For immediate release – 18 November 2015

Headwaters Tourism is pleased to be a participant, along with other community partners, in the Town of Caledon’s Pan Am Legacy Project, Viva Upcycle.

With a vision of promoting Headwaters as Ontario’s premier rural tourism destination, Headwaters Tourism recognized that the equestrian events of the TO2015 Pan Am Games, hosted by the Town of Caledon, were perhaps the most significant driver of tourism visitation to the region in recent years. The opportunity to extend the legacy of the Games, made a compelling case for Headwaters Tourism’s participation in Viva Upcycle.

Looking at this opportunity through the lens of a visitor to the region, Headwaters Tourism’s marketing manager (and in-house artist) Diane Murenbeeld, created a functional and practical work of art that is the prototype for potential future consumer merchandise promoting the region. According to Murenbeeld, “visitors who come to Headwaters often need to pack cameras, hiking gear, things for the kids, and still want to make sure they have room to take home some treats from the region to remind them of their visit. The Headwaters Hold-All tote bag seemed like the ideal way to combine fashion, function and art in an effort to promote the area.” Using the VIVA Caledon Pan Am banners as the primary materials in this lightweight, water & windproof bag, the design incorporates a large open space, long handles and even utilizes the banner grommets in the design as ideal rings to hang keys, lanyards and other functional items.

As Headwaters Tourism continues to promote the region to visitors, the Headwaters Hold-All may become the first piece in a collection of merchandise that will be developed to promote the region, our partners and our products to the world.

Stacey Coupland, Board Chair of Headwaters Tourism thanked the Town of Caledon and their team for allowing Headwaters to partner with the Town before, during and after the Games. “Our partnership with the Town of Caledon is integral to helping sustain our region as a dynamic and vibrant rural tourism destination.”


Headwaters: Where Ontario gets real

A mere 45 minutes north of Toronto, Headwaters is the rural communities of Caledon, Dufferin County, Erin, Mono and Shelburne and their postcard-perfect, activity-filled towns, hamlets and nature.

Pick your own food, fish and canoe our unspoiled lakes, bike or hike the Bruce Trail, tour artists’ home studios, ski our trails and resorts, delight in an authentic country fair, fall asleep to the sound of a waterfall — or just drive our endless rolling hills and marvel at our pastoral farmlands, autumn symphony of colour and sparkling winter vistas.

Why drive for hours to enjoy a natural, horse-and-country day trip or getaway, when you can just head up to Headwaters: Where Ontario gets real.



For more information:

Michele Harris, Executive Director, Headwaters Tourism
Office: 519.942.0314 | 800.332.9744 – extension 201
Cell:  519.215.2771