Updates & Clarifications: The Future of Canada’s Largest Free Outdoor Music Festival Is at Risk
FOR IMMEDIATE RELEASE
August 12, 2025
BURLINGTON, ON – As a follow up to our press release dated August 8, 2025, the Board of Directors ( BOD ) would like to issue some updates and clarification for all interested parties of Burlington’s Sound of Music Festival Inc. (SOM)
Wow, Burlington – you are showing up and sharing the incredible amount of love and appreciation for the SOM. This is a community event, put on by local volunteers, for our friends and neighbours, and visitors from other cities.
Our phones and computers are lighting up, and social media comments are a plenty. We can feel and see the love from our community. We know it’s hard to talk about this beloved community event struggling for the last few years due to funding challenges. We are thrilled that so many have reached out to help us get back on track with a sustainable funding plan. We will update soon on how to donate as an individual to the cause.
Government Funding Clarification:
All levels of government grants are key to our success. We need them as partners in our community. We are grateful for the Federal Heritage Fund grants over the past years, as well as the Provincial Experience Ontario Fund. Without them, we would not have been able to deliver this beloved local festival in previous years. We still continue to see investment by the Federal Government and the Provincial Government in the Art and Culture scene.
While we may not receive the maximum application amount due to a competitive grants process, in no way is the festival directing blame at our government partners for the critical funding situation the festival is in. We continue to welcome these investments as they reflect a commitment to delivering an incredible weekend of free music in our Burlington community.
We also recognize that the City of Burlington remains a committed supporter and lifeline to the SOM through the repayable cashflow based loan and annual grant. The City is also one of our largest costs, as municipal policy requires increasing fees for park and festival permits, safety and security.
It is clear the reliance on government grants cannot keep the festival afloat, we are volunteer festival organizers that must change our funding structure to survive. We have cut costs, streamlined operations, reduced staff, created buying partnerships, and negotiated better pricing. And still, we are at a crossroads. Its time for change, and the time is now. We cannot wait any longer. We are at the breaking point.
The Ask:
What does change look like? The festival needs to increase corporate and private sponsorships. We need to rally community support that builds on the energy of everyone who shows up year after year. We are looking at any and all ideas. We are actively working closely with our government partners across every opportunity. We welcome every like, share and comment that is steadfast in keeping Canada’s largest free music festival. We need to ensure our Sound of Music festival lives on, right here in our great city of Burlington.
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
The Future of Canada’s Largest Free Outdoor Music Festival Is at Risk
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