Celebrate Toronto Street Festival

The Economic Development Committee recommends the adoption of the report (October 19, 1998) from the Chair, Celebrate Toronto Street Festival.

The Economic Development Committee reports, for the information of Council, having:

(1)requested the Commissioner of Economic Development, Culture and Tourism to report, in the context of the City's Economic Development Strategy, to the Economic Development Committee with a comparative analysis of other events of similar size and outline the potential comparators which could be used;

(2)forwarded the bound report prepared by the City of Toronto Special Events Office, titled "1998 Celebrate Toronto Street Festival - Post Event Report" to the Commissioner of Economic Development, Culture and Tourism; and

(3)forwarded a copy of the report (October 19, 1998) from the Chair, Celebrate Toronto Street Festival to Tourism Toronto for information.

The Economic Development Committee submits the following report (October 19, 1998) from the Chair, Celebrate Toronto Street Festival:

Purpose:

To report the results of the Celebrate Toronto Street Festival held July 3-5, 1998, provide a comprehensive post event summary (see Appendix "A" attached), and to obtain approval to establish the Street Festival as an annual event. This Street Festival will become Toronto's summer signature event, promoting the city of Toronto as a vibrant place to live, work and play.

Recommendations:

It is recommended that:

(1)the Street Festival be developed into an annual signature event that will draw residents and tourists;

(2)the Street Festival be repositioned to July 9-11, 1999, to strategically support key stakeholders in the tourism industry and better complement Toronto's event calendar; and

(3)cross-departmental support be provided for this festival and other signature events.

Funding Sources:

The cost of producing this event will be included in the annual Special Events Division budget for the Budget Committee's consideration. Corporate sponsors and partners will be sought to reduce expenditures and to enhance festival programming.

Background:

The Celebrate Toronto Street Festival, July 3-5, 1998, was created to bring people of the new Toronto together in a spirit of celebration and civic pride.

The celebration transformed portions of Yonge Street into vibrant festival sites energized by pedestrian traffic, decorated with tents and stages, and filled with diverse music and activity over three days. In its first year, the festival welcomed more than 400,000 residents and visitors.

The five festival sites were strategically placed along Yonge Street at Lawrence, Eglinton, St. Clair, Bloor and Dundas. Each of these dynamic neighbourhoods offered retail and restaurant experiences to complement the top caliber free entertainment on the street.

The Toronto Transit Commission reported record use of their special Family Pass over the weekend, which was specifically marketed for the Festival. This indicates that attendees travelled from site to site to experience many of the entertainment offerings.

The event received exceptional coverage in the media and also enjoyed strong promotional support through partnerships. Major media outlets including Citytv, the Toronto Sun and a total of 14 radio stations and print partners helped spread the word through pre-produced spots and supplements, as well as added to the programming mix through on-site activities.

The corporate sponsorship campaign was tremendously successful. The scope and design of the festival, as well as our strategic approach to partnerships attracted major corporations which provided cash and in-kind services and strong programming on-site.

The Celebrate Toronto Street Festival is a superbly formatted, sustainable product which could become an annual "signature" Toronto event and important tourism property. The resident audience would continue to grow from the momentum built in 1998. Over the next five years, it would also evolve into a strong destination attraction for tourism markets.

Comments and/or Discussion and/or Justification:

By all counts, the Street Festival was a success drawing together Toronto residents and providing top entertainment for visitors. The testimonials received from the public, media, corporate and other partners were overwhelmingly positive. See Appendix "A", Section 2.

Strategic development of this festival will continue to bolster civic pride, creating immense goodwill among citizens for their city. It will also provide pivotal support to tourism industry stakeholders and have a significant impact on the economy.

Canadian Tourism Commission statistics show that after visiting friends and relatives, festivals and events are the top "trip motivators" for tourists. Key stakeholders in the Toronto tourism industry, including Tourism Toronto, feel that this festival could become a major trip motivator and viable tourism product in the visitor market, having tremendous economic impact on the City of Toronto.

The Toronto Tourism economic impact study yielded outstanding first year results which bode well for steady increases in the future. The Street Festival generated a total of $6,782,725.00 of industry output in the city. A total of $16,198,350.00 of economic activity in Ontario was generated as a result of the initial attendance and operating expenditures of the festival, $12,152,713.00 of which is in the City of Toronto. See Appendix "A", Section 2 for details on Economic Impact Study.

After thorough consultation with the hotel industry, attractions, festivals and events, we recommend that the Street Festival be repositioned to July 9-11, 1999. The change of date better complements Toronto's summer event calendar as it is a "slower" weekend for tourism industry partners. Hotel occupancy rates are lower, the attendance at attractions is reduced and there are fewer competing special events and festivals.

There are a number of areas for specific development in 1999:

(1)A formal event plan will reposition the Street Festival from a one-time celebration to an annual signature event. Key to this plan will be the centralized format, focusing the Street Festival on Yonge Street and allowing people to come together in one part of the city to celebrate. The comprehensive communications strategy will address in and out of market audiences.

(2)Resources will be allocated to develop an improved event experience in 1999. Much was learned in year one and recommendations from our detailed evaluations on programming, customer service, infrastructure, marketing and sponsorship will be implemented. The Street Festival's second year will offer a refined format with brand new, cutting edge entertainment and spectacle.

(3)The Street Festival will undertake complete community consultations with business, resident and community associations, churches and other community stakeholders.

(4)The Street Festival will be positioned within Toronto Special Events' long-term business plan currently being developed for the Economic Development Committee.

The plan will detail the division's strategy to develop a year-round "city of festivals". A series of city-produced signature events will anchor Toronto's event calendar in each season, capitalizing on tourist trends and providing optimum event experiences for residents. Events include Toronto Winterfest (winter), Celebrate Toronto Street Festival (summer), Toronto Swing Music Festival (fall) and Cavalcade of Lights (holiday season). The plan will also articulate the commitment to bring innovative signature events to the regions, specifically through the Toronto Swing Music Festival. This "city of festivals" vision will powerfully promote the city to residents and visitors while supporting the vital tourism industry in the city.

Conclusion:

Developing the Celebrate Toronto Street Festival as an annual signature event will capitalize on the tremendous momentum and excitement created in 1998. Retailers, hotels and associated businesses will be positively affected by the increase in their trades as this event flourishes. Likewise, residents will enjoy the sense of community that develops when they come together to celebrate their city.

Contact Name:

Jaye Robinson

Director of Special Events

Tel: 395-7310

Fax: 395-7337

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Councillor Korwin-Kuczynski, High Park, appeared before the Economic Development Committee in connection with the foregoing matter.