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.