2019AnnualReport

Art Un-walled is a nod to the Fair’s dedication to being inclusive, accessible and radically welcoming.

Overview of the 58th Year 1TOAF 2019

Overview of the 58th Year 1Artist Programs 5Awards 7Public Programming 12New Initiatives 20Marketing Campaign 22Key Numbers 23Our Team 26Our Partners & Sponsors 27

Dear TOAF artists, supporters and friends,

The 58th Toronto Outdoor Art Fair was our most dynamic edition to-date. Once again, we took over Nathan Phillips Square with our iconic white tents and celebrated the coming together of 370 contemporary visual artists and makers and 130,000 art lovers.

Toronto Outdoor Art Fair is the largest, most radically welcoming juried outdoor show of this calibre in Canada where people can experience art directly from the artists.

Our 2019 programming theme was Art Un-walled, a nod to our core belief that art should be available and accessible to everyone: art for all, art for the heart and art for the mind.

Along with our programming partners and collaborators we delivered exciting and thought-provoking programs and new initiatives. We were also thrilled to present artists with over $40,000 cash and in-kind awards. It is my pleasure to share these highlights with you in this report.

Our heartfelt thanks to our artists, volunteers, donors, sponsors, media partners, programming partners, judges, jurors and members of the public who collaborated to make this an un-walled art Fair to remember.

anahita azrahimi Executive & Creative Director

Overview of the 58th Year

Overview of the 58th Year 2TOAF 2019

Image: Artist Pasha Moezzi embracing a supporter at TOAF

Overview of the 58th Year

2019 Jurors

Patrick Cruz, Artist

Camille Georgeson-Usher, Transitional Executive Director, Aboriginal Curatorial Collective

Reese de Guzman, Curator, The Power Plant Contemporary Art Gallery

Robyn Wilcox, Coordinator Craft & Design, Harbourfront Centre

The 2019 Juror’s Picks for outstanding artists were Japneet Kaur, Amanda Arcuri, Miles Ingrassia, Eryn Lougheed, Keenan O’Toole and Sage Szkabarnicki-Stuart.

Congratulations to the artists.

TOAF 2019 Overview of the 58th Year 3

We were honoured to welcome His Worship John Tory, Mayor of Toronto, to officially open the Fair to the public on Friday. His presence shone a light on the importance of TOAF and the impact artists have on the city’s economy and the vibrant energy they bring to our daily lives.

The Mayor’s powerful and heartfelt remarks about the importance of arts and artists garnered massive media attention and drew a crowd of art lovers to Nathan Phillips Square, giving our artists the recognition they deserved.

An opening to remember

Overview of the 58th Year 4TOAF 2019

Images (from top): Mayor John Tory cutting the ribbon with TOAF Executive and Creative Director anahita azrahimi, and media coverage from CityTV and CP24

Artist Programs 5TOAF 2019

2019 Artist Programs

For the artists, TOAF provides several resources to help them grow and thrive in their career.

Artists are able to develop a strong application portfolio by participating in an in-depth application walkthrough and a live mock jury discussion through App Camp workshops. Another popular workshop is Booth Camp, which provides professional development and essential tips for making the most of their Fair experience.

In addition, TOAF is consistently investing in the next generation of artists through partnerships with leading art schools and programs such as the OCAD U Career Launcher program.

Image: Artist Mono (Sooeun) Ahn sharing stories with a Fair visitor

App Camp + Info SessionsIn the spirit of removing barriers to participating in the Fair and our platform existing to service the visual artists in Toronto and beyond, we developed professional development workshops focused on curating successful submissions.

Booth CampMade possible in partnership with Higgins Event Rentals and Artscape, Booth Camp is a free one day info session where seasoned artists and TOAF staff come together to share knowledge and cover everything artists need to know to prepare for the Fair and make the experience as successful as possible.

Art Encounters Art Encounters provides artists who are newcomers or disability identified, assistance to offset the costs and pressure of participating in TOAF. We provide in-depth professional development opportunities in the form of mentorship sessions, workshops and accessibility support to equip the artists with tools for success.

Artist Programs

Student ZoneWe partnered with OCAD University’s Centre for Emerging Artists & Designers to showcase students from the Illustration and Material Art & Design programs. Students were also chosen by faculty from the Art & Art History Program at Sheridan in Oakville and the University of Toronto Mississauga (UTM) to represent at TOAF.

Artist Programs 6TOAF 2019

Images (from left): Artist Lucia Wallace with young booth visitors, Booth Camp at Artscape Sandbox, a view of the Fair, and goldsmith John Esposito

Awards 7TOAF 2019

Together with our committed and generous community of donors, we celebrated artistic excellence by presenting $40,000 cash and in-kind awards to our 2019 artists.

TOAF’s awards program is unique and the largest of its kind in North America.

