Territorial and touristic branding: urban history and the festive and economic perspectives of Montreal's Formula One Grand Prix

Abstract

Since its creation in 1978, the Formula One Canadian Grand Prix has taken an increasingly significant place in Montreal's event calendar. The loss of this event in 2009, mostly due to financial setbacks, further highlighted its influence on Montreal and the Province of Quebec's tourism industry and economy. Many political stakeholders used these specific arguments to justify the major public funds they disbursed in order to re-introduce Montreal's race in the 2010 F1 calendar. This article examines how the Montreal Grand Prix was established, planned and put to use in an urban and touristic perspective through a historical analysis, using concepts such as territorial and touristic branding, the festive city, and sports mega-event. At the same time, in order to highlight the structuring effects of this event on the local and regional tourism industry, we will present in-depth reflexions on the economic and festive benefits of the event.