The Saskatchewan Jazz Festival announced that it has received funding from Prairies Economic Developement Canada (PrairiesCan) through the federal government’s Tourism Growth Program.

The funding totals $42,061 and will go toward expenses related to Sask Jazz’s rebrand project.

The Saskatchewan Jazz Festival’s rebrand project began after SaskTel ended their title sponsorship deal with the festival last year. It included extensive market research, an online survey, and in-person focus groups. The new brand features many unique elements that represent both Saskatoon and Saskatchewan, including a green road sign around the word ‘Sask’ in the new logo.

In a news release, Minister Responsible for Prairies Can Eleanor Olszewski says that “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.”