Amplify Norfolk grants to be offered next year after councillors reverse decision

Norfolk County will again be offering money to local groups planning live entertainment events after flip-flopping on a decision to discontinue the Amplify Norfolk program.

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Questions arose about the grant program, meant to help not-for-profit groups launch new events in the “shoulder seasons” of spring and fall, following a problematic application process that resulted in nobody qualifying.

Councillors voted to discontinue the programme at a meeting in June. That didn’t sit well with Coun. Tom Masschaele who successfully lobbied to bring the matter back to councillors for another vote at a council-in-committee meeting on Tuesday.

“I believe everyone involved would agree it was a flawed process,” said Masschaele. “We’ve got community groups who now feel like they’re victims of a flawed process that was in no way the fault of those people.

“The Council committed itself to two years of grant funding to organizations and for us to have ended it in 2024 is grossly unfair and not very transparent. It’s not right for council to just decide to take their money off the table when people made these applications in very good faith.”

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Amplify Norfolk, which helped launch two events last year – The Fairgrounds Festival and an expanded Pumpkinfest – provides $125,000 a year to help de-risk new or evolving events. The non-profits organizing the events must kick in funding equal to or higher than the grant they receive.

A number of groups applied for funding 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.

Coun. Adam Veri, a member of the selection committee, said there was confusion among committee members and even county staff about what was eligible. But he said the process was equitable.

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“People not getting the result they want doesn’t mean the process was unfair,” said Veri. “It doesn’t mean it wasn’t transparent. It means it was not successful.”

In a 5-4 vote, councillors agreed to offer the Amplify Norfolk grant program in 2025. Council will review the selection process and have final approval of the recipients. Unsuccessful 2024 applicants will not be excluded from re-applying.

Mayor Amy Martin, who earlier called the program “a terrible use of staff time and resources and energy,” voted in favour of its extension.

“I waffled on this quite a bit,” said Martin. “I think there were expectations that were not met, and the county is held to a higher standard. But I’d like to put a bow on this next year with a positive note and get out of the entertainment business.”

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