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This report summarizes the Economic Impact study results, conducted during the Pride Toronto Festival, 2017 prepared by Ipsos and Prism Economics and Analysis.

Attendance An estimated 1.3 million people attended Pride weekend and more than 811,000 attended Pride month events (excluding Pride weekend). While the majority of attendees were from the GTA and Ontario, many visitors from other parts of Canada, the US and internationally attended Pride events.

Economic Impact The average spend of Pride Toronto festival weekend attendees was estimated at $213.90. The average estimated spend of Toronto Pride month attendees was $282.50. The Pride Festival (including Pride weekend) contributed an estimated $352 million to Ontario’s GDP, supported 4,000 direct jobs and generated $165 million in combined Federal, Provincial and Municipal tax revenues.


Over 1.3 million people attended the Pride Toronto festival held between June 23-25, 2017 DISTRIBUTION OF ATTENDEES BY PLACE OF RESIDENCE

Did you attend any official Toronto Pride events this past weekend (Friday June 23 to Sunday June 25) including the Pride Parade or any major cultural events or affiliate events?

29% Ontario, outside of GTA 2%

Canada, outside of Ontario

2%

USA

2%

International (excluding USA)

67% Greater Toronto Area

Over 811,000 people attended the Pride Toronto month held between June 1 - 30, 2017 DISTRIBUTION OF ATTENDEES BY PLACE OF RESIDENCE

40% Ontario, outside of GTA 2%

Canada, outside of Ontario

1%

USA

1%

International (excluding USA)

Did you attend any official Toronto Pride Festival events in the past month (June 1st to 30th ) aside from the final weekend of Friday June 23 to Sunday June 25 including, but not limited to such events as: Gay Day on the Bay, ROM for Friday Night Live: Colour ROM Proud or First Thursday at the AGO: Pride Month Launch Party.

56% Greater Toronto Area 3


1.3 million Pride Festival attendees spent an estimated $276.9 million* on Pride related purchases over the Pride Toronto festival weekend (June 23rd to June 25th, 2017) TOTAL ($millions)

FOOD AND BEVERAGES

Restaurants/Bars/Concessions Grocery/Beer/LCBO Tickets & Admissions Pride Events Other recreation & Entertainment (CN Tower/ Aquarium/Museums/Shows) Transportation (TTC, car rentals, taxi, etc) Hotels & Lodging Shopping

RECREATION AND ENTERTAINMENT LODGINGS, TRANSPORTATION, AND SHOPPING

$77.10 $46.28 $15.05 $13.48 $23.29 $52.15 $49.56

811,000 Pride Month attendees spent an estimated $229.1 million* on pride related purchases over the Pride Toronto month (June 1 - 30, 2017) TOTAL ($millions)

FOOD AND BEVERAGES RECREATION AND ENTERTAINMENT LODGINGS, TRANSPORTATION, AND SHOPPING

Restaurants/Bars/Concessions

$54.41

Grocery/Beer/LCBO Tickets & Admissions Pride Events Other recreation & Entertainment (CN Tower/ Aquarium/Museums/Shows) Transportation (TTC, car rentals, taxi, etc) Hotels & Lodging Shopping

$39.07 $13.09 $10.26 $24.13 $33.13 $55.06

How much influence the Toronto Pride festival had on your decision to visit Toronto 57%

5% No influence

2% 2

1% 3

1%

2%

4

5

4% 6

6% 7

12%

12%

8

9

Main single reason


The Pride Festival (including Pride weekend) contributed an estimated $352 million to Ontario’s GDP, supported 4,000 direct jobs and generated $165 million in combined Federal, Provincial and Municipal tax revenues. GROSS DOMESTIC PRODUCT (GDP) ($millions)

GTA

Rest of Ontario

Total Ontario

DIRECT

$191.36

INDIRECT

$60.09

$23.43

$83.52

INDUCED

$60.21

$16.93

$77.14

TOTAL

$311.66

$40.36

$352.02

EMPLOYMENT (jobs)

GTA

Rest of Ontario

Total Ontario

DIRECT

4,010

-

4,010

INDIRECT

630

287

917

INDUCED

568

189

757

TOTAL

5,208

477

5,685

TOTAL TAXES ($millions)

GTA

Rest of Ontario

Total Ontario

FEDERAL

$85.52

$7.79

$93.31

PROVINCIAL

$64.48

$5.99

$70.47

$0.90

$0.12

$1.01

$150.90

$13.89

$164.79

MUNICIPAL TOTAL

$191.36

5


What is your sexual orientation?

