How this event beat COVID-19

The COVID-19 pandemic hit live music events hard. Large gatherings were cancelled everywhere in 2020. When 2021 wasn't looking any better, organizers of the Ness Creek Music Festival devised a new approach that delivered a fulfilling festival experience to retain loyal music lovers while providing a safe venue for audience and artists alike.

Since it's beginnings in 1989, the Ness Creek Music Festival had grown from a small gathering of local musicians to more than 100 artistic and cultural performances attracting an audience of more than 3000 across 13 festival venues. The pandemic threatened to undo that growth and success.

The festival was cancelled outright in 2020. Organizers needed a plan to allow the 2021 event to proceed.

The Ness Creek Cultural and Recreational Society, the organization behind the Ness Creek Music Festival, applied for funding through Tourism Saskatchewan's Community Experience Cluster Program, receiving $7250 funding to hire a tourism consultant to create a new product that offered the features of the large music festival in an intimate setting.

The program funding allowed organizers to introduce Nesscape Mini Breaks, offering a festival experience through small-scale "capsule" weekend package events. These events let organizers pivot in response to the pandemic, allowing the popular event to resume safely, while meeting public health constraints.

Each Mini Break package included accommodations, outdoor activities, arts and culture activities, culinary experiences, and a grand outdoor concert. Each market-ready package combined the experience into a single point of purchase.

As a result, Ness Creek Cultural and Recreational Society was able to meet its sales targets in a year that saw many tourism operators devastated by loss of visitors and revenue.