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Yesterday's Star had an interesting article that shed some light on the inner workings of Tourism Toronto, now famous for its embarrassing (and perhaps plagiarized) Toronto Unlimited campaign. Especially of interest to us was the contrast between New York's and Toronto's approaches to attracting visitors with external offices:
NYC & Company spokesperson Chris Heywood said the Toronto office will mainly promote leisure travel.This may make perfect sense in light of Toronto the Good's protestant work ethic, beige hotels and convention centres compared to what many may think of as New York's big, bold and flashy mythical experiences like Broadway and Times Square. This confusion of perceptions could not be further from the truth.But Andrew Weir, vice-president of Tourism Toronto, said his agency finds external offices most effective in promoting conventions and business travel. Hence the choice of cities where there are heavy concentrations of business groups that plan conventions.
Toronto is doing itself a major disservice by neglecting the importance of nightlife, one of its most sparkling gems, in attracting visitors. Indeed, what happens after the theatres, restaurants and museums close at night is of seemingly little interest to the decision-makers and civic boosters in Hogtown. We are lightyears ahead of New York's nightlife, with its draconian Cabaret Law (dancing in a NYC club that lacks a dancing permit is illegal, fewer than 300 such permits exist), stringent noise laws, regular police stings and frequent padlocking of venues. At the same time, most Americans have no idea that Toronto regularly attracts many more famous international DJs and bands to its hundreds of bars, concert venues and clubs where one may drink at 19 and perhaps indulge in less-than-legal intoxicants with relative impunity, free from the American government's (and New York City government's) failed war on freedom. Are we implying that Toronto is a bit of a Sin City? Maybe just a liberated one.
Toronto would do well to consult nightclub magnates on this front, and Mayor David Miller may have started the ball rolling by asking Zark Fatah how to make Toronto a "creative city." In his Rise of the Creative Class, Richard Florida notes that museums tend to "attract more gray heads than purple ones," astutely pointing out that our addiction to starchitecture may give us some fresh material, but may not be enough to alter creative people's experience of the city (then again, maybe the ROM gets it: the crystal is being launched with a giant party in the middle of the night!). Why aren't we also asking people like Chris "Anabolic" Frolic of Hullabaloo fame, who built an empire on drawing Americans to Canada for his massive quarterly events, what more we could be doing to promote our city? When one finds oneself at a nightlife event in Toronto, be it a show upstairs at Sneaky Dee's, an electro party at the Mod Club or a rave at the Docks, one needs only to ask "Where are you from?" to realize that Toronto's parties attract people from a plethora of American locales, not just the border cities.
And when asked the question, "What more could we be doing to promote our city?" There are a number of steps we can take:
- Award more grants to nightlife event promoters. Sometimes venue rentals or flying famous artists in is just too expensive.
- Start talking about nightlife in promotional materials for the city. Maybe those purple, teardrop-shaped musical notes should be turntables and speakers.
- Allow all night dance parties on city property once again. This ban singlehandedly ended the 15,000 person dance music gatherings that characterized pre-2001 Toronto, leading to the current venue loss crisis.
- Work more closely with event promoters to help promote their larger events.
- Make it less legally risky for property owners to allow a nightlife event on their property.
- Stop crackdowns against nightlife before they start. The recent Docks liquor license suspension was scary enough.
- Repeal the curfew. Seriously. Those kids have money!
- Loosen up alcohol laws; Montréal didn't get its "fun" reputation among Americans by closing the bars at 2.
Indeed, if Toronto does not embrace its nocturnal personality, it will lose ground to cities like Los Angeles(!). L.A. is undoubtedly the nightlife capital of North America, considering the huge names that roll through every single night, and it is partly because the city realizes that fun is in. There is hope, though; obviously the mayor is listening, and hopefully that will one night translate into a more fun, appealing and prosperous city for everyone.
Photo by oprimo on Flickr.
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Grants and relaxed laws for raves? I can think of 15,000 far more important causes that need government funding ahead of 15,000 person mega-raves.
Those huge parties are huge money makers when done right, and I don't think mega-raves are going to do anything for Toronto tourism or our image as a cultural city.
I think you read the word "rave" right into that one, Jerrold. A 2004 study shows that the majority of Canadians aged 18 - 25 regularly attend dance music events, be it house, britpop or reggae.
Today in 2007, it would be a different genre of dance music that would attract that many people to the same building, not rave.
The city has made attracting visitors a priority, and even if you stay in on the weekend, these are some ways to see that goal realized.
"A 2004 study shows that the majority of Canadians aged 18 - 25 regularly attend dance music events..."
If that's the case, then it looks like we're doing just fine. My EDM loving friends are not complaining about any shortage of events to attend (whether that be club nights or underground parties). Sure, a lot of clubs have closed, but new ones pop up just as quickly.