2019 Awards

Image: Toronto-based band Pantayo opens the 2019 Awards Ceremony with awards and banners ready to be presented to the winners

2019 Award Winners

Awards 8TOAF 2019

Catherine Bratty Award for Best of Art FairNoelle Hamlyn$5,500 by The The Rudolph P. Bratty Family Foundation

Judged by Joanne Tod, Artist & Professor, University of Toronto

Murray and Marvelle Koffler Founder’s AwardNelson Cheng$5,500 by The Koffler Family Foundation

Judged by Tiana Koffler, Chair of Koffler Centre for the Arts & Flavio Belli, Curator

Mayor’s Purchase AwardRaoul OlouValue of Artwork by City of Toronto

Judged by Neil Brochu, Supervisor - Collections and Outreach at the City of Toronto

Best of Student AwardSteven Restagno$1,000 Marie Collins Memorial Award

Artscape Award: A residency at Artscape Gibraltar Point, exhibition at Artscape Youngplace, one-year membership to Artscape Daniels Launchpad

Judged by Justine Kohleal, RBC Curatorial Fellow & Joshua Heuman, Curator of Education & Public Programs, The Power Plant Contemporary Art Gallery

Honourable Mention Student: Molly Berman

$500 Gift Certificate by Toronto School of Art

Honourable Mention Student: Olivia Mae Sinclair

$250 Gift Certificate & Gift Bag (Value $350) by Above Ground Art Supplies

Student Purchase Award: Elise Conlin

Value of Artwork by House of IDEA

Images (clockwise from top left): Piece from Lifers by Noelle Hamlyn, Steven Restagno accepts the Best of Student Award from Carol Davies of Artscape and Joshua Heuman of The Power Plant Contemporary Art Gallery, and the public gathering for the awards ceremony

Launching exciting artist careers is a TOAF legacy. We are renowned for hosting acclaimed Canadian artists under our iconic white tents during the early years of their careers, including Barbara Astman, David Blackwood, and Edward Burtynsky.

Awards 9TOAF 2019

Image: 2019 Winner of Mayor’s Purchase Award Raoul Olou with Mayor John Tory

2019 Award Winners

Awards 10TOAF 2019

Best of Painting AwardAline Setton$2,000 by Brett Ledger & Patricia Olasker

Judged by Bogdan Luca, Artist & Instructor, OCAD U

Honourable Mention Painting: Diogo Pinheiro

$500 Gift Certificate by Gwartzman’s Art Supplies

Best of Ceramics Award Marissa Y Alexander$1,500 Cash & $1,500 Purchase Award by Aaron Milrad & Brenda Coleman

Judged by Aaron Milrad, Counsel, Dentons Canada LLP

Honourable Mention Ceramics: Kim Ross

$500 Gift Certificate by Tucker’s Pottery Supplies

Honourable Mention Ceramics: Joon Hee Kim

$500 Gift Certificate by Pottery Supply House

Best of 2D Works AwardCheryl Rock$2,000 by Nicholas Metivier Gallery

Judged by Astrid Ho, Artist

Best of Photography & Digital Media AwardAmanda Arcuri$2,000 by Toronto Image Works

Judged by Greg Staats, Artist

Best of Craft & Design AwardElycia SFA$2,000 by Extrudex Aluminum

Judged by Meghan Price, Artist & Instructor, OCAD U

Best of 3D Works AwardJulia Hepburn$2,000 by Al Green in Memoriam

Judged by Eldon Garnet, Artist

Images (clockwise from top left): Amanda Arcuri accepts her award from Jeannie Baxter, Cheryl Rock with Sarah Massie of Nicholas Metivier Gallery, and Best of Painting winner Aline Setton

2019 Award Winners

Awards 11TOAF 2019

The Power Plant Emerging Artist AwardEugenia ChanJudged by Justine Kohleal, RBC Curatorial Fellow & Joshua Heuman, Curator of Education & Public Programs, The Power Plant Contemporary Art Gallery

Annual membership and publications by The Power Plant Contemporary Art Gallery

Social Commentary AwardMaureen O’Connor$1,000 by The New Regionalism Project

Judged by Artists of Eyes of Society

Best of Paper AwardTania Love$500 Gift Certificate by The Japanese Paper Place

Judged by Astrid Ho, Artist

Emerging Artists by Emerging Curator AwardIvanna Hreshchuk, Golrokh Daneshgar, Shaylah Marsh, David BrandyBy Propeller Gallery

Judged by Karlene Ouellette, Curator, Propeller Gallery

Most Innovative Use of Material AwardEmily Carriere$500 by Lonsdale Gallery

Judged by Joanne Tod, Artist

Best of Jewellery AwardShelbey Dodds$500 by Harry Enchin & Susan Friedrich

Judged by Meghan Price, Artist & Instructor, OCAD U

Images (clockwise from top left): Looking in Dimmed Light by Marissa Y Alexander, Joanne Tod with Best of Fair winner Noelle Hamlyn and anahita azrahimi, and the 2019 award winners with the TOAF team

TOAF 2019

Public Programming

In addition to showcasing a myriad of creative expressions from hundreds of artists, our programming partners helped us deliver outstanding art talks, tours, installations and performances. TOAF 2019 was a memorable and meaningful weekend of art in the heart of downtown Toronto.

