If you take the winter out of Winterlude, what makes the festival unique?
This is a question some are asking after Winterlude’s organizers announced that the festival is going to be diversifying and moving away from its traditional winter focus.
The changes are being made because, in recent years, warmer temperatures have taken their toll on some of Winterlude’s outdoor events and organizers want to ensure that the festival can weather the warmth.
But some in Ottawa are concerned that diversifying events will detract from Winterlude’s identity.
However, although the change is not ideal, it is necessary.
If you know your freezer isn’t working very well, you wouldn’t buy only frozen foods. You would likely still buy some frozen foods, but also some alternatives to ensure you don’t starve.
The same logic applies to Winterlude. It’s better to have a Winterlude with some events that don’t depend on the weather than to have a Winterlude featuring only melting and slushy attractions.
A thawing Winterlude might turn people away from the famous Ottawa event and seriously damage the festival’s ability to survive.
This would be detrimental to the local economy because Winterlude attracts so many visitors to Ottawa’s hotels and restaurants. And a Winterlude that relies less on the weather doesn’t necessarily mean taking winter out of the festival completely. Organizers can think creatively to showcase Ottawa’s indoor attractions and just give them a winter spin. This would even help local museums and venues by bringing them attention they have not traditionally received during Winterlude.
The city has also recently built infrastructure that can showcase winter culture even if the canal isn’t frozen over. For example, the Rink of Dreams is a great tourist outdoor attraction that can host Winterlude events in warmer weather while still promoting winter activities.
Furthermore, even if during some years the weather is cold enough for traditional Winterlude events, the festival may still benefit from having some diversity.
More diversity may actually attract more people. Visitors will likely appreciate being able to experience Winterlude while not worrying about frostbite.
The more options the festival has, the greater the chances that it will attract more visitors.
The 34th Winterlude will be taking place from Feb. 3-20. The festival is drawing attention to the increased diversity and increase in event partners by saying, “More Partners: More to Discover.”
Undeniably, change can be scary. But people shouldn’t bash Winterlude, especially before they see how it unfolds this year. People must also think about the choice: A more diverse Winterlude or a melting Winterlude that cannot continue? The answer seems obvious.
Organizers have made the right choice by diversifying Winterlude’s events. All the attractions may not be as cold but, hopefully, visitors will still think Winterlude is cool enough to keep coming back.