How local events, venues, and new attractions are turning up the heat downtown
Cover Image Credit: TD Halifax Jazz Festival
Summer is more than a season in Halifax. With record foot traffic, a surge in local events, and new names making waves, Halifax’s summer tourism drives serious momentum for downtown businesses.
To find out what’s fuelling the city’s busiest season this year, we checked in with three key players shaping summer experience downtown: the TD Halifax Jazz Festival, Halifax Tides FC, and the Moxy Hotel.
Community at the core
For local businesses, Halifax offers a magic mix of coastlines, culture, and community. “Downtown Halifax is the perfect place for a summer getaway,” says Angela Clevett, Director of Sales & Marketing at the Moxy Hotel. “With its restaurants, local events, concerts, and unique scenery, Halifax stands out from other Canadian cities. It has a small-town feel and is rich in history but brings to life all the elements that a larger city can offer.”
That charm is why the TD Halifax Jazz Festival has called downtown home for nearly 40 years. “With 60% of our programming being free, it’s a festival that truly belongs to the community,” says Tenille Goodspeed, Executive Director of the festival. “From the moment you arrive, you’re met with the energy of music lovers, volunteers, and staff who make you feel welcome. Whether you’re here for international headliners, local gems, or a waterfront set in the sun, this is where summer memories are made.”
Courtney Sherlock, CEO and Co-Founder of Halifax Tides FC, agrees that the downtown core sets the stage for connection. “A Halifax Tides game isn’t just about soccer—it’s about community,” she says. “It’s where locals and visitors come together to celebrate the city, the sport, and the people who make it all possible. Every match is a showcase of Halifax’s heart and soul. The atmosphere is electric, with passionate fans packing the stands and creating a hometown vibe like no other.”
Where summer energy ignites
Downtown’s summer momentum is powered by planning, partnerships, and programming that invites people in and gives them a reason to stay. “The TD Halifax Jazz Festival helps bring downtown to life,” says Goodspeed. “From pre-show dinners and post-show drinks to browsing local vendors on-site, there’s a real energy that radiates beyond the stages.” Their Friends of the Festival program helps extend this energy. “We encourage festival goers to explore the city, with special offers that connect audiences to local businesses.”
Halifax Tides FC has a similar growing network of downtown partners. “We collaborate with restaurants, bars, and shops to offer fans special discounts and promotions on game days,” says Sherlock. “We also work with local venues to host events like watch parties and fan meet-ups. These partnerships boost the game-day experience as well as our vibrant downtown economy.”
Clevett says the Moxy leans into the summer vibe with flexibility and fun. “Since opening, the Moxy hotel has had so many wonderful opportunities to host unique events and guests—from weddings to corporate events to discos to youth groups to senior tours,” she says. “The brand is vibrant and bold. It’s different from everything else in this area, and I think Halifax really needed that.”
Opening the very first Moxy in Canada came with some challenges. “At first, people didn’t know the name or that it was part of Marriott,” Clevett explains. “Now, with more locations opening across Canada, that awareness is building.”
Sherlock is similarly focused on building awareness. “We’re energizing downtown, bringing soccer excitement to the heart of the community,” she says. “With rising local support, we’re building momentum through events like our kit reveal and season ticket member event, where fans had a chance to meet their on-field heroes.”
Even on off days, the Tides’ Business Development Manager Ally Pedvis says the team stays grounded in the downtown scene. “When the Tides team has some downtime, they love checking out the Halifax Seaport Farmers’ Market and the Brewery Farmers’ Market,” she says. “It’s a great way to unwind and enjoy everything Halifax has to offer.”
Designed for discovery
One reason summer downtown feels so full of possibility? There’s always something new to discover. “We’ve built the festival to be wide open—literally and figuratively,” says Goodspeed. “Our site is designed to invite everyone in, with local vendors, a kids’ zone, and even a spot to chill in the sand. Whether you’re planning your night around a favourite act or just wandering by on a sunny afternoon, there’s something to discover.”
That sense of discovery extends to the lineup itself. “We’ve got global icons like Femi Kuti, indie favourites like The Decemberists and Iron & Wine, heavy-hitters like St. Vincent and Big Boi, and local legends like Adam Baldwin and Aquakultre,” says Goodspeed. “But every year, we hear the same thing: ‘I came for [insert headliner], but now I’m obsessed with [new discovery].’ That’s exactly what we hope for.”
The Moxy pays tribute to the city of Halifax, down to cheeky references and details in the hotel’s design. “The ‘Container Lion’ at the front door references the lion in the Nova Scotia flag and the shipping container represents Halifax as a port city,” says Clevett. “The ‘Luggage Wall’ pays homage to those who arrived in Canada through Pier 21, and the Lion’s Den, AKA ‘the Secret Room,’ is located behind a bookshelf. All guests can enjoy this secret space—if they can find it and figure out how to open the door!”
Sherlock says the Tides bring the same spirit of discovery to the pitch. “For families, we have mini-soccer games, face painting, and sign making. There are sponsor activations, food trucks with local favourites, and live entertainment,” she says. “It’s a fun, family-friendly experience for everyone before and after the match.”
It’s also a platform for local talent. “We feature local artists for pre-game entertainment and partner with a local print company for all our marketing materials,” Sherlock adds. “Everything we do is about amplifying our community.”
Summer buzz, lasting business
While summer may only last a few short months, its impact can carry through the rest of the year—especially when businesses are intentional about the way they show up. “The Halifax Tides FC is built for the community, by the community,” says Sherlock. “We’re partnering with the QEII and IWK Foundations to promote women’s health equity. We’re also growing the youth soccer culture through school programs and collaborations with Soccer Nova Scotia. The potential to further elevate the Tides’ presence in downtown Halifax is limitless.”
Clevett sees long-term opportunity, too. “The Moxy really does work well for many different segments,” she says. “We’ve had wonderful feedback from our corporate clients and leisure guests alike.”
And for Goodspeed, some summer memories never fade. “There have been so many incredible moments at the festival,” she says. “But Lauryn Hill in 2016 really captures Halifax’s spirit. The audience and Hill waited patiently and eagerly for an hour until the downpour stopped and the show resumed. That kind of dedication—from both the artist and the crowd—is what makes this city so special.”
