Amplify Norfolk grant applications get initial approval from advisors

Pending council ratification, grants will finally be distributed to local organizations through the contentious Amplify Norfolk program.

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The grant program is a tourism initiative through which Norfolk County provides money to help de-risk new or evolving live entertainment events organized by local non-profit groups, which must kick in funding equal to or higher than the grant they receive. The events must bolster the “shoulder seasons” of spring and fall, not the peak summer season.

Amplify Norfolk helped launch two events last year – The Fairgrounds Festival and an expanded Pumpkinfest in Waterford.

But the program has caused controversy. Norfolk councilors canceled it in March following a problematic application process that resulted in nobody qualifying.

After Coun. Tom Masschaele lobbied to bring the matter back to councilors for another vote, they flip-flopped on their decision, agreeing to bring the grant program back for 2025.

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“For two years we’ve struggled with the Amplify Norfolk grant process,” said Coun. Mike Columbus at a recent council-in-committee meeting. “It has been difficult and painful. I hope it’s buried.”

Brandon Sloan, general manager of community development, confirmed the program is indeed dead, after councilors voted to award $100,000 in grants to three organizations. Final approval is required at a council meeting on Tuesday.

The grants include:

• $40,000 to Long Point Country Bayfest for its Bayfest Annual Concert to be held Sept. 27, 2025. This new event will focus on the Port Rowan and Long Point community, “in celebration of Bayfest and the end of a busy summer season.” It will include live music, food trucks and vendors.

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• $40,000 to Long Point Country Chamber of Commerce for the Sandpines Campfire Concert Series to be held June 28, 2025. The project is a continuation of a concert series produced for “community enrichment and economic development.” It will include “bundling and the participation of every local business in our area that is willing and interested” in the project, said the application.

• $20,000 to the Port Dover Board of Trade for Norfolk County Wrestlefest to be held in the fall of 2025. The board of trade will collaborate with Norfolk County Championship Wrestling to hold the event in the Port Dover Community Center. It will feature two live professional wrestling performances – one family-friendly matinee and one in the evening for an older crowd. It will include appearances by retired wrestling stars.

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A number of groups applied for funding earlier this year, but several issues complicated the process. Some members of the selection committee declared conflicts of interest because of their involvement with the applicants, leaving them unable to vote. There was also confusion in the public about how to apply for the grants and suggestion the applications were unclear.

Councilors then decided to take over the selection process themselves.

Seven organizations applied for grants in the latest call for applications, some of which were deemed ineligible because they didn’t meet the criteria.

Mayor Amy Martin suggested reducing the grant amount because two of the largest ones were going toward the same community, but Masschaele objected.

“I hope we’re not approaching this on a ward-to-ward basis,” he said. “Applicants shouldn’t be penalized because they come from the same community.”

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