotels are experiencing a significant uptick in occupancy. Jason Guyitt, the general manager of the Eldorado Resort, noted: “We have definitely seen a bit of an uptick in our occupancy. It is bringing people that maybe not normally come to the Okanagan at this time of year. It has actually brought some people here. You can feel the energy and the excitement.” This surge in hotel bookings not only directly benefits the hospitality industry but also creates opportunities for other local businesses, from transportation services to retail stores. The Brier’s ripple effect is a powerful reminder of the interconnected nature of local economies and the importance of major events in driving growth.

A Celebration of Curling and Community

As the 2025 Montana’s Brier continues to captivate audiences in Kelowna, it is clear that the event is about more than just curling—it’s a celebration of community and economic vitality. The stories of visitors like Richard Stern and Maureen Kozar, along with the experiences of local business owners like Jared Lee and Jason Guyitt, highlight the transformative impact of the Brier. The event’s success is a testament to the power of sports tourism in bringing people together and stimulating local economies. As the Brier wraps up on March 9, the city of Kelowna will undoubtedly feel the lasting effects of this unforgettable event, both in terms of its economic gains and the memories created by the thousands of visitors who called the city home for 10 special days.