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The Lottery

An advertising poster printed in black ink on orange-coloured paper. The title is “Loterie nationale de colonisation de M. le Curé A. Labelle.” A variety of information appears beneath the title, including the value of prizes, the list and number of prizes, descriptions of the prizes, and a description of the lottery.

Poster for M. le Curé A. Labelle’s National Colonization Lottery

One of Labelle’s most original undertakings was his national colonization lottery, better known as Curé Labelle’s lottery. Its purpose was to build up a reserve fund for settlement and the establishment of new parishes. In 1884, cash lottery prizes were prohibited. On three occasions, Labelle tried to have the legislation amended, but was unsuccessful. A witness reported that when one of Labelle’s requests was rejected, he yelled “Damn fools!” before the Legislative Council Chamber.

 

Colour photograph of a six-piece men’s toilet service in porcelain. In front, left to right: receptacle for items, shaving scuttle, soap dish, and water jug. At the rear: shaving bowl. The porcelain objects are white, with flower motifs and gilt edges.

Men’s toilet service similar to those offered as prizes in Curé Labelle’s lottery

Labelle was thus forced to organize his lottery within the existing legal framework and offer prizes consisting of land and everyday items (gold watches, alarm clocks, tea sets, etc.).

 

He was very proud of his lottery, as he had every right to be. He was the first to hold draws continuously on scheduled dates. He created two series of tickets: one priced at a dollar and a second, for the less well-off, priced at 25 cents. He showed himself to be an astute “marketing strategist” well before the term was invented, doing an excellent job of gauging his product and his clientele. His lottery was so successful “that it gave rise to competition, plagiarism and even poaching.” Curé Labelle’s lottery was one of the most impressive commercial successes of 19th-century Canada.

Images of the obverse and reverse of a lottery ticket printed on bright pink rectangular card stock. The obverse bears the name of the lottery, the beneficiary organization, the number and cost of the ticket, a description of the grand prize, and the signature of the lottery director. The reverse bears the full list and number of prizes to be won, remarks about the lottery, and the names of three administrators.

First ticket from the first series (“Grande loterie”) of the National Colonization Lottery

Images of the obverse and reverse of a lottery ticket printed on yellowish rectangular card stock. The obverse bears the name of the lottery, the number and cost of the ticket, and a description of the top prize. The reverse bears the list of prizes to be won and the names of two administrators.

Ticket from the second series (“Petite Loterie”) of the National Colonization Lottery

The Explorer Economic Development