As the summer season quickly approaches, Tourism Lac-Brome - in collaboration with its community partners and tourism stakeholders - unveiled a programming filled with different activities and cultural opportunities to keep residents and visitors busy while exploring Brome Lake. The Beach Party at Douglass Beach, Festive Fridays, and the Knowlton Film Festival are some of the main events returning to Brome Lake this year, but Tourism Lac-Brome also has some new announcements in store. 

Maria Cordaro, development coordinator for tourism for the Town of Brome Lake, and Kevin Brunelle, coordinator of communications and promotions for recreation, culture, tourism, and community life, said the goal with this year’s programming and the launch of the new projects is to have visitors and residents “come to love Brome Lake just as much as we do.”

On Tuesday, Tourism Lac-Brome announced its new Tourism Ambassadors Program - a project that will see merchants and community figures take part in the area’s touristic development - and the return of a popular event that was put on hold during the pandemic known as the Grande Tablée - an enhanced gourmand experience that supports the work and expertise of the area’s producers. 

Highlighting the new Tourism Ambassadors Program, Cordaro noted that the whole point of the program is to make Brome Lake a place that is “very welcoming 12 months a year and getting everybody involved.”

“The merchants are always there with their open doors giving touristic guides and different information, so why not put them in the light of things and have them participate so that we don’t treat the visitors here as just clients, but as visitors,” explained Cordaro. “They get to have an amazing experience not only with our touristic agents, but also with our merchants discussing their projects, discussing their products, and giving them a general idea as to how beautiful the region is and how great it is to live here. That was the mission.”

For the first round of the program, 26 merchants and community figures stepped up to the plate, far exceeding Tourism Lac-Brome’s expectations, according to Cordaro. Tourism Lac-Brome hopes the program will open up the dialogue between those living or working in the area and visitors who are looking to discover Brome Lake. 

“We want to have an interaction between the visitors, the residents, and the merchants. (…) I’ve literally heard people invite other people over for tea or ‘oh I’ll go show you Douglass Beach!” I think tourism is [everyone’s] affair and business,” added Cordaro. 

After being put on hold as a result of the Covid-19 pandemic, Tourism Lac-Brome is also bringing back the long-awaited Grande Tablée event, which first look place in 2019. Producers participating in this year’s Grande Tablée are Vitality Elderberry, Léon Courville Vigneron, and Cheeky Creek Farm, whom will have the opportunity to bring the community together through their products once again.

Coming from an Italian family that often hosts large family dinners outside, Cordaro said the idea for the Grande Tablée originated with her wanting to “bring a little bit of Italy” to Brome Lake. 

“I wanted to celebrate the producers who work so hard on their lands to produce unique products here. (…) We have really specific products, these people work so hard, but I wanted to enhance the experience. So I decided to speak with them and see if they wanted to participate in the experience, welcome the visitors on their grounds and explain to these visitors by not only making them taste their products, but associate themselves with a chef and make a [five-course] menu,” Cordaro explained. “(…) Some of them had a band while they were having supper, a local band, some of them were having artists coming and telling stories.”

“It was a huge success back then so we are really proud to bring it back for our visitors and residents,” noted Brunelle.

For those residents looking for something to do and visitors wanting to plan a trip to the area, Tourism Lac-Brome has launched a new website, a tourism guide, and an events calendar that highlight all things Brome Lake, from what activities are taking place in the area to where to eat, drink, and stay. 

“What we want is to welcome our visitors, that they feel like they are home, and to have a wonderful, wonderful,  experience,” said Cordaro. 

“I feel like Lac-Brome is such a beautiful environment. So our goal with our work is to find projects that are going to translate and resonate with people,” added Brunelle. 

Listen to the full interview below: