Whoop-Up parade kings?

By Lethbridge Herald on August 7, 2025.

Herald photo by Al Beeber The Morris family was named Wedneday marshalls of the Whoop-Up Days parade which hits the streets on Aug. 19. The Morris family owns the Gas King company which has become a southern institution since it was created by Brent and his dad Don 40 years ago with their first station on Mayor Magrath Drive. From left to right are Alexa, Brent, Zac and Francesca Morris.

Al Beeber
Lethbridge Herald

There’s a new marshal coming to town for Whoop-Up Days. Or rather a  family of marshals.

The Morris family, owners of  the Gas King company were revealed as  the 2025 Whoop-Up Days parade marshals on Wednesday. The parade theme  – Hometown Heroes – is reflected in the Morris family who have been in  business here with Gas King for 40 years.

Started by Brent Morris and his father Don, Gas King now has seven locations across southern Alberta including Lethbridge, Picture Butte and Medicine Hat.

Whoop-Up Days kicks off on Tuesday, Aug. 19 and runs through Sunday, Aug. 24 at the Lethbridge and District Exhibition.

The parade hits the streets of Lethbridge starting at 9 a.m. downtown before gates open at noon for the all the fun at the Exhibition grounds.

Whoop-Up Days at the Exhibition will run daily from noon until 11 from the 19th to 23rd. Hours will be from noon until 7 p.m. on the final day.

Members of the Morris family including Brent, Francesca, Zac and Alexa were on hand for the announcement which heralded not only their role  as a community business but also their philanthropic contributions to  the community.

Through Gas King, the Morrises have supported such organizations as  the Lethbridge Hurricanes and the Bulls as well as the Galt Museum and  Helen Schuler Nature Centre. They also made a $150,000 commitment last fall to the Chinook Regional Hospital Foundation’ Bringing Hearts Home campaign. The family has also supported the University of Lethbridge’s  Operation Red Nose, the Lethbridge Curling Club, Street Wheelers Weekend, the Italian Open golf tournament, the Lethbridge International Air Show, and Lethbridge Polytechnic.

The four Morris family members will lead the parade in honour of Brent’s parents Don and Georgia, both of whom are deceased.

Brent Morris said that the family is honoured to be chosen as marshals but they don’t consider themselves to be hometown heroes.

A native of Picture Butte, Brent says he spent many hours at Whoop-Up  Days during his youth and has been to the parade many times.

Gas King has been associated with Whoop-Up Days for 25 years since the company started selling tickets to the event in 2001. This year, the company is again sponsoring Free ‘Til 3 on opening day which provides free admission to Whoop-Up Days for the first few hours of the event.

Paul Kingsmith, Director of Event Development,called the family  inspiring for their contributions to the community.