It's officially Frontier Days in Swift Current, as the annual burning of the brand tradition took place this morning in the heart of the city. 

Community members were filling up on breakfast freshly flipped by the Swift Current branch Canadian Mental Health Association (CMHA) crew at the annual W.W. Smith Pancake Breakfast. 

While attendees enjoyed their breakfasts, Parade Marshal Trevor Marion took to the stage for the official kickoff tradition, and his first ever branding. 

“I used to be that little kid that would go, ‘Come on, let's go to the fair, let's go to the fair!’” he said. "Don't forget that energy that those kids, your grandchildren, your children have, and even yourself, young at heart. Be out this week in the community, be out at the fair and let's celebrate.”

burning the brand june 26 2024

Several local groups, organizations, and dignitaries were present for the morning like Mayor Al Bridal, who said a few words on stage.

"One of the things that Swift Current is known for, whether it is our Kite Festival, Long Days Night ... so many volunteers step up and do this, and this weekend is right full of them," he said. "Community is truly about everyone, including others in what we hold dear. It's how we make connections and lasting friendships that expand our hearts and minds."

tickets at ww smith booth

Executive director for the local CMHA, Todd Vallee, was busy flipping flapjacks for the steady lineup throughout the morning.

"We're really excited to be asked again to help out with the pancake breakfast here," he said. "The folks at the Ag & Ex were nice enough to tap our shoulder again. And we're really excited for W.W. Smith to be stepping up once again ... it turns into a worthwhile fundraiser for us."

todd vallee pancake breakfast kk

Doors open to the Westcoast Amusement Midway at 4 p.m. this evening with a busy schedule for the next several days.