Festivals and Special Events Grants - All Wards

The Economic Development and Parks Committee recommends the adoption of the following report (June 22, 1999) from the Commissioner of Economic Development, Culture and Tourism, subject to deleting Recommendation No. (2) and inserting in lieu thereof the following:

"(2)the amount of $9,200.00 be distributed evenly among the Portuguese Outreach Committee, Urban Harvest, Weston BIA and the York Caribbean Carnival Committee.":

Purpose:

The purpose of this report is to seek approval for the first round of Festivals and Special Events Program grant allocations totalling $35,900.00. The report provides an overview of the Program, a description of the rationale applied for grants recommended and listings of applications recommended for funding.

Source of Funds:

The allocations recommended in this report fall within the Council's approved 1999 Operating Budget for municipal grants. The total budget for the Festivals and Special Events Program is $45,100.00.

Recommendations:

It is recommended that:

(1)the Festivals and Special Events Program Grants totalling $35,900.00 be allocated to 12 organizations as set out in Appendix 1;

(2)the Festivals and Special Events Program set aside $9,200.00 for applications falling under the second round fall deadline of September 7, 1999;

(3)the appropriate City Officials be authorized and directed to take the necessary actions to give effect thereto.

Background:

The Festivals and Special Events Program began in 1995 with the purpose of providing "seed monies" to support local festivals and events that would generate local community economic development benefits, build volunteer commitment, develop strong organizational structures and attract additional sources of financial support. As part of this Program, festivals and special events were also viewed by staff as important tools for rejuvenating commercial and residential districts by attracting visitors to these areas, developing these areas as tourist destinations and instilling pride in local communities.

Since the program began in 1995, nine festivals in Wards 27 and 28 have received support through the Program budget. Together these nine festivals have matched the City's contribution by successfully leveraging funding from private agencies, securing over 100 days of volunteer support and attracting over 215,000 visitors.

The Festivals and Special Events Program, originating in the former City of York, makes funding available to organizations having such community economic development benefits as building strong volunteer involvement and organizational structure including experience in securing event financing through private sector support.

Organizations applying for funding can be a Business Improvement Area (BIA), a business association or a community-based organization provided that there is a partnership between the businesses and local residents.

Since February 26, 1999, staff from Economic Development, Culture and Tourism have been meeting to develop a framework for community based festivals, including funding and payment in-kind for services so that festivals and special events are handled in a consistent manner for the year 2000 funding cycle.

The 1999 submission guidelines are attached to this report as Appendix 2.

Applications:

On April 7, 1999, Economic Development staff distributed applications for festivals and special events to all of the BIA boards of management, business associations and past applicants. Subsequently twenty-five applications were submitted for a total funding request of $206,245.00. A summary of all applications received is shown in Appendix 3.

Evaluation:

All grant programs falling under the former Municipal Grants Review Committee have been mandated to be available city-wide since amalgamation. While 1998 was a status quo year the Festivals and Special Events Program has been made available city-wide in 1999. This year, applications were reviewed by staff from the Economic Development Division and the Special Events Office in a manner consistent with Program guidelines.

As 1999 Program requests significantly exceed the 1999 Program budget of $42,100.00 staff are recommending that as many festivals and special events be approved across the City as possible, particularly first time applicants, provided that they meet Program guidelines.

Conclusions:

This report seeks approval for the 1999 Festivals and Special Events Program allocations totalling $35,900.00 for 12 organizations and requests the opportunity to return to the Economic Development and Parks Committee with recommendations regarding allocations for the final round of Festivals and Special Events Program applications due September 7, 1999.

 Contact Name:

Ron Nash, Commercial Area Advisor, 392-1006.

(A copy of Appendix 2 referred to in the foregoing report was forwarded to each Member of Council with the agenda of the Economic Development and Parks Committee meeting of July 12, 1999, and a copy thereof is also on file in the office of the City Clerk.)

