Welcome to Simcoe, Ontario

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2 In November 2012 a proposal was sent out to several communities to determine whether they would be interested in hosting a two-day concert including a street fair and related events. The concert would feature an internationally renowned band along with other big name bands. This event would be the only Canadian venue for the headlining band in Welcome to Simcoe, Ontario

3 Karen Matthews, the General Manager of the Norfolk County Fair and Horse Show contacted the production company that issues the invitations for more information. Karen then contacted the Downtown Simcoe BIA along with Norfolk County s Economic and Tourism Department to see if this was something both groups were interested enough that they could partner together to entice the Band to Norfolk. Representatives from the production company Live Nation visited Downtown Simcoe and Norfolk County Fairgrounds in December 2012 and they were impressed. Following this, confirmation of support from the County and its local merchants and prominent citizens was sent to Live Nation, welcoming the secret band to Norfolk County to perform and share in the magic of Downtown Simcoe. Band members meet local dignitaries

4 On January 14, 2013, an ad hoc committee had the opportunity to host two members of the band Mumford and Sons and a crew from Live Nation. The special group was ushered around downtown and then to the fairgrounds taking in our interesting area tourist attractions along the way. Later they were honoured guests at the Burning Kiln Winery for fun, food, learning and sharing. Touring downtown Simcoe

5 A press conference was held at the Junior Farmer Building in Norfolk County on February 5, 2013, announcing the internationally famous, awardwinning band, Mumford and Sons would be in concert here in Simcoe in Norfolk County, August 23, and 24. This two-day event would feature Edward Sharpe & The Magnetic Zeros, Dan Mangan, Willy Mason, Old Crow Medicine Show, Hey Rosetta and Bear s Den with Mumford and Sons closing out the concert on Saturday, plus venues of food and a street fair in Downtown Simcoe. Tickets went on sale February 8, 2013 at $ with 25,000 online sales and 1,000 specific for residents of Norfolk County. The local ticket office opened at 9:00 a.m. and online sales at 10:00 a.m. Norfolk County was hit with a huge blizzard with almost 25 cm of snow but that didn t stop the many excited fans who lined up with blankets and thermoses at 6:00 a.m. filling the sidewalk right around the block. To everyone s surprise, the 25,000 online tickets were sold in half an hour. Inclement weather didn t deter fans from lining up

6 Once the dust had settled, plans were put in place with the partners meeting every three weeks in March, increasing to once a week in July and August. There were public meetings lead by Live Nation explaining the plans for offsite camping, parking and street closures. Meetings were held with the downtown merchants, reviewing and explaining the street fair and the need to be open on Friday and Saturday from nine to nine. Ariel view of camping area and concert venue

7 The Downtown Simcoe BIA took the lead and introduced its members to the concept of being out on the street with their merchandise, sharing the downtown with beer gardens and three entertainment stages. The addition of service clubs, artisans, children rides and different special events kept people busy. The harvest dinner on Friday night drew a big crowd with130 patrons being fed a 5 course meal, all made with local produce prepared by a local restaurateur from Waterford and featuring students from the Liaison College which shares space in the Belworth House restaurant. The next morning 300 people were fed breakfast catered by the Three Trends Bistro which is located just outside the downtown. Breakfast is served

8 With all the events and shopping available in the downtown, a number of streets were closed so that those at the concert site could walk along decorated streets. Some old pianos were setup along the way for those who play, to entertain the many other concert goers. Those from the offsite camping or parking area were shuttled to the Downtown with their passport tickets to take in all the exciting happenings. To assist the concert goers and visitors, the partners worked on a handy guide to let everyone know what was happening and at what times. Experiencing downtown Simcoe

9 The Downtown Simcoe BIA runs an annual banner program where local individuals and artists paint banners to display throughout the downtown. In 2013 it made sense to have the Gentlemen of the Road Simcoe Stopover as the theme. There were 78 banners painted which adorned our downtown from the end of May until the middle of October. This year it was decided that the banners should be offered as a fundraiser during the fall as these banners were a piece of the Gentlemen of the Road Simcoe Stopover history. Gentlemen of the Road banners

10 This brought about the opportunity for an online auction with the proceeds going to the United Way of Haldimand-Norfolk. We thank our media partner the Simcoe Reformer for setting up and maintaining the site which raised $2, for the charity. Cheque presentation to the United Way of Haldimand-Norfolk

11 The success of this event was because the community, Norfolk County Fair and Horse Show, Norfolk County, Mumford and Sons, Live Nation and the Downtown Simcoe BIA worked as one in partnership to ensure that on August 23, 24, 2013 the magic happened in Downtown Simcoe and Norfolk County. We were on the world stage being the only Canadian concert stopover on the award-winning Mumford and Sons international tour. Tens of thousands of visitors came to Norfolk County in the days leading up to, during and after the event to explore the area. The event had an estimated economic impact of $10 million. Enjoying the event

12 What a great opportunity for the Downtown Simcoe BIA to partner with the Norfolk County Fair and Horse Show, Norfolk County, Mumford and Sons and Live Nation, said Larry Dawson, Executive Director of the Downtown Simcoe BIA. The community came together as one and embraced the opportunity to showcase what Norfolk has to offer. By partnering with one another we learned to use the strengths of those around the table to meet any challenge which lead to a wonderfully successful event. Thanks to everyone for moving ahead and thinking outside the stadium. Mumford & Sons GOTR Stopover Simcoe Time-lapse Click link while slide show presentation is running