What is your gender identity? Male/Man

40% 51%

Female/Woman Trans Two-spirited

4% 1%

Gender neutral

3%

Cis

3%

Intersex

<1%

Genderqueer

2%

Other

1%

Rather not say

1%

In what age range do you fall?

Gay

26%

Heterosexual

30%

Lesbian

15%

Bisexual

19%

Queer

8%

Two-spirited

3%

Asexual

2%

Pansexual

4%

Questioning

1%

Other

2%

Rather not say

2%

What is your household income? 21%

3%

19%

24%

25%

32%

12%

20%

11%

13% 6% 3% <1%

AVERAGE AGE OF RESPONDENTS

34

3% 4% 6%

The percentages may add up to more than 100 due to rounding and multiple responses.

6


How do you get to Pride?

Half (47%) attended Pride by using public transit, while one third (33%) walked.

47%

33%

8% 4% 3%

TTC/ Public transit

Walk

Private car

Uber

Taxi

2%

Bicycle

1% Train

<1% Charter bus

By train

20%

By bus

20%

By plane Other No Answer

Rental car

2%

Other

45%

By car

Four-in-ten attendees from outside Toronto, travelled to Toronto by bus (20%) or train (20%).

<1%

9% 5% 2% 7


What type of accommodation are you staying in during Pride?

25% 56% 13% 5% HOTEL, MOTEL B&B

PRIVATE HOME

AIR BNB

OTHER

16% Almost one-in-five (20%) festival attendees stayed overnight.

How many nights will you stay in Toronto (other than your own home)?

4%

Staying overnight, donâ&#x20AC;&#x2122;t live in Toronto

Staying overnight, live in Toronto

Did not stay overnight

80%

30%

25% 11%

1

2

3

22%

4-6

10%

2%

7 or more Refused

8


How many years have you attended Pride Torontoâ&#x20AC;&#x2122;s festivals?

3%

How satisfied are you with Toronto Pride Festival overall this year?

25%

No Answer

st

1 year

10%

62%

nd

2 year

rd

3 or more

60%

Very satisfied

20%

Somewhat satisfied

9%

Not very satisfied Not at all satisfied

2% 10%

No Answer

How did you hear about the festival this year?

10%

TV ads

5% Radio ads

15%

Social media

Do you have any mobility issues?

23% YES

77% NO

31%

Word of mouth

53% 14%

13%

Visit to I come Toronto every/most Pride years/just Website know

3%

Other

Donâ&#x20AC;&#x2122;t remember

How satisfied are you with the accessibility of the Pride festival this year? 40%

Very satisfied

27%

Somewhat satisfied Not very satisfied

9% 23%

Not at all satisfied No Answer

2% 9


Why is Pride important to you? Builds and Strengthens LGBTTIQQ2SA Community

22%

Celebrates Diversity

23% 16%

Educates the Public

17%

Increases Visibility of the Community

16%

Increases Awareness of Issues facing the Community

6%

Other

Why do you come to Pride? 56%

To support the LGBTTIQQ2SA Community

48%

To socialize

43%

To celebrate our cultural identity

38%

To stand against discrimination

39%

To feel connected to the community

28%

To develop community

34%

To express myself To learn more about the community Other

22% 12% 10


Methodology Ipsos and Prism Economics and Analysis partnered to conduct the research and estimate the economic impact of the Pride Festival. Data was collected via intercept survey conducted over Pride weekend. An online omnibus survey was fielded immediately following Pride weekend to estimate attendance.

71% YES Intercept Survey

A total of n=750 intercept interviewers were conducted. A token incentive of a $2 coffee gift card was offered to participants.

28% NO

The 5-minute intercept survey was conducted between Friday June 23rd and Sunday June 25th with interviewing stratified over the course of the three days: Quota sample size Friday

150

Saturday

150

Sunday

450

Total

750

Online Survey The online omnibus was conducted Monday June 26th. A representative sample of n=1000 Ontario residents were surveyed. The data was weighted by age, gender, region and education to reflect the Ontario population based on the most recent census data. The estimate of attendance is weighted by Other Canada, US and International visitors based on the incidence found in the intercept survey.


Pride Toronto Economic Impact Report 2017  
Pride Toronto Economic Impact Report 2017  
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