While Spruce Meadows is the place to be for world-class show jumping, organizers are hoping to attract more families to the grounds just to enjoy the area.

President and CEO Linda Southern-Heathcott says a new campaign, Soak up the Summer at Spruce Meadows, is aimed at getting more people to come out.

"The campaign is to invite families to come in and enjoy Spruce Meadows," said Southern-Heathcott. "In June and mid-July come and watch show jumping, we have a wonderful Canada Day planned."

The day is free for people to come out and enjoy starting with show jumping, followed by the Lord Strathcona Mounted Troop performing in the evening and the grand finale a concert by the Rocky Mountain Symphony Orchestra.

There is also an early morning 5km or 10 km run.

Southern-Heathcott says more people are coming to visit the grounds just to enjoy the park-like beauty and they are building on that by offering new activities every week during the summer and fall.

Including Movie Night at the Meadows, once a week and a dog show over the August long weekend.

"At least one day a week there will be something new to come and do."

And in the fall a corn field will be turned into a maze.