Town of Peace River's New Council

Diverse group has new energy and is ready to build

L to R: Councillor Jeff Forsythe, Councillor Brandon Dous, Councillor Orren Ford, Mayor Shelly Shannon, Deputy Mayor Brad Carr, Councillor Robin Erickson & Councillor Yemi Babalola

The new Town of Peace River Council would like to introduce themselves and share some of the direction they are taking. They encourage people to reach out and get involved.

We’ve got a new council in Peace River, and this is your chance to be part of it, because we’re here to build.

Elected in October 2025, our new council is made up of a diverse group of professionals, including those experienced in law, planning, trades, business, journalism and oil and gas.

We understand how cities grow, how deals get made, how systems work and how to tell a story. 

What unites us is a shared mindset: Peace River is not a “have-not” community. It is a place worth betting on.

Making Room For the Future

Our council has laid out a roadmap—what can be done in the next six months, what can be achieved in a four-year term and what kind of town we want Peace River to be in 20 years.

It is about long-term, sustainable growth that makes this community stronger for families, businesses and future generations.

A big part of making this shift is how we talk about Peace River. For too long, we’ve been humble. But, we live in an oasis of the North that deserves the spotlight.

Expect to see more outward-facing marketing, regional partnerships and a confident message about who we are.

Not just “open for business,” we are dedicated to growth. We encourage everyone to come see what we’re building and join us.

Connecting

Our council is also putting a major focus on relationships. Let's connect.

Whether it’s coffee, pints or just conversations, we’ll be around and available in the community.

Connecting also means working more closely with surrounding counties and towns, so the whole region grows together instead of competing with itself.

But, vision alone does not grow a town. That is where the administrative side comes in.

Kariene Whittley, Town of Peace River Economic Development Officer

Making It Happen

At the centre of Peace River’s economic push is Kariene Whittley, our Economic Development Officer.

Kariene brings more than 20 years of experience in business growth, marketing and real estate. She has worked across Canada and the Caribbean.

Kariene's job is simple to describe and hard to do. She is here to help local businesses succeed, attract new investment and make sure growth happens in a way that actually benefits the community.

Right now, Peace River is moving from planning to action.

One of the biggest tools in this shift is the Town’s retail gap analysis (currently underway), which looks at where residents are spending their money outside the community and identifies what kinds of businesses could realistically thrive here.

This data will guide everything from investor conversations to downtown planning.

The Town has also rolled out several new programs designed to support local entrepreneurs and attract developers.

A new non-residential tax credit encourages commercial and industrial projects, including expansions.

A business recognition program celebrates the companies that have been here for decades. And, Peace River’s business revitalization and tourism grants are seeing record demand, a sign that local entrepreneurs are investing in new ideas, products and experiences.

Kariene is also taking Peace River’s story beyond the region. From national franchise shows to international retail and development conferences, she is putting the Town in front of decision-makers who may have never considered Northern Alberta before.

Peace River might have a small-town population, but we are central to a much larger service area. For many industries, this means the chance to be the only provider in a large regional market.

If you’re an investor looking for low competition and high opportunity, hi 🙂.

Tourism is another key piece of the puzzle. Peace River is positioning itself as the launch point for everything the region has to offer. Visitors may come for river valleys, trails, fishing, festivals or northern adventures. And, they will stay, shop and refuel here.

Be Part of It

With a bold council and a focused economic development team, the message is clear:

This town believes in its future. Come be part of it!

So, if you’ve got ambition, reach out to council at peaceriver.ca/town-hall/town-council or email Kariene at kwhittley@peaceriver.ca.

We can’t wait to hear from you!