On Wednesday evening if you walked through the doors of the Yvette Moore Art Gallery in Moose Jaw you were instantly transported into the early 1920s. 

Piano music filled the air, ladies were dressed as stylish flapper girls, gentlemen with flashy shoes and hats while being reminded of Moose Jaw's famous beginnings. 

Tourism Moose Jaw and the Moose Jaw and District Chamber of Commerce hosted their members, city officials and other community members to the official unveiling of Moose Jaw: Canada's Most Notorious City. 

With the announcement finally being shared with attendees and the brains behind the operation ready to share the full picture, Jacki L'Heureux-Mason Executive director for Tourism Moose Jaw, detailed where it all started. 

"Gair Maxwell, he was sitting there listening to us all and he said he had a moment earlier when... I think it was at the Tourism office when we were touring him through the tunnels and all the things we have in the middle of the building and he said, very clearly, Canada's Most Notorious City. We all just sat there for about a split second, I think I was the first one to squeal. It was just one of those things that (we) went 100%, this is the way to go," explained L'Heureux-Mason.

With Maxwell soon to make a second visit to our city at the end of next week, L'Heureux-Mason hopes that everyone will take advantage of the opportunity and go to discover how they make their claim to fame with the Notorious slogan. 

"He draws a very clear connection to what you need to do as a business or organization. I think it will definitely pave a really clear path for people to get to where they need to go. After that, after they've had that inspiration, had that idea, Tourism Moose Jaw and the Chamber of Commerce are there to help them the whole way through."

Mayor Fraser Tolmie was excited at being able to finally share more pieces of the puzzle with the public and noted that the whole process started as a way for not only every one to shine in their own light but to have all businesses and organizations come together in a unique and exciting way. 

"The thing is, is now it's not just one entity's vision it's a community's vision and everybody's going to be buying into that. That's what we want, that's what we talked about in 2016 was bringing the community together. We're excited we're seeing that happen," said Mayor Tolmie. 

He added that various communities throughout the province, country, and beyond all pride themselves on being the "friendly city", and said that we're not getting away from that but just making a mark clear in the sand as to what we want to be known for and how we can bring people here. 

"We're a great community and we've got great people that are going to be sharing their stories. We're just scratching the surface here, we're just scratching the surface of people's stories and you're going to be blown away by that."

The re branding is being looked at as a way to go out and get tourists attention to our city and all that it has to offer, not just wait and hope they make their way through Moose Jaw to explore this gem we call home. 

(L-R) City Manager Jim Puffalt, Mayor Fraser Tolmie, Manager of Economic Development Jim Dixon.