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Performing Arts, Tourism and the Experience Economy: The Untapped Potential

November 18, 2021 @ 11:00 am - 12:00 pm EST

Banner with a background photo showing an outdoor performance by the St. Laurent River.
Version française

Date: Thursday, November 18, 2021
Time: 11:00-12:00 EST
Cost: Free to attend (must register on Zoom)
: David Robinson, Sarah Jarvis, and Christian Roy
Facilitator: Clare Daitch


The experiential economy has set the stage for live performances to become sought-after activities amongst visitors to destinations. Concerts, plays and other performances are available year-round, with diverse programming that engages a wide range of audiences. Shows can be scheduled into tourism itineraries, included alongside a leisure or business trip or enjoyed as a hyperlocal tourism activity. What particular tourism trends should be on the performing arts sector’s radar? What strategic partnerships should be envisioned? And what is needed to help live performances engage new audiences by tapping into the visitor economy?

This webinar is co-presented by CAPACOA, the Toronto Alliance for the Performing Arts and Mass Culture. It is designed for performing arts companies, presenting organizations, and music venues, as well as regional and tourism associations. Simultaneous English-French interpretation will be available.

How to attend

The complimentary webinar is presented in conjunction with the Àndji Màdjitàwin/Reboot/Relance Conference hosted by CAPACOA. Everyone is welcome to attend the webinar for free! Conference delegates are automatically registered for this session. Everyone else wanting to attend this event, but not the remainder of the conference, is asked to please register on Zoom.





David Robinson, Vice-President of Strategy and Stakeholder Relations, Destination Canada
David Robinson has built an impressive career across a broad portfolio of government agencies, and a record of accomplishment particularly in the areas of leadership and government relations. In his prior role at Veteran Affairs Canada, he led improvements in the organization’s corporate governance and the department’s parliamentary business. One of the many defining moments in David’s career was leading the Government of Canada’s preparations for the Vancouver 2010 Winter Olympic and Paralympic Games, from 2001 to 2010. David, along with his team, allowed the Government of Canada to take full advantage of the Games as a way to bring more of Canada to the world. David brings this same passion and open-mindedness to his current work at Destination Canada where he has been the Vice-President of Strategy and Stakeholder Relations since 2016.
Sarah Jarvis, Director of Partnerships, Destination Toronto
Sarah Jarvis is the Director of Partnerships at Destination Toronto. In her role, she is responsible for activating business opportunities for the sector through new program development, overseeing industry and stakeholder relations, and forging partnerships with businesses who benefit from the region’s visitor economy. Sarah has had a long standing connection to culture and tourism, both as a performer and through her experience as an arts administrator working for organizations such as Luminato, the Toronto Symphony Orchestra, the Canadian Opera Company, the Walrus Foundation, the Stratford Festival and Business for the Arts.


Catherine Chagnon, Coordonnatrice de QuébecSpectacles et agente de développement numérique, Culture Capitale-Nationale et Chaudière-Appalaches
Catherine Chagnon has 25 years of experience in the fields of communications, digital marketing and development. At Culture Capitale-Nationale and Chaudière-Appalaches, she coordinates the production of collective digital projects, such as the marketing strategy for performing arts QuébecSpectacles and its Digital Community of Practice. Catherine also works as a digital development agent (Réseau ADN) to support member organizations, promote skills development and to encourage the creation of partnerships within the regional arts and culture community.
Note: Catherine is unable to attend due to personal circumstances.
Christian Roy, Cofounder and consultant, A10s inc.
Christian is the developer behind the QuébecSpectacle project. He kindly accepted to step in and replace Catherine Chagnon, who is unable to attend due to personal circumstances.


Clare Daitch, Manager of Policy and Communications for Tourism and Culture, Yukon Government Clare Daitch is a life-long northerner with experience interpreting, curating and teaching in the cultural and tourism sectors in the Northwest Territories and Yukon. She is currently the Manager of Policy and Communications for Tourism and Culture with Government of Yukon, where creating a framework for a sustainable tourism recovery and encouraging intersections with arts and cultural experiences are high priorities. Prior to focusing on policy, Clare worked primarily on creating community-based exhibitions, publications and new media projects designed to highlight northern and Indigenous historical and cultural perspectives. Clare also serves as the Co-Chair of Mass Culture’s Operations Group.


November 18, 2021
11:00 am - 12:00 pm EST
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