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Artist Talk on stage at the JUNO Block Party in Halifax. (Acadia Broadcasting)

Juno awards economic impact estimated at $7 million: Discover Halifax

By Jacob Moore Mar 27, 2024 | 5:58 PM

Discover Halifax estimates the total economic impact of the Junos at $7 million.

CEO Ross Jefferson says that’s only a projection, but it’s “pretty reliable.” If it turns out to be different, it would only be by a few per cent, he says.

“There’s been a lot going on, a lot of development and a lot of growth that’s been happening here in Halifax. It’s great to have the national attention and a spotlight put on the region,” says Jefferson.

“I think there’s a tremendous amount of pride on behalf of anyone that was involved in this.”

Events for the Juno awards happened between Thursday and Sunday.

Jefferson also estimates that about 9000 hotel rooms were rented out over those four days. Discover Halifax will have more accurate numbers in the next few days, he says.

Throughout the year visitors typically spend about $1.3 billion in the city, he says.

The Junos aren’t the only thing with that large of an impact. Conferences and other big events, like the Rockwool Canada Sail Grand Prix in June, can bring in similar amounts, he says.

While tourists are here, typically 20 per cent of their spending goes to accommodations, 20 per cent to food, 20 per cent to retail and other activities and a portion goes to transportation, too, he says.

The economic impact is important, but one of the main goals of the Junos was to show off not only Canadian music but also local music in Halifax and Atlantic Canada.

“We are trying to raise the awareness of the importance of the music industry to support the musicians that are developing and growing here in Atlantic Canada,” says Jefferson.

He says, by bringing people to the city, Discover Halifax wants to show off who we are as a community and a province.

“We’re really striving to become known as Canada’s favourite city,” he says.

Halifax Mayor Mike Savage says the Junos had a large impact on businesses and restaurants.

Plus, when people see what the city has to offer, they will keep coming back, he says.

“Once you get people here, and all mayors will say this, but they generally fall in love and they find something that they like,” says Savage.

The mayor also says the Juno awards brought a significant economic impact, but it’s also good for the emotional spirit of locals because it brings a sense of pride.

“The waterfront was alive, even in spite of some questionable weather. People were pumped,” he says.

Some highlights for the mayor were seeing local artists like Morgan Toney and Jah’Mila.

The awards takes a lot of work from a lot of different people, says Jefferson, and everyone involved is proud.

“I think that Nova Scotians are proud when they see themselves being the host on the stage,” he says.