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Pride Toronto’s Economic Impact Continues to Grow

September 18, 2013 Pride Toronto’s Economic Impact Continues to Grow

Pride Toronto’s Economic Impact Continues to Grow

Ally Attendance Reaches All Time High

 Pride Toronto’s Economic Impact study has revealed that the 10-day Pride Toronto Festival brings incredible value to the City of Toronto and the Province of Ontario, with $286 million in purchases related to Pride 2013. The study took place between June 28, 2013 and August 31, 2013 and found that Pride Toronto aggregate spending totalled $286 million and that the 10-day festival and related activities and events created or maintained 3,470 jobs and generated $60.9 million in total tax revenue for governments.

“At Pride Toronto we are proud that the city’s LGBTQ Festival has maintained a positive, safe and growing impact on our communities and the economy,” said Sean Hillier, Co-Chair, Pride Toronto.

Pride Toronto is an organization that stands for the rights and dignity of LGBTTIQQ2SA people, celebrating our lives stories and culture.  In doing so the Pride Toronto festival has emerged as a key source of tourism, commercial activity and media profile for Toronto. The economic impact of this has been an increase of $9 million year over year. 

“As Pride Toronto prepares to host the first WorldPride event ever held in North America and the largest international LGBTQ festival it is positioned to see a significant jump in attendance and economic impact for the city and the province,” says Kevin Beaulieu, Executive Director, Pride Toronto.

The 2013 study also found that there was a 14% increase in attendees who reside outside of the Toronto census area and a 42% increase in the number of attendees who reside internationally.  During the final weekend of the festival between June 28, 2013 and June 30 there were 1.2 million visitors.

“With increased programming for WorldPride 2014 Toronto the festival is geared to engage new audiences and bring fresh faces to the city.   I am confident that Pride and WorldPride 2014 Toronto will continue to give back to the City of Toronto, the Province of Ontario and its citizens whose support has made us one of the largest Prides in the world,” says Francisco Alvarez, Co-Chair Pride Toronto.

In addition to the growing economic impact the festival is having on the city and the province, we have found that there is a growing culture of acceptance and participation by those who identify as Ally or Heterosexual, with their participation rising to 29% of all those in attendance at the festival.  Of those in attendance, approximately 95% of attendees said they would likely attend WorldPride 2014 Toronto.

Over the next few weeks Pride Toronto will be making a series of exciting WorldPride 2014 Toronto announcements about specific special events within the Festival – please stay tuned. 

About Pride Toronto and WorldPride 2014 Toronto

Pride Toronto is the not-for-profit organization that hosts the city’s Pride Festival, an annual event in downtown Toronto during the last week of June and one of the premier arts and cultural festivals in Canada. It is also one of the largest Pride celebrations in the world with an estimated attendance of over one million people. It celebrates the history, courage, diversity and future of Toronto's LGBTTIQQ2SA* communities. 

WorldPride 2014 Toronto (WP14TO) is an international celebration incorporating activism, education, and the history and culture of global LGBTTIQQ2SA* communities.

WP14TO is the first WorldPride celebration ever held in North America, and the 4th such festival in the world. WorldPride brings people together from around the world to honour our past, celebrate the present, and inspire a better future for LGBTTIQQ2SA* communities everywhere.

WorldPride 2014 Toronto is presented by Pride Toronto, producer of Canada’s largest annual festival of LGBTTIQQ2SA* culture and human rights, under license from InterPride.

Click here to download the PDF version of this release here (376 KB)  

*LGBTTIQQ2SA is an abbreviation used to represent a broad array of identities such as, but not limited to, lesbian, gay, bisexual, transsexual, transgender, intersex, queer, questioning, two-spirited, and allies.

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