Pride 2018 ECONOMIC IMPACT REPORT
2018 Economic Impact Report
Executive Summary This report summarizes the Economic Impact study results, conducted during the Pride Toronto Festival, 2018 prepared by Ipsos and Prism Economics and Analysis.
ATTENDANCE An estimated 1.6 million people attended Pride weekend and more than 1 million 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 $190. The average spend of Pride Toronto month attendees was $375. The Pride Festival (including Pride weekend) contributed an estimated $681 million to Ontario’s GDP, supported 5,600 direct jobs and generated $270 million in combined Federal, Provincial, and Municipal tax revenues.
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2018 Economic Impact Report
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Pride 2018 Statistics PRIDE MONTH EVENTS
17
Cultural Partner Events
3
4
2
Human Rights Panels
Pride Toronto Special Events
New Cultural Partners
LOCAL BUSINESS PARTNERS
37
Proud Business Supporters
14
New Business Partners (61% growth from 2017)
2018 Economic Impact Report
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Attendee Estimates PRIDE WEEKEND Over 1.6 million people attended the Pride Toronto festival held between June 22–24, 2018. 1.3 million people attended the 2017 Pride Toronto festival.
Did you attend any official Pride Toronto events this past weekend (Friday June 22 to Sunday June 24) including the Pride Parade or any major cultural events or affiliate events? Greater Toronto Area (GTA) (61%) Ontario, outside of GTA (30%) Canada, outside of Ontario (5%) USA (3%) International (excluding USA) (1%)
PRIDE MONTH Over 1.0 million people attended the Pride Toronto month held between June 1–26, 2018. 811,000 people attended the 2017 Pride Toronto month.
Did you attend any official Pride Toronto Festival events in the past month (June 1 to June 26) aside from the final weekend of Friday June 22 to Sunday June 24 including, but not limited to such events as: Colour ROM Proud, First Thursday at the AGO: Pride Month Launch Party, Cabana Pool Party, Til Sunrise Island Party, Night at the Aqueerium, TSO’s Brahm’s Symphony 1 (June 13 only), or Luminato’s RIOT (June 12 only)? Greater Toronto Area (GTA) (62%) Non-GTA (38%)
2018 Economic Impact Report
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Economic Impact PRIDE WEEKEND 1.6 million Pride Festival attendees spent an estimated $305 million on Pride related purchases over the Pride Toronto festival weekend (June 22 to June 24, 2018).
Total ($millions) Restaurants/Bars/Concessions
$89
Grocery/Beer/LCBO
$47
Recreation & Entertainment
Tickets & Admissions Pride Events
$24
Other recreation & Entertainment (CN Tower/Aquarium/Museums/Shows)
$22
Lodgings, Transportation, and Shopping
Transportation (TTC, car rentals, taxi, etc.)
$18
Hotels & Lodging
$57
Shopping
$47
Food & Beverages
PRIDE MONTH 1 million Pride month attendees spent an estimated $379 million on Pride related purchases over the Pride Toronto month (June 1–26, 2018).
Total ($millions) Food & Beverages
Restaurants/Bars/Concessions
$116
Grocery/Beer/LCBO
$65
Recreation & Entertainment
Tickets & Admissions Pride Events
$25
Other recreation & Entertainment (CN Tower/Aquarium/Museums/Shows)
$29
Lodgings, Transportation, and Shopping
Transportation (TTC, car rentals, taxi, etc.)
$17
Hotels & Lodging
$63
Shopping
$64
2018 Economic Impact Report
Economic Impact
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INFLUENCE
57% 50%
How much influence did the Pride Toronto festival have on your decision to visit Toronto? 2018 2017
6%
6%
5%
2%
<1%
No Influence
1%
2
1%
3
FISCAL IMPACT The Pride Festival (including Pride Weekend) contributed an estimated $681 million to Ontarioâ&#x20AC;&#x2122;s GDP, supported 5,600 direct jobs, and generated $270 million in combined Federal, Provincial, and Municipal tax revenues.
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6%
4%
2%
1%
<1%
9%
8%
5
6
12%
10%
7
8
9%
12%
9
Main single reason
Gross Domestic Product (GDP) ($millions)
GTA
Rest of Ontario
Total Ontario
Direct
$344
$0
$344
Indirect
$91
$68
$160
Induced
$124
$53
$177
Total
$559
$122
$681
Employment (jobs)
GTA
Rest of Ontario
Total Ontario
Direct
5,599
0
5,599
Indirect
893
545
1,438
Induced
927
457
1,384
Total
7,419
1,002
8,421
Total Taxes ($millions)
GTA
Rest of Ontario
Total Ontario
Direct
$92.68
$16.77
$109.44
Indirect
$104.90
$12.47
$117.38
Induced
$36.89
$5.69
$42.58
Total
$234.47
$34.93
$269.39
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Demographic Trends GENDER What is your gender identity?
52% 51%
2018 2017
40% 34%
6%
Male/Man
Female/ Woman
4%
2%
Trans
1%
Twospirited
5%
Gender neutral
SEXUAL ORIENTATION What is your sexual orientation?
3%
3%
3%
Cis
<1% <1%
Intersex
2%
2%
Genderqueer
1%
1%
Other
2018
2017
Gay
25%
26%
Heterosexual
23%
30%
Lesbian
19%
15%
Bisexual
15%
19%
Queer
8%
8%
Two-spirited
2%
3%
Asexual
2%
2%
Pansexual
4%
4%
Questioning
3%
1%
Other
3%
2%
Rather not say
2%
2%
1%
1%
Rather not say
2018 Economic Impact Report
Demographic Trends
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AGE
35% 32%
In what age range do you fall?