Appendix 4

Festivals and Special Events Program 1999

Summary of Applications Recommended for Funding

(1)African Culture Restoration Association - 2^nd year applicant

Marcus Garvey Day Celebration

August 14, 1999

The African Culture Restoration Association is a non-profit organization located in the former City of York. Its primary objective is to organize and promote programs and events that focus on cooperative economics, cultural education and poverty relief. Since the association was founded in 1991 it has organized and co-sponsored cultural events, educational workshops in addition to events that promote local businesses. One of the major events, started in 1993 is the Marcus Garvey Day Celebration. The event is celebrating its seventh anniversary this year and is anticipating attendance of up to 10,000 people. Although the event has a six-year history, staff are confident that by providing financial assistance to the Annual Marcus Garvey Day Celebration it will provide funding to attract additional sponsors and participants to build on its established success. The event is one of few events in the York community where Afro-Caribbean crafts and food can be displayed and purchased at one venue. The African Culture Restoration Association is seeking financial assistance to cover a portion of event performers. The Association is requesting $8,000.00 of a total festival budget of $28,650.00. While at this time the event is not fully self-supporting, local funding initiatives associated with the activity indicate that private sector revenue could play a more prominent role in the shaping the Marcus Garvey Day Celebration as an important and self-sustaining community event. Recommendation: $1,000.00 allocation.

(2)Bloor Bathurst Madison BIA - 1^st year applicant

Festival on Bloor

July 14, 1999

The annual Bloor Bathurst Madison BIA Festival on Bloor is aimed at promoting local businesses, artisans and craftspeople from across Ontario. The Festival on Bloor will be seen as one of several initiatives that involve residents, businesses and community associations working together to revitalize their community. By including businesses, residents and community working together, the organizers are seeking to strengthen community commitment. By bringing people to the Bloor Bathurst Madison area, the organizers have increased support for local businesses as well as created a festival that could become a local tourist attraction. The Bloor Bathurst Madison BIA has requested a grant from the Festivals and Special Events Program of $5,000.00. This would be used towards covering a total expenditure of $21,000.00. According to festival organizers, it is their intention to use most of these funds for contracting performers and marketing. Festival organizers intend to raise revenue from sources that include vendor tables, sponsors, the Bloor Bathurst Madison BIA and the Bloor Jewish Community Centre. Recommendation: $2,000.00 allocation.

(3)Junction Gardens BIA - 1^st year applicant

LOCALMOTIVE Junction Arts Festival

September 25, 1999 to October 2, 1999

According to festival organizers the purpose of the LOCALMOTIVE festival is to promote economic growth in the Junction area by encouraging businesses to raise their profile by attracting new customers to the area. This objective will be met through developing event-based marketing strategies among retailers to increase sales. The festival includes a street-long exhibit of sculptures, installations and performances designed specifically for the Junction area. Also planned by the organizers are exhibits, music and children's activities. The festival will be coordinated by the Junction Gardens BIA including representatives from West Toronto Junction Historical Society, Art Works Art School, the Toronto Police, Westgate Artists Collective and YYZ Gallery. The LOCALMOTIVE Junction Arts Festival was established in 1992, its objective is to promote local artists and businesses in the Junction area by striving to improve the perceived image of the Junction and encouraging networking between community groups, local artists and business leaders. With an anticipated attendance of approximately 12,000 people, the parade organizers believe that the increased exposure will build on other area initiatives such as improved building facades, the opening of many new restaurants and art related establishments and the burial of hydro wires. These initiatives are part of a comprehensive strategy to revitalize the area. The Junction Gardens BIA has requested a grant of $11,000.00 from the Festivals and Special Events Program to offset the projected $89,000.00 total cost of the LOCALMOTIVE Festival. Recommendation: $5,500.00 allocation.

