SASKATOON — The 2027 Saskatchewan Jazz Festival received a boost from the federal government, with Prairies Economic Development Canada (PrairiesCan) providing $42,061 through Canada’s Tourism Growth Program.
Sask Jazz executive director Shannon Josdal said the money will be put toward expenses related to the festival's rebranding project, which is not a small feat, as it involves months of planning and preparation, along with time and energy spent creating both digital and print assets.
“From a new website to new signage on-site, and more. This funding from PrairiesCan is incredibly helpful to us as an organization, and will enable us to cover the costs of the rebrand project’s final steps,” added Josdal.
The Sask Jazz rebrand project has been ongoing for more than a year. Beginning in the spring of 2025, it included extensive market research, an online public survey and in-person focus groups led by Saskatoon-based creative studio Howard & Lloyd Design.
From there, the new brand was developed and designed to represent unique elements of both Saskatoon and Saskatchewan — such as the “Sask” in the logo, set on a dark green road sign, and the “F” shaped like the province.
“The entire rebrand is very much rooted in Saskatchewan, which is important to us as one of the largest music festivals in Western Canada. Sask Jazz is both a tourist attraction and an annual favourite for the people in our local communities,” said Josdal.
She added that the Tourism Growth Program aligns with the festival because it focuses on strengthening and showcasing what the Prairies have to offer, something PrairiesCan representatives noted when highlighting the festival’s importance for both local and provincial tourism.
“Sask Jazz is an incredible event that brings people together from all across Saskatchewan and creates lasting economic benefits for the community,” said Minister of Emergency Management and Community Resilience Eleanor Olszewski.
“By supporting local tourism and unique cultural experiences, we’re helping local businesses grow and strengthen Saskatchewan as a dynamic and welcoming place to live, work and visit,” added Olszewski, who is also the minister responsible for Prairies Economic Development Canada.
Secretary of State for Rural Development Buckley Belanger, the Desnethé–Missinippi–Churchill River MP, said the festival has become a summer staple in Saskatoon, with thousands of music lovers — especially jazz fans — gathering in the city.
“It’s a celebration that fuels the local economy — from hotels and restaurants to artists and independent businesses — and showcases the vibrant cultural scene that makes Saskatchewan the place to be,” added Belanger.
More information about the festival and the new brand can be found at saskjazz.com.
