Ammy Awards

A travel consultant passes a brochure over the counter to a client. A travel consultant passes a brochure over the counter to a client.

The AMMY Awards, named in honour of Alberta’s official gemstone—Ammolite, recognize achievements of Alberta visitor service providers in the categories of:

  • Visitor Service Excellence
  • Individual Excellence

As exclusive and rare as the gemstone itself, the AMMYs are awarded annually at the Alberta Visitor Information Providers (AVIP) Conference to organizations and individuals who have demonstrated excellence by improving the services and experiences provided to their visitors.

AMMY recipients are presented with a beautiful glass award and a certificate commemorating their achievement. In addition, winners will also receive use of the AMMY Award logo on marketing and promotional materials.

For more award information, please see the pdf/ammy-info-package.pdfAMMY Awards Information Package or contact Alberta Visitor Information Providers Program.

2017 AMMY Award Application Packages

Visitor Service Excellence


Individual Excellence


2016 Ammy Award Recipients

Operational Excellence

Best in Class - Innovation

  • Tourism Jasper
    As a way to enhance and personalized their services to visitors and offer them instant information they can access anytime and anywhere, Tourism Jasper developed their Mobile Travel Tricycle. The Mobile Travel Tricycle provided the opportunity to extend the Visitor Information Centre’s reach by being where the visitors were and offered an authentic and personalized Jasper experience in hopes of extending the visitor’s length of stay in the park. It gave Tourism Jasper a new channel to promote their Shareholders, familiarized locals and visitors with their new logo and slogan: “Venture Beyond”, and helped fulfill the need of a new generation of travellers by going beyond traditional visitor services to provide the information that they seek.

Visitor Service Excellence

Best in Class - Visitor Services

  • CrossIron Mills
    During this year’s summer season, CrossIron Mills increased the awareness and accessibility of their Visitor Information Centre (VIC) by creating a Shopping Shuttle pick up location at the Calgary International Airport. Advertisement at the Air Canada and West Jet arrival terminals guaranteed that every passenger that disembarked from domestic and international flights were aware of the Shopping Shuttle service and CrossIron Mills shopping centre. They also advertised their VIC services at the Chinook Calgary LRT Train Station and onboard the shopping shuttle television screens. Through this service the VIC became more accessible as they created a convenient and affordable transportation method for tourists to travel from both downtown and the airport to their centre.

Individual Excellence

Best in Class - Travel Counselling

  • Janet Martin, Travel Alberta Walsh Visitor Information Centre
    Janet's dedicated work ethic and genuine enthusiasm for Alberta went above and beyond on a daily basis. She excelled at making every counselling session personable and welcoming, sending each group off with her signature "come back and tell us your wow moments!" Janet has worked to enhance the visitor’s experience including coming back from days off with a trunk full of brochures, bringing in glow in the dark dinosaurs from Drumheller to give away to children for free, and has even gone dumpster diving at the nearby rest stop in search for a blanket that was left behind by a child. As a result of Janet's efforts, the center's number of CMI's has doubled from last year, the number of bookings made by staff this year has also increased significantly, and many small town bakeries have benefited from her love to promote their products.

Best in Class - Leaders in Visitor Information Centre Management

  • Jose Reineking, Banff and Lake Louise Tourism
    Managing staff at both the Travel Alberta Field Visitor Information Centre and Banff and Lake Louise Tourism’s Visitor Centre, Jose is a genuine and caring leader committed to visitors, businesses in the community, and Banff and Lake Louise Tourism. Her dedication, team approach, and desire to help visitors explore and learn about the destination were highly valued by her team. Jose developed processes that were needed to deliver on visitor expectations including an operational plan and training to launch the pop-up mobile Visitor Kiosk at the Lake Louise overflow parking area, and helped her team test a social media strategy through Twitter during the 2016 peak visitation period to enhance visitor engagement online. She also implemented strategies to keep the VIC team motivated such as games and friendly competitions aligned with performance measures to keep interest high and the work environment fun. Highly respected within the organization and her community, staff thoroughly enjoyed working with Jose and visitors returned to the information Centre to share their experience with her.

Last reviewed/revised: August 15, 2017
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