Heather Wright/The Independent

Tourism Sarnia Lambton says the International Plowing Match at the Brigden Fairgrounds in 2027 could bring $6 million in tourist dollars to the region.

That’s one of the things council heard July 14, as members of the Plowing Match planning came asking for financial support. The group headed up by Dennis Bryson of the Lambton’s Plowmen’s Association, landed the major show in April with the plan to host the event at the Brigden Fairgrounds.

Bryson says the site was approved after plowing match officials visited Brigden recently. “They were, I think, surprised and astounded by what the Brigden Fairgrounds had to offer,” says Bryson.

Because the local fairgrounds is being used, there will be no need to install hydro for a tented city, there is plenty of exhibit space, says Bryson, and there is a local fire department and paramedics all less than a minute from the grounds should there be trouble.

Now that the venue has been secured, the committee has to begin pulling the plan together. And that will take money, according to Dennis Robinson, who is also on the local committee.

“In 2027 we want to put 100,000 people through the Brigden Fairgrounds in five days and utilize the campgrounds and everything in St Clair township that we have to showcase – the St Clair River being one of them that not everybody in Ontario gets this far west to see what we take for granted every day,” he said.

That will take seed money. “We have also approached some others. But this is the home municipality, and we want to highlight that St Clair is the host.”

The committee wanted $100,000 over three years to use for everything from booking food vendors to entertainers. 

“It is going to take everybody’s sweat hours to make this a success, but it’s also going to take finances so over the three years,” he said.

Robinson said the committee was hoping for a dollar for every potential visitor.

Councillor Bill Myers was quick to offer the $100,000 support over three years. Council agreed, asking staff to figure out what part of the budget the money could come from.

Mark Perrin, the executive director of Tourism Sarnia Lambton, says the board has already been helping out with communications and advertising for the event and it will discuss providing seed money at its board meeting in September. 

“Tourism Sarnia Lambton is fully behind the committee and is doing what we can to obviously bring a huge economic impact,” he told council.

“We know typically these events are $5 to $6 million in economic impact for the region, which we’re excited about to bring to St. Clair township and Lambton County.

Bryson added the group hopes the event will not only create tourism dollars in 2027 but will provide enough of a nest egg to create a legacy for the future. 

The 1991 IPM committee set up a scholarship fund which is still giving out grants today. 

Bryson say the 2027 committee is still considering what could be done but he hopes cash will flow to local charities which help with the event. That, he says, would benefit the entire community.