MINUTES – PUBLIC – ECONOMIC DEVELOPMENT COMMISSION (EDC) – 3rd meeting – June 18, 2026 – 12:30 p.m. to 1:33 p.m.

7. Update process for the City of Gatineau's Event Strategy – Presentation

A presentation is made by Sonia Lebel, head of the Bureau des événements, SACL, regarding the update process for the City of Gatineau's Event Strategy. This presentation is part of file 4 of the Commission's 2026 work plan, the opportunity watch in economic development. The exercise aims to revise the strategy adopted in 2017 to adapt it to current realities, relying in particular on an assessment of impacts, an evaluation of support programs, and an analysis of emerging needs. It is recalled that the current strategy was structured around four axes, and that its implementation notably allowed for a significant increase in the number of supported events. The 142% increase in the number of major events supported from 2017 to today, with the city now supporting 46 per year. The data presented illustrate the importance of events for the territory, both in terms of participation and economic impact, while specifying that these calculations exclude local impacts.

The proposed approach includes a status report, a rigorous evaluation framework inspired by government practices, as well as a data collection and consultation process with stakeholders. It aims in particular to adjust governance mechanisms, support programs, and the role of the City, while reflecting on intervention priorities, notably between hosting major events and developing local offerings. The roles and responsibilities of the various stakeholders, including the commissions, are specified. They are invited to contribute their expertise to ensure coherence with municipal orientations. The process continues with public participation activities, including a citizen survey and targeted consultations. An inter-commission meeting is announced for the morning of September 11. Members of the following commissions will be invited to participate on a voluntary basis: Commission des arts, de la culture, des lettres et du patrimoine, the Commission des loisirs, des sports et du développement communautaires, the Commission du vivre-ensemble, and the Commission de développement économique, with the Table de concertation sur les événements being the body responsible for follow-up. The process will lead to the development of a revised strategy and an action plan, which will be presented to the Table de concertation sur les événements, then submitted to the municipal council for adoption. The date of the inter-commission meeting would be September 11, 2026, in the morning, subject to change.

Timmy Jutras joins the meeting at 1:05 p.m.

Discussion period

Thanks are addressed to the presenter for the quality of the presentation.

Data, consultation, and citizen participation

The discussions highlight the importance of relying on evidence-based data and a rigorous consultation process to guide the strategy. Members emphasize the need to better understand citizens' habits, notably through the realization of a representative survey of the population. It is specified by the Service des arts, de la culture et des lettres (SACL) that the survey will be conducted by the firm Léger, using a web panel, according to a scientific methodology already used before the pandemic. It will focus in particular on participation habits, disciplines of interest, and barriers to participation, in order to supplement data from traffic studies. It is also indicated that no communication campaign is planned by the City since the recruitment of participants is ensured by the firm.

A member highlights the interest in cross-referencing existing data with the Commercial Development Policy, particularly for the downtown area, and discussions are initiated in this regard. It is also mentioned that certain methods allow for very precise measurement of economic impacts, notably through transaction analysis (e.g., Monéris), although these approaches are costly and still in development.

Data collection and economic impact

Interventions focus on the need to improve data collection, particularly regarding economic impacts, attendance, and spending in local businesses. The SACL mentions that data exists for major events but remains limited for all other events due to the high costs of studies. The relevance of expanding these analyses is raised. The thresholds defining a major event ($50,000 and more) could also be revised as part of the reflection. In 2017, a Fêtes et festival team managed the coordination of 19 annual events. Currently, the strategy in place has allowed for an increase to 46 annual events. A member also points out that complementary tools could be developed in collaboration with Tourisme Outaouais to improve measurement and business intelligence. Members ask if the City plans to use local partners such as the Chamber of Commerce to provide feedback on the portrait. The SDÉ mentions that this feedback would be possible, subject to change, in the fall, although it was not currently planned.

Accessibility, mobility, and infrastructure

The discussions address the importance of accessibility, mobility, and infrastructure in event participation. It is confirmed by the SACL that these elements are already taken into account in the various analyses, both among participants and the population, although in a variable manner depending on the methods used. It is indicated that practices could be improved. It is also recalled that hosting capacity is directly linked to existing or developing infrastructure, and that collaboration with site managers remains essential. A member asks if the City has had the opportunity to take into account that the Hilton is expanding, as this changes future hosting capacity.

Comparison with other cities and best practices

Members question the comparison with other municipalities, notably regarding practices in terms of support, accessibility, and mobility. It is mentioned by the SACL that Gatineau compares favorably, notably in terms of financial support, and that a benchmarking exercise is carried out on a continuous basis. It is also specified that the City distinguishes itself by implementing an evaluation cycle for programs inspired by the Treasury Board model. Exchanges with other cities continue on a regular basis.

Positioning, attractiveness, and prioritization

Members emphasize the importance of fostering local citizen support as a lever for attractiveness, in addition to tourism impacts. They insist on the need to reflect on priorities, notably between large-scale events and local events. Avenues are proposed to increase the attractiveness of events, notably through increased collaboration with the accommodation, restaurant, transport, and economic partner sectors, as well as through workshops.

Relations with Ottawa and regional partnerships

The question of collaboration with Ottawa is raised, notably regarding joint events and regional impacts. The SACL indicates that this dimension is still poorly structured in the current strategy but constitutes an avenue for reflection. Collaboration currently takes place according to a user-pay logic. Ms. Latulippe confirms the interest in continuing joint work to maximize regional reach.

Impacts, funding, and major events

The discussions also focus on the level of financial support and the impacts associated with events. It is mentioned that the City of Gatineau offers support above the municipal average, notably due to the absence of other funding sources available elsewhere. Opportunities for hosting major events are mentioned, which will have to be aligned with the orientations of the municipal council. A distinction is made with business tourism, which falls under other actors. Clarifications are provided on the main events supported, including notably the Festival des montgolfières de Gatineau, L’Outaouais en fête, Aéro Gatineau, the Salon du livre, and Parasol, as well as certain one-off major events. It is recalled that only supported events are counted, excluding autonomous events. Thanks are also expressed regarding the quality of the process, which benefits from the contribution of several commissions.

Conclusion of discussions

Overall, the discussions allow for the identification of several issues and avenues for improvement related to data collection, citizen participation, collaboration between partners, and strategic positioning. They contribute to enriching the update process with a view to defining future orientations regarding events.