Junos to spark business boom
By Sarah Togman
International celebrities, music lovers and excitement are not all the 46th annual Juno Awards will be bringing to Canada’s capital on April 2.
A huge economic impact, to the tune of $10 million, is expected to have local businesses dancing their way through the Juno weekend.
Live! On Elgin and The Bourbon Room are among the 15 venues hosting more than 100 artists over the course of the weekend. Jon Evenchick, owner of Live! On Elgin, said the exposure from the Junos has been a great opportunity for his young business.
“Holding a festival like Junofest that brings world-class talent into small businesses across the city gives us a huge boost,” he said. “Getting our names in the mouths of these influential, Juno-nominated artists will definitely add some clout to the business.”
The Canadian Academy of Recording Arts and Sciences, which organizes the Junos, is open about its commitment to supporting local businesses in the host cities where the awards are held each year.
“We try diligently to hire locally for the economy, because the host city is providing funding for us to bring the Junos each year,” said Jackie Dean, the chief operating officer of CARAS.
Evenchick said he is impressed with CARAS’ relationship with local venues and their dedication to supporting the city.
“Many of the city’s festivals happen on city-owned, or NCC property,” he said. “But as a fairly new business, we see a huge benefit to having artists of this caliber preforming in the room. We expect to have every seat filled both nights.”
Dean explained that CARAS, along with a third-party organization, publishes an economic impact study of the Junos each year.
In each of the past 10 years the awards and associated events have brought the host city more than $10 million in spinoff revenues.
“The one thing that we found most useful is the extrapolation of data through the public,” Dean said. “Where people are saying, where people are eating, what events they are attending, all of that.”
This year, the awards broadcast will run two and a half hours, an hour longer than in any other year. There are many related events during the weekend celebrations. some of which are already sold out.
An additional 10,000 music-lovers are expected to be roaming the streets of Ottawa.
“It’s a great thing having that kind of tourism in Ottawa and that kind of boost for a weekend in April is wonderful,” said Ann Meelker, director of sales and marketing for the Lord Elgin Hotel.
Meelker explained that March and April are typically slow times for the hospitality business in Ottawa, but with the influx of people coming to the city for Juno weekend, the Lord Elgin Hotel is one of many in Centretown almost completely sold out.
“It looks great,” said Meelker, addressing occupancy in the hotel for the weekend. “It certainly has been a help for us, absolutely.”
Local nightclub owner Ilon Tyan of The Bourbon Room explains that not only do the extra hours of operation help his own staff, but also the promotion of his business.
“All promotion is a great opportunity, but when you tie it in with something as official and as big as the Junos, of course it’s going to benefit us.”
Evenchick added: “The marketing power that the Junos bring to the city is helping to get the world out that exciting things happen here. Hopefully we see that attitude continue after the festival is over.”
Dean expressed confidence that hosting the Juno Awards in Ottawa — especially during the celebrations already happening around Canada 150 — will bring in more revenue than usual.
“It’s not only yhe music industry moving into the city for five days,” Dean said, “but the people that have come to the city to participate, and those who are coming to work and help make the events a success.”
The awards, hosted by famed musican Bryan Adams and comedian Russell Peters, will take place at the Canadian Tire Centre on April 2.