Mayor of Regina, Pat Fiacco says, "more and more people are starting to defend Saskatchewan than ever before. We've always defended the Riders, but never our Province. It's not just provincial pride. Mayor Fiacco pioneered the "I love Regina" campaign a few years back and it stuck. "I knew everybody else loved this city, they were just afraid to say it," says Fiacco. "It had frustrated me prior to becoming Mayor, where we would have visitors and Regina residents would ask them where are you from and they would say Toronto and they's say why did you come here?" says Fiacco.

One high profile visitor came here to shoot a movie and was impressed enough to talk about it on the Ellen show, which aired May 16th. Cheri Oteri couldn't believe how Regina celebrated their city. "I go into this town and they're doing this big tourism media blitz and it was 'I heart Regina' everywhere and I thought, wow these people are really celebrating, that's cool. If you go north to Saskatoon, people have generally been quicker to celebrate. "It's actually a very good place to live if we didn't live next door to Alberta people would probably be raving about the quality of life in Saskatchewan," says John Thompson, who has lived there for 25 years. 

Saskatchewan's Premier Lorne Calvert has long been telling the young people to stay. They haven't been listening. He thinks they might now. "There's a quality of life, cost of living in Saskatchewan and now with abundant economic activity we're seeing people coming from particularly Alberta and all parts of the country and in fact around the globe," says Calvert.