Public Programming 12

Image: Elicser Elliott’s live painting session at Nathan Phillips Square in partnership with StreetARToronto

The unique urban beer garden cascading down the stairs of the stage at Nathan Phillips Square was the return of our collaboration with our partners at Henderson Brewing Co., a Toronto-based craft brewing company located on Sterling Road.

The Cascading Beer Garden has become a gathering point for our visitors to rest and refresh in the shade, enjoy a panoramic view of the Fair, and observe contemporary performances on the stairs.

Visitors capped off their day of art tours with a cold pint of the TOAF exclusive craft beer, Radicle Gose.

Cascading Beer Garden

TOAF 2019

Images (from top): Steve Himel and his team at Henderson Brewing set up, and the Cascading Beer Garden: a hub for programming and relaxation

Public Programming 13

Emerging Artist x Emerging Brewer

TOAF 2019

Since 2016, TOAF and Henderson Brewing Co. have paired an emerging artist and an emerging brewer to collaborate on a custom custom beer and label to celebrate TOAF in their Ides of Toronto series.

Radicle Gose is an innovative collaboration between Tomas Madsen at Henderson Brewing and Kima Lenaghan, winner of 2018’s Best of Student Award.

2019’s Radicle Gose brew features Lenaghan’s The Brewer and the Bloom, which “equates brewery to old alchemy, depicting the brewer’s pursuit of an alchemical magnum opus; the indescribable, magic flavour of fresh beer known as the bloom”. Tomas Madsen has interpreted Kima’s vision into a thoughtful and tasty composition: a tart, refreshing, slightly salty brew that is a work of art in its own right.

TOAF 2019 Public Programming 14

Image: Kima Lenaghan’s label artwork for the 2019 Radicle Gose by Henderson Brewing

Art Talks

Public Programming 15TOAF 2019

I LOVE ARTTiffany Pratt Visitors were swept away by Tiffany Pratt’s contagious energy and her passion for art. Her warmth and sparkle convinced listeners of the power of art to re-imagine everyday life.

Home BirthChason Yeboah The artist spoke passionately of how she used crochet art in her installation and welcomed us to engage in challenging conversations about body-positivity, acceptance and social awareness around gender norms.

Art: UnwalledPanel Robin Mckenna (The Gift), David Ward (New Regionalism Project), and Adrian Hayles (Hashtag Gallery), discussed how art can act as a mouthpiece, peace-maker, and social change in a world spiked with barriers. This panel was moderated by Jenn Goodwin (Nuit Blanche).

Wag the Doug: Doug Ford vs The ArtsCANADALANDA TOAF first! TOAF hosted a live podcast taping of Wag the Doug, presented by Canadaland. A discussion on the impact of Doug Ford’s policies on the arts and culture in Ontario had an outstanding turnout (the most well-attended Art Talk yet), despite the downpour of rain.

PechaKucha: Focus on Emerging ArtistsPanelToronto’s diverse emerging artists under 35 presented a fast-paced, dynamic and fun PechaKucha style talk, moderated by Joshua Heuman, Curator of Education & Public Programs, The Power Plant Contemporary Art Gallery.

We foster a welcoming environment for conversations about contemporary trends and current issues in the arts community.

Images: (clockwise from top left): The audience awaiting the next Art Talk, Programming Liaison Farah Altoumah announcing the programming schedule, and the live podcast taping of ‘Doug Ford vs The Arts’

Art Tours

Public Programming 16TOAF 2019

Who, What Wear-able ArtLed by Robert Mitchell, OCAD U Assistant Professor of Material Art & Design

Our guide introduced some outstanding jewellery artists from the Fair and visitors had the chance to learn more about the complexity and design process of this art form.

Fair Top AwardsLed by anahita azrahimi, Executive & Creative Director of TOAF and Taiga Lipson, Curator & Writer, Olga Korper Gallery

Visitors met the 2019 Top Award Winners and got the inside scoop on what made these artists and their work truly exceptional.

Emerging Artists to Watch at TOAFLed by Flavio Belli, Curator & TOAF Judge

Visitors got to know the next generation of TOAF artists who are demonstrating exceptional talent in pushing the boundaries of their art forms.

