A press conference at County Arts last week celebrated a $40k grant to the Prince Edward County Arts Council and further $25k to the County Stage Company, courtesy of the Ontario Cultural Attractions Fund (OCAF). 

Funded through the Ministry of Tourism, Culture and Gaming, OCAF provides capital support for the marketing and promotion of arts and culture events that promise to draw visitors.

Founded in 1999, the program has leveraged $55.75 million of government funding to create $95 million in financial support for events across the province. For every $1 of OCAF arts and culture funding, there is an average $1.67 return on investment. 

County Arts is celebrating its 40th anniversary this year. Programming will include Art in the County, the Maker’s Hand, Activate Arts, and a new, flagship event at the Royal Hotel in April. 

“We have identified many national publications that we are going to be advertising in, we’ve already submitted one to Studio Magazine, Canada’s only magazine dedicated to fine craft,” said Executive Director Janna Smith.

“Our mission is set on the County being considered a global arts destination.”

County Stage is marketing an expanded repertory festival and fall solo series. 

“Importantly, this is growth funding,” said Artistic Director Heather Braaten. “It won’t only support our work for this season, but build a foundation for years to come.”

County Arts and County Stage are both first-time recipients of the fund. OCAF Executive Director Thomas Vaughan hopes the news will inspire more organizations in the County to apply. 

Since becoming Executive Director a year ago, he has travelled throughout the province, getting the word out to places outside urban centres.

“We’re trying to spread the money more equitably across the province,” he said. The funding announcement doubled as an information session for prospective applicants. Prince Edward County has the highest number of artists per capita in the province. They make up 2.3 percent of the labour force. 

In his opening remarks, Mr. Vaughan marveled at the growth of the County’s cultural sector in recent years, which features intimate art gallery launches and events as well as large-scale events hosted by the likes of Base31 and the Hayloft Dancehall.

“It’s really something to behold. You should all be very proud of it,” he remarked. At the same time, he noted PEC did not figure largely in OCAF funding to date. “There aren’t enough PEC events,” on the list, he said, opening the door for bigger things to come.

The funding is available to art, heritage, or cultural non-profits, as well as municipalities and Indigenous bodies. It must go toward marketing expenses, such as advertising, web development, and public relations. 

“We look at marketing very broadly, but it is for marketing only,” Mr. Vaughan noted.

Applicants must present marketing strategies aimed in part at drawing in audiences from outside the region. “We’re trying to inspire cultural tourism so we want to see some of that money going out of market,” he added. 

Organizations can apply for both first-time or recurring events, as long as they demonstrate a significant enhancement to existing programming. 

As it is a grant aimed at increasing earned revenues, 30-50 percent of the funding must be repaid. In rural communities, the repayable portion is kept at 30 percent. Applicants must also demonstrate that a minimum of 10 percent of projected revenues (5 percent in rural Ontario) comes from the private sector. 

To help facilitate sponsorships, OCAF has partnered with Business for the Arts’s artsvest program, which connects non-profits to the private sector. 

The team of two at OCAF prides itself on being one of the most responsive grant offices in the province. 

“We’re really there to make applications as strong as possible,” Mr. Vaughan said. “Our board will also attach suggestions and consultation advice to the approval.”

With six deadlines throughout the year, there are always opportunities to apply.