Discover HalifaxCounting the economic case for Halifax Jazz and Halifax Pride.
Field Research & Insight
Halifax
2025 (July)
Brand ambassador team in colourful apparel
Intercept surveying at Halifax Jazz Festival concerts
Pride coverage across both the parade route and the drag night
Raw data and on-the-ground photos delivered to Discover Halifax
The brief
Discover Halifax wanted hard data on what its flagship summer festivals actually do for the city. Did Halifax Jazz Festival and Halifax Pride drive incremental visitors to HRM? Where were they travelling from? Did they spend on hotels and meals, and did they stay in the province longer because of the events? Maverick was hired to put numbers behind the answers.
The Build
Maverick deployed brand ambassadors across both festivals in custom uniforms designed to match each event’s vibe so the team blended in with attendees rather than reading as a research crew. BAs intercepted at Halifax Jazz Festival concerts and across both segments of Halifax Pride (parade route and drag night), capturing structured survey data and on-the-ground photos. The final count surpassed Discover Halifax’s survey target.