Summary 2018 STATISTICS 655,047

51st edition

Average age

45.3% 54.7% 45.2 women men 3.7 DAYS on the site

13.8% 398,363 locals (- than overnight stays generated 40 km)

25.8% Attractiveness Index 60.4% excursionists tourists (+ than 40 km) (including overnight 97.3% stays) (97.3% of tourists and excursionists who came to St-Tite did to come to the Festival.)

Study by Segma Recherche – October 2018 STATISTICS 8.7/10 Participants’ assessment of their experience The vast majority of participants said they were really satisﬁed with their visit and their experience at the Festival Western 655,047 de St-Tite. 8.9/10 Average age Paticipants’ assessment of the 45.3% 54.7% 45.2 women men quality of the program A large proportion of the participants said they were satisﬁed with the quality 3.7 DAYS of the festival program. on the site

13.8% 398,363 locals 8.8/10 (- than overnight stays generated 40 km) Participants’ assessment 25.8% Attractiveness Index of the quality of the 60.4% excursionists tourists (+ than 40 km) (including organization overnight 97.3% A large majority of participants said they were stays) (97.3% of tourists and excursionists satisﬁed with the quality of the global who came to St-Tite did to come organization of the Festival, including reception, to the Festival.) accessibility, waiting time, cleanliness, suﬃcient space.

Study by Segma Recherche – October 2018 Study by Segma Recherche – October 2018 TheA successful great campaign according to its goals getawayfrom July 18 to August contest16, 2018

A promotion campaign for the Festival Western de St-Tite was conducted within Québec and targeted speciﬁc regions: Mauricie, Québec city, Lanaudière, Laurentides, Rive-Nord and Rive-Sud of Montréal, Centre-du-Québec, Estrie and Beauce.

A strategic advertising campaign was led on social media.

The goal: reach a younger customer base through a contest.

The results: 44% of the entries were made by 25 to 34 years old contestants, 35% by 35 to 44 years old and 21% by 18 to 24 years old.

9,629 13,552 71% contest visits on the participation entries landing page rate COMMUNICATIONS TheA successful great campaign Newsletter = according to its goals Eﬀective a successful tool! communication tools 25,337 SUBSCRIBERS getawayfrom July 18 to August contest16, 2018 An increase of 13,879 subscribers Dynamic advertising since October 1, 2017 Average open rate of 38.2% (compared A promotion campaign for the strategy to 15.5%, the average rate of the industry) Festival Western de St-Tite was Average click-through rate of 5.3% (compared conducted within Québec and to 1.5%, the average rate of the industry) targeted speciﬁc regions: Mauricie, Québec city, Lanaudière, Laurentides, Rive-Nord and Rive-Sud SOCIAL MEDIA of Montréal, Centre-du-Québec, Estrie and Beauce. A sensational engagement WEBSITE A strategic Instagram advertising Engagement rate of 6% 554,273 348,157 campaign was Record engagement rate for one post of 19% sessions users led on social 14% increase in new users media. An GLOBAL ONLINE CAMPAIGN The goal: reach a younger increasing customer base through a contest. reach AdWords Facebook The results: 44% of the entries Impressions: 106,408 Impressions: 1,542,645 were made by 25 to 34 years old Facebook Clicks: 42,679 Clicks: 13,000 contestants, 35% by 35 to 44 years 6,477,765 reached people old and 21% by 18 to 24 years old. Click-through rate: 40.11% Click-through rate: 0.84% 89,008 FANS Reactions: 2,928 Instagram 9,629 13,552 71% 213,895 reached unique users THEY TALK ABOUT US… A LOT! contest visits on the participation 5,094 FOLLOWERS 2283 were new in 2018 746 MENTIONS entries landing page rate In regional and national media during September. ACTIVITIES

rodeospresented at Coors Banquet Grandes 10 Estrades More than 67,000 spectators An attendance rate of 90% Best OUTDOOR RODEO

insince North America 1999

Professional Guided tours qualiﬁer Once upon a time … circuit and The hidden sides of rodeos CANADA CUP RODEOS Across Québec and New Brunswick throughoutSold the entire out 2018 edition competitors500 The headliner concept allows a proximity with the rodeo champions. Animal welfare

Spectacular Strict protocols

bull jumper Presence of a veterinarian performances CANADIAN team at all times Encourages the Finals Compliance with MAPAQ’s next generation of the IPRA laws and regulations of athletes The health of the animals is at the core of our values: integrity, diligence, relations, with 2 rodeo respect, professionalism, and schools loyalty.

Nearly 20 animal providers

80bulls 120horses

steers60 calves60

Brand awareness rate of 99% Distribution of information sources

“I’m a regular of the Festival” Social Media (all mentions) 66.3% 5.1% Word-of-mouth inﬂuence (from an acquaintance, a friend or a family member) 16.2% Radio Television 4.4% 11.5% Posters in public spaces Internet – Festival website 2.0% 7.9% Internet – other websites Newspapers and magazines 1.4% 7.6%

Study by Segma Recherche – October 2018 ECONOMIC BENEFITS An important economic impact

$309.26 $45 MILLION Average spending by visitor in wealth creation from outside Québec for Québec economy

$3.8 MILLION 679 JOBS of new money in spending from created or maintained Canadian tourists or international tourists

$600,000 In beneﬁts for our community, shared between 25 organizations. Wealth$12.8 multiplierMILLION IN TAX REVENUES for our governments

Study by KPMG – February 2018 “WE ARE REALLY HAPPY WITH THE PUBLIC RESPONSE TO OUR EVENT. WE MAKE SURE THAT WE OFFER NOTHING LESS THAN THE BEST SO THAT OUR VISITORS COME BACK YEAR AFTER YEAR. FOR MANY OF THEM, THE WESTERN FESTIVAL AT ST-TITE IS MORE THAN AN EVENT, IT’S A LIFESTYLE.”

