‘Something we’re really proud of’: Knocking down barriers for Cultivate Festival in Port Hope
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‘For years, we’ve heard from people who wanted to come but simply couldn’t afford it’
By editor/reporter Sarah Hyatt
Reflecting back on about a decade ago, Cultivate’s executive director Jeff Bray remembers the roots of a once small food and music festival in Port Hope.
Since this time, the volunteer-powered Cultivate Community has grown to become a registered charity with a mission to strengthen local communities through arts, culture and year-round programming – and attracted more than 60,000 audience members since with its signature festivals and events.
The economic impact of its festivities have also been far-reaching and well-documented over the years, while shining a light on everyone from local musicians and artisans to farmers, and more.
This coming September will also mark the 10th anniversary of the Cultivate Festival – and the organization has announced a significant change to knock down barriers and promote accessibility and inclusion with a pay-what-you-can model.
“For years, we’ve heard from people who wanted to come but simply couldn’t afford it,” shared Bray. “Becoming a charity challenged us to ask an important question: If we truly believe the arts build stronger communities, should cost ever stand in the way?
“We decided the answer is no.”
And the shift doesn’t just apply to the upcoming Cultivate Festival hosted at Haute Goat Farm in Port Hope from Sept. 25 to 27. As of this summer, all Cultivate programs have also shifted to this model.
This means the Road to Cultivate and winter Hibernate Festival, too, are being offered through a free or pay-what-you-can model.
“What started this (all) was we became a charity in the middle of 2025, and for the first time in really 10 years of existence, we slowed down enough to take stock and start making plans for our future and think about what was most important to us,” Bray told the Independent. “And that piece was about really just opening the doors to more people and making sure that we weren’t exclusive or only for folks who can afford a ticket.”
A strategic planning session followed, leading to the birth of what Bray describes as “the ABCs of Cultivate,” which translates to “access, belonging and connection” as cornerstones for the non-profit organization.
This is also what earlier led to Hibernate being offered through this model and Cultivate’s latest announcement of the introduction of the model ahead of its long-time signature fall festival.
Breaking down barriers under the new model – that’s the celebration portion of the 10th anniversary – but attendees can also expect more than 100 Canadian artists across three stages at the picturesque Haute Goat Farm, which spans 200 acres, noted Bray.
In addition, festivalgoers can also explore workshops and Indigenous programming, local food and drink, camping and family fun, an arts hive, markets, and interactive community experiences.
And yet, one of the most special parts to this, is it still feels “really community-focused.”
“There’s nothing major about what we do. It feels alive, it feels world-class, it feels like something that people from this community can be really proud of – but without all the kind of rigmarole I think often comes along with festivals, like long lineups, inexpensive ticket prices and big crowds so you can’t see the stage, and charging for parking …”
It’s not supposed to leave people exhausted at the end of the weekend, but rather energized from the experience, said Bray, adding this is what’s most important to those at the helm now.
With arts organizations nationwide citing struggles amid financial pressures in the current economic climate and increasingly over recent years – as well as uphill battles after the COVID-19 pandemic – some may see the changeup as a bold move. Meanwhile, Bray believes the expansion is a shift in the right direction long-term – and it will build strength locally.
The shift from relying mostly on ticket sales means Cultivate programs will be driven through a combination of government funding, sponsorships, charitable donations, foundations, memberships and community fundraising initiatives.
This September, Bray added hopes are to also attract an even larger crowd with the new model – and expect lots of stellar artists.
This work to enhance year-round programming and make major events free or pay-what-you-can, “is something we’re really proud of.”
There are also lots of volunteering opportunities with Cultivate, which is usually supported by more than 120 volunteers annually who donate thousands of hours. More information is accessible via cultivatefestival.ca.
Despite the pay-what-you-can model, you do still need to get festival tickets due to space limitations.
Throughout August, the Road to Cultivate concert series also continues to light up Memorial Park and downtown on Thursday evenings.
In terms of the three-day September festival, you can expect performances from artists such as Lemon Bucket Orkestra, Terra Lightfoot, Cuff the Duke, Waahli, Durham County Poets, Melissa Payne, the Jimmy Bowskill Band, Sharon, Lois and Bram Singalong, Doghouse Orchestra, Polky, and Pete Moss.
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