Photo: The Canadian Press

A parade float parked on a downtown street in High River, Alta., seems strangely out of place in a world dealing with the COVID-19 pandemic.

But, longtime Mayor Craig Snodgrass says with people forced to stay away from family and friends, the town was asked to bring out the float as a way to boost morale.

The community of 13,000 has been through calamity before. In June 2013, entire neighbourhoods in the town were under water for weeks as extensive flooding swept across southern Alberta.

That's why the message on the float reads: "High River Strong."

"That came from the flood, of course, and that's kind of paying tribute to the chaos we've been through before and not just to the chaos. Everybody knows how well we're doing coming out of that flood," Snodgrass said.

"That took a long time, but we did that one, and we will take this one on, too."

But while the flood forced everyone in High River out of their homes in 2013, the COVID-19 pandemic is forcing everyone inside.

"We've got some experience, but this is still a kick," said Snodgrass. "A lot of these guys were just getting back into a comfortable state of business and now here we are again.

"Everything's shut down."

The rebuilding of High River after the flood took four years to complete.

Now, the refurbished Wales movie theatre marquee carries a different message.

"Cinema closed until real life doesn't feel like a movie," it reads.

Chantelle Sapinsky, who owns The Barber Shop, said business had tapered off to nearly nothing before the Alberta government ordered closed all non-essential businesses, such as hers.

"It's a little bit nerve-wracking at the moment when there's no money coming in," she said.

"The town isn't destroyed per se, but what's going to happen to all of these small businesses? Hopefully, I'll survive. I guess what's the worst thing you do? Start again?"