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Canada Day And Celebrate Toronto Street Festival
The Strategic Policies and Priorities Committee recommends that:
(1) the report (February 23, 1998) from the Interim Lead, Special Events, be adopted, and that funds in the amount of $395,000.00 be included in the 1998 Operating Budget for Special Events; and
(2) Council adopt, in principle, a Councillors= celebration of Caravan if it can be incorporated as a promotional event for the Canada Day celebrations.
The Strategic Policies and Priorities Committee submits the following report (February 23, 1998) from Ms. Jaye Robinson, Interim Lead, Special Events:
Purpose:
The attached report recommends the development of a dynamic celebration for the new City of Toronto. With the theme CELEBRATE TORONTO, the Toronto Special Events Office would package a weekend of colourful programming consisting of existing Canada Day events with a boost for retailers, Toronto Attractions Day and a Celebrate Toronto Street Festival.
This large-scale special event would bring the city together in a spirit of celebration, building a sense of community pride and the feeling that Toronto, Canada, is the best place in the world to live, work and play. Economic spin-offs from such a festival would be positive in various sectors including hospitality, transportation and retail.
Post-event evaluation would determine if the event could be sustained as an annual celebration.
Funding Sources, Financial Implications and Impact Statement:
Due to critical timelines, a mix of public and private sector funding is necessary to produce this event. The total operating budget of the event would be $550,000.00 with a contribution of $395,000.00 from the City of Toronto City and $155,000.00 secured from corporate sponsorships. A corporate fundraiser would be contracted to work closely with Special Events staff.
It would be necessary to seek an additional Economic Development grant of $80,000.00 to close Yonge Street on Canada Day. If a grant could not be secured for that day, retailers would be invited to participate in the weekend activities.
This series of events would positively impact the economy and entice tourists to explore Toronto.
Recommendations:
It is recommended that:
(1) Approval be given for an expenditure of $395,000.00 to market and produce the Celebrate Toronto Festival;
(2) Council give direction to all city departments and staff to provide full cooperation and in-kind support for the production of this celebration including secondment of staff;
(3) Approval be given to approach the Economic Development grant program to support a Yonge Street road closure on Canada Day; and
(4) Based on the results of the first year, including a comprehensive event audit, Council consider making this an annual celebration.
Discussion:
The celebrations would begin on Canada Day, a Wednesday, and run through Sunday as follows:
(1) July 1 - Canada Day Celebrations:
For the first time, existing Canada Day community celebrations would be aggressively marketed together, providing Torontonians with a brand new perspective on their city and the diversity of its event offerings.
As a boost for local businesses, BIAs along Yonge Street would be invited to program a street festival bringing business to the streets and providing specialty and musical entertainment.
(2) July 2 - Toronto Attractions Day:
Toronto=s world-class attractions would be invited to participate in the festivities by offering reduced admission rates and themed programming. Participating attractions would be marketed along with the festivities.
(3) July 3, 4, 5 - Celebrate Toronto Street Festival:
The festival would be focused at seven prime event sites along Yonge Street with easy subway access. Top-calibre programming will be secured through partnerships with existing events/activities, such as Toronto Raptors Street Tournaments, cultural festivals, CITY TV dance parties, etc.
Special programming would be developed for the main festival site at the Yonge Street- Eglinton Avenue intersection. This site was selected for its symbolic value - Yonge Street and Eglinton Avenue pass through all the former municipalities.
Opening ceremonies at this site would include official proceedings and dedications. This would be followed by a dynamic entertainment line-up featuring a headline concert and spectacular fireworks choreographed to the music of a massed symphony and choir.
Conclusion:
Marking the coming together of the new City of Toronto in a high-profile celebration would have many positive benefits. The Celebrate Toronto Festival would begin to build larger community bonds and a sense that the city and its constituent communities are moving forward together. It would also generate strong economic spin-offs and attract tourists to our vibrant streets.
Contact Name:
Jaye Robinson, Interim Lead, Toronto Special Events Office, 395-7310.
