Small town in Norfolk County works long hours to host Mumford & Sons

NORFOLK COUNTY, ON, Aug. 1, 2013 /CNW/ - When the small town of Simcoe welcomes guests to town, they don't roll out the red carpet. They line the streets with hand-painted silk banners celebrating music and the U.K. band Mumford & Sons.

The population of Simcoe will grow fivefold when the band arrives with its musical friends on the Gentlemen of the Road tour August 23 and 24.

"When Ben and Winston of Mumford & Sons visited Norfolk County last winter, we promised them their fans would have a magical, unforgettable time," said Karen Matthews, General Manager of the Norfolk County Fairgrounds. "We always keep our promises in Norfolk County."

"The festival is curated and conceived by Mumford & Sons, and produced locally by Live Nation, promoters of the only Canadian two-day stopover in the world tour," said Jason Grant of Live Nation. "The clearly stated goal from day one of the project was to have Norfolk County residents reflect the musicians' vision in local aspects of the event."

"The silk banners along the streets were hand-painted with pride and care by the people who live here," said Larry Dawson, Executive Director of the Downtown Simcoe Business Improvement Area.

Scores of Norfolk County volunteers are helping with the downtown street fair featuring local musicians, artists and food. Many local residents will act as ambassadors, answering questions and providing directions for visitors.

Community groups will enhance the fans' experience by serving local food. Norfolk County is Canada's largest growing region of sweet corn, strawberries and other fruits and vegetables. Sourcing ingredients for meals will be easy.

When hotels and B&Bs in the region booked up quickly, the local tourism office appealed to homeowners to billet fans. Dozens of families stepped up, offering more than 100 rooms for rent. Some homeowners have offered to cook breakfast for the guests, and to act as personal guides.

"Norfolk County has embraced this event because we are hospitable, hard-working people," said Mayor Dennis Travale.

Every municipal department has been engaged with set-up, from roads crews and health inspectors, to paramedics, police and planners. Norfolk County Council rezoned 100 acres on the edge of town for 2,000 additional campsites and 8,000 parking spaces.

Matthews added that the Norfolk County Fairgrounds are proud to be the official home of the Gentlemen of the Road Festival.

For more information about the Gentlemen of the Road Simcoe Stopover, visit norfolktourism.ca/gotr-simcoe-stopover/ or call 800-699-9038.

SOURCE: Norfolk County

Media contacts:

Karen Matthews, Norfolk County Fair & Horse Show, 519-426-7280 ext 228

Larry Dawson, Downtown Simcoe BIA, 519-426-5150

Dennis Travale, Mayor, Norfolk County, 519-426-5870 ext 1220

Clark Hoskin, Manager, Tourism & Economic Development, 519-426-5870 ext 1238

Jason Grant, Live Nation, 416-260-5700 ext. 20397