(4)Leslieville Business Association - 1^st year applicant

Leslieville Antique and Film Studio Festival

September 18, 1999

Leslieville Antique and Film Studio Festival in its second year and is organized by the Leslieville Business Association. The Leslieville Business Association encompasses the retail business area and is adjacent to the film studio district. The retail area, also referred to as antique row, is also home to over 20 antique and collectable stores. According to festival organizers, the unique mix of business activities in their area presents opportunities to capitalize on a growing interest in antiques and collectibles and on related film sector activities. The increasing contribution of the film industry through film and television production is a significant contributor to the economy of the local business area. The festival is viewed by the Leslieville Business Association as an opportunity for the public to learn more about various aspects of film production in the area and to enhance the relationship between the antique and collectable businesses that are the sources of many props for the industry. Some of the activities planned are a sidewalk sale, film studio tours, stunts in action, celebrity autograph signing, a businesses area treasure hunt, performances, workshops on restoration, and arts and crafts in Leslie Grove Park. The organizing committee consists of volunteers from the business community, social service agencies, residents, a day care, seniors and youth facilities to assist with respective activities. By including youth, businesses and residents working together, the organizers are building community commitment. The Leslieville Business Association has requested a grant from the Festivals and Special Events Program of $5,000.00 to be used will be used towards covering a total expenditure of $20,000.00. According to festival organizers Program funds will be used to cover expenses related to portable toilets, advertising and promotion. Festival organizers intend to raise revenue from sources that include corporate sponsorship, local business donations, table rental and the Leslieville Business Association. Recommendation: $2,000.00 allocation.

(5)Mimico-by-the-Lake BIA - 1^st year applicant

Mimico Festival

August 7, 1999

The Mimico-by-the-Lake-BIA, reestablished in 1999, is one of four BIAs located in the south Etobicoke area of Toronto. Its board of management, made up of local businesses and property owners, work closely with community members to organize the Mimico Festival. This is the third year of the festival which had its beginnings as a community based agency initiative attracting 300 people to the Mimico community. Projected attendance this year is 5,000. The Mimico-by-the-Lake-BIA is also a cosponsors of the Lakeshore Festival that takes place in June of each year. The stated purposes of the Mimico Festival are to market local businesses and to improve the image of Mimico. In addition, their objective is to develop the local event into a major local festival. This year that the Mimico Festival will include entertainment, local vendors, an arts and crafts fair, midway rides and senior's and children's activities. The organizers, consisting of the Mimico-by-the-Lake Business Association, volunteer residents; business people, agency representatives and community groups. The Mimico-by-the-Lake-BIA does not have a 1999 activity budget and as a result has requested $2,500.00 to fund event expenses of $24,420.00 with the remaining funding sources identified as advertising sponsorship, booth rental, and in-kind contribution. The Mimico Festival satisfies the requirements of the Festivals and Special Events Program with respect to volunteer commitment, financial support, local business involvement, community building and proven strong organizational structure. Recommendation: $2,500.00 allocation.

(6)Parkdale Village BIA - 1^st year applicant

Art Beat Festival

June 26, 1999

The Parkdale Village BIA Art Beat Festival, now in its sixth year has evolved from a small, locally run and supported event to a large-scale multi-cultural celebration located within in the BIA. According to the Festival organizers, the goal of the festival is to promote South Parkdale as a thriving multi-cultural community and to increase the capacity of the businesses and local organizations. Events planned by the organizers are live music, crafts and antiques sales, a food court, a film and video festival and community information booths. The festival is being organized by the Parkdale Village BIA, the Parkdale Arts and Culture Centre, local businesses, residents and the Mariposa Folk Foundation. Other partners include the Parkdale branch of the Toronto Public Library, Parkdale Village Arts Collective and the Masaryk-Cowan Community Recreation Centre. With anticipated attendance of approximately 8,000 people, and local retailers playing a strong role in the festival, organizers anticipate that the increased exposure will increase business following the event. The Parkdale Village BIA has requested a grant of $12,600.00 from the Festivals and Special Events Program to offset the projected $26,000.00 total cost of the Festival. Recommendation: $4,000.00 allocation.

(7)Portuguese Outreach Committee - 3^rd year applicant

Portuguese Community Festival

September 4 to 10, 1999

According to the applicant, the Portuguese Community Festival is one of several initiatives that the Portuguese Outreach Committee is using to promote the City of Toronto to the Portuguese community as a place to live and do business. Another aim of the organization is to promote local Portuguese products and services as well as including local food producers in the sale of food products during the day of the festival. The Portuguese Outreach Committee, established in 1993, is represented by businesses, agencies, residents and a local church. According to Festival organizers, any funds received for the purposes of holding a festival will be managed through ABRIGO an incorporated charitable non-profit organization. ABRIGO is also an active member of the Portuguese Outreach Committee. The Portuguese Outreach Committee anticipates that the festival will attract up to 7,500 people. According to the applicant, the Festival is being organized by the Portuguese Outreach Committee, established in 1993 to act as a liaison between the former City of York its agencies and the Portuguese community including members from their Business Group Task Force. As indicated in the application, committee members are taking responsibility for the various tasks related to the Festival, such as entertainment, refreshments, displays and community fundraising. The Portuguese Outreach Committee has requested a grant from the Festivals and Special Events Program fund of $8,500.00 to offset the projected $14,500.00 total cost of the Festival, the organizers anticipate receiving revenues of $4,500.00. These would come from corporate donations as well as table rentals. Although this is the third year of the Festival sponsored by the Portuguese Outreach Committee, the scope of the Festival should be well within the capacity of the its organizers and should have the potential to continue the process of building a thriving Portuguese community as well as the potential for attracting new businesses to the York community. Recommendation: $1,500.00 allocation.

