Insights from 2025 Canada Games CEO, Karen Sherriffs
When the Canada Games returned to St. John’s, Newfoundland and Labrador in August, it marked the city’s first time hosting the national multi-sport event in nearly 50 years. The result was a province-wide celebration of sport and culture and a powerful example of how a community can leverage a major event to build pride, legacy, and long-term growth through sport tourism.
For cities considering a future bid, the St. John’s experience offers valuable lessons. Sport Tourism Canada sat down with Karen Sherriffs, CEO of the 2025 Canada Games, to discuss what it takes to plan, deliver, and sustain an event of this scale.
St. John’s decision to pursue the Games was driven by civic pride and a desire to showcase Newfoundland and Labrador on the national stage.
“The city has a strong track record hosting major sporting events, and we knew we could deliver an experience to rival anywhere in Canada,” said Sherriffs.
From the outset, the bid was built around community goals: celebrating local culture, strengthening civic pride, and creating lasting legacies in infrastructure, sustainability, and volunteerism. Support came quickly from city council, neighbouring municipalities, and community organizations.
The journey, however, began under extraordinary circumstances.
“We were invited to bid on February 25, 2020. Three weeks later, COVID hit,” recalled Sherriffs.
With facilities closed and health restrictions in place, much of the bid process had to be completed virtually. Older venues without accessible blueprints required manual measurement and creative problem-solving.
“We learned to adapt quickly,” she said. “That flexibility became one of our greatest strengths during both planning and delivery.”
To meet Canada Games standards, the Host Society and its partners undertook 23 capital projects valued at approximately $70 million, ensuring every competition venue received upgrades. The centrepiece was the Fortis Canada Games Complex, featuring a Class II IAAF-certified eight-lane track, an indoor training centre, and a FIFA Quality Pro-certified turf field. Other key investments included major renovations to the Aquarena (originally built for the 1977 Games) as well as a new turf at CBS Soccer Field, upgrades to St. Pat’s Ball Park, a new dome for Tennis NL, and a new skills park at Pippy Park.
“These improvements ensure high-quality facilities for local athletes and position the region for future national events,” said Sherriffs.
From the beginning, the Games were a true community effort. Open communication among government partners, sport governing bodies, sponsors, and local organizations ensured alignment and buy-in. The Host Society also made inclusion a priority, engaging Indigenous, Francophone, and cultural groups to ensure the Games reflected the province’s diversity.
“This was a community effort in every sense,” said Sherriffs. “Everyone had a voice in shaping the Games.”
Volunteers became the heartbeat of the event. A province-wide recruitment campaign featuring local personalities Rick Mercer and Mark Critch emphasized unity under the slogan “One Team.” Volunteers received training, uniforms, and recognition perks, while local businesses supported them by giving staff time off to participate.
“Their enthusiasm and hospitality are what visitors will remember most,” said Sherriffs.
Coordinating 22 sport venues, athletes’ villages, and a province-wide volunteer network required precise planning and constant communication.
“Coordination and flexibility were everything,” said Sherriffs. “We were tested by wildfires and an airline strike, but strong relationships and real-time communication helped us adapt quickly.”
The 2025 Canada Games also set an ambitious sustainability goal: to be the “Greenest Games Ever.” A comprehensive environmental strategy tracked greenhouse gas emissions, energy use, and waste diversion across all venues. Initiatives included free public transit for ticket holders, food waste measures in place, tree planting projects with Tree Canada, and post-Games equipment donations to local organizations. Accessibility audits and a dedicated Diversity, Equity, and Inclusion team ensured that every venue and program was inclusive and reflective of Canada’s cultural diversity.
“These weren’t checkboxes,” Sherriffs emphasized. “They were values built into every decision.”
The impact extended well beyond the field of play. The Games drew tens of thousands of visitors, athletes, and officials, filling hotels, restaurants, and attractions across the region. Some even extended their stays to explore beyond St. John’s.
“The exposure the Games bring has positioned us as a top sport tourism destination,” said Sherriffs.
National sport organizations have since expressed interest in returning, citing the quality of venues, organization, and volunteer support. But beyond the numbers, the true legacy lies in renewed community pride and youth engagement.
“The torch relay and 18 days of competition brought people together in a way we haven’t seen in decades,” said Sherriffs. “Our youth were involved at every level. As athletes, volunteers, performers, and leaders. That’s a legacy in itself.”
The Games also left organizers with newfound confidence. “We’ve proven what this region can do, and that confidence will fuel what we host next.”
Sherriffs’ advice for future host cities is simple: “Don’t just bid to host an event. Bid to create a legacy that uplifts your community. The Games are about people, pride, and possibility. If you build your bid around those values, everything else will follow.”
The 2025 Canada Games proved that hosting a multi-sport event is about far more than two weeks of competition. It’s about transforming a community through partnerships, purpose, and pride. For cities across Canada, St. John’s now stands as a model of what’s possible when a community embraces the full potential of the Games.