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This organization aims to promote the economic, social and cultural development of the segment of Saint-Laurent Boulevard between Sherbrooke Street and Mont-Royal Avenue, otherwise known as the Main. It represents over 600 businesses located on the Boulevard and wishes to maintain the Main's status as the heart of Montréal. The society is also responsible for the organization of the summer's major events on the Boulevard: the vintage car and modified models exhibition of the Grand Prix on the Main, as well as Main Madness - a festival of sound, rhythm and flavours celebrating the cultural diversity of Saint-Laurent Boulevard.
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