(8)St. Lawrence BIA/St. Lawrence Works - 1^st year applicant

Global Roots Festival of Food and Dance

September 16 to 19, 1999

The St. Lawrence Works Global Festival of Food and Dance is aimed at building support for the St. Lawrence area by promoting community economic development through local businesses, residents, agencies and community associations. This, the second Global Festival of Food and Dance, is seen as one of several initiatives that involve local stakeholders working together to promote their community. By including businesses, theatre groups and residents working together, the organizers have built a coalition committed to local community development. The festival will consist of representatives of Toronto's many ethnic and traditional dance companies performing at various sites in the St. Lawrence area. The dance component will be complimented by international specialty foods as well as food from the St. Lawrence Market vendors and local restaurants. According to the organizers, by bringing people to the St. Lawrence community for a four-day festival, they have begun to respond to increasing competition from other local business areas and a loss of area parking. Some of the ongoing initiatives include an out of the cold program for homeless people in the area and a "Toronto Dollar" that supports local charities and local employment projects. The St. Lawrence BIA has requested a grant from the Festivals and Special Events Program of $15,000.00. This would be used towards covering a total expenditure of $41,000.00. It is the organizers intention to use most of these funds for contracting performers, production and marketing. Festival organizers intend to raise revenue from sources that include the BIA, St. Lawrence Market and advertising. Recommendation: $3,000.00 allocation.

(9)St. Lawrence Neighbourhood Association - 1^st year applicant

St. Lawrence Community Festival

July 5 to 10, 1999

The St. Lawrence Neighbourhood Association has proposed a week long celebration of activities as part of the St. Lawrence Community Festival. Its primary objective is to organize and promote the neighbourhood including businesses and residents. This is the second year of the festival and is one of the major events organized by the association. This years festival will focus on celebrating the community's 20^th anniversary and is anticipated to attract up to 8,000 people. The staff review team is confident that by providing financial assistance to the St. Lawrence Festival it will provide funding to attract additional sponsors and participants to build on its established success. The association has received strong support for the Festival from the St. Lawrence BIA and the St. Lawrence Market who are corporate sponsors of this year's event. The St. Lawrence Neighbourhood Association is seeking financial assistance to cover a portion of staging a successful event. The Association is requesting $10,000.00 of a total festival budget of $19,895.00. While at this time the event is not fully self-supporting, local funding initiatives associated with the activity indicate that private sector revenue could play a more prominent role in the shaping the St. Lawrence Festival as an important and self-sustaining community event. Recommendation: $2,000.00 allocation.

(10)Urban Harvest Community Association - 3^rd year applicant

Fall Festival and Street Fair

September 24 to 25, 1999

The Urban Harvest Community Association Fall Festival and Street Fair is an annual festival aimed at promoting the arts in the newly established Oakwood Village community. The Urban Harvest Community Association Festival and Street Fair will be seen as one of several initiatives that involve residents and businesses working together to revitalize their community. By including youth, businesses and residents working together, the organizers are building community commitment. By bringing people to Oakwood Village, the organizers have begun to establish support for local businesses as well as create a festival that could become a local tourist attraction. The Urban Harvest Community Association has requested a grant from the Festivals and Special Events Program of $4,000.00. This would be used towards covering a total expenditure of $13,500.00. According to festival organizers, it is their intention to use most of these funds for contracting performers and marketing. Festival organizers intend to raise revenue from sources that include advertising, sponsorship, the Trillium Foundation and table rental. Recommendation: $2,000.00 allocation.