Event Proposal
Celebrate Toronto
Festival
City Of Toronto
Special Events Office
Objectives:
(1) Mark the formation of the new City of Toronto as an important historical event;
(2) Bring Torontonians together in a high profile, exciting celebration of their city;
(3) Generate positive feelings toward the new city instilling pride and a feeling that Toronto, Canada is the best place in the world to live, work and play; and
(4) Create economic spin-offs and entice tourists.
Strategies:
(1) Develop a package of events that will draw people together to celebrate the new City of Toronto;
(2) Build on the momentum of Canada Day celebrations carrying over into a weekend of festivities;
(3) Bring the event to the streets, making it accessible with a mass appeal to a general audience;
(4) Create marketing opportunities for Toronto attractions and local businesses;
(5) Create multi-layered programming that reflects our diverse and dynamic city;
(6) Celebrate the talent of our city and country by featuring top Canadian artists performing live;
(7) Hold official ceremonies in a location of significance, symbolically bringing the former cities together; and
(8) Develop an event model that can become a Toronto signature event.
Event Vision:
Canada Day festivities taking place mid-week will extend into exciting Celebrate Toronto events on the weekend.
(1) Canada Day Celebrations - July 1:
Canada Day is an important celebration in many Toronto communities. For the first time ever, all Toronto Canada Day activities would be aggressively marketed together, creating a festive cityscape worthy of a world-class city.
In partnership with local Business Improvement Associations (BIAs), Yonge Street would be closed and retailers would develop special programming.
(2) Toronto Attractions Day - July 2:
Toronto attractions would be invited to participate in the festivities by offering special rates and developing themed programming. Participating attractions would be included in marketing efforts.
(3) Celebrate Toronto Street Festival - July 3, 4 and 5:
In partnership with existing events, this festival would bring people to the streets to enjoy top-calibre programming at seven key locations.
The main festival site would be located at the Yonge Street and Eglinton Avenue intersection, selected for its symbolic value: these streets run through all former municipalities.
Event Design:
(1) Canada Day Celebrations - July 1:
Community Canada Day celebrations across the city would be marketed together as a salute to the new Toronto. For the first time, Torontonians will be able to choose from a host of unique offerings showing the diversity and colour of the city.
Existing events include:
Centennial Park (Etobicoke) Community Event, Midway, Fireworks
Coronation Park (York) Community Event, Fireworks
Mel Lastman Square (North York) Concert, Fireworks
Nathan Phillips Square Daytime Community Event
Thomson Memorial Park
(Scarborough) Parade, Concert, Fireworks
Stan Wadlow Park (East York) Community Event, Fireworks
Queen=s Park Daytime Event
CISS FM Country Music Festival Concerts
CHIN Picnic International Festival
Ontario Place Regular Attraction, Fireworks Festival
Harbourfront Centre Regular Attraction, Parade of Lights
Dream in High Park Theatre Production
These locations, in turn, would generate excitement about weekend activities.
Retail Involvement:
Retailers would be incorporated into Canada Day festivities by closing Yonge Street and inviting the local BIAs to bring daytime business to the streets.
Economic Development would be approached for a grant to pay for the road closure where BIAs agree to support programming. If a grant cannot be secured, we recommend that retailers be included in the weekend festival programming.
BIAs would agree to supply special programming, such as:
(a) stage areas with musical acts;
(b) buskers;
(c) clowns;
(d) balloons;
(e) specialty & food sampling;
(f) sidewalk sales;
(g) contests/promotions; and
(h) family activities
(2) Toronto Attractions Day - July 2:
As a salute to Toronto, major attractions would offer reduced admission rates to their sites and develop special programming. Participating attractions would be marketed together in event collateral materials.
Toronto attractions include:
CN Tower
Fort York and other historic sites
Casa Loma
Metro Zoo
Hockey Hall of Fame
Ontario Place
Royal Ontario Museum
Art Gallery of Ontario
Ontario Science Centre
Harbourfront
(3) Celebrate Toronto Street Festival - July 3, 4 and 5:
Seven key festival sites would be located along Yonge Street from Mel Lastman Square to Dundas, and including Nathan Phillips Square. Partnerships would be formed with existing festivals and events to assist with programming, e.g. Toronto Raptors Street Tournaments, TV Ontario, Sunfest >98, City TV=s Electric Circus, etc.
