Poilievre adviser’s agency registers as lobbyist in ruckus around Cowboys

An agency headed by a former key handler of Pierre Poilievre is a registered lobbyist in the loud fight over noise in Calgary.

Jenni Byrne + Associates filed to the Alberta government on June 24 to be a lobbyist for Penny Lane Entertainment.

Penny Lane operates the Cowboys Music Festival tent in west downtown.

The public affairs agency’s filing was made after city council voted down a push to reverse noise bylaw changes limiting outdoor concert end times and noise levels on weeknights.

The rules’ coverage includes shows occurring during the Stampede.

In July 2025, the city received 126 complaints about noise and reduced access to the skate park.

The publicly searchable filing states Jenni Byrne + Associates aims to lobby the legislative assembly, municipal affairs and the premier’s office.

According to the filing, the firm is “engaging with the Government of Alberta relating to the maintenance of the Calgary Stampede’s 2025 rules as it relates to off-site tents.”

The designated filer is Jenni Byrne + Associates senior vice-president Simon Jefferies.

The named lobbyist is Jenni Byrne + Associates vice-president Chad Hillman.

Jenni Byrne is a former campaign manager and current adviser to the Conservative Party of Canada’s leader.

Prior to this filing, Poilievre inserted himself into the chatter, offering his take over X.

“City Hall gatekeepers are making a big mistake killing jobs, smothering country music culture and cutting back performances at the world-famous Cowboys celebration during the Calgary Stampede,” Poilievre wrote on June 20.

“Millions flock to the Stampede because IT IS FUN to stay up late and listen to loud music. That brings nearly a billion dollars in tourism and excitement for the Greatest Outdoor Show on Earth.

“Hopefully, City Hall will let this 30-year-old music event continue as it has in years past and grow.”

Rules and deals

Current rules were updated in February to stipulate outdoor concerts must end at midnight on weeknights.

The city did amend the bylaw to allow “cool-down” music to continue until 1 a.m.

Allowable music and bass levels are also five decibels lower this year than they were last year.

The end time for concerts on weekends remains 1:30 a.m. with cool-down music OK until 2 a.m.

The push to reverse the changes sought to allow weeknight outdoor concerts to continue until 1 a.m. with cool-down music allowed until 1:30 a.m.

The push failed on a 6-9 vote.

Meanwhile, the city and Penny Lane Entertainment have a 10-year sponsorship agreement for Cowboys Park, the details of which aren’t public.

The deal predates the current city council.

Calgary Mayor Jeromy Farkas has said the details of the 2024 deal are so highly confidential even his staff are kept in the dark.

Political analyst Lori Williams said Jenni Byrne is “known as a very effective strategist: and is “certainly an able or capable lobbyist.”

Williams said tapping into someone of Byrne’s calibre makes some sense.

“I think it’s a combination of potential lobbying, trying to get access to favourable responses from government, but also trying to manage the damage done to the Cowboys brand as a result of some of these public spats with city council and an apparent disregard for concerns raised by residents who live nearby,” Williams said.

Chiming in

Poilievre wasn’t the only politico to turn up the volume on the topic.

Alberta Premier Danielle Smith also took to X on June 20.

“Looks like the fun police have struck again in Calgary, this time targeting the Calgary Stampede music scene,” Smith wrote.

“By reducing allowable noise levels and shutting shows down early on weeknights, the city will negatively affect hundreds of workers and create additional public safety and crowd-management problems due to guests leaving in a shorter timeframe.

“Many major festivals and entertainment districts across North America successfully operate without these types of restrictions.

“Stampede is one of Calgary’s signature events, attracting hundreds of thousands of residents and visitors who come to enjoy the attractions, live music, and the unique energy of our city.

“The Mayor and Council should work with bylaw to reconsider these restrictions and work with festival operators to find a solution that balances community concerns with the economic and cultural benefits these events bring to Calgary.”

And Smith did so again on June 22.

“The Calgary Stampede is one of Alberta’s most important cultural and tourist attractions, supporting thousands of jobs and showcasing our province to the world,” Smith wrote.

“We’ve written Calgary City Council urging immediate and meaningful consultation with the businesses, workers, artists and organizers impacted by recent noise bylaw changes in hopes that the City and various affected music venues can resolve this impasse in a way that makes more sense for everyone.

“And then let’s have ourselves a fantastic Stampede!”

Williams said more interesting to her than why either top Tory wanted to be heard is that they thought it was a good idea at all.

Williams said she doesn’t understand “what advantage they thought they were going to get from this.”

“Basically annoying constituents that you would actually like to win over or secure as supporters never made much sense to me,” Williams said.

“Stampede clearly is one of the big Canadian political events, so in that sense there’s an understandable desire to be involved in Stampede-related matters.

“But you’d think they’d want that in a positive way.”

In this scenario, Williams said, “They came off looking like outsiders trying to tell elected officials what to do in a city they don’t live in.”

No comment

CTV News Calgary reached out to Jenni Byrne + Associates but has not heard back.

CTV News Calgary reached out to Penny Lane Entertainment but has not heard back.