By Pepper Parr
November 3oth, 2025
BURLINGTON, ON
After deciding not to continue working with the Sound of Music, the Not-for-Profit organization that put on the free attendance music festival for 30 years, the City sent out a Call for Applications that resulted in 12 submissions, which ranged from modest community-scale events under $250,000 to large, multi-day music festivals exceeding $2 million.
.The range and diversity of submissions underscored the strong interest in Burlington’s waterfront and confirmed that commercial, not-for-profit, and community-based sectors all recognize the long-term potential for a renewed music festival at Spencer Smith Park.
An MRG production.
Concerns were raised about the limited preparation time for a 2026 launch and highlighted the need for a longer-term agreement with the City to allow their event to grow and achieve its full vision over multiple
All applications were reviewed using the City’s Festivals and Events Policy, and the Festivals and Events Strategy Team (FEST) completed a thorough review based on the policy criteria of innovation, economic impact, sustainability, accessibility, professionalism, risk and safety.
MRG brings experience and scale to concerts in locations across Canada.
This structured review identified MRG Live Ltd., (https://www.mrglive.com) as the top applicant, demonstrating the strongest alignment with Burlington’s policy framework, community priorities, and the City’s objectives for a financially sustainable, high-quality waterfront festival that would be known as the Waterfront Music Festival and take place on June 19–21, 2026.
MRG is not a not for profit. It is an Ontario Business Corporation formed in xxx by xxxx
MRG Live, a division of The MRG Group, is a leading independent North American concert and entertainment production company. Founded in 2008, MRG Live has since become Canada’s largest concert and entertainment promotion company and expanded into the USA in 2020. The company produces over 1,000 events annually, servicing MRG’s nine owned, operated or programmed venues, and producing concerts across Canada and in key US markets ranging from clubs, to theatres, to arenas.
MRG Live’s mission is to be the leading partner for connecting talent to their audiences. Focusing on developing and growing artists and markets, while never forgetting the importance of the fan experience.
To get a sense of the scale and experience the group has – here is what they did at the West 4th Avenue Khatsahlano Street Party, Vancouver’s largest free Music + Arts Festival. “Created with love in 2011 by the members of the Kitsilano West 4th Avenue Business Association, Khatsahlano features multiple stages showcasing more than 50 of Vancouver’s top musical performers as well as the eclectic work of local artisans and street performers. This 10-block street fair, spanning from Burrard to MacDonald Street also features a wide variety of food options, bustling patios, giveaways, special activities, and licensed beer gardens!”
Do they know how to draw a crowd?
Khatsahlano Street Party (175,000 attendees), Surrey Fusion Festival (100,500 attendees),
There are a lot of questions that will hopefully be asked when this is discussed at Council on Monday. What will happen to the superb group of volunteers who worked to get the festival up and running each year?
Nor is there any mention of the role the Performing Arts Centre will play in the event. They were billed as the Premier sponsor for the 2025 event and put $100,000 into the 2025 event.
What wasn’t contained in the report was the size of the city’s financial contribution – $150,000 was available.
Did anyone prepare a list of the things that could go wrong?
The decision to accept the Staff recommendation will go to Council on December 9th.
Over the coming months, staff will provide support in addressing the logistical requirements necessary to deliver the event. An information report will be prepared for Q1 2026 to present these details to Council and ensure they are shared with the broader community.
Options considered:
Option 1: Proceed with MRG Live Ltd. as the Music Festival Provider for 2026
Option 2: Pause for 2026 and Plan for 2027
3,500 people responded to a survey – looking for clear support for Canadian artists, affordability, sustainability, and the continuation of Burlington’s tradition of hosting a major summer festival at Spencer Smith Park.
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Staff have said there were 12 proposals to take over from SoM that were submitted to and reviewed by staff. However it is concerning that there is a complete lack of transparency by City staff. The report to the Committee of the Whole did not provide one iota of information about any of the other proposals. So Councilors were asked to (and did) approve the recommended bid without any knowledge of the other competitive bids. For example was there a four day proposal? Councilor Kearns asked staff to share with councilors information on the other 11 proposals. Staff refused that request. Who is in charge at City Hall? Council or staff? Why are councilors not making a big fuss about this lack of transparency and staff insubordination.
Editor’s note:
Choosing Festivals and event was delegated to city Staff. They were just doing what they were required to do.
Get ready for some real surprises when the reports that goes to Council in Q1 2026
Editor; one would have thought it would have been mentioned in the staff report why none of the other 11 proposals was acceptable. Yes, it was staff’s job to evaluated all 12 proposals and make a recommendation. It wasn’t their job to keep Council in the dark as to what other proposals had been made and why they were discounted. How is Council supposed to evaluate the recommendation if it only has one part of the puzzle? This is symptomatic of how staff treat both councilors and residents as being annoyances that get in the way of them doing what they want to do.
Editor’s note: Staff did say that the one selected was so superior to the others that decision was evident. Any Council member could have moved a Motion to have all 12 names and a 25 word paragraph on what they offered. Don’t blame staff – they were just doing their job – it was city council that was asleep at the wheel.
What many are not seeing is just how vital the SoM is too the city – and if it gets screwed up there are 7 people who will pay a high political price. The smart ones will choose not to run.