EnhancingFreeCulturalOfferings:AnEconomicLeverforOldMontreal
Since its introduction in 2021, the Old Montreal Cultural Offerings Support Program has established itself as a valuable tool for local economic development. By organizing two annual calls for projects, it helps support free and accessible outdoor initiatives that enhance the neighbourhood’s cultural offerings, contributing to both retaining and attracting visitors to the historic district.
Streamlined Procedures for Strategic Planning
The biannual submission format, combined with a standardized form, provides cultural institutions with greater projection and organizational capacity.
“The SDC Vieux-Montréal was looking to streamline procedures to provide better predictability to our member institutions. By simplifying the funding process, we strengthen their ability to plan impactful activities and generate lasting economic benefits for the neighbourhood.”
explains Geneviève Giguère, Business Services Manager.
Submissions are accepted in spring and fall, each period covering the following six months – from March to September, then from September to March. One of the program’s objectives is to encourage free outdoor activities at different times of the year.
“Thanks to the two submission periods, we are able to support cultural offerings that revitalize the neighbourhood even outside of peak periods, by promoting visitor retention and stimulating spillover benefits for surrounding businesses.”
adds Ms. Giguère.
This strategic vision is directly reflected on the ground, as confirmed by the Château Ramezay, a museum institution that has benefited from the program: “For our Museum, the Cultural Offerings Support Program is essential in enabling us to put on an outdoor exhibition that is free of charge. Without this support, such activities wouldn’t see the light of day! Last year – while our Museum has not yet returned to its pre-pandemic attendance rates – we nevertheless registered a record number of visits to our Garden with 485 000 visitors. The presence of the exhibition nearby most certainly contributed to this success.”
Cultural Offerings at the Heart of the Economic Ecosystem
Culture is much more than an identity asset for Old Montreal; it is a strategic lever fully integrated into its economic development dynamic. Cultural institutions generate regular visitor flows and clientele retention across the historic district’s economic territory, which in turn creates business opportunities for merchants, restaurateurs, and other members of the community.
“The cultural richness of Old Montreal is a direct driver of development for the local economy. Our institutions offer original programming that attracts both a local and tourist clientele, thus contributing to sustaining an active commercial ecosystem.”
adds Ms. Giguère.
All activities supported by the Old Montreal Cultural Offerings Support Program must be free, open to the general public and must include an outdoor component. This requirement adds value to the urban territory and encourages visitors to extend their experience in the district, thereby generating tangible economic benefits.
Concrete Benefits and Enhanced Offerings
Since its inception, the program has enabled the funding of new initiatives and the enhancement of events that are already well established in the cultural calendar. This support fosters creativity, builds visitor loyalty and ensures the continuity of diversified programming.
“The Cultural Support Program has enabled our institution to offer Old Montreal visitors a rich and diversified cultural mediation program,” says Jean-François Royal, Director of the Marguerite-Bourgeoys Historic Site. “This program has allowed us to maintain activities such as the Choralies every December for the past several years, and to add new ones like the Head in the Clouds activities being held on the Belvedere in summer 2025.”
By encouraging free and accessible outdoor activities, the program contributes to transforming established heritage sites into spaces that are truly alive. It is part of a harmonious development approach, where culture and the economy mutually reinforce one another.
Sustainable and Targeted Positioning
Conceived as a territorial development tool, the program goes beyond simple event-planning logic to foster differentiated economic positioning in the long term.
“By supporting free, high-quality cultural offerings, the program aids in positioning Old Montreal as a must-visit destination for families. This cultural outreach strategy helps cultivate visitor loyalty and concretely supports the vitality of our business community.”
concludes Geneviève Giguère.
Project evaluation criteria include: the potential to attract visitors, the ability to generate economic benefits, and the impact on neighbourhood outreach, particularly through collaborations between members. This is the case with Pointe-à-Callière’s 18th Century Market, which attracts a large number of visitors every year and integrates local businesses, notably through its culinary offerings. Katy Tari, Director of Public Programs and Services at Pointe-à-Callière, states: “Pointe-à-Callière’s cultural programming attracts more than 200,000 visitors each year! It’s designed for a broad and diverse audience — families, tourists, local residents, professionals, seniors, children, youth, and adults. The support of the Old Montreal Cultural Offerings Support Program makes it possible for us to turn our cultural offering into an exceptional attraction, sustaining it throughout the year and making it available across all four seasons to those who visit the neighbourhood.”
The historic district's prestige stems as much from its heritage as from its vitality, a vitality that very much depends on the quality of event programming meant to enhance what is on offer to visitors, workers and residents. Through the Old Montreal Cultural Offerings Support Program, the SDC is confirming that cultural offerings constitute a central pillar of its economic strategy for the neighbourhood.
Photo credits: Sara Megan
