Dayna Spiring is the President and Chief Executive Officer of Economic Development Winnipeg, Inc. She oversees all business development efforts as well as those of YES! Winnipeg and Tourism Winnipeg. She engages with important partners, offers leadership and strategic direction, and is instrumental in making Winnipeg a desirable location for both business and tourism.
Below are highlights of the interview conducted between World’s Leaders and Dayna Spiring:
Describe who you are as a person, inside and outside of the workplace.
First and foremost, I’m a passionate Winnipegger. That passion seeps into everything I do here at work and in my downtime.
My role as President and CEO of Economic Development Winnipeg (EDW) is to make sure Winnipeg is top of mind for visitors and business leaders. I lead a talented group of Winnipeggers, and together we sell our city to the world to boost our local economy.
Winnipeg has been named the world’s Most Intelligent Community by the Intelligent Community Forum and one of TIME magazine’s World’s Greatest Places. I’m lucky to live in a city that others recognize as special, and I take every opportunity to enjoy it.
From our world-class museums, art galleries, theatres, parks, and diverse culinary scene to the innovative artisans, events, and festivals, there is always something interesting and inspiring to explore in this city at the centre of North America. The people you meet are genuine. The connections you make here matter. It’s easy to feel a lot of passion for Winnipeg.
Describe your background and what did you do before you started/joined the company?
I started my career as a lawyer practicing in the areas of corporate, commercial, and securities law. After several years in private practice, I entered the grain business and became the Chief Strategy Officer and General Counsel of the Canadian Wheat Board (CWB). In 2015, we privatized the company, and I was faced with the decision of what to do next. I sat on a few corporate boards, and in 2016, I took on the role of President and CEO of EDW.
In addition to my role at EDW, I am currently past Chair of the Winnipeg Football Club’s board of directors and the first woman to have her name engraved on the coveted Grey Cup after the Winnipeg Blue Bombers’ historic wins in both 2019 and 2021. I also sit on the boards of directors for Winpak Ltd., a Winnipeg-based plastic-packaging pioneer, Cancer Care Manitoba Foundation; and I am the 2022 Campaign Chair for United Way Winnipeg.
Tell us about the inception of the company. How did it all start?
EDW is a non-for-profit economic development agency that has been around for decades. We are funded by all three levels of the government, as well as investment from both our private sector tourism and business partners.
What has made you successful? What do you value?
I don’t think there are any shortcuts’ to success. Hard work, dedication, and accountability are all key components of success. I think when you are in a leadership role, it’s important to understand your strengths and what you’re good at. But it’s equally important to know what you don’t know and to surround yourself with people who have different skill sets than your own.
Which are the major services of the company and how does the organization get ahead in the competition? What value-added services does the company provide?
Economic Development Winnipeg Inc. (EDW) encompasses YES! Winnipeg and Tourism Winnipeg. We are the city’s lead economic development agency and champion for local growth, attracting business, investment, events, and people to our city.
We are Winnipeg experts and ambassadors, serving as a concierge for businesses, making it easy to grow and invest in Winnipeg through a suite of specialized services, market intelligence, and business connections. EDW is driven by a community of local business leaders and responds directly to the needs of industry.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
I think that COVID really put a spotlight on corporate culture. The pandemic forced businesses to be flexible and nimble on short notice—and that included learning to lead and continuing to build company culture remotely. In economic development, we know that remote work is not an option for every business, especially in certain sectors such as manufacturing. That’s why creating a culture that welcomes innovative and diverse thinking is critical to any organization’s growth and success, including EDW’s. I want to foster that by encouraging regular touchpoints between staff and their immediate team leaders, executives, and each other.
What is the significance of innovative ideas in the company?
In the economic development world, every day we’re competing against other cities both in Canada and the rest of North America and, as we expand our FDI efforts, Europe. We need innovative ideas to capture people’s attention, give them the data they need at their fingertips, and make it easy for people to say ‘yes’ to Winnipeg for leisure, business development, or to grow their careers.
What are your responsibilities as the CEO of the organization? What is the happiest part of your daily routine?
I direct all aspects of EDW’s activities. I provide leadership and strategic direction, collaborate with key stakeholders and I am a driving force behind making Winnipeg a compelling choice for business, talent and tourism.
Last year, Winnipeg was named one of TIME’s World’s Greatest Places and the Intelligent Community Forum’s Most Intelligent Communities, among many other great accolades. We’re getting global attention—and we deserve it. We have world-class attractions and businesses. Winnipeg is made up of authentic, talented, and diverse Winnipeggers who call our city home.
I’m happy to be part of an amazing team that makes a difference in the lives of people not only here in our city but beyond, as we bring in more businesses, talent and visitors to Winnipeg.
What advice would you give someone going into a leadership position for the first time?
My advice is to understand you’re not always going to get it right. You do the best with the information you have at the time. If it’s incorrect, you won’t make that mistake twice. That’s why it’s important to be confident in what you bring to the table but also surround yourself with experts in areas where you think you have weaknesses or see a gap in knowledge.
