YMCA of Northern Alberta Launches DTY Campaign, Reaffirming Its Role as a Cornerstone of Downtown Edmonton

Article content

EDMONTON, Alberta, Jan. 29, 2026 (GLOBE NEWSWIRE) — As downtown Edmonton continues to evolve, one of its longest-serving institutions is reaffirming a simple but powerful message: we’re here, we’ve always been here, and we’re committed to building a thriving downtown where everyone belongs.

Article content

YMCA of Northern Alberta has launched DTY (Downtown Y), a targeted year-long marketing and community engagement campaign centered on the Don Wheaton Family YMCA. The organization is looking to invest in modernizing the facility to serve more individuals and families.

Article content

Article content

Article content

The campaign comes at a pivotal moment, as downtown Edmonton focuses on revitalization, safety, and re-engagement following several years of disruption. The campaign launches this week with DTY@Nite, a unique event bringing together downtown leaders, partners, and community builders in the central YMCA.

Article content

Article content

The DTY campaign is designed to reintroduce the YMCA to a new generation of downtown Edmontonians, many of whom may not realize the organization has been a continuous presence in the city’s core for more than a century.

Article content

“The YMCA first opened its doors in downtown Edmonton in 1907, and we’ve never left,” said Katherine O’Neill, President & CEO of YMCA of Northern Alberta. “Each year, thousands of Edmontonians walk through the doors of the downtown YMCA. As conversations about the future of downtown continue, this campaign is a reminder that the YMCA is and has always been a trusted place for health, safety, connection, and belonging for everyone.”

Article content

A Place for Everyone, Built Through Partnership
DTY is about more than awareness or membership growth. At its core, the campaign reflects the YMCA’s belief that a thriving downtown requires safe, welcoming spaces where people of all ages and backgrounds can gather, move, and dream.

Article content

Article content

The YMCA is working alongside partners including the City of Edmonton, Edmonton Public Library, Downtown Business Association, Downtown Recovery Coalition, and local businesses to strengthen the social infrastructure that supports a vibrant core.

Article content

“No single organization can build the ‘new downtown’ on its own,” said O’Neill. “It takes collaboration, shared responsibility, and a commitment to welcoming people back into the heart of the city. The YMCA is proud to be part of that collective effort.”

Article content

DTY@Nite: Opening the Doors to Downtown Leaders
On January 30, DTY@Nite will welcome approximately 250 invited guests, including business leaders, elected officials, community organizations, media, and YMCA supporters, into the Don Wheaton YMCA for an immersive evening highlighting the role the Y plays downtown today. The event will transform the YMCA into a showcase of movement, connection, and downtown collaboration.

Article content

Guests will experience activations throughout the facility highlighting fitness, aquatics, community programming, and enhanced membership spaces, alongside contributions from local downtown businesses.