Nova Scotia Event Strategy The first of its kind in Nova Scotia - Events Nova Scotia
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Nova Scotia Event Strategy
The first of its kind in Nova Scotia.
Nova Scotia is an acknowledged leader in Canada as a invested more than $5M in new events over the last two years,
province where diversity, expression and heritage prosper. in addition to our annual program funding for festival and
Our cultural identity is the heart and soul of our communities. events.
It reflects our origins, experiences and beliefs - which As a result of our work with our partners, we are building
are expressed through our languages, art, music, stories, a vibrant and diverse calendar of events for Nova Scotia,
traditions and spiritually. Our culture defines who we are as including:
people.
• The 2019 Memorial Cup
In 2017, Nova Scotia launched its first action plan for culture.
This plan is guiding us forward as a recognized leader in this • The 2019 Scotties Tournament of Hearts
sector, including the development, attraction and funding • The 2019 World Junior Curling Championship
of events. • The 2022 Canoe Sprint World Championships, and
Events provide an opportunity to showcase our province’s • The 2020 IIHF Women’s World Championship
sport, culture and heritage to national and international • The 2020 North American Indigenous Games
audiences. They deliver significant economic and social
benefits, generate revenue, help our communities and
organizations build capacity, leave legacy infrastructure,
and provide learning and best practices for our province.
In addition, they help attract first-time visitors and can help
motivate people to visit our province in the off-season.
The Nova Scotia Event Strategy is a pro-active, focused
strategic approach to the attraction, hosting and development
of events. This strategy will be phased in, but it is already
creating new opportunities for Nova Scotia.
Our department and our event team has been using
this strategy as a guiding document for the last year. In
collaboration with our partners across Nova Scotia – we have
The Event Strategy is rooted in insight. Our staff conducted Actions include:
a jurisdictional scan, reviewed and validated previous
stakeholder feedback and conducted research with three key • Working with TIANS and Tourism to develop a
audiences: Nova Scotians, Municipalities, and Rights Holders. welcome program.
Through our research, and taking direction from the Culture • Working with facilities to ensure they understand the
Action Plan, we have landed on the following goal for the importance of improving the fan experience.
Nova Scotia Event Strategy:
• Bringing together a government working group - meeting
To attract and develop authentic Nova Scotian events, quarterly to talk about major events, alignment and leveraging.
harnessing our natural assets and unique culture to • Development of an Event Advisory Group, meeting bi-
create social and economic benefits for all Nova Scotians, annually that includes key stakeholders across the province
while leaving a legacy of growth for culture and sport. will allow for better co-ordination and alignment.
This goal will be achieved through six key pillars. • Improving the volunteer tool, a legacy of the Canada Winter
Games, positioning it for growth and better management.
Pillar One: Development of Funding Themes to drive an We currently have two thousand volunteers from Metro
increased legacy for Sport, communities and culture. Halifax registered and willing to volunteer at events. It is time
we made the tool available and accessible province-wide.
• Culture spotlight: showcases our culture and heritage.
Examples would be the Juno’s or Canadian Country Music Pillar Three: Education and Capacity building. Our
Week – or investment in a new event that celebrates our government needs to support industries and municipalities
Culture. As an example, the Mi’kmaw celebrate the first full with the expertise to deliver an authentic Nova Scotian
moon of the New Year with a feast…that’s a nugget of an world-class event experience.
idea that could be supported into a major event opportunity.
• Major sport theme: This is about supporting major sporting This can be done in a variety of ways:
events that we can own – that are authentic to our province.
Examples include hockey, curling, golf. • A tool box that allows better understanding of the business
of events,
• Winter theme: This is about supporting events that extend
the tourism season. • A conference with best practice information and workshops
from event leaders world-wide, and
• Generation Next theme: Supporting new ideas for events
that follow and support visitor trends. What would draw the • Training and service standards for those in the industry is
millennials here? What is the next Hal-Con? also imperative.
• The Lion theme: We know we have a number of signature
events like Celtic Colours and the Royal Nova Scotia
International Tattoo – the Lion theme would support those
events – helping them grow or perhaps in some cases export.
• Festival and community event development fund: supporting
smaller community events and their sustainability.
Pillar Two: Developing an event friendly environment. We need
to create an event friendly environment that will build our
reputation as a first-choice destination. From the taxi driver
to the restaurant server and everyone involved in hosting a
world-class event, this pillar is about ensuring we make it
easier for visitors to enjoy the event experience and for event
hosts to organize and execute events easily here.
Pillar Four: Positioning our province as a destination with a Pillar Six: Measurement
unique experience and a strategic plan to invest in events.
The measurement pillar is key. We need to understand
We will fulfill this key pillar by first communicating to industry, the return on our investment from a financial perspective,
government, and key stakeholders about the event plan, AND from a social and cultural perspective.
funding, planning help and partnership opportunities.
We need to be measuring these consistently. We need
We will collaborate with Tourism Nova Scotia to market to continue to measure ourselves as an event destination,
existing and new events, creating an annual marketing/ utilizing the baseline we have created to build this event
communications plan. And we will market the destination plan – as a starting point.
as an event host leader, highlighting our competitive edge:
our people, our culture and our welcoming nature. Check back often as we implement the Nova Scotia Event
Strategy and reach out to our stakeholders province-wide.
Pillar Five: Legacy
We want to ensure all the events we invest in deliver on at For more information, please contact:
least four of the legacies:
Stacey Oxner
• Rural growth Director of Events
• Gender equity Communities, Culture and Heritage
902-424-0921
• Advance cultural diversity 902-497-6062
• Promote Mi’kmaw culture
• Sustainability
• Sport development and advancing cultural diversity
This will help ensure we are moving the Culture Action
Plan forward as well as building social and capacity growth.
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