Asking for increases in grant money for this business is just silly in my opinion, especially when you look at the bigger picture (i.e. a city falling apart at the seams).
If you can tell me of one single successful collaboration between emerging cutting edge youth culture (intrinsically defined by its' questionable relationship to authority), and a Government program, I will give you a dollar.
"Award more grants to nightlife event promoters. Sometimes venue rentals or flying famous artists in is just too expensive."
So my tax dollars should be used to make someone's night out a couple of bucks cheaper or to line the pockets of an out of town artist? If that's not a big enough waste of money, presumably you'd then have to promote, at additional expense, our "cheaper" cover charges and these (Have nothing to do with Toronto or its culture) super artists? Please. If tax-funded subsidies are the best we can come up with, then maybe this is not really a "creative" city.
Wow, all the naysayers are amazing! I think your ideas are good, sound ideas, Kevin. What folks like GH doesn't realize is that you have to spend a penny to make a dime. Those grants translate into not just revenue for the promoter but also for the city (if done right), and a partnership in such an endeavor is a win-win situation.
And for Alan Tdot, here in DC, the local government works with direct action groups (all of whom are cutting-edge youth) to hold parties for people under 18; the government does it to keep young people out of the bars and off the streets and the groups do it to promote their causes (usually to do with ending the war and the WTO). Both benefit and they collaborate well. If you are so inclined, I can send you information about the party held every weekend near my house (there's nothing online about it). So you owe someone a dollar.
There are 22 dance music events happening this weekend alone that paid to have their party listed on tribe.ca->upcoming events (show posts from within one month)
It's clearly a thriving business, not a cultural scene starving for funds.
I think you've made some great suggestions Mr. Bracken. There are numerous places that have become thriving tourist attractions simply because of their nightlife. And I think for Toronto, with so many creative goings on all the time, it would be a perfect selling point.
Jerold are you this much of a raging asshole on tribe as well?
Stating my opposing opinion and backing it up with evidence makes me a raging asshole?
""Award more grants to nightlife event promoters. Sometimes venue rentals or flying famous artists in is just too expensive."
So my tax dollars should be used to make someone's night out a couple of bucks cheaper or to line the pockets of an out of town artist? If that's not a big enough waste of money, presumably you'd then have to promote, at additional expense, our "cheaper" cover charges and these (Have nothing to do with Toronto or its culture) super artists? Please. If tax-funded subsidies are the best we can come up with, then maybe this is not really a "creative" city.
[5] Posted by: GH | March 14, 2007 11:39 AM"
The idea being that if promoted right, these bigger and cheaper events will attract a significant number of american tourists from cities like New York that place heavy restrictions on dance events, in addition to attracting people who can't drink in their own states. Kevin is right on about Hullabaloo. Chris Frolic built one of the most successful rave promotion companies by appealing to American tourist dollars. People would come from as far away as Ohio, Arizona, or even California, to hit up one of his parties. Many of them would do it two or three times a year.
These American tourists that Kevins ideas would appeal to would do far more for this city then line the pockets of the club owners and event promoters. These events would benefit the hotel industry, since tourists need to stay somewhere. These events would benefit the restaurant industry, since these tourists need to eat. We have a lot of very unique and interesting boutique stores within walking distance of downtown hotels, and maybe some of these tourists would like to go shopping during the day.
To say that this would only benefit nightclub owners and event promoters is ridiculous and short-sighted.
"There are 22 dance music events happening this weekend alone that paid to have their party listed on tribe.ca->upcoming events (show posts from within one month)
It's clearly a thriving business, not a cultural scene starving for funds."
And how many of these events are smaller events? How many of these events feature local artists only? As great as some of our local artists may be, the only way you'll attract people from outside of Toronto to these events is with names that they've heard of. Yes, I realise that some of our locals like Broken Social Scene and Tokyo Police Club are pretty well known outside of Toronto, but not all of our locals are. Making it cheaper to throw big events featuring big names makes it easier to attract tourists to our nightlife industry. This will in turn benefit local artists, since locals will be needed to open for any big name acts flown in from outside of Toronto.
mintjellie, there is no limit to events and attractions that the city could spend money on to attract tourists to Toronto. The question you have to answer is whether this is a proper or efficient or workable way to increase tourism. Where do you draw the line? Are dance events on the right side of the line? if the line need not be drawn at all, then lets just spend the whole budget on drawing tourists by subsidizing the cost of events and artists (and whatever) here in Toronto. An exaggeration? Well, there is no argument as to why this particular set of attractions deserves money any more than any other (let alone any other unfunded or underfunded city priority). There is no suggestion that doing this would anything but a boon for the city. Let's just spend our way to a thriving Utopia of tourists spending their money. You either have to justify a limit to just these events or argue in favour of anything that could appeal to a tourist (and then maybe we'd need 3% of the GST).
