Good things grow

Millions in economic spinoff for area predicted by IPM organizers

For the fourth time since 1922, the largest agricultural show of its kind in North America will be rolling into Kawartha Lakes from Oct. 1-5.

Presented under the auspices of the Ontario Plowmen’s Association (OPA) and organized and run by a local committee and hundreds of Kawartha Lakes and area volunteers, the International Plowing Match and Rural Expo (IPM) is predicted to generate about $8 million in economic activity. Almost 60,000 people are expected to attend, many from outside the area.

That doesn’t surprise Gord and Gladys Masters, who farm on Algonquin Road near Little Britain and who are heavily involved in helping out at the IPM.

Gord is director and chair of the RV park while Gladys is chair of souvenirs.

Gord and Gladys have been farming their whole lives. She grew up in Woodville, while Gord grew up two roads over at a time when farming was a slower enterprise. “I grew up with three horses and a two-furrow plow.”

(Using more than two horses is typical for a two-furrow plow, as the weight of the plow and the effort required to drag it through the soil is considerable.)

At that time, Gord said they had “a hard time getting 15 acres done in a week. Now we can do 15 acres in a few minutes.”

Agriculture, like many industries, has gone through a sea change of technological advances. It’s not only a Canadian powerhouse segment of the economy, it’s also the number one driver of economic wealth in Kawartha Lakes.

To that end, the Kawartha Lakes Economic Development Department and the local IPM committee have partnered in many ways. This includes offering advice to local businesses and communities that are looking to boost their brand and gain massive exposure for their products and services by becoming an active part of this prestigious gathering.

Millions to be spent locally

Last year, Dufferin County hosted the show and was pleased by the experience. Statistics gathered by the Ontario Plowmen’s Association discovered that the crowd at Dufferin was split into two specific cohorts. There were those who travelled fewer than 40 kilometers to attend the show and those who journeyed more than 40 kilometers to partake in the IPM and Rural Expo.

The OPA said that 72 per cent of the total attendees travelled at least 40 kilometres, and that typically these individuals spent much more than local visitors, as many stayed for part or all the show, requiring lodging and food for as many as five days.

Based on this recent show data, Kawartha Lakes organizers are expecting a similar breakdown in the attendees this October, and are hoping that out-of-town guests spend like they did in Dufferin last September.

Local chair of the IPM, Bob Armstrong, believes that out-of-town visitors could generate as much as $4 million in local economic activity.

Armstrong said in a telephone interview with the Advocate that this money is expected to be spread right across the city when the IPM gates close daily at 5 p.m. and thousands of tourists go looking for an evening on the town.

The OPA estimates suggest that between fuel, accommodations, restaurant meals, groceries, beverages, outside merchandise purchased off-site and money spent on other entertainment and attractions in the area, at least half of the $4 million will likely be spent directly at businesses in and around Kawartha Lakes.

“We want our visitors to get out into the community while they are attending the IPM,” Armstrong said. “We want them to enjoy what the city has to offer…go out for dinner or see a show.”

Armstrong pointed out that local merchants like Globus Theatre are already tailoring their business to these out-of-town visitors, offering a dinner theatre with agriculturally based themes that coincide with the IPM and Rural Expo.

Armstrong is also hoping for strong local attendance to bolster the overall numbers as Kawartha Lakes residents attending the show could put another $2 million into the local economy as they enjoy their daytrip to the IPM.

With educating the public about innovations in agriculture central to the show’s mandate, Armstrong is expecting thousands of local students to attend the show on school sponsored field trips to learn about the importance of agriculture to the province and Kawartha Lakes.

“This isn’t a local family fair,” Armstrong said. “There are no rides. This is an opportunity to become better educated about the new ways of farming. It has always been very well supported by the farming community as a whole and we expect 2024 to be no different.”

“We also have a show budget of almost $1.5 million,” Armstrong said. “That entire budget is going to be spent locally on things like renting the Lindsay Exhibition (LEX) grounds, tents, fuel, construction material and hiring the dozens of local tradespeople we will need to make this show a success.”

Gord Masters says the IPM “brings an amazing amount of money into the community.” He notes that most of the profit from the show is retained by the Kawartha Lakes organizing committee for distribution to local charities in the city, upon the show’s completion.

Armstrong says they are “hoping we will have over $100,000 to put back into worthy causes once we are done in October.”

Economic Development offers advice to local vendors

The city has been a huge booster of the IPM and Rural Expo since the get-go, and Rebecca Mustard, manager of economic development for Kawartha Lakes, hopes many local businesses and individuals take advantage of this once-in-a-generation gathering of the North American agricultural community here in the city.

“The IPM is a community-wide event that celebrates agriculture and rural living,” Mustard said. “This show brings people from across Ontario and beyond. Council has supported the event since it was first proposed in 2020. The IPM will have a big impact on our economy and foster local pride. It will do a great job of showcasing agriculture as one of Kawartha Lakes’ main economic sectors.”

Mustard suggests that the first decision local businesses need to make is the decision to get involved directly with the IPM and Rural Expo.

“Businesses can participate as vendors in the show, or take an ad in the show guide,” Mustard said. “If you are a local business vendor at the show, use local contractors in your work.”

Mustard said in an exchange of emails with the Advocate that local businesses and communities can promote themselves with IPM visitors when they are here for the show or encourage these agri-tourists to come back again another time.

“Businesses can have IPM themes in their marketing,” Mustard said, “by tagging the IPM in their marketing. Businesses can create special offers for the IPM and Rural Expo and join in community themed events aimed to attract IPM visitors.”

Mustard added that “Kawartha Lakes Tourism is promoting our area to event attendees and if you are in the tourism business, make sure you are in and your listing is up to date in the Kawartha Lakes business directory.”

Mustard expects there will be considerable demand for local accommodations of all kinds.

“Beyond the traditional hotel and motel stays,” Mustard said, “those short-term rentals that have obtained their licenses can be a part of the action. We are also encouraging seasonal accommodations that typically close prior to October, to consider remaining open (one more week) for the event.”

Mustard encourages those organizing events that might be of interest to IPM visitors to put that event in the Kawartha Lakes Tourism event calendar.

Opportunities to display

Armstrong fully supports Mustard’s supposition that companies and individuals who tap into the IPM and Rural Expo will likely benefit their corporate bottom lines.

“Those IPM visitors are all potential customers,” Armstrong said. “They will meet thousands of potential customers at the IPM. This is the largest event they will ever sell to in this area.”

Dufferin area politician Chris Gerrits, whose community co-hosted the event last year, told local businesses in his township that “the plowing match is about much more than plowing…it is a celebration of all things rural” and a “huge economic opportunity” not to be missed.

When asked if space still remained for new vendors Armstrong was cautionary.

“Right now, we have plenty of space available because we are utilizing the buildings at the LEX for our vendors,” Armstrong said. “We have had a lot of demand recently, and…have had a number of new vendors come forward.”

He said that the cost of space is based on the size of display area the vendor needs. For example, a 25-foot by 75-foot outdoor space will rent for $1,275, a 25-foot by 30-foot outdoor space will rent for $750 and an 10-foot by 10-foot indoor booth will rent for $775 if only for display purposes, and $1,475 if used for retail purposes.

For more information about becoming a vendor at the IPM and Rural Expo, contact soon, as space is limited.