JARVIS—A familiar name is returning to Jarvis, as organizers of the long-running community festival have announced a rebrand that leans into local history and identity.
JarvisFest will now be known as Jarvis CornFest, a change organizers say reflects both how the event is already known and a desire to reconnect with its roots.
photo by Sheila Phibbs.
Samantha Armstrong, Festival Chair, said the idea came together organically during a planning discussion.
“We were sitting in a meeting one day, and it kind of brought up, ‘Do we need a theme?’” she said. “Somebody said, ‘Well, people call us CornFest anyway. Why don’t we just embrace it?’”
The timing also played a role in the decision. Armstrong said that 2026 would have marked the fifth year of JarvisFest, making it a natural moment to evolve the event’s identity.
“Five’s not huge, but it feels big,” she said.
While the name may be new, the concept is rooted in the past. Armstrong said the shift taps into longstanding community traditions tied to corn festivals that were once a staple in the area.
“It’s very nostalgic for everybody,” she said. “I remember being a little girl going to CornFest and doing the CornFest things many, many years ago.”
That sense of nostalgia appears to be resonating with residents. Armstrong said early feedback from the community has been overwhelmingly positive, with many already using the name informally prior to the official change.
“We’ve had a really great response from the community,” she said. “Those vibes are certainly coming back.”
Organizers also anticipated that reaction, given how commonly the name CornFest was already being used.
“We kind of expected that because everybody calls us CornFest anyway,” Armstrong said. “So we figured, why not just embrace it and go back to a little bit of the roots of Jarvis.”
With the new name comes an opportunity to revisit programming that reflects that heritage. While details are still being finalized, Armstrong said discussions are underway to revive elements from past corn festivals.
“We have been thinking about what happened at CornFest many years ago and what could we bring back that people would love to see,” she said. “The ideas are flowing, and we’re really hoping to bring back some of those favourite events.”
More information about this year’s lineup is expected to roll out in stages. Armstrong confirmed that a new Friday night event would be announced, with additional details to follow as plans are finalized.
Behind the scenes, the festival continues to rely heavily on community support. Armstrong estimated that between 50 and 80 volunteers contribute throughout the weekend, including committee members, service clubs, students, and local residents.
The rebrand will also extend to the festival’s online presence. A new website and email address are currently in development, with the previous site set to redirect visitors to the updated platform.
As preparations continue, Armstrong said the goal remains the same: to deliver a strong community event while rekindling a sense of tradition.
“We’re really looking forward to another great year,” she said. “We have lots of fun and exciting things planned that we hope everybody is going to enjoy.”
