January 28, 1999
To:Economic Development Committee
From:Joe Halstead, Commissioner of Economic Development, Culture and Tourism
Subject:Celebrate Toronto Street Festival - Family Pass Update
Purpose:
To respond to the Toronto Transit Commission (TTC) request that the City Economic Development staff and the Event
Organizing Committee seek corporate sponsors to subsidize the cost of the TTC Family Pass as was offered at the 1998
Celebrate Toronto Street Festival.
Funding Sources, Financial Implications, and Impact Statement:
There are no financial implications arising out of this report.
Recommendations:
It is recommended that this report be received for information and forwarded to the Toronto Transit Commission (TTC) for
its information.
Council Reference/Background/History:
The Celebrate Toronto Street Festival, July 3-5, 1998, transformed portions of Yonge Street into vibrant festival sites and
welcomed 400,000 to the streets. The festival sites were strategically positioned along TTC route allowing families to stroll
the street to sample the range of free entertainment offering. A strong mutually beneficial partnership was forged with the
Toronto Transit Commission.
Our partnership highlighted the fact that the TTC was not only the best way but the only way to experience this one of a
kind street festival.
The TTC itself and the promotional passes received exceptional marketing and promotional support from the Special
Events Office as a major partner. The TTC name and logo were included in all promotional material. Listed below are the
benefits offered to the TTC in exchange for their support and partnership.
_Name association with the launch of the new City of Toronto, the city's biggest and most high profile event of the year;
_Inclusion of the slogan "Take the TTC- The only way" in the festival wordmark, representing highest profile placement.
_Logo and name recognition on the city's website (approximately 4,000 hits per day) as well as hyperlinks;
_Logo and name recognition on every page of the Official Event Programme (print run: 1 million +);
_Logo and/or name recognition in display advertising including the Toronto Sun, Toronto Star and Toronto Life
Magazine;
_Logo recognition, tagline and mention of appropriate subway stops on our teaser piece outlining key festival highlights;
_Logo recognition, TTC tagline and mention of appropriate subway stops;
_Logo and/or name recognition in our display advertisements;
_Inclusion in Celebrate Toronto Street Festival news releases and media kits;
_Radio spots with our media partners highlighting the benefits of taking the TTC to the event and the value of the family
pass promotion
TTC reported record use of their special Family pass over the weekend, which was specifically marketed for the Festival.
This indicates that attendees found that transit was the best way to enjoy all the activities and celebrations taking place
across the city. It is worth noting that there is tremendous value in linking the transit experience with such an exciting,
spirited event.
The challenge for Toronto Special Events is to secure its own sponsors to off-set event marketing and production costs.
When approaching corporate sponsors, our focus has been to focus on event marketing as oppose to mode of transportation.
Participation of the TTC and the available passes made the venues more accessible and added to the festival experience but
it is not an area we would actively pursue to secure sponsorship support. Our relationship with corporate sponsors is to
attract event marketing dollars while our relationship with the Toronto Transit Commission is ensure we make the venues
as accessible as possible for all event-goers.
Conclusions:
Our festival is an excellent, optimum opportunity to not only promote the TTC but for the TTC to become an integral part
of an event that celebrates the value in continuing to build on this partnership. Special Events encourages the Toronto
Transit Commission to continue to offer a family pass for upcoming Toronto Special Events festivals and events. To
continue to build this partnership serves to strengthen our relationship and undoubtedly provide long-term benefits to the
Transit Commission's overall marketing efforts.
Contact Name:
Jaye Robinson
395-7310
Joe Halstead,
Commissioner Economic Development, Culture and Tourism
