The 2010 International Plowing Match and Rural Expo will take place September 21-25 on lands adjacent to the St. Thomas Municipal Airport. It will be the fourth occasion here for the International Plowing Match; the County was host for this famous event in 1940, 1960 and 1985.

Excitement is already building at Elgin County Council and the Elgin County Plowmen’s Association. They expect that the 2010 International Plowing Match will attract about 100,000 people to the County along with millions of dollars in tourism revenue.

Economic Development and Tourism Services within Elgin County’s Community and Cultural Services department sees the International Plowing Match as a unique opportunity to promote the County’s progressive business capabilities and natural beauty.

In fact, they have already started. A group of officials led by Elgin County CAO Mark McDonald attended the 2008 International Plowing Match on September 16-20 in the town of Teeswater in Bruce County. They brought Elgin County’s new trade-show booth, talked to thousands of people and distributed plenty of promotional materials.

The group included Brian Masschaele, Director of Community and Cultural Services; Deputy Director Alan Smith and staff members Karen Cummings, Kate Burns and Stephen Francome. Collectively they gave out more than 2,000 brochures, temporary tattoos and other promotional items.

“Attending the event really opened our eyes to the extent of planning it takes to execute an event of this magnitude,” Alan Smith says. “Topping the Bruce County event will be a difficult task, but a challenge we feel we’re ready for.”

Elgin County will be working with the 2010 organizing committee set up by the Elgin County Plowman's Association. Former Elgin County Warden Duncan J. McPhail serves as committee Chairman. The County of Elgin has pledged a $100,000 loan to support the project, and the City of St. Thomas has committed the use of the airport property.

The County is making further investments to ensure the success of the International Plowing Match as a boost for economic development. There will be a large marketing group from Elgin at the match in 2009 near the town of Earlton in the District of Temiskaming.

For the 2010 event, County Council has budgeted $250,000 toward the Elgin exhibit. Elgin plans to hire a contract staff person dedicated to creating, organizing and executing the exhibit by March 2009. The exhibit will be a reflection of the County, with representation of its geography, culture, heritage, progressive businesses, and of course its friendly, engaged community.

Economic Development and Tourism Services will promote the International Plowing Match in the 2009 visitors’ guide and on www.progressivebynature.com

Some marketing elements for 2010 are already in place. The Elgin County Plowmen’s Association has created an animated mascot called Elly, a cute,-big-eyed tomato. She can be seen at www.elgin.ca/plowmatch/2010.htm.

With luck, Elly might be joined in 2010 by someone from Elgin County who could become Queen of the Furrow. It has only happened once. In 1960, Linda Prong from Elgin County was chosen as the very first International Plowing Match Queen of the Furrow. She is now a member of the 2010 organizing committee.