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The Caribana success story

2010/05/03 00:01:00
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Caribana traditionally unveils its lineup of cultural attractions every spring, trumpeting its festive parade and mouth-watering food scheduled for mid-summer.

But now, there is even more reason to boast: Caribana is putting big money where its mouth is — $438 million, to be precise.

That’s how much the festival injected into Ontario’s economy last year, most of which was ploughed into the GTA economy, according to an Ipsos Reid Economic Impact Study released last week. Much of that outlay goes back to government in tax revenues (worth nearly $200 million last year), which means all that Calypso and Reggae and Hip Hop are music to the ears of Queen’s Park and Ottawa.

Of the 1.2 million people who attended last year’s festival, 170,000 were visitors from the United States, and a further 130,000 came from overseas. Amongst the big-name festivals that round out Toronto’s cultural calendar — including the Toronto International Film Festival, Luminato and Pride Week — Caribana now finds itself at the front of the parade.

Taken together, it’s an impressive accounting, emblematic of how much this 43-year-old tradition has grown with the times.

After years of internecine squabbling among organizers, Caribana reincarnated itself five years ago as a newly invigorated organization that attracted top-line financial and organizational talent befitting a major cultural attraction. The previous organizing committee had failed to provide a proper financial accounting. That prompted the City of Toronto to withdraw its funding and plunged the festival into a tailspin.

Outbreaks of violence prompted sponsors to keep their distance; wary fans also stayed away. Without public money, and lacking a single corporate sponsor, Caribana’s reputation was in tatters. But a new organizing committee headed by retired Toronto bureaucrat Joe Halstead revived the festival’s brand, brought in transparency at the top, and refashioned the parade from the ground up.

After years of bickering, the watchword was networking. A new major corporate sponsor, Scotiabank, was signed up. Media sponsors, including the Star, were lined up. Safety concerns were allayed by setting up an array of security cameras along the parade route.

Caribana has also forged alliances with established venues like the ROM and the Ontario Science Centre, which this year plans an exhibit on the science and sounds of steel drums. De Scotiabank Caribana lime will be held at Ontario Place. A new food festival will spread the wings of jerk chicken and rotis. A black tie fundraising gala will be held for the third year, this time celebrating Haiti.

The array of events offered during the three-week festival helps, which officially launches on July 15 this summer, explains Caribana’s remarkable economic impact: having come all this way, visitors tend to drop in on more than one venue. The highlight is the final weekend July 29-August 1st, including the parade.

What started out in 1967, the 100th anniversary of Confederation, as a parade to celebrate black and Caribbean culture in Canada has now become a source of pride for all Torontonians — and the crown jewel of the city’s tourist attractions. Caribana, take a bow.

A question...: How much does the city pay out to get that $200,000,000 back in taxes?… Bob Walker
It's about time the positive financial impact is recognized: Members of the West Indian community in Toronto have been trumpeting the incredible financial impact...… Riseup
Caribana Toronto's Cash Cow: This city enjoys tremendous financial gain for little public/financial support when it comes to...… Kanu B. Leaveit
You've come a long long way, Caribana !!!: Keep spreading the pride and rhythm ... Even Bay Street Bankers are jumping-up behind the Bands now.… partisanspirit
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Editorial CartoonEditorial Cartoon

May 9, 2010
by Patrick Corrigan/Toronto Star
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