You might have thought St. Albert had stepped into a bygone era. More than 900 vintage cars streamed through the city during Rock’n August last week. The many events included a cruise night, street dance and several show and shines. Motorists honked their horns, revved their engines and showed off lovingly restored vehicles during the 20th annual festival of classic cars and music.
Thousands of people came to town to ogle old cars, hearses, ambulances and police cars of old. Some exhibitors, entertainers and businesses got in the spirit by dressing up in poodle skirts and bobby socks while swaying to some good old rock’n roll. And it is all for a cause. The fundraiser for the Alberta Diabetes Foundation is expected to generate a record six-figure sum this year.
At a special event you feel connected. People talk to virtual strangers about their favourite hot car. Local businesses step up to sponsor events. Local onlookers may swell with pride that St. Albert can host such interesting events.
With more than 900 families in town, you know that local businesses were feeling the love that comes with a special event. Visitors needa place to stay, a tank of gas, restaurant meals, and perhaps a local shopping trip.
All of this is good for the local economy. A 2014 study on the economic impact of special events on St. Albert showed Rock’n August was one of the top three events to bring economic benefit to the city (more than $450,000). That year only the farmers market (over $4.45 million) and the Make It Craft Fair ($539,000) brought more direct or indirect dollars to St. Albert. The cumulative economic effect of many events (from Poundmaker Powwow to Rainmaker Rodeo, Western Canadian Softball championships, International Children’s Festival to name a few) packs a punch.
A 2005 study that looked at the benefits of cultural events as an economic engine noted that events help a community develop a strong identity and can lead to economic regeneration through urban revitalization and can help a city gain competitive advantage as a destination for cultural tourism. Special events also foster civic pride and provide social interaction.
Sure special events have their downsides. They may bring more noise, more traffic and longer lineups for food and services. But special events are a healthy shot in the arm for the local community. Every time someone visits St. Albert they may discover other reasons to return to taste what else we have to offer. (After all, St. Albert was named one of top 10 places to do business by Alberta Venture magazine this year).
Special events don’t just stimulate the local economy. They are a heck of a lot of fun too. How can you beat that?
