For four decades, the Victoria Jazz Society has given the city a soundtrack, one that has shifted in tempo, introduced new voices and brought audiences together for the thrill of live music. It has filled theatres with international stars, put emerging musicians in the spotlight and created summer nights that seemed to linger long after the final note. Now, the organization behind those moments is being asked to improvise. After more than 20 years as the title sponsor of JazzFest International Victoria, TD Bank has ended its sponsorship, leaving the Victoria Jazz Society facing a significant funding gap as it looks toward 2027. The society has launched a one-time campaign seeking $250,000, money it says will give the organization time to secure new sponsorship and continue its festival and year round programming. Darryl Mar, the society’s executive and artistic director, says TD’s decision is part of a broader change in the bank’s support of Canadian jazz festivals. “TD entered the jazz festival platform over 20 years ago with nine other Canadian jazz festivals,” Mar said. He said the bank has gradually stepped away from several of those partnerships, including sponsorships in Halifax and Winnipeg this year. In recent years, festivals in Vancouver, Ottawa and Toronto have also lost TD title sponsorships, according to Mar. For the Victoria Jazz Society, the loss leaves a significant hole in its revenue at a time when the costs of putting on live events have also increased. The society relies on a combination of corporate sponsorship, government funding and money generated through ticket sales and other festival revenue. Mar says sponsorship helps cover the many costs involved in staging a major festival, including artist fees, marketing, accommodations, venue rentals, production and the infrastructure required for outdoor events. JazzFest is the society’s flagship event, bringing 10 days of music to venues and outdoor spaces across the capital region. But the organization’s work extends well beyond the festival. Its programming includes concerts at the Royal Theatre, free outdoor performances, educational workshops and opportunities for local and emerging musicians. Mar says the festival also plays a role in helping build the next generation of Canadian talent. “We seek out the younger jazz musicians in Victoria, Vancouver Island, across Canada, and put them on the same stage as international headliners,” he said. Mar believes that exposure can help emerging musicians take the next step in their careers. For now, the society is asking supporters to help bridge the gap while it works to rebuild its corporate sponsorship base. Finding a replacement in time for the 2027 festival will be a significant challenge, Mar said, but the Victoria Jazz Society is working with other Canadian jazz festivals that have also lost major corporate sponsorship. The consequences could be substantial if the fundraising target is not reached. “If we do not raise the funds, we’ll be losing JazzFest International Victoria,” Mar said. That would mean the end of more than 40 consecutive years of the festival, as well as the loss of a major annual event for musicians, audiences and the hundreds of volunteers who help bring it together. The Victoria Jazz Society says more than 200 volunteers work during the festival, while thousands of people attend performances throughout the 10-day event. Mar says the organization has already seen strong support from within its community, with $25,000 in pledges received before the campaign was publicly launched. The fundraising target is $250,000 by Oct. 30. The Victoria Jazz Society is a federally registered charity, and eligible donations can receive a tax receipt. The challenges facing JazzFest are also unfolding as other long running community events on Vancouver Island face difficult decisions about what they can sustain. Rifflandia, a fixture on Victoria’s summer music calendar for 18 years, was permanently cancelled in 2026. Organizers cited the difficulty of securing a suitable venue, rising infrastructure costs and the challenge of booking artists while keeping ticket prices accessible. In Victoria, the Oak Bay Tea Party cancelled its parade this year, while keeping its midway and entertainment programming. Organizers pointed to new safety guidelines, a shortage of volunteers and rising operating costs. Esquimalt’s Buccaneer Days also went ahead without its parade, with organizers citing a lack of volunteers able to meet new security requirements. In the Cowichan Valley, the 2026 Duncan Days Parade was cancelled amid rising event costs, increased safety and security requirements, volunteer pressures and limited sponsorship support. While the circumstances are different, the decisions reflect the growing pressures facing organizations that rely on volunteers, sponsors and community support to keep long running events going. For Mar, what is at stake goes beyond a single festival. It is the opportunity to keep creating a place where musicians can build their careers and audiences can experience live music together. “It would be a major blow to the cultural scene in Victoria and to the thousands of people that attend a concert and go to the many performances during the 10 days of the jazz festival,” he said. The hope now is that the community that filled the seats, gathered in the parks and discovered new artists will help ensure there are still stages to stand on, stories to tell and songs to share.
