Tourism Sun Peaks announces partnership with MRG Live, positioning Sun Peaks as a national live events destination

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.

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.

“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 3–4, 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.

For more information on Sun Peaks Resort, visit www.sunpeaksresort.com.