Placemaking: Enticing the Out-of-Town Visitor

How do cultural destinations outside of urban centres reach tourists, and how has this process been affected by the pandemic? At a time when visits are almost entirely made up of the hyper-local, how are these sites engaging audiences from near and far, and how are they planning on re-connecting with visitors once travel can resume?

This lecture was part of Ontario Culture Days symposium, Now, into the Future: Cultural Tourism in Ontario, held June 16-17, 2021.

Speaker bios


Louis-Etienne Dubois,
School of Creative Industries, Ryerson University
Louis-Etienne Dubois is Associate Professor of creative industries management at Ryerson University’s School of Creative Industries, as well as associate researcher at MINES ParisTech’s Center for Scientific Management. He is the director of the Future of Live Entertainment lab, a research partnership between Ryerson’s Faculty of Communication and Design (FCAD) and Cirque du Soleil Entertainment Group. Louis-Etienne has previously consulted and delivered corporate training for a range of organizations in the creative, associative, aerospace and banking sectors, and has been involved in different Executive education programs since 2012 at HEC Montreal and Ryerson University.


Marie-Josée Adam,
Cirque du Soleil
As Executive Producer and Head of Creative Studio at Cirque du Soleil Marie-Josée Adam leads a team of talented designers, artisans and technicians who create unique and awe-inspiring live entertainment. Marie-Josée began her journey at Cirque du Soleil in 2001, soon thereafter joining the newly-formed special events department. For over 15 years, she contributed to developing projects and structuring the successful division that operates today as Cirque du Soleil, Events and Experiences. During this time, she produced numerous large-scale shows and bespoke events for external clients. In 2014, she was appointed to the executive team of 45Degrees – a Cirque du Soleil company – as Administrative and Financial Director, responsible for strategic planning and contributing to the expansion of the company.

Tim Jennings,
Shaw Festival
A respected and awarded theatre manager in both Canada and the United States, Tim Jennings is a passionate social advocate known for his creativity, financial acumen, leadership skills and energy. Beginning his career in theatre production and management in the late 1980s, Mr. Jennings has acted as Managing Director of Toronto’s Roseneath Theatre, Seattle Children’s Theatre and the Tony Award-winning Children’s Theatre Company of Minneapolis (CTC) – the world’s leading family theatre, as well as producing and touring work to every State and Province and more than 40 countries. Mr. Jennings joined the Shaw Festival as its Executive Director in the late fall of 2015 and has, alongside Artistic Director Tim Carroll, pioneered a movement for real, live human connection through theatre and a focus on theatre as a basic human need that has resulted in significant (30%+) growth in the organization between 2016 and 2019 ($35 million/annum and 325,000 attendees) and has allowed the Shaw to maintain its full 550 person workforce throughout the pandemic.

Elizabete Ludviks,
West Hamilton Arts Tour
Born in Riga, Latvia, Elizabete Ludviks developed her perception and love for art while growing up in a community of artists, designers and political activists. Her postsecondary studies include Jewelry Design at Ontario College of Art and Design in Toronto. Elizabete is an award-winning craftsperson and jewelry designer, and organizer behind the popular West Hamilton Artists Tour, which recently celebrated its 13th anniversary. Elizabete lives and works in Hamilton, Ontario with her two kids and a musician partner.

Janis Monture,
Woodland Cultural Centre
Janis Monture is from Six Nations of the Grand River, Mohawk Nation Turtle Clan. Janis has recently returned as the Executive Director of the Woodland Cultural Centre. Previously, Janis was appointed the Director of Tourism and Cultural Initiatives for the Six Nations of the Grand River Development Corporation. Janis was a committee member for the Great Lakes Research Alliance for the Study of Aboriginal Arts and Cultures and for the Arts & Culture Advisory Council for the Toronto 2015 Pan Am/Para Pan American Games. Currently Janis is the President of Kaha:wi Dance Theatre and Board Member for the Brant Community Foundation and Six Nations of the Grand River Development Corporation.

We acknowledge and thank the Province of Ontario and the Canada Council for the Arts for their support of this project.