ABSTRACT
Montreal was the first Canadian city to host major international events like the World Fair of 1967 and the Olympic Games of 1976. However, the impact of these two events remained very limited or even negative if we consider skepticism observed among citizens regard to the hosting of major events. Unlike these two events, the celebrations of the 350th anniversary of the city celebrated in 1992 will have important spin-offs for the city. In this order, this chapter aims to explain how an event with lower value, cost and international influence, can generate greater benefits for the host community then hallmark events.
