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Just like Will Smith circa 1998, Tourism Toronto is going to Miami.
In the latest in a series of weird decisions (like that weird-looking Toronto Unlimited logo or that utterly crappy "Live With Culture" ad campaign), the organization has hired David Whitaker as their President. The Financial Post reports that Whitaker, an American citizen, has been working for the Greater Miami Convention and Visitors Bureau since the early 90s, and is currently the Bureau's Executive Vice President. Miami.
Tourism Toronto's mission, as they put it, is to "be the authoritative source for greater Toronto region tourism knowledge," but the hiring of Whitaker seems like a move in the opposite direction—wouldn't, like, someone who's lived here at some point in the past decade and a half be more of an authority? Miami seems nice and all, but what does it have in common with Toronto?
We can see the next "Live With Culture" ad now: "Toronto. Nothing Like Miami. Except for our President of Tourism."
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My husband and I are planning a move to Toronto, and I've struggled trying to explain what it is about Toronto that makes it such a desirable destination. I think it's such a hard quality to identify. Even writing this comment is a bit more daunting than I thought it would be. But the thing is, while I can't put my finger on it, I know it when I see it.
My point is, I don't think Whitaker is going to be able to do any better than native Torontonians have done with figuring it all out. I don't really think anyone can.
Yes, because a culturally diverse city like Miami has nothing to do with Toronto, a mostly white European city stuck in 19th century affair with England with landmarks like the Royal York or Queen Street.
(sarcasm end)
Other than being "diverse" (a label that, let's be honest, isn't so weirdly exclusive to Toronto or Miami or any other large city for that matter), what else is there?
Here's a neat fact:
Miami is the only city in the world with more foreign-born residents than Toronto!
(Note: marketing Toronto with a "diversity" campaign is not going to attract Americans. Sorry.)
Allow me to point out the silver lining: Right now, Miami is holding the Winter Music Conference, an industry convention which ends with the supposedly largest dance music event in the United States, drawing over 40,000 people. Smaller than DEMF used to be, but whatever.
If this guy is worth his salt, he will not only realize and draw upon his WMC experience, but he will be able to convince the people in charge that hey, perhaps we ought to start promoting Toronto as a fun place to be, not a boring, stodgy conference land, and what better way to do that than by showcasing Toronto's dance music talent, which we already know is some of the world's finest.
That will hopefully lead to a similar venture in Toronto that could end up being an amazing cultural event that ends up doing a lot of the positive things I described in my Torontoist post on the subject.
David said, "Other than being "diverse" (a label that, let's be honest, isn't so weirdly exclusive to Toronto or Miami or any other large city for that matter), what else is there?"
The closest I can come to it is Toronto is "sincere" but I don't think that vague quality brings in a lot of tourist credibility.