CCA Bulletin 15/09
May 1, 2009
Marquee Tourism Event Cash Starts to Flow
Next Deadline May 8, 2009!
Just the Facts
In the last federal budget, the Minister of Finance, the Hon. James Flaherty announced that $ 100 million in new money would flow over two years to marquee festivals and events to boost their capacity to attract tourists.
The Program, administered by the Department of Industry, is a welcome replacement for the funding that was cancelled by the Paul Martin government in the wake of the advertising scandal stemming from the national unity fund within the Prime Minister’s Office. The current iteration of the program has two components targeting Tier I and Tier II festivals in its criteria.
Eligible Tier 1 events have an “international presence”, minimum audience of 250,000, at least 10% of which are tourists, and a minimum budget of $ 2 million. The events must have been in operation for three years, have three consecutive days of programming and an international marketing strategy that includes overnight packages.
Eligible Tier 2 events have a minimum audience of 50,000, of which 10% are tourists, and a minimum budget of $ 500 000. The event must have been in operation for at least three years, feature three consecutive days of programming and have a domestic and international marketing strategy that includes overnight packages.
The first events to benefit from this program are:
Calgary Stampede
The Calgary Exhibition and Stampede Limited
$1,923,750
Charlottetown Festival
Fathers of Confederation Building Trust
$958,000
Edmonton International Fringe Theatre Festival
Fringe Theatre Adventures Society
$414,300
Festival international de Jazz de Montréal
Le Festival international de jazz de Montréal inc.
$3 million
Québec City's Summer Festival
Festival d'été international de Québec inc.
$2,716,886
Shaw Festival
Shaw Festival Theatre Foundation, Canada
$2,131,860
Stratford Shakespeare Festival
Stratford Shakespearean Festival of Canada
$3 million
Toronto International Film Festival
Toronto International Film Festival Inc
$3 million
Further program information and application forms can be found here.
The next deadline for proposals is May 8, 2009.
The program is linked to tourism objectives and is managed by the Department of Industry rather than the Department of Canadian Heritage. The Minister of State for Small Business and Tourism, the Honourable Diane Ablonczy is overseeing the process with her usual rigour.
The first recipients welcome the infusion of new funds. Some of the recipients have curtailed some programming due to the recession; however, with these new funds, it is possible for some to restore program elements for the current season – the Stratford Festival having already announced as much.
The CCA congratulates the recipients and the Minister of State for Small Business and Tourism on the expeditious delivery of this important new program.
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