Nunavut celebrations may bring economic prizes

ANNETTE BOURGEOIS
Nunatsiaq News

IQALUIT — Celebrating the creation of a new territory can be a goldmine, if people know where to dig.

“There’s an enormous amount of opportunity for the people of Nunavut to take advantage of this,” Newfoundland native Joe Bennett says.

Bennett, direct from bringing Cabot 500 celebration plans to fruition in his home province last year, enumerates possibilities for marketing Nunavut’s creation on the international stage using events such as a ‘top of the world’ conference that would attract participants worldwide.

“There’s more to it than selling tee-shirts.”

Hired by Nunavut Tourism, Bennett’s job, as he emphatically points out, is not to plan ’99 celebrations, but to help Nunavummiut create and market events that are cultural, yet profitable.

He claims properly planned and marketed events can yield a return of $3-5 for every dollar invested.

“That’s pretty boastful,” he admits confidently.

He adds tax revenues generated by these events would make them attractive investments for governments.

In the several months in which Bennett’s been on the job, he’s fielded calls from residents across the territory bursting with ideas and looking for direction.

“The key to making Nunavut ’99 work is to keep the expectations within realistic goals,” he explained.

Last October a committee of people experienced in large-scale events planning, along with the territorial department of resources, wildlife and economic development (RWED), looked at possible economic benefits surrounding ’99 celebrations.

“We’ve presented the concepts to a lot of groups and nobody has disputes,” Bennett said. “I think we have full support.”

The proposal involves spreading the celebrations surrounding the creation of Nunavut across five months, from April to August, 1999. The events would fall under three categories: “hallmark” events, regional celebrations and community festivities.

Bennett said during each of the five months there would be at least one “hallmark” event, a high-profile, internationally-promoted celebration he says is critical to “create the understanding of the achievements of Inuit people.”

Regional events, he explained, would celebrate the diversity of the Baffin, Kivalliq and Kitikmeot regions. Community organizations would also have the freedom to express their messages through local events.

NIC organizing inaugural celebration

The foremost event is the inauguration celebration being co-ordinated by the Nunavut Implementation Commission (NIC). It’s for this show that policiticians and dignitaries worldwide will congregate in Iqaluit April 1, 1999.

How Nunavut’s 26 communities will participate in this event, who’ll attend, what the program will be and who’ll pick up the tab are still unanswered questions. What is certain, however, is hundreds of well-wishers will flock into Iqaluit to be part of the historic event.

NIC’s executive director, Simon Awa, said details will begin to be finalized towards the end of March.

“A lot of eyes will be on the community of Iqaluit,” Awa said.

NIC is appealing to various groups for help, such as the education council to approve school property for events and the airlines to offer deals on fares. Awa also met with a town council committee requesting that next year’s Toonik Tyme activities be somehow tied to the Nunavut celebration.

As well as the serious logistical problems with housing hundreds of visitors in the town — whose hotels have only about 400 beds — the cost of the event is expected to ring in around $2 million. Awa said the federal government will likely bear the brunt of that expense, though NIC will be looking for corporate sponsors.

April celebration at the centre

The April celebration is the key political event of 1999 and an NIC initiative under the direction of Indian Affairs and Northern Development Minister Jane Stewart.

But Bennett believes it’s possible to carry on the momentum this event will create. Planning, however, is crucial and must begin by April 1, at the beginning of the new fiscal year.

With 13 months to go, time is an obvious constraint, Bennett admits, but getting people and money in place is another imposing hurdle.

This week Bennett was finishing up a detailed report for RWED — with a complete cost analysis — for helping Nunavummiut maximize the ’99 celebrations.

Bennett wouldn’t share details of the report, but said if it’s accepted, the residents of Nunavut should be blitzed with the information they need to get started.

“In all the consultations, the people of Nunavut want a celebration reflecting the importance of the event,” Bennett said.