London, Ontario, stands at a pivotal moment in its development. As the city shapes its future, culture emerges as an essential component of this process. A vibrant cultural sector significantly contributes to economic growth, tourism, community engagement, and overall urban vitality.
This significance is especially timely as London formulates its Economic Development Strategy and Downtown Master Plan. Both initiatives will substantially influence the city's trajectory, positioning culture as a crucial element. Cultural investments stimulate economic growth, help attract and retain skilled talent, and enhance the overall quality of life, making London a competitive and vibrant place to live, work, and visit.
Moreover, culture significantly impacts talent attraction and retention. London is home to prestigious music programs at Fanshawe College and Western University, as well as the renowned Ontario Institute of Audio Recording Technology (OIART), institutions that graduate numerous highly skilled cultural workers each year. To retain this talent, the downtown core must become a supportive environment where creatives and entrepreneurs can thrive, thereby fostering innovation.
A recent report by the Ontario Chamber of Commerce, Ontario’s Arts, Culture, and Creative Industries: Strengthening Competitiveness and Communities, clearly underscores this point. The report highlights that Ontario’s culture sector contributed over $26 billion to the provincial economy in 2022 alone, solidifying its role as a cornerstone of Ontario’s competitiveness and identity.
As London navigates the evolution of its downtown, reflecting on the city’s identity becomes essential. Historically known as the “Forest City” since the early 1800s, London’s growing reputation as a UNESCO City of Music suggests an evolving identity. Determining how the city’s current brand reflects contemporary realities and balances natural heritage with dynamic cultural growth will be crucial in shaping a brand that honors the past while embracing the future.
The full report outlines specific reasons why culture must be central to London's economic planning, especially regarding the Downtown Master Plan. References to international examples from within the UNESCO Cities of Culture Network support many of these reasons.
London and UNESCO’s “Global Symphony”: What it means to be a City of Culture
London’s music community has hit a high note on the world stage. In late 2021, London (Ontario) earned the prestigious designation of UNESCO City of Music, becoming the first Canadian city to receive that. This title isn’t just a fancy label, it’s a recognition of London’s rich musical heritage and a ticket to a global network of creative cities. “This designation reaffirms that London is an international hub for music and culture. We are home to incredibly talented artists, songwriters, producers, sound engineers, venue and festival operators and world-renowned music education programs,” said then London Mayor Ed Holder. In other words, the world now sees what Londoners have long known: music is at the heart of the city’s identity and economy. In fact, London’s live music sector supports nearly a thousand jobs and hosts thousands of concerts each year, contributing about $600 million to the local economy. Becoming a City of Music is a moment of pride, but it’s also a springboard for potential and connectedness in challenging times.
The UNESCO City of Music designation is a celebration of all the people who have contributed to London’s musical story: the artists who pour their soul into performances, the educators who train the next generation, the entrepreneurs who run venues and festivals, and the fans who pack local shows with energy and love.
