Partner Spotlight -Muskoka Arts & Crafts Summer Show – Celebrating 63 Years
Through support from the Explorers’ Edge Partnership Fund, Muskoka Arts & Crafts successfully delivered a refreshed and highly engaging 63rd edition of its iconic Summer Show in 2025—one of Ontario’s oldest and largest rural outdoor arts events.
A cornerstone of Muskoka’s summer season, the Muskoka Arts & Crafts Summer Show continues to be a draw for residents and visitors alike, generating significant economic impact across the region. The 2025 partnership focused on aligning and amplifying communications and marketing efforts for the Summer Show and associated spring arts programming, ensuring the event’s evolving experience reached both loyal attendees and new audiences.
While honouring its time-honoured appeal—juried artisans, riverfront setting, and deep cultural tradition—the 2025 show embraced smart innovation. Digital ticketing, mobile app integration, app-based giveaways, expanded entertainment, and enhanced community engagement elevated the visitor experience while strengthening digital touchpoints before, during, and after the event.
The partnership successfully increased awareness, online engagement, and advance ticket sales by directing audiences to the Muskoka Arts & Crafts website and mobile app. Marketing efforts targeted a broad mix of returning patrons and new demographic profiles, including cultural tourists, overnight visitors, and regional day-trippers, contributing to strong attendance and sustained interest throughout the season.
Beyond the event itself, the 2025 Summer Show encouraged visitors to stay longer and explore more of Muskoka by highlighting multi-day programming, food and beverage offerings, and nearby attractions. This approach supported tourism dispersion and extended economic benefits to local accommodations, retailers, galleries, and cultural sites—while continuing to place artists at the heart of the experience.
This successful partnership demonstrates how a legacy event can evolve thoughtfully, blending tradition with innovation to strengthen regional tourism, support the arts, and enhance Muskoka’s cultural economy.
For more information about how to get involved through the Explorers’ Edge Partnership Program, connect with our Partnership Manager, Jennifer Montpetit at [email protected].
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