THE OPPORTUNITY:
The Town of Penetanguishene reached out to BC Hughes to facilitate an experience development session for Winterama, Ontario’s longest-running winter festival. With deep community roots and strong local attachment, the opportunity was to thoughtfully evolve the festival by enhancing existing programming and introducing new experiences that attract both residents and visitors, while respecting tradition.
THE PROCESS:
BC Hughes led an in-person ideation workshop with town staff and industry stakeholders, focused on refining and elevating the Winterama experience. Through facilitated discussion and breakout sessions, participants explored opportunities to enhance programming while addressing key considerations such as weather variability, community acceptance, resource capacity, and alignment with the festival’s brand and values.
A set of guiding principles was established to inform future decision-making, ensuring that new ideas are adaptable, authentic, accessible, and operationally feasible. The session emphasized balancing innovation with tradition to maintain the festival’s strong community connection.
THE OUTCOME:
The workshop generated 10 potential experience concepts to enhance future Winterama programming, ranging from interactive cultural elements and culinary experiences to outdoor activities and placemaking initiatives throughout the town.
The session provided a framework for evaluating and implementing ideas, along with a renewed approach to evolving the festival in a way that maintains its legacy while keeping it fresh and engaging. The session provided a clear path forward, supporting the continued success and sustainability of Winterama as a signature winter event.
