When staff at the St. Lawrence Parks Commission marketed their annual Alight at Night Festival at Upper Canada Village as “Making Spirits Brighter” this year, little did they realize just how much brighter spirits were to shine. After a sluggish summer season in general for tourism, the 15% increase in activity realized at the 9th annual festival has elated event organizers and convinced the Commission that special events are the key to the future sustainability of its attractions, and a welcome boost into the region’s economy.
The success of events for the organization this year goes beyond the Alight at Night Festival. In 2009 the St. Lawrence Parks Commission saw increases in attendance at a number of its major events, giving a much-needed injection to total attendance numbers at its attractions. In fact, the combined attendance at Upper Canada Village’s Alight at Night Festival, its Medieval Festival held in June and other heritage events throughout the summer and fall, together with Fort Henry’s events including Fort Fright, today makes up a whopping 40% of total visitor attendance at the Commission’s two major tourism attractions.
The St. Lawrence Parks Commission credits the success of its special events with the constant rejuvenation of visitor experiences being offered, together with new and enhanced marketing efforts. The Commission acknowledges the generous support of its tourism partners, sponsors and regional marketing organizations in meeting these objectives, including the Ontario Government, which has invested in these events through both Celebrate Ontario and Ontario Tourism Marketing Partnership programs.
The Ontario Government knows the value of special events in driving tourism. The province’s recent Tourism Competitiveness Study “Discover Ontario – A Report on the Future of Tourism”, identifies “selling Ontario as a venue for high-profile events as an essential ingredient in the Province’s marketing strategy”, and recognizes the fact that “Ontario should strategically invest in major festivals and events with the highest potential for growth in terms of total tourist expenditures.” According to the Government’s TREIM model for measuring economic impact, last year’s (2008) Alight at Night Festival generated over $5.6 million in visitor spending in Ontario, and over $2.2 million dollars in government taxes.
In looking to the future, the St. Lawrence Parks Commission plans to continue investing in its key festivals and events. Already, applications for Celebrate Ontario funding have been submitted for a new “Snow Mountain” at next year’s Alight at Night Festival, for new enhancements at its Medieval Festival and Fort Henry’s Fort Fright Festival of Fear, and for an all-new summer Heritage Festival at Upper Canada Village.
Alight at Night festival logs all-time record attendance
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