— Mister Benoît Montreuil, President of the organizing committee Country western SECURITY AND PROFESSIONALISM Newly established this year, closing St. Joseph dance at its best! Boulevard was appreciated by festival goers.

FESTIVE ATMOSPHERE More than 30 artists performed in the 3 festival tents and on the 3 oﬃcial terraces: Ranch SAQ Coorstown Countrythèque Cogeco

New teenager zone Le lait Family place The Big Parade

400Fan SUBSCRIPTIONS clubTO THE OFFICIAL DANCE

Satisﬁed festival goers and dancers! A recently enlarged site: the Hydro-Québec Saloon An enhanced festival program

Exclusive shows Country Club Desjardins

Je voulais marier Renée Martel Renée Martel SHOWS Roch Voisine Michel Louvain Dynamic performances from Marc Hervieux the Canadian country rock band David Thibault River Town Pascal Allard 4 Fabien Cloutier exclusive Saints shows for the new country shift Mon nom est Johnny Cash Country Club Desjardins Brigitte Boisjoli Guylaine Tanguay Paul Daraîche Recipient of the Stingray Laurence Jalbert “Prix diﬀuseur du RISING STARS David Thibault nd Tommy Charles spectacle de l’année” AWARDS Ludovick Bourgeois (Show Presenter of the Year Award) for a 2nd consecutive year (Country Culture Gala, October 2018) Famille Daraîche Spotlight on the country music from Quebec with Mario Pelchat A special more than Isabelle Boulay 35 artists Paul, Julie, Dani, Katia Daraîche place David Bernatchez dedicated to performing at La Forge Loto-Québec the next emergent Annie Blanchard generation of country artists Maxime Landry Marc-André Fortin

Kaïn

Québecissime – Cowboys

L’Open Country de Mountain Daisies Patrick Norman Nathalie Lord Andréanne A. Malette Annie Villeneuve Cindy Bédard Jonathan Painchaud Wilfred Lebouthillier Laurie Leblanc The Festival Western de St-Tite gives back SOCIAL ASPECT la SÉJOURNELLE to his community WOMEN’S SHELTER With the involvement of its 130 volunteers, the SOCIAL ASPECT Séjournelle women’s shelter in Shawinigan, gathered for the cause of women and children For 50 years now, The Festival Western de St-Tite shines in the victims of domestic violence, ensures the sale heart of its community. In addition to contributing to the vitality of of beverages and food at Coors Banquet local businesses and improve quality life of St-Tite’s residents, the Grandes Estrades. The profits related to this Festival generates an economic impact of 45 million annually. Not involvement amount to almost $ 60,000. This only through its local purchasing policy, but thanks to a large amount guarantees them a significant philosophy focused on community support, it allows for concrete source of income. changes and major differences within organizations in the region. Funds raised by tips and some of the sales are Following direct or indirect involvement in the event, more than used to renovate the shelter and to have a thirty associations of the region raise nearly half a million resource on an annual basis. The Festival is dollars in operating food and beverage concessions, in turning proud to contribute to the continuity of this land into parking lots and/or camping lands, performing cleaning organization. tasks or technical assistance on the Festival sites. Two organizations benefit mainly from considerable aid, namely the Note that the concessions and kiosks of Séjournelle women’s shelter and Centraide Mauricie. beverages widespread in the city during the festivities are under the responsibility of various local organizations. The impacts of these implications allow them to achieve several activities and meet many needs, going from a school trip to hiring a professional resource. For a second time in its history, the Festival Western de St-Tite collected $11,312.50 in donations for Leucan Mauricie et Centre-du-Québec as a part of the Shaved Head Challenge. This amount will make a difference for cancer-striven children and their family. A TEAM OF 650 proud and dedicated proudVOLUNTEERS and dedicated ECOLOGICAL ASPECT

Western Centraide • Local purchasing policy The Western Centraide activity values the close link • Exemplary work of the maintenance company between The Festival Western de St-Tite and the • Recycling, composting and sorting center Mauricie community. It is therefore with great on the site pleasure that the Festival allows a young person from the region to live an unforgettable dream in the land • The number of recycled cans has tripled, of cowboys. With his family, the child lives an namely 50% cans bought on all of our sites extraordinary experience thanks to a special • Designed to last longer, posters and displays treatment. In addition to travelling on the Centraide have been reduced, reused and printed on Western train, from Montreal, the family has the recyclable materials chance to attend a rodeo from the Salon des Presidents. • An SMS service submits the programming every day to the festival goers When the train arrives at St-Tite station, a horde of • A parking of 800 places with shuttle service bandits, riding their horses, in order to steal from the is available at the entrance of the city travellers and spectators. All donations collected are handed to the Centraide Mauricie organization. Every year it’s an average of $50,000 that is collected.

Involvement Participation Support CONTRIBUTION Cooperation Sharing HELP BENEFITS Mutual aid Generosity Thanksto our sponsors for THE 51ST EDITION

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