Dust off your boots and round up your crew. Edmonton is invited to celebrate Canadian Finals Rodeo, powered by ATB, at the Premier's CFR Pancake Breakfast Presented by Direct Energy on Thursday, Oct. 8, from 8 to 10 a.m. at ICE District Fan Park.
This free community breakfast brings together rodeo fans, residents, visitors, business leaders, and partners for a taste of western hospitality in the heart of downtown.
Before the chutes open and the competition heats up, come fuel up on pancakes, enjoy live entertainment, connect with CFR athletes, and take part in family-friendly activations. From long-time rodeo fans to first-time visitors, everyone is welcome to saddle up and join the celebration.
The CFR Premier’s Pancake Breakfast is part of a week-long lineup of events that will have Edmonton embracing its western spirit. Whether you're wrangling clients, gathering your team, or bringing the family, it's the perfect way to start a day of CFR excitement.
This inaugural event is presented by Direct Energy and produced in collaboration with event partner We Are YEG Metro, with support from three of its partner organizations: the Edmonton Chamber of Commerce, MacEwan University, and Edmonton International Airport.
Attendance is free, with registration available at CFR Premier's Pancake Breakfast Presented by Direct Energy - Registration | Eventbrite
"As presenting sponsor of the first annual Premier's Breakfast, Direct Energy is proud to support an event that recognizes the businesses and communities that power this province. We are pleased to welcome Premier Danielle Smith during Canadian Finals Rodeo week, where this breakfast serves as a fitting reflection of Alberta's western heritage and community pride.”
— Tanis Kozak, Head of Energy - Canada, Direct Energy
The Canadian Finals Rodeo is Canada’s national rodeo championship, where a season of hard work, skill, and competition culminates in five performances over four days at Rogers Place. Throughout Edmonton, businesses get in on the fun with western-inspired products, special events and experiences that turn CFR Week into a citywide celebration.
“CFR brings the best of Canadian rodeo to Edmonton, showcasing incredible athletes and the western traditions that are such an important part of Alberta’s story. For more than 50 years, it has brought families, fans and communities together while supporting local businesses and celebrating our province’s proud western heritage. I’m looking forward to kicking off another great week of rodeo and welcoming competitors and fans from across Alberta, Canada and beyond.”
— Danielle Smith, Premier of Alberta
“The Canadian Finals Rodeo is more than a competition, it's a celebration of the grit, tradition, and community spirit that Edmonton is proud to call its own for decades,” said Mayor Andrew Knack. “Every fall, this city comes alive as the best rodeo athletes in the country compete on our home turf. We're honoured to host an event that brings Western heritage and world-class sport together right here in Edmonton."
— Andrew Knack, Mayor of Edmonton
CFR also supports Edmonton’s visitor economy and downtown vibrancy. In 2025, CFR generated more than $32 million in total economic impact and more than 18,000 hotel room nights, with 57 per cent of ticket holders coming from outside Edmonton.
“CFR is where the West comes alive, and you can feel that energy throughout Edmonton. In 2025, more than 43,000 fans came to the city to watch the rodeo season culminate at the Canadian Finals Rodeo. Hosting CFR is a big win for Edmonton. More than half of ticket buyers come from outside the city, and those visitors stay in our hotels, dine in our restaurants, support local businesses, and explore downtown. CFR makes a meaningful contribution to our visitor economy and we are excited to welcome everyone downtown for the CFR Premier’s Breakfast as part of CFR Week”
—Arlindo Gomes, VP Business Development & Venue Management, Explore Edmonton
MEDIA & PUBLIC EVENT DETAILS
What: CFR Premier's Pancake Breakfast Presented by Direct Energy
When: Thursday, October 8, 2026 | 8 - 10 a.m.
Where: Ice District Fan Park
What to expect: A free public pancake breakfast celebrating Edmonton’s rodeo community during the Canadian Finals Rodeo Week.
The event is open to the public and free to attend. Media are invited to attend and capture speaking engagements and event activities.
About the Canadian Finals Rodeo
Hear the roar of the arena in Edmonton October 7–10, 2026, as the Canadian Finals Rodeo takes over Rogers Place. CFR is Canada’s national championship rodeo, bringing elite rodeo athletes together for four days of world-class competition.
First held in Edmonton in 1974, CFR generated $32.4 million in total economic impact and more than 18,000 hotel room nights in 2025 alone. CFR is a cornerstone of Alberta’s western heritage and a major event for Edmonton.
About Explore Edmonton
Explore Edmonton is the Destination Marketing and Management Organization for Edmonton, connecting experiences, events, venues, and stories to attract visitors and elevate the city’s profile. We drive economic, cultural, and community impact through the visitor economy, while stewarding key venues and producing iconic events.
For more information or to coordinate interviews, please contact:
Tya Waterman
Director, Communications & Connections
Explore Edmonton
Twaterman@exploreedmonton.com
780-616-2858