Frost Regina sees drop in attendance for 2024

Following its wrapup on Sunday, Frost Regina revealed the winter festival’s attendance numbers for 2024 on Tuesday.

Over 10 days, Frost recorded 63,755 visitors to its four hubs throughout Regina, according to a media release.

That’s a decrease from 2023, when more than 88,000 visitors took in the festival. That exceeded the attendance total from its inaugural year.

Frost has four hubs at the REAL District, Downtown, The Warehouse District and the Wascana Centre.

More than 40,000 people went to the REAL District this year.

“Frost Regina is a perfect showcase of collaboration and community connection,” Mayor Sandra Masters said at the closing reception that was held on Sunday  at Mosaic Stadium.

“Regina’s Winter City Strategy continues to be brought to life each year with Frost thanks to the partnerships between numerous organizations, local businesses, major corporations, and community members.

“This festival demonstrates our commitment to making Regina a vibrant place where residents and visitors can celebrate and explore year-round.”

In a media release Tuesday, the REAL District said 40,023 people took in the festival on the REAL campus.

“Frost has become a Regina staple, and we were excited to see all that visited our hub,” REAL acting CEO Roberta Engel said in that release.

“While the warm temperatures presented a few challenges, our indoor programming ensured all had an exceptional experience and we know many memories were made.”

The release touted new features such as free access to Confederation Park and increased Indigenous programming highlighting world-renowned performer, Patrick Mitsuing.

The REAL District also hosted comedy and acrobatic acts.

Frost lost money in both 2022 and 2023. 

According to a survey conducted by Tourism Regina and Tourism Saskatchewan, 37 per cent of this year’s attendees were first-time visitors. Frost’s release also said a net promoter score of 82 per cent showed an “incredibly positive sentiment towards the winter festival.”

The release said that while the warmer weather this year presented a challenge, organizers at all hubs were able to adapt programming.

Frost’s release also shared other statistics from this year’s festival including:

• Over 63,775 visits to all four Frost Regina Hubs
• 195,342 views and 58,181 unique visitors on the official festival website, frostregina.com
• Over 315,435 individuals reached over Frost Regina social channels
• 3,000 Frost Beers, brewed by Rebellion Brewery, were sold throughout the province
• Over 900 pancakes served at the Breakfast of Champions in partnership with the Regina Sports Hall of Fame at Frost @Downtown
• Over 120 participants in the Polar Plunge with Special Olympics Saskatchewan, raising over $35,000 dollars for Special Olympic athletes across Saskatchewan at Frost @Downtown
• 14 unique ice sculptures created
• 3,276 street curling rink rocks thrown at the Cornwall Centre
• 3,700 people went for a ride on the dog sleds at Frost @Wascana
• 3,450 people through horse and wagon rides at Frost @Wascana
• 3,500 bird feeders made at Frost @Wascana
• 144 laser tag games with 2,900 players at Frost @Wascana
• 4.1 Million Glow Lights sparkled throughout Frost @REAL
• Over 170 volunteers gave their time
• 531 community surveys collected