b'LAND MANAGEMENTA beautiful new water reservoir and pumphouse designed by Zeidler Architects will replace aging water infrastructure and enable the return of water from Glenmore Reservoir back to Tstn land like Costco can be very risk averse; thesays. Our next biggest challenge willback to Tstn land to be redistributed. fact that theyre willing to come to thebe getting past the entry-level positionsThe reservoir design promotes renew-site helped to lend a lot of legitimacyinto the higher-level employment, suchable energy, in keeping with Tazas goalto show were a legitimate player. Itsas engineers and architects. Thats some- to be a low-carbon community.always a question of whos first out ofthing were working at regularly; were the gate? and does that start a cascadehaving discussions with post-secondarySPREADING THE WORDof activity? and Costco really helped usinstitutions and other business partners. When you start living and breathing with that. this project, you realize how complex a In addition to residential, commer- story you have to tell from a messaging If Costco was worried about the risk,cial and recreational offerings, Taza isstandpoint,saysSheaKerwood, those fears were put to rest. An APTNstrongly oriented toward sustainabilitycreative director of Brandsmith, the National News report in October 2020,and ESG (Environmental, Social andCalgary-based marketing agency that just two months after the Taza ExchangeGovernance) principles, both in its ownwas brought in to develop the branding location opened its doors, noted thatbusiness practices and in the culturalfor Taza. Thats definitely one of our the store had become Costcos mostprogramming for Taza tenants and visi- biggest challenges as marketers. There successful store in Western Canada andtors. Taza visitors are exposed to culturalare elements of this project that arent had even broken records.programming features that highlightgoing to be built for years, and we have the Tstn Nations heritage, beliefsto tell the story of whats happening now The store has also been instrumental inand practices, including bilingual signsand what the whole thing is going to be hiring Tstn Nation youth. One ofin English and the Tstn language,when its done.(Tstn Gunaha) Den, and even those is Keith Smallboy, who works inopportunities to learn Den words and Costcos tire shop. Its a way to buildphrases. With sustainability and healthyBrandsmith came onboard to do the a career because theres not much ofliving as cornerstones of the Taza philos- branding for Eagle Landing at Taza, a that for us Indigenous youth, he says.ophy, visitors can dive deep into Firstlifestyle and entertainment section of This Costco specifically, theyre tunedNations culture and their approach toTaza Park featuring a high-end boutique to helping Indigenous [youth] thrive. Iland stewardship. with regional and national retail brands. have a good manager who wants to seeAfter their exemplary work on Eagle me with a white shirt. I think its reallyCalgarys growth has put pressure on theLanding, Brandsmith was hired to do important that we do have opportuni- availability of water from the Bow andbranding and marketing for the whole ties like this. Elbow Rivers for agriculture, industry andproject. The agency recently launched a residential requirements. The new waterlarge-scale awareness campaign for the That personal development potential isreservoir and pumphouse at Taza Parkcolossal project. Theres so much to tell, a core part of the Taza mandate. We an award-winning design by ZeidlerKerwood says. We want to make sure want to look for opportunities to increaseArchitectsreplaces aging water infra- people know the word Taza and actu-Indigenous education as well as employ- structure and enables the return of waterally see the name a lot more and to go ment throughout the site, Starlightfrom the existing Glenmore Reservoirinvestigate and learn about it.22A CCAB PUBLICATION2022'