niagara falls, canada
Client city of niagara falls
Project CITY OF NIAGARA FALLS MUSIC STRATEGY
Year april 2024
CHALLENGE
Niagara Falls has a rich and unique history, with diverse entertainment offerings for tourists and residents alike, but there is potential to harness the power of music to support and expand those offerings, creating real economic and social value.
Sound Diplomacy was entrusted to support Niagara Falls in the development of the city’s first music strategy. This project began with the intention of building Niagara Falls’ identity as a “Music Entertainment city”, harnessing the power of Niagara Falls’ already thriving tourism sector to embed music in the fabric of the city.
strategy
This strategy aims to put Niagara Falls on the map as a music entertainment destination and position the city as the entertainment capital of Canada.
Regulatory Assessment and Comparative Analysia
Sound Diplomacy conducted an analysis of local and regional reports, plans, policies, and regulations relevant to Niagara Falls’ music ecosystem. The analysis includes a regulatory assessment of current city and provincial regulations impacting the music ecosystem, as well as relevant best practice cases to guide how existing regulations could be made more music friendly.
Music and Tourism Asset Mapping
Using data gathered from primary and secondary sources, and verified by the City of Niagara Falls, Sound Diplomacy identified and mapped 187 music-related,and 201 tourism-related assets in Niagara Falls on an interactive digital map.
Economic Impact Assessment
Sound Diplomacy assessed direct and indirect economic value of the music ecosystem in Niagara Falls.
Stakeholder Engagement
Engagement with stakeholders to gather front-line insights on the Niagara Falls’ music ecosystem. Approximately 800 people participated in an online survey, while just under 30 key stakeholders from Niagara Falls’ local music ecosystem took part in roundtable sessions.
Strategic Plan
Informed by the above research and analysis, a set of 19 actionable recommendations that serve as a blueprint for developing and maintaining a thriving music ecosystem in Niagara Falls.
Findings & outcomes
The City of Niagara Falls has adopted the strategic plan and recommendations, and continues to work towards supporting the local music industry with this strategy in mind.
