It may be the ‘Entertainment Capital of Canada’, but in spring of 2021, live music had never been less alive at Niagara Falls. So, we pitched Alessia Cara, 2018 Grammy winning Breakout Artist of the Year to launch her new music from Niagara Falls. We put the destination back at the heart of culture by using a less-than-capacity Niagara Falls as a sprawling set to capture content that was never-before-attempted and never-to-be-repeated. This was a once in-a-lifetime opportunity to use a moment in culture to reaffirm the destination as the leader in entertainment.