In an era where cities must compete globally for investment, tourism, and talent, Dayna Spiring stands at the forefront of Winnipeg’s strategic transformation. As the President and CEO of Economic Development Winnipeg (EDW), Spiring leads the charge in elevating the city’s profile, positioning Winnipeg as an attractive and intelligent choice for both business ventures and leisure travel.
From economic revitalization to fostering a vibrant cultural narrative, Spiring’s leadership is redefining what it means to invest in a city—not just financially, but emotionally and communally.
Beyond the Boardroom: A Deep-Rooted Passion for Her City
“Above all, I’m a proud Winnipegger,” Spiring says with genuine enthusiasm. “That pride influences everything I do—at work and in my personal life.”
Her role at EDW is centered on selling the story of Winnipeg to the world. Whether collaborating with investors or hosting international delegations, Spiring is committed to showcasing what makes the city unique: its resilience, innovation, and the genuine nature of its people.
Winnipeg’s recent recognition—from being named TIME Magazine’s World’s Greatest Places to winning the Intelligent Community of the Year title—underscores the city’s transformation and validates her team’s tireless efforts.
“Winnipeg has so much to offer—museums, festivals, food, and some of the most down-to-earth, creative people you’ll ever meet,” she says. “My job is to make sure others see that too.”
Career Roots: From Corporate Law to Economic Visionary
Spiring’s professional journey began in corporate law, specializing in commercial and securities work. After transitioning to the agriculture industry, she became Chief Strategy Officer and General Counsel for the Canadian Wheat Board, where she played a pivotal role in the company’s privatization in 2015.
Following that milestone, she pivoted toward public leadership, taking the helm at EDW in 2016. “It was a turning point,” she reflects. “I was ready to take on a role that allowed me to give back to a community I care deeply about.”
Spiring also continues to serve the community in numerous ways:
- Past Chair, Winnipeg Football Club Board (first woman to have her name engraved on the Grey Cup)
- Board Member, Winpak Ltd. and CancerCare Manitoba Foundation
- Campaign Chair, United Way Winnipeg (2022)
Economic Development Winnipeg: Building a Global City from the Inside Out
EDW is a nonprofit agency fueled by a mix of public and private investment. With two primary arms—YES! Winnipeg and Tourism Winnipeg—the organization works to attract new businesses, support local entrepreneurs, and market Winnipeg as a premier travel destination.
“We act as a concierge for businesses,” Spiring explains. “Whether it’s access to data, site selection, or connections to talent, we remove friction from the investment process.”
EDW’s ability to tailor solutions based on real-time market insights makes it a valuable partner for both investors and job creators. The organization’s work is directly informed by the needs of local industries and guided by leaders from Winnipeg’s private sector.
Cultivating Culture: The Foundation of Growth
According to Spiring, organizational culture isn’t a nice-to-have—it’s a necessity. “The pandemic was a litmus test for how strong your company culture really is,” she explains. “Flexibility, communication, and empathy became business-critical.”
At EDW, she fosters a culture of innovation and inclusion. This means open lines of communication, frequent staff engagement, and valuing diverse perspectives. “A healthy team culture is what makes high performance sustainable,” she says. “And in economic development, we need to be at our best every day.”
Why Innovation Is a Competitive Necessity
In today’s interconnected economy, Spiring knows that cities must constantly innovate to stand out. “We’re not just competing with Calgary or Toronto anymore—we’re also competing with cities in Texas, Germany, and beyond,” she notes.
Innovation at EDW means using cutting-edge data tools, designing customized business proposals, and adapting to new investment trends—such as green energy, advanced manufacturing, and remote workforce hubs.
“We’ve streamlined how we present our value to investors and made it easier for people to say ‘yes’ to Winnipeg,” she says.
The CEO’s Role: Strategy, Relationships, and Storytelling
As President and CEO, Spiring’s role is all-encompassing. She drives long-term strategy, fosters partnerships with government and industry, and leads a dedicated team that’s passionate about shaping Winnipeg’s future.
She lights up when talking about the success stories: companies that chose Winnipeg for its business climate, families who relocated and fell in love with the city, and the international accolades that validate years of effort.
“The highlight of my day is knowing that our work makes a real difference,” she says. “We’re not just promoting a city—we’re helping people build better lives.”
Advice to Emerging Leaders: Embrace the Journey
Spiring is candid when asked what advice she’d give to someone stepping into leadership: “You won’t get everything right, and that’s okay. Learn, adapt, and move forward.”
She believes great leaders are confident in their strengths but wise enough to surround themselves with complementary talent. “Leadership isn’t about knowing everything. It’s about knowing how to build the right team.”
Conclusion: Winnipeg’s Future, Powered by Vision
Dayna Spiring’s leadership style is grounded in purpose, driven by data, and fueled by a deep love for her city. Whether she’s pitching Winnipeg to international investors or mentoring young professionals, her goal remains the same: create a city that’s welcoming, ambitious, and future-ready.
“We’ve got the talent. We’ve got the heart. Now we’re showing the world why Winnipeg belongs on the global stage.”
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