The crowd at the inaugural Brett Kissel and Jess Moskaluke concert at the Sun Peaks Centre stage on Sept. 20, 2024. (Image Credit: Sun Peaks Resort)

By Victor Kaisar

Live Music and Events

Tourism Sun Peaks partners with MRG Live in an effort to attract live events to Kamloops-area resort

Feb 22, 2026 | 3:17 PM

SUN PEAKS, B.C. — Tourism Sun Peaks has announced a new partnership with event and concert promoter MRG Live in a bid to position the Kamloops-area ski resort as an “investable live events destination.”

The partnership comes ahead of the second summer of operations at the Sun Peaks Centre Stage, which opened its doors in September 2024.

“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,” Naomi Kerchinsky, the Executive Director of Tourism Sun Peaks, said in a statement.

“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.”

According to Tourism Sun Peaks, one of the initial events that will be put on as part of this new partnership is the second edition of Rockin’ in the Peaks, scheduled for July 3 and 4 this year. That event is being organized in partnership with 98.3 CIFM, a sister station to CFJC Today.

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Last year’s edition of Rockin’ in the Peaks featured performances by Big Sugar, Philip Sayce, Wide Mouth Mason and 54-40.

“Sun Peaks’ continued investments in creating an experience destination is what stood out to us,” added Matt Gibbons, the 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 addition of the Sun Peaks Centre Stage also led the organizers of AltiTunes to move the après-ski music festival from Big White Ski Resort near Kelowna to the Kamloops area. That event’s organizer Mitch Carefoot told CFJC Today that Sun Peaks provided an opportunity “for a true village takeover.”

“It was a different layout at Big White at the bottom of a gondola. It was a great experience but we’re always looking for ways to elevate it,” Carefoot said in December. “With the venue being right in the village area…it just provides a more seamless experience where everything is easily accessible.”

In its statement, Tourism Sun Peaks noted it will be announcing additional events under its partnership with MRG Live as programming develops.

“MRG choosing to partner with Tourism Sun Peaks signals confidence in the venue, the destination, and the audience we’ve built,” Kerchinsky added.