There is no denying that Winnipeg’s creative industries are booming. At Economic Development Winnipeg (EDW), we are dedicated to highlighting this vibrant sector to the world, making Winnipeg an even better place for creative industries to flourish.
“We want to increase awareness of Winnipeg. We don't want to be a hidden gem. We often call ourselves that, but we want to take the hidden out of the equation,” says Christine Perrin, Director of Foreign Direct Investment at EDW. “The Creative Heart of the North campaign will help put our city on the map as a thriving hub of talent, opportunity and innovation in the creative industries.”
EDW’s Business Development and Foreign Direct Investment teams work tirelessly to position Winnipeg as the premier destination for new investment, expansion and top talent. We make it seamless to grow in Winnipeg through our specialized services, connections to business and government, and access to market data to make informed decisions.
We’re excited to launch Creative Heart of the North—a digital marketing initiative to support our business development teams in boosting the local ecosystem and selling Winnipeg to the world.
“This campaign is crucial because it aims to elevate our profile, encouraging both investments and relocation—by showing Winnipeg as the ideal location for businesses to come here and grow, and for businesses that are already here, giving them the platform to expand,” explains Perrin.
Creative Heart of the North’s first stop? Los Angeles. Here is an inside look at what went on behind the scenes to make this initiative a reality.
All about Winnipeg’s growing creative industries
The capital city of Manitoba is a creative hub in film, video gaming, animation and special effects (VFX). Lasha Glennie, Business Development Manager, Creative Industries at EDW, talks about the world-class facilities in our city.
“We have worked really hard as a community to get lots of the infrastructure that we need bringing it up to the levels that are required for these major studios to come and produce in Winnipeg,” Glennie notes.
Winnipeg is home to StudioLab xR, the only Unreal Authorized Training Centre in the Canadian Prairies. Big Sky Studios is in the city, a film and television production facility. AAA video game studios have also set roots in Winnipeg—from Ubisoft Winnipeg to Complex Games, which was acquired by video game giant Frontier Developments based in the U.K. And that’s just scratching the surface—the local scene is expansive and continually evolving.
The strong, sustainable local ecosystem
Winnipeg’s creative sector is boosted by a supportive community, including industry partners and the Manitoba government.
“There's a lot of great ambassadors in the community that have really been pumping up Winnipeg's tires about what can be done here. There's been such care and attention put into each of these different aspects by various organizations spearheaded by Manitoba Film and Music, On Screen Manitoba and New Media Manitoba,” Glennie says.
Winnipeg’s talent pipeline is also one of the best in North America. We have Sisler High School’s CREATE Program and Red River Polytech’s Creative Arts Programs that recently received a $15M boost from The Schroeder Foundation.
“EDW is only as strong as what's available out in the community, and we are here to support them and the work that they do,” says Glennie. “They are the ones that will be bringing us opportunities and showing us gaps in what we need to go out and seek in the marketplace and bring into our city.”
Bringing in more creative opportunities to Winnipeg
Other than the creative industries, Winnipeg boasts a diverse set of key industries from advanced manufacturing and aerospace to agriculture, tech and more. The creative industries, however, are gaining one of the highest levels of traction when it comes to getting interest from international investors.
“Winnipeg’s creative industries are an easy sell for us, so we love selling it internationally. That's because we have excellent talent, cost advantages through our incredible tax credits and state-of-the-art infrastructure. I tie those three Winnipeg advantages in a bow when I'm talking to companies, and it resonates with them. They want to see a thriving ecosystem before they make the investment,” says Perrin.
L.A. is just the beginning—the EDW team is reaching far and wide to ensure we get the right partnerships and investments.
“When we look at our foreign investments, we know the U.S. is our largest market by far. And then if we break it down further by state, California is consistently in our top three states for existing investments in Manitoba. So, we know there's an appetite there. But we're not just focusing on Los Angeles. We're getting a lot of traction coming in different forms—so, it might be a small, medium or large studio we're talking to, or a studio that's looking to acquire a company in Winnipeg, and that could be in VFX, animation, video gaming. And it goes beyond North America—we're talking to companies in Indo Pacific and Europe, particularly in Mexico, the U.K., France and Japan.”
Winnipeg’s quality of life is top tier
A key factor in attracting potential investors to Winnipeg is our city’s exceptional quality of life. When companies consider expansion, they seek locations that offer not only a great work environment but also a wonderful place to live. Perrin emphasizes that Winnipeg excels in both areas and beyond.
“The quality of life in Winnipeg is incredible,” says Perrin. “Residents can afford to purchase a house or stay in a nice apartment. The average commute to work is about 23 minutes. You don't get that in other large North American cities.”
Winnipeg was also recognized as the #1 place in Canada to raise kids by the Globe and Mail. This ranking highlights Winnipeg’s strong housing market, excellent education system, accessible childcare and numerous year-round kid-friendly events.
“In addition, Winnipeg has something to offer for everyone. With professional sports teams like the Winnipeg Jets and Winnipeg Blue Bombers, along with a vibrant arts scene that includes the Royal Winnipeg Ballet, the Winnipeg Symphony Orchestra and the Winnipeg Art Gallery, there's no shortage of entertainment options. Outdoor enthusiasts can explore the many parks, hiking trails and nearby lakes—perfect for year-round activities like hiking, skiing and boating. Plus, the city hosts renowned events like the Winnipeg Folk Festival and Festival du Voyageur, adding to its lively cultural landscape. So, that's extremely attractive, especially for young professionals or people with families that are looking to have that quality of life and not have to commute an hour or two every day to get to work.”
Discover Creative Heart of the North. Visit: investwinnipeg.com/creative-industries