About Us TEST

Our mission is to bring spaces to life with compassion and intention, engagement and empowerment, where commerce is a celebration of shared values. We build our community by caring about the impact our actions have.

The Old Strathcona Business Association (OSBA) represents the interests of nearly 600 businesses in the Old Strathcona and Whyte Avenue district.

We focus on priorities voiced by our members: programs and services in the areas of cleanliness, beautification, business support, marketing, advocacy and mobility. We represent our members’ shared goals, drive creative solutions forward and take meaningful action to constantly improve the District Whyte experience.

We operate strategically at the intersection of businesses, local policymakers, non-profit organizations, and all of the people who make up our community. The district overlaps 4 neighbourhoods: Garneau, Queen Alexandra, Strathcona, and Ritchie. District Whyte is a diverse community that is reflected in the types of businesses, services, arts and culture organizations that are the backbone of what we do.

Annual Reports and Plans

What we do

There are many roles that a BIA, or business improvement area can play in the community, some of our core services at the Old Strathcona Business Association are:

What is a BIA?

Business Improvement Areas are formed by a collective group of business owners representing a specific geographic area. Together, they form an association with the purpose of promoting and improving the local economy of that business district. BIAs exist worldwide, and Canada is home to almost 350! Edmonton’s 13 diverse BIAs represent almost 4000 businesses. The Edmonton Council of Business Improvement Areas brings together voices from across the city to increase awareness and amplify advocacy efforts among stakeholders.

View the BIA map

History

In 1899 the town of Old Strathcona was considered its own municipality, separate from the City of Edmonton. In 1907, Old Strathcona received its own designation as a city, and in 1912 amalgamated with the city of Edmonton.

A defining characteristic of the Old Strathcona neighborhood is its historical buildings, many of which are more than 100 years old. The oldest building is the Strathcona Hotel, which was built by the railway in 1891. After the amalgamation of the cities, Strathcona went into an economic slump, with very little re-development occurring. Growth would remain slow in the area until the 1970s when the area again became a hub for supplying goods and services, this growth continued through the 1990s with many new bars and restaurants established, and the area became known for its nightlife, soon becoming Edmonton’s premiere entertainment district. Over time, retailers, and other businesses helped develop a balance between the day and night time economies, and more events took hold, such as the Edmonton International Fringe Festival, Ice on Whyte Festival, and Pride celebrations.

In 2007, the Province of Alberta granted the City of Edmonton’s request and the area was designated a Provincial Heritage Area.

View the Historical Walking Tour map

Team

Cherie Klassen (She/Her)
Executive Director

Cherie is a community builder and small business advocate with over 20 years’ experience in marketing, communications, public relations, and business development. Her formal education includes a degree in communications and a certificate in public relations. Having spent most of her career working in small organizations and nonprofits, she has become very skilled in achieving results with limited resources.

In addition to her professional life, Cherie has invested the last 15 years as a relationship builder and leader in the community, having served in various capacities in her community league, business advisory boards, and political campaign teams.

As the executive director of the Old Strathcona Business Association, Cherie leads the second largest business improvement area (BIA) in the city, with over 600 business. As a BIA, Cherie and her team work to build a destination and tourism district through beautification, marketing, and advocacy.

In her free time, you’ll find Cherie out enjoying our amazing river valley, gardening, or hanging out with friends at one of our fantastic local restaurants.

Ruby Benson (She/Her)
Manager, Member Communications & Public Space Activation

Ruby has a treasure chest of stories from Old Strathcona! A lifelong local, she’s explored every corner of the neighborhood from her school days to now, working for the Old Strathcona BIA to bring creativity, care, and fun to the area. During her degree in Communications from MacEwan University, she had the honor of working with the City of Edmonton in helping take care of all 13 BIAs in the city.

As part of her role at the Old Strathcona BIA, Ruby helps ensure the district is safe and vibrant! Working closely with Edmonton City Police Beats team she ensures that community voices are heard around safety concerns and advocating for ongoing improvements. She’s also active in placemaking efforts throughout the district, coordinating permanent art installations in collaboration with local artists and always seeking creative ways to make the area safer and more welcoming.

Ruby’s also a fourth year in the Bachelor of Applied Human Services Administration program and brings 15 years of healthcare experience to her role. A passionate vinyl record collector and enthusiastic nature nut! Ruby spends most of her free time with her dogs, family & friends!

Annie Winters (She/Her)
Manager, Marketing & Public Relations

Annie has spent over a decade in the vibrant Old Strathcona neighbourhood, working, living, studying, and frequenting her favourite spots along Whyte Ave. As a passionate community builder, Annie believes in the transformative power of independent businesses, which she views as the foundation of a diverse and thriving local culture.

In her role at OSBA, Annie leverages her expertise as a dynamic marketing and communications professional with a strong focus on destination and tourism marketing. She leads strategic marketing initiatives, oversees public relations efforts, and cultivates relationships with local businesses and stakeholders to elevate the visibility of the Old Strathcona district. Annie specializes in crafting compelling narratives and developing innovative campaigns that drive community engagement and economic growth.

Outside of work, Annie enjoys exploring Edmonton’s scenic trails on foot or by bike, indulging in a brisket donair from The Next Act, or grabbing a pint from Bent Stick Brewing, and hosting gatherings with friends and family.

Quinton Hylton (He/Him)
Coordinator, Communications & Projects

Quinton is a communications professional with a strong background in marketing and graphic design, combining a keen eye for creative strategy with a passion for visual storytelling. After moving from Ontario to Alberta two years ago, he quickly fell in love with Edmonton’s vibrant energy and welcoming community. Passionate about community building, Quinton thrives on creating connections that foster collaboration and growth. Outside of work, Quinton enjoys staying active through rollerskating, bouldering, and running (activities that keep him energized and inspired!)