Flower Farming and Agritourism in Southern Alberta with The Lilac Row & Tourism Lethbridge
On this featured episode of The Rural Woman Podcast you’ll meet Charlyn Collins from The Lilac Row and Dominika Wojcik from Tourism Lethbridge.
What if the most powerful agriculture business isn’t built on more land, but on a better story? At Lilac Row near Lethbridge, Alberta, Charlyn turns a family farm into a thriving agri-tourism destination by pairing flowers, workshops, and real farm education with a business model that has to make sense on the balance sheet.Together with Dominika from Tourism Lethbridge, this conversation explores why travelers are craving slower, more authentic experiences—and why hidden gems like Lilac Row are becoming essential to Southern Alberta’s tourism identity. You’ll hear how a third-generation farm, a psychology background, and a willingness to say no to the wrong opportunities created something both beautiful and sustainable.I
Dominika explains why agri-tourism is about far more than pretty photos—it’s storytelling, regional identity, and a way to keep visitors, attention, and economic impact in Southern Alberta. Charlyn also shares the reality behind the flowers: the labor, risk, seasonality, and authenticity that make these experiences so meaningful.This episode is a must-listen for anyone interested in rural entrepreneurship, family farms, local tourism, or the behind-the-scenes work that makes a beautiful experience possible. If you’ve ever wondered how a farm can evolve without losing its roots, this conversation is for you.
About The Lilac Row
About Dominika Wojcik
Dominika Wojcik is the Senior Director of Communications at Tourism Lethbridge, where she helps lead destination marketing, stakeholder engagement, and tourism development initiatives. A passionate advocate for Southern Alberta, she works closely with industry partners to showcase the region’s unique experiences, from culinary tourism and agritourism to major events and regional collaborations. Dominika is passionate about connecting visitors with the people, places, and stories that make Southern Alberta special.
THIS WEEK’S DISCUSSIONS:
Get ready as we delve into…
- Why Charlyn left the farm, then returned with a completely different vision for its future
- How Lilac Row balances flower U-picks, gardening classes, dahlia workshops, bouquet arranging, and garden meetups
- The business decisions behind building a profitable venture within a larger farm operation
- Why mentorship, collaboration, and the Highway 3 corridor are shaping the future of local tourism
- How social media has turned one-time visits into U-picks, weddings, and long-term business growth for small farms
Never been to Lethbridge? Here’s your sign! It’s Alberta’s hidden gem — coulees, river valley, small-city charm, and way more to do than you’d expect.
And they’ve made it easy to explore with the Explore Lethbridge app — your free digital passport to the city. Sign up in seconds, pick a curated trail — outdoor adventure, local eats, art and culture — and check in at each stop with your phone.
Every check-in earns points you can cash in for local rewards along the way — no guesswork, no wandering aimlessly.
So if Lethbridge has never been on your radar, let it surprise you.
Head to ExploreLethbridge.app and start your trail.
REVIEW OF THE WEEK
Life Changing Podcast!
☆ ☆ ☆ ☆ ☆ – ENiiD Goodman via Apple Podcasts · Canada ·
“Words can not express the gratitude I feel for your podcast. I binged them through some dark days during the pandemic & your messages brought my heart hope, laughs & some tears too. Farming isn’t always easy; you and your guests have taught our family so much but most importantly to celebrate how far we’ve come ~ it hasn’t always been easy raising kids with disabilities who are also visible minorities….. one day I hope to be a guest on your show and share our story which is filled with songs about our life (I’m a musician,) the fairies who brought me here and our many adventures in farming and Agrotourism xo”
Thank you so much for your kind words! If you’re also loving the show, please consider leaving a rating & review on Apple Podcasts!
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