October 25, 2025

The City of Burlington has decided to end its longstanding partnership with the Sound of Music
Festival.

In early September, the City asked us to submit our best-case financial request. We saw this as
a starting point for meaningful dialogue, an opportunity to discuss our current financial
challenges, our shared history, and the rising costs of producing large-scale free music events.
We hoped to explore how our 45-year partnership could evolve for the future. The city
specifically asked how they could better understand our priorities and determine how the city can best support our efforts moving forward.

Unfortunately, it became clear that the City had a different plan from the outset and there was
no genuine opportunity for collaboration. It appears that the City misunderstood our proposal,
by suggesting that our “best-case” scenario was our only proposal. An ask of $750K was not our
proposal. Had we been able to speak collaboratively as done in previous years, we would have presented several feasible options.

Although a delegation spoke at the Committee of the Whole, it was evident that key decisions
had already been made without input from the Sound of Music leadership. The passionate
turnout of volunteers at that meeting reminded us once again of what makes this festival
special: your loyalty, energy, and commitment through rain, wind, heat, and countless weeks
and weekends of hard work. You are the heartbeat of this community!

The City has since announced an open call for others to organize a music event “in the spirit” of
the Sound of Music Festival to be held on Father’s Day weekend. But let us be clear, there is no
replacement for the Sound of Music. What we have built together over 45 years is more than
an event; it is a tradition rooted in community, connection, and shared joy.

We are reviewing and considering next steps, including a possibility of submitting a proposal
through the City’s new process, while also exploring creative new opportunities to ensure that
the Sound of Music continues in ways that honour its legacy, and to embrace what comes next!

With deep gratitude,
Burlington’s Sound of Music Inc. Leadership Team

FOR IMMEDIATE RELEASE
August 8, 2025

BURLINGTON, ON – After 45 years of music, memories, and community-building, the Burlington’s Sound of Music Festival is facing a crisis. As Canada’s largest free outdoor music festival, we have brought together more than 400,000 visitors annually, offered a stage to 50+
Canadian artists each year and contributed an estimated $25 million in economic impact to Burlington and the surrounding area. Now, with sharp declines in public arts funding and sponsorship, our future is now uncertain.
What was once a thriving example of free and accessible live music is now grappling with the hard truth: We can no longer sustain this festival without urgent financial support!

Funding Cuts Are Undermining a Legacy

The federal Heritage Fund, which traditionally supported with $200,000 annually, now only offers grants up to $50,000. Other funding programs have been similarly reduced in material amounts. These losses, compounded by shrinking sponsorship dollars, have created a critical gap that threatens the very heart of the festival.
“We’ve done everything possible to run lean without sacrificing safety or the quality of the experience,” says the Festival’s Board of Directors Chair, Dave Shepherd. “We’ve trimmed costs – over $500k has been removed in the last 2 years, streamlined operations, and maximized efficiencies. But we are now at the edge—without new partners stepping in, we don’t know if we can keep going.” Shepherd goes on to add that “the festival is run and managed professionally, but the real magic happens with our dedicated volunteers who clock an impressive 6000 hours, over the festival weekend. We provide a great opportunity for summer youth employment each year as well, for some of the students in our community. “

A Proven Economic Engine and Cultural Beacon

A recent survey conducted with Burlington Economic Development and Tourism underscores what we’ve long known:

• 42% of attendees come from outside the city, with many staying 4+ nights, boosting revenue for hotels, restaurants, and retailers.
• 90% of out-of-town visitors plan to return to Burlington after attending
• Over 40 local businesses were showcased as community partners
• The festival provided contracts in over 500k in value to Southern Ontario based businesses

This is more than a festival. It’s an economic and cultural anchor that helps define Burlington’s identity, attracts tourism, and promotes small business success across the city and region.

A Call to Action for Community Champions – The time to act is now!

We’re calling on community leaders, philanthropists, corporate partners, and anyone who believes in the power of music and arts to help. We urgently need a major sponsor or group of sponsors to join us in protecting this treasured event and ensuring that future generations can continue to experience the joy, connection, and inclusivity that live music offers.

Why It Matters

In a time where connection and community are more important than ever, free and open-access cultural experiences matter. The Sound of Music Festival is a safe space, a mental health booster, and a platform that breaks down barriers. It is one of the last of its kind—a rare event that remains completely free to attend, offering world-class performances to everyone, regardless of income or background.  There is no barrier to entry!

This is more than a funding shortfall—it’s a community crossroads. Without immediate support, we risk losing a 45-year tradition that unites thousands in celebration every summer.

Let’s Keep the Music Playing

If you are a business leader, a brand that values impact, or a citizen who wants to make a difference, we urge you to reach out. Sponsorship opportunities, legacy partnerships, and creative collaborations are all on the table.

Together, we can and must keep the music alive!

For more information or to schedule a conversation about sponsorship opportunities, please contact:

Brent Kinnaird – VP Festival Operations
Dave Shepherd – Chairperson, Board of Directors
Julie Cole – Vice Chairperson, Board of Directors

dave@soundofmusic.ca

bkinnaird@soundofmusic.ca