'This event has always been special': Truro's Nova Scotia Music Week supporting regional tourism

TRURO – In mid-November, artists, fans, delegates and others will be gathering for an annual celebration of Nova Scotia’s music industry.

Nova Scotia Music Week, a music festival and industry conference, runs from Nov. 12 to 15 in Truro.

The event will drive tourism for this year’s host community and is expected to generate economic activity for the province.

Music Nova Scotia, the Central Nova Scotia Tourism Development Society, and the Marigold Cultural Centre are partnering up to deliver the event, which last came to town in 2021.

Nick Sharpe, executive director for the Central Nova Scotia Tourism Development Society, said the major event will deliver economic impact, as well as important social and cultural impacts in the area.

“We get to come together and celebrate some of Nova Scotia’s best talent, and that’s a pretty special opportunity,” said Sharpe.

From a tourism perspective, the event increases spending in what is called the shoulder season, he said.

“The idea around Nova Scotia Music Week, from a tourism perspective, is that it does increase spending in the shoulder season, and this is the time of the year where we start to see tourism decline going into the winter,” said Sharpe. “So shoulder season and winter tourism is very important to us here with our society, and just for our region to have a thriving tourism and visitor economy.”

Over the course of the week, musicians, delegates, and audiences will visit the region for the event.

“There are over 75 showcasing artists that are coming into our community and staying overnight for those four or five days throughout the festival,” said Sharpe. “And we’ll have music fans from around Atlantic Canada coming out.”

There will also be national and international delegates, some as far as Europe, coming to the event.

Sharpe said the event is anticipated to realize over $1 million in total economic impact in the province.

“In the past it’s been reported that Nova Scotia Music Week has realized (an) economic impact of over $1 million, and we expect that type of significant impact this year as well,” said Sharpe.

The Inn on Prince, The Public House 1875, The Marigold Cultural Centre, and The Commune are all host venues for Nova Scotia Music Week.

Derrick Pierre and Jenna Tait own The Commune, a live music and event venue in downtown Truro. Nine acts are set to play on The Commune’s stage, and there are more to be announced.

Nova Scotia Music Week will be the first event in their new space opening on 42 Waddell St.

“I think it’s going to really solidify us as a place for live music,” said Pierre.

He spoke to the impact Nova Scotia Music Week will have on their business, with the event being outside of the summer tourism season.

“We think … in our business, we are busier in the winter, ’cause I think, especially with music week, it brings music into the town, brings people into the town,” said Pierre.

“It also gives a chance for locals to see some of the artists, because usually, in the summer, they’re, you know, out vacationing or beaching, but now they’re all home and they’re here. So, it’ll be (a) great opportunity to kind of expose them to that week.”

Anything that can draw people outside of Truro is going to be good for local business, said Pierre.

According to an annual report from Music Nova Scotia, Truro hosted the event five times from 2007 to 2019.

Of all the communities that hosted Nova Scotia Music Week during that time frame, Truro had the highest number of registered delegates and public audiences.

Sharpe said that the event’s influence extends beyond its economic impact.

“Certainly, we’re always excited about the increase (in) spending and the opportunity to promote return visits, right? … We bring people into our communities through these events in hopes that they’ll return and visit again and spend more time here and explore farther,” he said.

“I would suggest that this event has always been special and the legacy (reaches) beyond just the economic benefit alone.”