Striking a chord with music lovers

It is hard to imagine anyone who has never heard the familiar holiday tune of Feliz Navidad on the radio or sung along to the nostalgic lyrics of the iconic 1970s hit Bye, Bye, Miss American Pie.

But apart from their obvious catchiness, these two songs share the distinction of both having been written by musicians who performed at the 2011 Festival des guitares du monde en Abitibi-Témiscamingue. When a festival serves up a musical menu featuring artists like Jose Feliciano and Don McLean, all of the ingredients are there to satisfy the appetite of even the most discerning guitar music fan.

A visitors’ welcome!

In the lead-up to the Festival’s fifth edition in 2009, event organizers decided to put a structured communications plan in place—with the support of Canada Economic Development—to woo over a new clientele from north-eastern Ontario. The effort paid off: in no time, the spring cultural event was attracting more visitors than ever and enriching the Abitibi-Témiscamingue tourism offering.

“Some are still amazed at what we’ve managed to accomplish,” confides the Festival’s artistic director, Alain Vézina. “But that we’ve been able to bring a world-class musical program to a so-called “remote” region is thanks to the remarkable dedication of our many volunteers, the significant financial support of our private partners and the strategic collaboration of public partners like Canada Economic Development. Our efforts have all been centred on the same goal: promoting the festival outside Quebec and focusing on certain niche markets abroad.”

Since its establishment, the Festival des guitares du monde, which takes place every May in Rouyn-Noranda, has succeeded in attracting some of the biggest names in contemporary music, including an impressive 41 Grammy, 43 Juno and 58 Felix award winners!

“In our first seven years of existence, we presented concerts by 528 musicians from 37 countries playing to audiences of more than 121,000 fans. Since the Festival’s inception, attendance has more than tripled. According to our estimates, it has generated more than $9 million in total spinoffs, making ours one of the largest guitar festivals in the Americas,” says Mr. Vézina.

One instrument, many styles

Each year, the Festival des guitares du monde en Abitibi-Témiscamingue features some 40 concert performances in a range of musical styles. Audiences have thus been treated to shows by legendary musicians like bluesmen Buddy Guy, John Hammond and Johnny Winter, jazzmen Pat Martino, Al Di Meola, Ottmar Liebert, John Pizzarelli and Stanley Clarke and world music artists Jesse Cook, Chico & The Gypsies, Pavlo and the African Guitar Summit.

“Of course, classical music still holds a spot of prime importance in our programming. Many still recall the performances of Rouyn-Noranda’s own Rémi Boucher and such greats as Pepe Romero, Manuel  Barrueco and Sharon Isbin,” the artistic director adds.

Generosity and recognition

During its 2011 edition, the Festival helped promote the presence of other Abitibi-Témiscamingue festivals by providing them with visibility on certain nights of the event. This gave visitors a golden opportunity to get a feel for the cultural beat of the region and discover the rich array of events taking place in north-western Quebec.

The Festival also won best promotional poster for an event with a budget of more than $500,000 during the 2011 Coups d’éclat awards gala organized by Festivals et Événements Québec and the Société des attractions touristiques du Québec. The poster was inspired by the work of artist Alain Lévesque.

Year after year, the Festival des guitares du monde en Abitibi-Témiscamingue brings together guitarists of unparalleled talent and reputation. Whether they’re playing jazz, blues or classical music, these artists are sure to strike a chord with any fan of the impassioned riffs, insistent laments and gentle melodies of guitar music.