The main festival site would be located at Yonge and Eglinton, a symbolic location because Yonge Street and Eglinton Avenue run through all the former municipalities.
Official ceremonies would take place Friday evening, including greetings from dignitaries and the unveiling and dedication of the new city flag and logo. Liberty Silver would be invited to perform her song ARhythm of the City@, written about the new Toronto. A headline concert and spectacular fireworks choreographed to a massed symphony and choir would follow.
The fireworks erupting from the rooftops of the buildings would be the most breathtaking the city has seen, choreographed to music and painting the sky with brilliant colour.
Marketing:
The Celebrate Toronto Festival would be supported through a targeted, high-impact marketing plan. Strong media partnerships, enticing advertising and promotional materials, and significant publicity would ensure the message of this event is heard over the whole region.
(1) Media Partnerships:
Broad, diverse coverage would be ensured through partnerships with top Toronto radio, television and print media.
Partners would receive excellent profile through a cutting-edge event marketing benefits package, a Special Events Office trademark.
(2) Advertising:
A targeted display ad campaign would be supplemented by transit and subway ads.
(3) Marketing Materials:
A simple, striking design and message would invite all Torontonians to join in this celebration. Messages would be consistent in all materials.
(4) Media Relations/Free Publicity:
Media releases, public service announcements and media alert/photo ops would aggressively target news/listings/entertainment editors in all mediums. Intensive personal follow-up would ensure coverage and interviews.
A comprehensive public service campaign would target web sites, info lines, community billboards and LED signage.
Sponsorship:
For the first few years, a combination of private and public sector funding must be secured to produce this event. The long term goal would be to make the event self-sufficient.
Due to the very short timelines, we recommend that a corporate fundraiser be retained to work with the Special Events Office to coordinate the corporate sponsorship campaign. Once interested corporations were identified, Special Events staff would present event marketing benefits and ensure fulfilment of these benefits.
Immediately following Council approval of the event, a breakfast meeting would be organized to entice the corporate community to become involved.
Sponsorship Campaign Strategy:
(1) To position Celebrate Toronto festivities as a dynamic corporate sector opportunity.
(2) Develop a comprehensive Partnership Proposal to attract high-profile corporations with national properties.
Benefits would include identification in promotional materials, on-site presence and product-based event marketing opportunities.
The number of sponsors would be limited for maximum exposure and impact.
(3) Ensure exceptional servicing of sponsors including benefit fulfilment.
Revenue Generation:
The total operating budget of this event as outlined is $550,000.00. Public and private funding would be required as follows:
City Funding $395,000.00
Sponsorship $155,000.00
Total $550,000.00
Budget Breakdown:
Programming:
Opening Ceremonies $ 65, 500.00
Seven Festival Sites $185,000.00
Fireworks $ 35,500.00
$286,000.00
Production:
Staging $29,750.00
Sound $21,250.00
Lighting $ 8,000.00
Road Closure $120,000.00
$179,000.00
Marketing:
Advertising
Marketing Materials and Production
Distribution $85,000.00
Total $550,000.00
Recommendations:
It is recommended that:
(1) approval be given for an expenditure of $395,000.00 to produce the Celebrate Toronto Festival;
(2) Council give direction to all city departments and staff to provide full cooperation and in-kind support in the production of this celebration including secondment of staff;
(3) approval be given to approach The Economic Development grant program to support a road closure on Canada Day; and
(4) based on the results of the first year and a comprehensive event audit, Council consider making this an annual celebration.
The Strategic Policies and Priorities Committee reports, for the information of Council, having viewed an overhead presentation ACelebrate Toronto! Special Events in the New City@ by Ms. Jaye Robinson, Interim Lead, Special Events.
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