Top of the World
Elevation: 2,080m
Feb
11
2026
FOR IMMEDIATE RELEASE:
Tourism Sun Peaks announces partnership with MRG Live, positioning Sun Peaks as a national live events destination
Sun Peaks, BC, February 11, 2026 - Tourism Sun Peaks has announced a new partnership with MRG Live, Canada’s leading independent live event and concert promoters, marking a significant milestone in the evolution of Sun Peaks as a professionally positioned, investable live events destination.
“This partnership reflects a multi-year effort, developed with our strategic advisors, Force Four Management, to build Sun Peaks into a credible live events destination,” said Naomi Kerchinsky, Executive Director of Tourism Sun Peaks. “We intentionally started by self-producing major concerts to understand the realities of production, operations, and audience demand. That work allowed us to invest appropriately, refine the venue, and demonstrate consistency before engaging a national promoter.”
Sun Peaks Centre Stage is a purpose-built outdoor venue located within a pedestrian-only resort village, offering close proximity to accommodation, load-in access, hospitality infrastructure, and a concentrated audience environment. Over multiple summer seasons, Tourism Sun Peaks has invested in venue upgrades, production capability, and event delivery systems, using self-produced concerts to pressure-test capacity, logistics, and audience response.
The move to partner with MRG Live, a division of The MRG Group, represents the evolution of this strategy. With the foundational work complete, Sun Peaks is now positioned to support touring acts and promoters seeking reliable infrastructure, a proven audience, and a destination environment that delivers outstanding experiences.
“MRG choosing to partner with Tourism Sun Peaks signals confidence in the venue, the destination, and the audience we’ve built,” Kerchinsky added.
Initial events delivered under the partnership include Rockin’ in the Peaks, scheduled for July 3 to 4, 2026, with additional events to be announced as programming develops.
“Sun Peaks' continued investments in creating an experience destination is what stood out to us,” said Matt Gibbons, President and Founder of The MRG Live Group. “While Centre Stage offers the solid infrastructure we look for, it is this commitment to growth that will allow us to target and attract touring acts that might not otherwise route here, ensuring a vibrant cultural scene for the betterment of the whole community.”
The Tourism Sun Peaks × MRG Live partnership signals a transition into a professionally validated live music destination.
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About Tourism Sun Peaks:
Sun Peaks Mountain Resort Association dba Tourism Sun Peaks (TSP) is the destination marketing and management organization mandated to promote Sun Peaks to the world. Founded in 1996, TSP is a not-for-profit, membership-based organization with 1,500+ members representing accommodations, attractions, restaurants, retail and homeowners.
Our core activities include events, marketing, social media, destination and market development, media relations, and research. TSP delivers a year-round lineup of events and activations throughout the village and is the steward of Sun Peaks Centre Stage, Western Canada’s largest outdoor covered music venue.
Sun Peaks Centre Stage is designed to support large-scale live music production and national touring acts. Located within Sun Peaks’ pedestrian village, it integrates production infrastructure with on-site accommodations, dining, and resort amenities, creating a compact, high-capacity event environment.
For more information on Sun Peaks Resort, visit www.sunpeaksresort.com.
About MRG Live:
Bringing experiences to life for creators, fans, brands and partners. MRG Live is a leading independent North American concert, large-scale event and entertainment production company. Founded in 2008, MRG Live has since become Canada’s largest concert and entertainment promotion company and expanded into the USA in 2020. The company produces over 1,000 events annually, servicing MRG’s nine owned, operated or programmed venues, and producing concerts and events across Canada and in key US and European markets ranging from clubs and theatres to arenas. Our strategic approach focuses on developing and growing artists and markets, while never forgetting the importance of the fan experience.
For more information on MRG Live, visit mrglive.com
Sun Peaks Centre Stage Image Gallery
Tourism Sun Peaks media contact:
Sonya Hwang
Ki Communications
Ph: 604.902.1977
sonya@sunpeakstourism.com
Tourism Sun Peaks and MRG Live partnership FAQs
Q: What is the partnership between Tourism Sun Peaks and MRG Live at Sun Peaks Resort?
A: Tourism Sun Peaks has partnered with MRG Live, a leading Canadian concert promoter, to expand live music and major event programming at Sun Peaks Resort. This partnership helps position Sun Peaks as a premier mountain destination for nationally touring concerts and entertainment experiences.
Q: How will the Tourism Sun Peaks and MRG Live partnership impact live music at Sun Peaks Resort?
A: The partnership will bring more professionally produced concerts and nationally recognized touring artists to Sun Peaks Resort. It strengthens Sun Peaks Centre Stage as a signature live music venue and supports expanded year-round event programming.
Q: What concerts and events are planned at Sun Peaks Resort as part of this partnership?
A: The first major event announced under the partnership is Rockin’ in the Peaks, scheduled for July 3–4, 2026, at Sun Peaks Centre Stage. Additional live music events and concerts at Sun Peaks Resort will be announced as programming grows.
Q: Where is Sun Peaks Centre Stage located at Sun Peaks Resort?
A: Sun Peaks Centre Stage is an outdoor covered concert venue located in the pedestrian village at Sun Peaks Resort in British Columbia. Its central location near lodging, dining and amenities makes it an ideal setting for live music, festivals and special events.