HomeMy WebLinkAboutGoderich Signal Star, 2017-04-05, Page 2626 Signal Star • Wednesday. April 5, 2017
2017 IPM looks to break attendance records
Shaun Gregory
Postmedia Network
An "epic" kind of year is all
that's on Emily Morrison's
mind, she is one of the mar-
keters for the 2017 Interna-
tional Plowing Match and
Rural Expo and attracting a
population the size of a
small city is the way to turn
that vision into reality.
According to a report from
the Ministry of Tourism, Cul-
ture, and Sport, the town of
Minto, Ont. felt an economic
impact splurge of some $29
million for last year's event.
Surpassing the six-month
mark until opening day,
Morrison is anticipating a
more lucrative stage in the
municipality of Huron East.
She said if this happens,
the community could poten-
tially create a larger financial
effect than the 2016 IPM,
which saw more than 96,000
people come through the
gates.
Morrison, 27, is working
diligently with a marketing
campaign team covering
anything that derives their
way in a 100 km radius.
Entering the 100th year for
IPM competition, in Walton
this time around, the match
will be held from Sept. 19-23.
With such a milestone cele-
bration generating from the
IPM, Morrison is attempting to
welcome more than 100,000
people to pay homage.
"There (are) 62,000 people
in Huron County, so we have
to make sure that 40,000
people come from outside,"
Morrison said.
If accomplished, this
would be a record in recent
years.
"That is a record that we
want to break," stated Morri-
son, March 23.
In the past 15 some -odd
years, there has yet to be a
hosting destination of the
match to hit six -digit audi-
ence numbers.
It's an evolving event from
one year to the next;
Morrison said her position
itself is proof of how the
event is growing.
"I'm actually a paid
employee funded from the
County of Huron and that's
really never happened
before."
With a target age group of
25-40, Morrison - a born and
raised native of I luron County
- is advertising to the young
farmers. There is a stigma sur-
rounded by farming and agri-
culture and she's hoping to
showcase this new trend.
"Some may think this is for
an older crowd, we want to
show them it's not," she said.
"The IPM is young and
hip."
Last year at the 2016 IPM,
Morrison and her team
spent 10 days tented up to
study the event while also
promoting the upcoming
Walton contest; she said this
experience gave them a taste
of what to expect in the fol-
lowing year.
During that time, they sold
Shaun Gregory/Postmedia Network
Last year, a small group unveiled the 100th International Plowing Match & Expo in Walton Ont.
roughly 500 campsites in the
area for the 2017 IPM.
Cathy Lasby, executive
director for the Ontario
Plowmen's Association, said
marketing tools are key but
said the forecast is what mat-
ters most.
"The first thing they need
to do is pray for good
weather because we are so
weather dependent," she
said in an interview March
24.
She continued, "the com-
munity has to be engaged in
it and I think that attitude
and atmosphere (will) (be) a
welcoming feeling that will
make people want to come
to Walton."
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