The Juno Effect

The local Royal Canoe is nominated for Alternative Album of the Year.
The local Royal Canoe is nominated for Alternative Album of the Year.

By Ginny Collins

The Juno Awards are set to take over Winnipeg March 24 to 30. A city with a rich musical history of its own, Winnipeg is currently experiencing a renaissance that makes it an ideal host for the 2014 show.

The return of the Jets and the imminent opening of the Canadian Museum for Human Rights have helped put Winnipeg in the national spotlight, while the recent announcement of 13 Juno nominations for local musicians has proven that Winnipeg’s music scene is among Canada’s most vibrant.

As Winnipeg’s musicians make an impact on Canada, the Juno Awards are set to make a major impact on Winnipeg. A study by the Canadian Academy of Recording Arts and Sciences (CARAS) reports that host cities can see up to nearly $12 million in economic impact. This amounts to well over 10 times the investment made by the host province and city.

“It is thanks to the Province of Manitoba and City of Winnipeg that we were successful in our bid to host the Junos. Both levels of government recognize the lasting benefits of hosting the awards and what it will do for us, both culturally and economically,” says Carole Vivier, CEO/film commissioner at Manitoba Film & Music and 2014 Juno Host Committee co-chair.

“The Junos bring an immediate benefit to the city, but they also create a lasting legacy,” says Kenny Boyce, manager of film and special events at the City of Winnipeg and host committee co-chair. “The awards put our city in the spotlight at a very opportune time. These celebrations add to the momentum that Winnipeg is already experiencing.”

CARAS reports that the Junos support an average of 80 to 130 full-time-equivalent jobs in each host city, while making a direct and indirect economic impact of $3.4 million on wage and salaries. While the Junos do some hiring locally (including event planners, volunteer coordinators, musicians, etc.) the majority of jobs affected include those focused in industries providing accommodation, transportation, food and beverages, and recreation and entertainment.

Ken Mode is one of Winnipeg's Juno nominated groups.
KEN mode is nominated for Metal/Hard Music Album of the Year.

When Winnipeg hosted the Junos in 2005, it is estimated that 27 per cent of those who attended the awards were from out of town, while total visitor expenditures were estimated at around $2.6 million. Spending on accommodations made up most of this amount, with visitors spending an average of two-and-a-half nights in the city.

“What’s harder to measure are the benefits Winnipeg will experience in potential tourism, national advertising for our corporate sponsors and exposure for our musicians,” says Boyce. “The economic impact is measured for Juno Week, but the benefits extend far beyond March 30th.”
“The Juno Awards will change how Manitobans think about our local music scene, and the Canadian music scene as a whole,” says Vivier. “Cities report that awareness of music and attendance at music events increases after they host the Juno Awards. In Winnipeg, the Juno Effect will be felt for years to come.”

Juno Week begins March 24 and ends with the televised Juno broadcast on March 30. The public is invited to participate in a number of Juno Week activities including JunoFest, Juno Cup, Juno Fan Fare and the Juno Songwriters’ Circle.

Tickets to the live broadcast go on sale Friday, Feb. 14 through Ticketmaster. For details on all things Juno-related visit http://www.junoawards.ca.

Ginny Collins is a local playwright and the communications and marketing director at Manitoba Film & Music.

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