There were understandable reservations about attending mass gatherings over the past two years.
The COVID-19 pandemic forced people inside and into isolation, steering them clear of socializing. With the virus still lingering, and likely here to stay, putting on public events this summer was a difficult balancing act between wanting to return to normal, stimulating the local economy, managing anxieties and keeping people safe.
“There’s no question the last couple of years have been tough and many businesses were negatively effected,” Yvonne van Dinther, chief marketing officer of Explore Waterloo said. “But it's our job is to tell the stories of what’s going on in the region and inspire people to come and spend time in the area. We want people to take advantage of everything we have to offer.”
Mission accomplished.
People's reservations turned into intrigue as a return to normalcy swept the city. From farmers markets to music festivals, there were plenty of events on the go and residents took notice.
“I think that we saw a lot of pent up demand,” van Dinther said. “People really wanted to get out there and travel and participate in the community.”
While exact revenue dollars and visitor counts are hard to track, van Dinther was encouraged when speaking with event organizers and people who were associated with this summer’s activities. It was a welcome breath of fresh air for many businesses that were pushed to the brink due to lockdowns and limited access due to the pandemic.
“All of the festivals and people we spoke to felt they were back to their 2019 numbers,” she said. “Heading into the summer it was a big ‘we’ll see what happens next’ approach. I would say by the time that things got on stream it felt as though there was a lot of interest. Everyone rose to the challenge and has done an incredible job putting on events and festivals. It’s a testament to the creative people we have in this region.”
As the unofficial end of summer approaches in the coming days, there’s still plenty to do around Cambridge and Waterloo Region. A mural walk to celebrate local artists, Galt Jazz, Friday Summer Vibes and the Cambridge Farmers’ Market are just a few of the events taking place over the Labour Day weekend.
“There’s a lot happening, it’s a big weekend in Cambridge and the region,” van Dinther said. “We’re doing our part to support that effort. It’s the summer we all needed.”
For a full list of things to do in Cambridge and Waterloo Region visit explorewaterloo.ca.
