Old Montreal is embracing winter, and not just enduring it, as part of a strategy to draw more people into the historic district during the coldest months of the year. The Société de développement commercial du Vieux-Montréal (SDC Old Montreal) has been rolling out projects aimed at making the chilly season appealing and beautiful. The organization hopes that lights, public spaces and winter programming will convince visitors to linger longer after the holiday rush. Lighting the way A major piece of that effort is the Old Montreal Winter Lights project, which has grown steadily since its launch in 2018. Nearly 30 locations, from public squares to commercial streets, now form a lit-up pathway through the neighbourhood. The SDC says the goal is to keep the area lively when temperatures drop. “Investments in these installations go beyond aesthetic considerations and help ensure the old quarter’s year-round appeal,” said executive director Mario Lafrance. Pedestrian counters installed throughout the district show an uptick in foot traffic during the winter period, according to the organization, which argues that spreading activity before and after the holidays helps local businesses. Fire pits and marshmallows Who doesn’t love roasting a marshmallow by the fire? The SDC has been experimenting with small winter installations meant to coax people to slow down and take a seat. Its winter rest areas will be set up from January to March and feature Adirondack chairs, fire pits and snow-cleared corners designed for quick warm-ups or longer strolls. Building on that idea, a new “Saint-Paul West Winter Station” is being introduced this season in front of the Old Customs House. The setup includes more fire pits, festive décor and Saturday afternoon storytelling. There’s even a free marshmallow bar. A four-season test Despite economic downturns and belt-tightening for many Montrealers and tourists, SDC is optimistic the installation will pay off, even during the deep freeze. “Our mission is to give visitors a reason to come, and Montrealers a reason to enjoy it,” Lafrance said. “Winter… is an ideal time for retaining clientele seeking a unique experience.”
