Culture, Community, and Concerts: The Power of Placemaking

Downtown Reimagined
Culture, Community, and Concerts: The Power of Placemaking
A Summer Series from the London Chamber of Commerce

When you think about what makes a city feel alive, culture is often at the heart of it. Whether it’s live music echoing through the streets, a theatre performance that makes you think, or a bustling festival that brings neighbours together—these moments of shared experience shape our connection to place.

Events like Sunfest—one of the largest free world music festivals in Canada—are shining examples of what’s possible when public spaces are activated through culture. Every summer, Victoria Park transforms into a vibrant cultural village, drawing tens of thousands of people from across the city and beyond. The ripple effects are significant: hotels are booked, patios are full, and small businesses see a boost in traffic. Just as important, people from every walk of life come together to enjoy music, food, and each other’s company.

From performances at Budweiser Gardens and the Grand Theatre, to artist showcases at Museum London, the core is home to a wide array of creative expression. Students and faculty at Fanshawe College and Western University add further energy and opportunity, particularly in the fields of media, design, and the arts.

London's designation as Canada’s first and only UNESCO City of Music underscores our deep and growing commitment to cultural excellence. This prestigious recognition places us on the world stage and signals that music—and the arts more broadly—are core to our city’s identity and future. It's a title that brings pride, but also responsibility: to continue investing in cultural infrastructure, programming, and access so that the title reflects everyday experience, not just special events.

According to the London Chamber of Commerce’s recent report, The Role of Culture in London’s Downtown Evolution, this kind of cultural activity is essential for economic development, quality of life, and long-term vibrancy. Culture attracts people. People attract business. And business supports community. It’s a virtuous cycle—but it needs intentional support to thrive.

What the Chamber Recommends:

To fully realize the potential of culture as a catalyst for downtown revitalization, the London Chamber of Commerce recommends the following:

The City should continue to support and expand cultural spaces downtown, including performance venues, rehearsal spaces, artist studios, and public art installations. These spaces provide both a platform for creatives and an invitation for the public to engage.

Streamline permitting and approvals for festivals, concerts, and pop-up events to reduce red tape for organizers. Consider dedicated staff or liaisons to support cultural and community activations downtown.
 

3. Incentivize Cultural Partnerships
Encourage collaborations between arts organizations, educational institutions, and private sector partners. When local businesses sponsor a mural or host a performance, everyone benefits.

4. Ensure Access to Affordable Workspaces for Creatives

As downtown revitalizes, rising rents and redevelopment can push artists and cultural entrepreneurs out of the core. To maintain a thriving creative sector, the City should explore policies and incentives that support affordable, dedicated workspaces—such as shared studios, maker spaces, and rehearsal facilities—within new and existing developments. A vibrant downtown needs room for people to create.
 

As we shape the future of downtown, culture must be more than an afterthought—it should be at the centre of our plans.

What You Can Do

• Speak up. Share your ideas about the cultural experiences that matter most to you. Visit Get Involved London and share your ideas.
• Stay informed. Follow this summer series as we explore the key areas of the plan.
• Connect with us. Reach out to the Chamber with your insights, questions, or challenges—we want to hear from you.

Let’s co-create a downtown where community thrives, creativity flourishes, and everyone feels they belong.