28%
2018
24%
2017 19%
20%
13% 8% 5%
4%
3%
6% 3% <1%
Under 18
18–24
25–34
35–44
45–54
55–64
65+
1%
<1%
Rather not say
INCOME What is your household income? 25% 22%
2018
23%
2017
21% 19% 17%
12%
12%
11% 9% 7% 5%
5% 3%
Under $25,000
$25,000 to $44,999
$45,000 to $79,999
$80,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
6%
4%
Over $200,000
No answer
2018 Economic Impact Report
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Travel Trends 49%
TRAVEL METHODS
47%
Half (49%) attended Pride by using public transit. Use of private car and Uber/Lyft has increased, walking is down. 33%
2018 2017
27%
18% 14% 8% 2%
TTC
4% n/a
Other local transit
Walk
OUT OF MARKET TRAVEL METHODS Pride attendees from outside Toronto are more likely to have travelled to the city by car (60%; +15% pts) and less likely to have travelled by bus (9%; -11 pts), compared to last year. 2018 2017
Private car
Uber/Lyft
3%
Taxi
1%
GO Train/Bus
45% 19%
By train
20% 9%
By bus
20% 9%
By plane
No answer
5%
3%
2%
Other
60%
By car
Other
3%
9% 1% 5% 1% 2%
2018 Economic Impact Report
Travel Trends
ACCOMODATION
2018
2017
What type of accomodation are you staying in during Pride?
OVERNIGHTS
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Private home (68%) Hotel, Motel, B&B (21%) Airbnb (8%)
Private home (56%) Hotel, Motel, B&B (25%) Airbnb (13%)
Other (3%)
Other (5%)
2018
2017
One in four (24%) festival attendees stayed overnight.
Staying overnight, don’t live in Toronto (21%)
Staying overnight, don’t live in Toronto (16%)
Staying overnight, live in Toronto (3%) Did not stay overnight (76%)
Staying overnight, live in Toronto (4%) Did not stay overnight (80%)
TRIP LENGTH
30% 26%
25%
27%
22%
How many nights will you stay in Toronto (other than your own home)?
22%
2018 17%
11%
2017
9%
10%
1% 1
2
3
4–6
7 or more
2%
Refused
2018 Economic Impact Report
Travel Trends
YEARS IN ATTENDANCE
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2018
2017
How many years have you attended Pride Toronto’s festivals?
SATISFACTION
1st year (25%)
1st year (25%)
2nd year (14%) 3rd or more (61%)
2nd year (10%) 3rd or more (62%)
70%
Very satisfied
How satisfied are you with Pride Toronto Festival overall this year?
60% 25%
Somewhat satisfied
20%
2018 2017
4%
Not very satisfied
Not at all satisfied No answer
9% 1% 2% n/a 10%
53%
PATRON ACQUISITION
42%
How did you hear about the festival this year?
32% 31% 22% 14%
10%
TV ads
15%
10%
6% 5% Radio ads
Social media
Word of mouth
2018
14%
Toronto Pride website
8%
I come every/ most years/ just know
13%
Other
2017 3% 3% Don’t remember
2018 Economic Impact Report
MOBILITY
Travel Trends
2018
2017
Do you have any mobility issues?
ACCESSIBILITY How satisfied are you with the accessibility of the Pride Toronto Festival overall this year? 2018 2017
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Yes (6%)
Yes (23%)
No (94%)
No (77%)
55%
Very satisfied
40% 26%
Somewhat satisfied
27% 12%
Not very satisfied
9% 7%
Not at all satisfied No answer
23% n/a 3%
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Social Impact IMPORTANCE Why is Pride important to you? 2018 2017
Builds & strengthens LGBTTIQQ2SA community
25%
Celebrates diversity
23% 16%
Educates the public
16% 16%
Increases visibility of the community
17%
14%
Increased awareness of issues facing the community Other
REASONS FOR ATTENDANCE
To support the LGBTTIQQ2SA community
Why do you come to Pride?
To celebrate our cultural identity
2018 2017
16%
3%
6%
56% 44%
48%
To stand against discrimination
40%
43%
Increases visibility of the community
40%
38%
To feel connected to the community
35%
39%
24%
To develop community
28%
27%
To express myself To learn more about the community Other
26%
22%
21%
22%
7%
12%
34%
66%
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TD Sponsorship SPONSOR AWARENESS
2018
2017
Are you aware that TD is a sponsor of Pride?
Yes (84%)
Yes (71%)
No (16%)
No (28%)
38% 30%
26% 14%
28%
24%
Given that TD is a sponsor, in your opinion, how good of a fit is TD for Pride?
18%
13% 4%
SPONSOR PERCEPTION
6%
2018 2017
An excellent fit
36%
A very good fit
A good fit
34%
30% 17%
Not a very good fit
CUSTOMER ACQUISITION
39%
14%
11% 2%
Much more likely A little more likely
Don’t know/ refused
No impact
14%
3%
Less likely
To what extent does TD’s sponsorship of this event change the likelihood that you will do business with TD in the future? 2018
Don’t know
2017
2018 Economic Impact Report
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.
INTERCEPT SURVEY A total of n=750 intercept interviews were conducted. A token incentive of a $2 coffee gift card was offered to participants. The 5-minute intercept survey was conducted between Friday June 22nd and Sunday June 24th with interviewing stratified over the course of three days: Quota sample size Friday
150
Saturday
150
Sunday
450
Total
750
ONLINE SURVEY The online omnibus was conducted June 26â&#x20AC;&#x201C;July 1, 2018. A representative sample of n=1037 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.
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