The sublime Mr. Seagram
The newest City of Waterloo Museum exhibit celebrates the museum’s 10th anniversary of operations with a tribute to Waterloo’s first innovator Joseph Emm Seagram.
What: The Sublime Mr. Seagram
Where: City of Waterloo Museum, located at Conestoga Mall (near the food court)
When: June 11 to November 1, 2019
Waterloo has not forgotten its founding innovator. Joseph Emm Seagram was the head of several progressive industries in Waterloo, including Seagram Distillery, one of the country’s’ largest. Like many successful businessmen, he enjoyed an expensive hobby. Seagram was known throughout Canada as a distinguished breeder of racing horses. His interest in breeding and racing thoroughbreds built a successful stable taking the Seagram stable to the greatest heights in the accounts of horseracing. A tradition carried on by his son J. Edward, and grandson J.E. Frowde Seagram.
Seagram served his country with distinction as a member of the House of Commons, representing his home riding, as a Conservative from 1896 to 1908.
Although he drew little attention to it, Seagram gave extensively to local churches, schools, charitable organizations, and donated the land on which the present K-W Hospital stands. His grandson, J. E. Frowde Seagram, later donated his sixty-five-room house to the town to be used as an orphanage. His family alone did not enjoy Seagram’s financial success, the community has benefitted from the family’s generosity, as well.
This year marks the 100th anniversary of Joseph’s passing and the museum is sharing the legacy started by Mr. Seagram. Working with members of the Seagram family, the museum is fortunate to be able to exhibit personal memorabilia illustrating their life in Waterloo. Visitors will appreciate Mr. Seagram and his legacy as we unpack the many stories and about the man who first branded Waterloo.
About the City of Waterloo Museum
Popular for ever-changing exhibitions and offering access to Waterloo’s premier shopping centre (Conestoga Mall) at its doorstep, the City of Waterloo Museum explores the hometown history of Waterloo and the stories we have to share. The City of Waterloo Museum is the place to discover an array of historical objects, art and artifacts that tell the story of Waterloo from its founding in 1806 to the present day. The museum features a main gallery containing fabulous items from its sizeable holdings of over 15,000 objects, including the restored 1919 Pierce Arrow Seagram Whisky delivery truck, and provides various elements to learn about and celebrate all things Waterloo!
Exhibition hours are:
- Tuesday to Friday 9:30 a.m. to 4 p.m.
- Summer Hours July & August Tuesday-Saturday 9:30 a.m. – 4 p.m.
- Last full weekend of every month, September – June (holidays excepted)
- Saturday 9:30 a.m. - 4 p.m.
- Sunday 11 a.m. – 4 p.m.
Admission is always free.
For more information, please call Karen VandenBrink, manager, museum & archival collections at 519-885-8828 or visit waterloo.ca/museum
Media contact:
Shelly Reed
Communications consultant
519-747-8515
TTY: 1-866-786-3941
shelly.reed@waterloo.ca