Norfolk councilors have voted to change the way grants are distributed through a program meant to draw tourists to the county with live entertainment.
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Amplify Norfolk helped launch two events this year – the Fairgrounds Festival in June and an expanded Pumpkinfest featuring a concert before the long-running Halloween festival.
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Angela Hogeveen, general manager of the Norfolk County Agricultural Society, told councilors at a council-in-committee meeting on Tuesday the first Fairgrounds Festival, which received $50,000 in Amplify Norfolk funding, didn’t net a lot of profit but was a success nonetheless .
Hogeveen said the festival, which included 72 artisans and a headline concert with The Beaches, Bif Naked, Sloan and Finger Eleven, generated $444,000 in revenue. Expenses totaled $416,000 for talent and production, security, staffing, marketing supplies, event rentals, site servicing and ticket fees. The $416,000, said Hogeveen, doesn’t include the cost of maintenance, insurance and the salaries of full-time staff working on the festival.
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“Although it wasn’t a massive financial success, they (the fair board) saw the big picture,” said Hogeveen. “They are committed to moving forward and growing. A music festival with a continuing legacy doesn’t begin overnight.”
Hogeveen said the festival accomplished what Amplify Norfolk is supposed to do — increase economic recovery, attract tourists, and support long-term economic growth.
About 8,000 people attended the festival, with 38 per cent defined as tourists who traveled 40 kilometers or more.
Amplify Norfolk provides $375,000 in funding — $125,000 a year for three years – to help “de-risk new or evolving events organized by not-for-profit organizations, which have to kick in funding equal to or higher than the grant they receive.
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Through an agreement with Old Town Hall and the Waterford Lions, Amplify Norfolk provided a grant meant to grow the 2023 Pumpkinfest. A headline concert before the October event featured headliner Bedouin Soundclash. A report from county staff said an estimated 35 per cent of ticket sales were to those from outside Norfolk.
Mayor Amy Martin said she was “entirely displeased” with how the county handled Pumpkinfest.
“We should have been prepared much,” sooner she said. “I don’t want to see that happen again.”
Some of the debate at Tuesday’s meeting centered on the county’s return on investment for Amplify Norfolk. Brandon Sloan, general manager of community development, said it’s a way to build Norfolk’s brand.
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“We’re competing with everyone for future talent and growth and for having quality of life in a great community,” said Sloan. “We need to show that and bring other people here to see that. There are places that spend millions on this.”
Coun. Adam Veri countered that by saying: “They have millions to spend – we don’t.”
“I still have people in my ward who are really concerned about their personal finances,” said Veri. “And, yes, the brand is great but nobody can pay their water bill with Norfolk County’s positive brand.”
Councilors voted to change the categories of the grants available for 2024, which ranged from $5,000 to $40,000. Agreeing the $5,000 and $10,000 were too small to attract large audiences, they will instead divide the $105,000 available next year into two grants of $40,000, one of $20,000 and $5,000 to make events more accessible.
Not-for-profit organizations can apply for grants for their live entertainment events, such as music concerts, stand-up comedy, art festivals with a live component, theater and dance and sports events.
The matter will come back to council for final approval at its meeting on Dec. 19.
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