Investment of over $6.5 million by Station Agro-Biotech to create a tourist attraction focusing on agri-food, fermentation and distillation.
After over two years in the making, Station agro-biotech is finally ready to unveil its $6.5 million tourism project, which will see the light of day in 2024. This immersive tour, with its central theme of agri-food, fermentation and distillation, will become Saint-Hyacinthe’s first 4-season tourist attraction, and a major contributor to the regional economy. More than 40,000 visitors a year are expected to discover this interactive activity in Saint-Hyacinthe.
Announced this morning at a press conference in Saint-Hyacinthe by Tourism Minister Caroline Proulx, financial assistance of $3 million has been allocated to Station Agro-Biotech to develop an immersive course and optimize its visitor facilities. The government contribution comes from the Ministry of Tourism’s Programme d’aide à la relance de l’industrie touristique (PARIT). The rest of the project is a private investment by Station Agro-Biotech.
A project on a national scale
MATIÈRS, a Quebec City-based creative studio, has been mandated to design and conceive the immersive experience. The company works at the crossroads of design, technology, culture and entertainment. Thanks to its expertise in the deployment of large-scale immersive, technological and multimedia projects, MATIÈRS will create an experience that appeals to all 5 senses and highlights the central themes of Station Agro-Biotech: agri-food, fermentation and distillation.
The objective is simple: to offer the public a unique immersive, educational and historical experience, supported by references from near and far. A 4-season tourist activity, suitable for younger and older visitors.
“ What a source of pride it is to set up the first year-round tourist attraction of this scale in Saint-Hyacinthe! Considering that Station Agro-Biotech is located right in the heart of the City of agri-food, veterinary and agri-environmental biotechnology, it’s a real pleasure to know that we’re contributing to our city’s reputation with an innovative project on agri-food, fermentation and distillation. These subjects are filled with history, making our immersive tour a perfect activity for people of all ages,” explains Jonathan Robin, President of Station Agro-Biotech.
Located at 6600, Choquette Boulevard, in Saint-Hyacinthe, the experience will share its premises with Distillerie Noroi’s and Le Bilboquet microbrewery’s boutique and tasting room. Visitors will have the chance to combine their educational experience with a tasting of local products. Making their visit all the more immersive!
Local partners who make the difference
In addition to offering a unique range of services, the geographical location of Station Agro-Biotech’s immersive experience makes it an ideal tourist attraction. It’s located on the edge of Highway 20, halfway between Montreal and Quebec City.
Through the involvement of business and tourism partners such as Tourisme Montérégie and Saint-Hyacinthe Technopole, Station Agro-Biotech can also count on annual support. The immersive tour is an addition to Tourisme Montérégie’s extensive tourism portfolio, and its proximity to downtown Saint-Hyacinthe, hotels and Saint-Hyacinthe Convention Center make it an ideal activity for companies visiting the region.
“Saint-Hyacinthe Technopole is particularly proud to support Station Agro-Biotech in this initiative, especially as it fully aligns with the positioning chosen for the destination, namely ‘’La grande région de Saint-Hyacinthe : Destination vitrine de l’agroalimentaire‘’. Saint-Hyacinthe is recognized as a leader in business tourism in Quebec. The main activities in this sector are concentrated in periods when the selection of attractions is more limited: spring, fall and winter. Station Agro-Biotech’s project contributes directly to increasing the multi-season tourism offer, while promoting responsible and sustainable tourism,” added Nancy Lambert, Director of Tourism and Conventions at Saint-Hyacinthe Technopole.
An immersive experience under development
As the project is still in the ideation phase, no name or official launch date has yet been announced. Communications to this effect will follow in the following months. To stay informed about this tourism activity, interested parties are invited to subscribe to the project’s newsletter.
About Station Agro-Biotech
Located in the heart of Saint-Hyacinthe’s City of agri-food, veterinary and agri-environmental biotechnology, Station Agro-Biotech specializes in the manufacture and marketing of alcoholic and non-alcoholic beverages. It has its own laboratory dedicated to research and development, and focuses above all on innovation in the creation process.
Station Agro-Biotech brings together several companies under one roof, including Noroi distillery and Le Bilboquet microbrewery.