(11)Weston BIA - 3^rd year applicant

Weston Blast

September 4 to 6, 1999

The Weston BIA established in 1974, is one of the longest established BIAs in Toronto. Its board of management, made up of local businesses and property owners, works closely with community members to organize the Weston Blast. This is the third year of the event which had its beginnings as a community based Labour Day event in the Weston community. The Weston BIA sponsors three major events each year, the Weston Blast, the Santa Claus Parade and the Weston Farmer's Market which accounts for approximately 40 percent of the BIAs budget. The stated purpose of the Weston End of Summer Blast is to celebrate and promote the community of Weston. This is the second year that the Weston Blast is scheduled as a three-day event and will include entertainment, local vendors and fireworks. The organizers, consisting of volunteer residents, business people and agency representatives, anticipate attracting over 50,000 people to the event. The Weston BIA has requested $5,000.00 to fund event expenses of $33,000.00 with the remaining funding sources identified as the Weston BIA, and funds raised through corporate sponsors and arts and crafts table rentals. The Weston End of Summer Blast satisfies the requirements of the Festivals and Special Events Program with respect to volunteer commitment, financial support, local business involvement, community building and proven strong organizational structure. Recommendation: $2,000.00 allocation.

(12)York Children's Carnival Committee - 5^th year applicant

Eglinton Junior Carnival Parade

July 25, 1999

According to the Festival organizers, the purpose of the parade is to promote a positive image for the local business district, promote the culture of Carnival among people in the City of Toronto, instill pride among black and other youth in the community and to develop organizational capacity amongst community members. Also planned by the organizers are activities promoting local businesses and encouraging community building through volunteer initiatives driven by youth, seniors and businesses. The parade is being organized by the York Children's Carnival Committee (YCCC), established in 1995, its objective is to promote the culture of Carnival among people in the former City of York. The YCCC is comprised of local business leaders, church leaders, residents, an arts organization, social agencies and the Toronto Police 13 Division. The parade is considered a regional, national and international draw and this allows the local business community to take advantage of the fledgling tourist trade in the area. With the anticipated attendance of approximately 40,000 people, the parade organizers believe that the increased exposure will increase business following the parade. Retail participation will include contacting local owners of commercial/retail properties in the area to encourage them to show their vacant properties to prospective tenants on the day of the parade. The organizers intend to showcase Eglinton Avenue West (between Marlee Avenue and Dufferin Street) as a "place to do business". Their objective is to increase occupancy and the vitality of the businesses in the area. They have also considered the parade playing a pivotal role in the revival of the York-Eglinton Business Improvement Area. The York Children's Carnival Committee has requested a grant of $15,000.00 from the Festivals and Special Events Program to offset the projected $28,900.00 total cost of the Festival. Recommendation: $8,400.00 allocation.

The Economic Development and Parks Committee also submits a communication (July 8, 1999) from Councillor Joe Mihevc:

Re: Festival and Special Events Program 1999

I am concerned about the changes in the levels of funding for groups in the former municipality of York for the above program. The Festival and Special Events Program originates in the former municipality of York, and has in the past received funding exceeding $30,000.00.

Now that the program is city-wide numerous groups are competing for a small pot of money.

The problem for groups from the former municipality of York is that they are suffering a great, on-going decline in revenue that they have endured for the last several years. Historic levels of funding for existing groups that apply have been reduced considerably.

York groups need additional resources to be able to carry out their events/programs. For the year 2000, they can be invited to apply to other funding sources (e.g., The Toronto Arts Council). For this year, deadlines for other funding sources have already passed. The operations of groups that are slated to receive a significant decrease in funding are thereby jeopardized.

My recommendation is that the $9,200.00 left in the Festival and Special Events Programs be divided equally to the following groups: the Portuguese Outreach Committee, Urban Harvest, Weston BIA and the York Caribbean Carnival Committee.

(A copy of Appendix 1 attached to the foregoing communication was forwarded to all Members of Council with the July 12, 1999 agenda of the Economic Development and Parks Committee and a copy thereof is on file in the office of the City Clerk.)

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The following persons appeared before the Economic Development and Parks Committee regarding the foregoing matter:

-Mr. John Kuri, Weston BIA;

-Councillor Joe Mihevc,York Eglinton; and

-Councillor Frances Nunziata, York Humber.