I agree with Kevin on this issue. Like it or not, dance parties are cultural events and Toronto does benefit from them. Our nightlife could be a major attraction for tourists if it was marketed properly.
I wouldn't have so much of an issue with it if it wasn't so specific. Why only EDM? I mean, thats TOTALLY not my scene and bores me to tears. Why would I want my Tax dollars to support that as an attraction, and not the music scene I AM into? I'm all for promoting the tourism of the city, but not at by harming our live music scene.
What I'm saying is, spread the wealth around the genre's, or don't do it at all.
Tim, I include live music in "nightlife", which is what I am suggesting we market more aggressively.
I think you are reading too much into my personal preferences ;)
Everyone here is arguing against the subsidies, but then taking a stance against the entire article.
I think subsidies are a bad idea.
However the rest are great.
The major thing that hurts nightlife is a lack of affordable venues. If the city were to take a different stance then the problem could fix itself.
Toronto has some of the biggest scenes for certain genres of dance music in North America already but there are certain problems standing in the way.
A huge event at the docks can easily make the promoter 20000$ or more in profit.
While an all ages event almost anywhere else is doomed to lose money b/c its not on the same scale.
The 19+ events work b/c the venues won't charge ridiculous amounts just to use them.
We're also talking about tourism here, not what do you want to do on a Saturday night.
We have something here in Toronto that Americans want. The freedom to dance. We just need it to be a little easier.
I should note that in Montreal for instance their events typically go until 10am.
In Toronto, 5am is standard.
However they don't have the locals and history that we do.
brokenengine-
I don't think Kevin is saying it should only be for EDM, he is just using that genre as an example of one of Toronto's fun scenes.
Two quotes from the OP:
"Toronto regularly attracts many more famous international DJs and bands to its hundreds of bars, concert venues and clubs"
"When one finds oneself at a nightlife event in Toronto, be it a show upstairs at Sneaky Dee's, an electro party at the Mod Club or a rave at the Docks, one needs only to ask "Where are you from?" to realize that Toronto's parties attract people from a plethora of American locales, not just the border cities."
To brokenengine- I'm not trying to disagree with your opinion, but when was the last time someone held and all night country music or classical opera event? Most all night or late night events tend to be some sort of dance music. Correct me if I'm wrong though.
Tax dollars should be spread around evenly, but is this article not about "nightlife"?
EDM musicians can already apply for Canada Council grants.
Funding the musicians -- the artist -- is fine. But the promoters? There is no industry as sketched out as rock and roll/party promotion. They make loads of money on events that sell alcohol, the biggest money maker of them all. They don't need the money.
There are, however, festivals and such, that have more of a focus on the artistry rather than the bacchanal all night party side of it, that are eligible for funding.
The day any tax dollars goes to This Is London or Tonic or whatever, would be the day Canada breaks down into anarchy.
I definitely want more pink heads than gray ones!
I'm not so sure about giving club owners or promoters who already have a lot of money MORE, but having grants available to party/club promoters would be super.
Toronto really ought to do something about the curfew however, and the 2am last call :\
You mention the word "bands", but your entire article is slanted towards EDM.
You're right, there aren't usually all night live music concerts. I didn't realize a party had to be all night in order to attract tourists.
I also think that we can promote our culture and increase tourism revenue by promoting our own. I genuinely believe that people at large will think what they are told is cool is, in fact, cool. There are a lot of local acts that could be just as big as any interrnational act if Much or Edge or Flow weren't so insistent on sucking the corporate tit and jerking off American record companies. Use the subsidy take pay these stations to make SURE indie artists were given a fair shake, the same promo, and see if they don't attract a much bigger crowd.
Finally, dog bone is right: event/music promoters are some of the sketchiest, cringe inspiring people i've ever met. Come to think of it, off the top of my head, the only people i can think of that have ripped me off in my life are music/event promoters...
One thing that cannot be overlooked in the Tourism issue is the pending attempt by the Bush administration to enforce a passports-only border crossing.
All other tourism considerations are irrelevant if Americans can't make it over the border without a passport. They represent by far the majority of the tourist trade in Toronto in terms of nightlife and non-commercial (i.e. "fun") tourism, and that flood of visitation will become a trickle if most of them can't get over the border without a passport.
Finally, whoever called Toronto "a city falling apart at the seams" apparently has never lived anywhere else. Toronto is one of the best developed, most socially conscious and decently run cities I've had the pleasure of visiting for any length of time, and I've hit most of the major ones on this continent. It's not perefect, but it's also certainly no Washington D.C., Buffalo, Detroit, Los Angeles, Miami, Erie, and the list goes on....