Three festivals expand and enhance to fuel growth in local Hamilton and surrounding area economy

The City of Hamilton is home to many iconic festivals and events, including free, fun family and children’s activities; live music, theatre and performing arts; sports and exhibitions. These activities play a key role in supporting our tourism and hospitality sectors and in return contributing to Ontario’s growth. The Government of Canada is committed to supporting communities, small- and medium-sized businesses and not-for-profit organizations in developing local tourism products and experiences so they can continue to grow and attract visitors to the region while contributing to the local economy.

Today, on behalf of the Honourable Ruby Sahota, Minister of Democratic Institutions and Minister responsible for the Federal Economic Development Agency for Southern Ontario (FedDev Ontario), the Honourable Filomena Tassi, Member of Parliament for Hamilton West–Ancaster–Dundas, visited Mills Hardware in Downtown Hamilton. While there, MP Tassi announced a combined investment of over $320,000 for three festivals that are enhancing tourism offerings in Hamilton. MP Tassi was joined by Lisa Hepfner, Parliamentary Secretary to the Minister for Women and Gender Equality and Youth and Member of Parliament for Hamilton Mountain.

As part of this Tourism Growth Program investment, Sonic Unyon Records is receiving $185,000 to enhance the 2025 “Because Beer Craft Beer Festival” in Hamilton and expand to Guelph in summer 2025, featuring live music and performances with craft beer, cider and spirits. Support will allow the festival to develop new partnerships with local hotels and transportation providers to attract more visitors and incentivize out-of-town tourist visitation and overnight stays.

Festitalia is receiving $100,000 to attract more visitors to the Festitalia 50th Anniversary Expo in Hamilton with an enhanced artisan marketplace, and cultural programming with musical groups, food tastings and family-friendly activities. With this support, the festival is expected to attract up to 10,000 visitors over the two-day event taking place in June 2025.

With $38,500 in support, Centre Francophone Hamilton is implementing a tourism strategy for the FrancoFEST taking place in summer 2025. The project will enhance festival programming as well as support new marketing tools to maximize the festival’s potential and attract new visitors for 2025 and beyond.

Through these investments, the Government of Canada is supporting exciting visitor attractions that bring people in and drive economic development, positioning Hamilton and Guelph, as destinations of choice for activities for all to enjoy. Support through the Tourism Growth Program is building longevity for a strong tourism industry across southern Ontario and all of Canada.

Quotes

“Our Government is investing in festivals and events as they create good-paying jobs and stimulate local economies. Today’s investment is building a strong launching pad so that these events can continue to shine in Hamilton and beyond.”

– The Honourable Ruby Sahota, Minister of Democratic Institutions and Minister responsible for the Federal Economic Development Agency for Southern Ontario (FedDev Ontario)

“The tourism sector in southern Ontario is a critical economic driver, providing employment for a diverse range of Canadians. The Government of Canada, through the Tourism Growth Program, is bolstering local organizations, such as Sonic Unyon Records, Festitalia and Centre Francophone Hamilton Inc. Continued investment in this sector will help attract a greater number of visitors from around the globe to experience everything southern Ontario has to offer.”

– The Honourable Pascale St-Onge, Minister of Canadian Heritage, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec

“Part of what makes Hamilton such a special place to call home is the vibrant community events and activities that not only breathe life into our city, but also showcase our rich diversity and fuel economic growth. Through the Tourism Growth Program, we are ensuring that these festivals continue to enrich our lives, our community and our economy.”

–  The Honourable Filomena Tassi, Member of Parliament for Hamilton West–Ancaster–Dundas

“All Hamiltonians have fond memories attending our recognized tourism attractions and meeting the many visitors from near and afar. Events like Because Beer Craft Beer Festival, Festitalia and FrancoFEST will continue this tradition, as they draw visitors and have tremendous spillover benefits for our local economy.”

– Chad Collins, Member of Parliament for Hamilton East−Stoney Creek

“The festivals and events being supported with today’s investment support Hamilton’s cultural vibrancy such that it remains for years to come. We are proud to support these important events with the tools needed to ensure longevity.”

– Lisa Hepfner, Parliamentary Secretary to the Minister for Women and Gender Equality and Youth and Member of Parliament for Hamilton Mountain

“I couldn’t be happier to be a successful applicant of the FedDev Ontario Tourism Growth Program. These funds will allow Sonic Unyon to develop and expand the ‘Because Beer’ brand into different markets with the first being Guelph in 2025. This will bring the successful spillover benefits we know in Hamilton to new regions like Guelph.”

– Tim Potocic, President, Sonic Unyon Records

“On June 21 & 22, 2025, which falls within the designated Italian Heritage Month, we are excited to launch Festitalia’s 50th Anniversary celebration year as we host ‘Festitalia 50th Anniversary Expo’ at the newly established Hamilton Italian Centre. The Expo will feature Italian culinary and cultural offerings all under one roof! Thanks to the support from the Government of Canada, we will be able to add more activities to promote Italian-Canadian culture that will draw more visitors to attend.”

– Vita Maria Fortunato, Board Chair, Festitalia Inc.

“This investment from FedDev Ontario comes at just the right time, as it will enable us to strengthen our festival’s reach and attract an even wider audience this summer.”

– Lanciné Koulibaly, Executive Director, Centre Francophone Hamilton

Quick facts

• Incorporated in 1998, Sonic Unyon Records Ltd. is a multifaceted music company with operations spanning record label management, event production and venue management. It runs the “Because Beer Craft Beer Festival”, featuring craft breweries, craft cideries and artisanal spirits vendors, paired with music, speakers, interactive activities and food vendors.
• Established in 1975 and incorporated in 1976, Festitalia, a not-for-profit organization, delivers the annual Festitalia festival to promote Italian-Canadian culture, heritage and history.
• Incorporated in 1971, Centre Francophone Hamilton, a not-for-profit organization, promotes the French language and nurtures a sense of belonging to the Francophone community through social, cultural and artistic experiences.
• Canada’s regional development agencies are delivering the $108-million Tourism Growth Program, over three years, to support businesses and organizations to help diversify regional economies.
• Since 2015, the Government of Canada, through FedDev Ontario, has invested over $400 million in over 1,000 tourism-related businesses and organizations.