Councillors will meet with Tourism Niagara-on-the-Lake to advocate for the use of the municipal accommodation tax funding for the upcoming Icewine Festival.
During Tuesday’s council meeting, Madison Vine and Dorian Anderson from the Icewine Festival committee requested $50,000 from the town to support a re-launch of the festival.
The festival “re-imagined” proposed ideas for 2025, 2026 and 2027 involving an increased drive for visitor activity and engagement with younger visitors.
The festival early next year aims to attract 10,000 visitors, 4,000 more than 2024, Anderson said.
Coun. Gary Burroughs asked the presenters what sets the festival apart from the many others that the town does not support financially.
“As much as the residents and the community enjoy it, the focus is to be an economic driver,” Anderson said.
Council members acknowledged how successful the festival is for the town.
“This is a big improvement from presentations we’ve seen in the past,” Coun. Wendy Cheropita said.
Council is in a difficult position and if the committee had requested the funding two months ago, they likely would have said yes, she said.
Burroughs said that the presentation is unlike any other Icewine Festival presentation council has seen in the past, making it fit for funding from tourism.
“We have to finally take a stand and say, I’m in favour, but not out of parking,” he said.
Coun. Sandra O’Connor agreed.
In 2024, council did not support the Icewine Festival because it came through a budget that was presented by Tourism NOTL, she said.
“This is exactly the type of activity and style of marketing that Tourism NOTL is set up for,” O’Connor said.
“I don’t think that taxpayers, whether it’s from parking, whether it’s from the levy or whether it’s from our portion of the (municipal accommodation tax), should have to support private businesses when there is already a mechanism to do that.”
Councillors voted unanimously in support of meeting with Tourism NOTL to discuss funding further.
