How a Spruce Grove club combines structure, heart, and hustle to attract—and keep—guests coming back.
Since 1979, Sundowners Toastmasters in Spruce Grove, Alberta has been a steady beacon of growth and excellence. Now meeting every Monday at 7:00 p.m. in the lower level of St. Matthew’s Lutheran Church, the club has spent the past year proving that public relations, when rooted in consistency and community, can reignite momentum.
In fall 2024, the club faced a turning point. With several long-standing members departing and only one active female member remaining, the executive team made bold moves. They launched targeted Facebook ads focused on women, and rewarded members with gourmet donuts for bringing guests. When VP-Education, Laurie Leighton, joined in January 2025, the club gained even more momentum. They joined the Regional Chamber of Commerce, and subsequently Laurie, and Club President, Craig Baird, signed up as ambassadors. The results? A wave of new visitors, including up to seven guests in a single meeting, and a revitalized, gender-balanced club culture.
But their reach didn’t stop there. During municipal election season, the club directly invited 25 candidates from Parkland County, Stony Plain, and Spruce Grove to observe a meeting and polish their communication skills. Even Spruce Grove Mayor Jeff Acker attended a visit, commenting on what incredible energy existed in that room. While none have joined—yet—Sundowners has positioned itself as a vital hub for professional and civic development.
“It just takes work, determination, and consistency,” Laurie says. “We don’t wait for people to come—we go find them.”
Sundowners’ meetings strike a careful balance between professional structure and genuine warmth. Roles are assigned well in advance, guests are personally greeted by the club’s dedicated VP Membership, Diane, and new members are inducted with applause and welcomed into roles, often by the next meeting. Guests aren’t pressured to speak; they’re invited to observe, absorb, and enjoy.
Their secret? Clarity and care.
“We let the club sell itself,” Craig explains. “We’re structured, we’re relaxed, and we’re deeply supportive.”
The club doesn’t have a formal monthly conversion report, but they do have a growing roster of confident speakers who started out unsure. Their philosophy: get members onstage quickly. Icebreakers within a month. Jokemaster by week two. And always, an open chair waiting.
From personal invites to public leadership, Sundowners Toastmasters proves that the best PR isn’t just flashy—it’s intentional, inclusive, and rooted in shared purpose.