Juror’s PicksLed by Robyn Wilcox, Head of Programming, DesignTO and TOAF 2019 juror

A tour to meet the innovative artists whose work stood out to our jurors during the selection process of the 2019 artist roster: Japneet Kaur, Amanda Arcuri, Miles Ingrassia, Eryn Lougheed, Keenan O’Toole and Sage Szkabarnicki-Stuart.

Our lively walking tours with art experts were a great success this year. Art Tours allow visitors to engage on a deeper level by getting to know the artists and understand their creative process.

Images (clockwise from top): An art tour stop at Nelson Cheng’s booth, Flavio Belli highlighting emerging talent, and Robert Mitchell introducing jewellery artists

Family Programs

Budding Art BuyersDesigned by Tiffany Pratt, TOAF ArtLove Envoy

No adults allowed! TOAF artists donated small artworks available to young art lovers 14 years old and under. Works ranged from $10-$20 and the $1,200 raised will go back to TOAF’s family programs for the coming years. A stellar line up of partners, artists and collaborators knocked this program out of the park. Our awesome ArtLove Envoy, the one and only Tiffany Pratt, infused the space with pops of colour and sparkle.

TOAF 2019

Making Magicwith The Power Plant Contemporary Art GalleryOnce again, our programming partners brought their creative Power Kids workshops for families and those young at heart, and created their own works of art to take home.

‘I Want It!’ Art Talk with Taiga Lipson from Olga Korper GalleryAn art appreciation chat for kids 14 and under by curator & writer, Taiga Lipson. She shared secrets from the memories of her art-filled early years.

Public Programming 17

Images (from left): Young art lovers engaging in a Power Kids workshop, Taiga Lipson shares her passion for art with kids, and two Budding Art Buyers meet artist Rodney Cohen

TOAF 2019

Performance & Installations

Glaciology by ĀNANDAM Dance Theatre Choreography: Brandy Leary

Composition: James Bunton

Performers: Denise Solleza, Brandy Leary, Hans Wolfgramm, Robert Kingsbury, LoBil, Lara Ebata, Mary-Margaret Scrimger, Jessica, Karuhanga, Greg Wong, Atri Nundy, Rachana Joshi, Tanveer Alam

Creating a human glacier in the urban landscape, Glaciology evoked the permanent effects of human and ecological conflicts through the past centuries in the wake of colonization, unstable governments, wars and unsustainable economies.

Public Programming 18

Performances and Installations

Public Programming 19TOAF 2019

Home BirthChason YeboahYeboah first showcased her crocheted nude dolls with narratives of identity, self-love and body-positivity at TOAF in 2017.

TOAF commissioned Yeboah to create a large-scale installation for 2019; her small, strong and playful dolls were transformed into life-sized, forceful, fully-fledged sculptures for Home Birth that commanded engagement. Visitors experienced the power of her work in an immersive crochet installation and took refuge from the pressures of our world.

The Partial LoungeA shipping container was transformed by our programming partners Partial Gallery, an online art platform. The space allowed visitors to convene with emerging art and engage with Art Talks and family programming in the heart of Nathan Phillips Square.

PantayoPantayo, an all-women lo-fi R&B gong punk queer collective, opened the 2019 Awards Ceremony with a performance combining percussive instruments from kulintang traditions of Southern Philippines and synth-based electro grooves.

Noumenon (optical semblance)Jonathon AndersonFixed atop of the Cascading Beer Garden, Noumenon plays with a sense of illusion and perceptual distortion. Jonathon Anderson is an Associate Professor of Interior Design and Director of the FCAD Creative Technology Lab at Ryerson University in Toronto, Canada. His work explores how industrial manufacturing and CNC technologies influence the design and making processes.

Images (clockwise from top): Visitors immersed in Home Birth, a view of Noumenon atop the Cascading Beer Garden, and a volunteer outside The Partial Lounge

New Initiatives

TOAF 2019

StreetARToronto Live PaintingA joint project between StreetARToronto (StART), Artusiasm, Civic Hall Toronto and TOAF, visitors had the rare opportunity to watch electrifying live painting by some of Toronto’s beloved graffiti artists including Elicser Elliott Elliott, Mes 3, and Meaghan Claire Kehoe.

These works were sold immediately after and our visitors loved watching the artists work.

StreetARToronto Photography ExhibitionVisitors could explore and purchase professional artworks and photographs of some of the amazing street art located throughout Toronto.

The exhibit featured StART projects by Indigenous Artists and Advisors from 2012-2018, as well as a selection of StART murals created during the 2018 painting season.

Toronto, our beloved city, is home to some of the best murals and graffiti art in the world. We teamed up with StreetARToronto (StART), the visionary program behind the transformation of our public realm, to bring you a taste of the city’s talented graffiti artists with live painting and a curated onsite exhibition.

New Initiatives 20

Images (clockwise from top left): The StreetARToronto photography exhibition, Elicser Elliott works on a portrait during a live painting session, and Meaghan Claire Kehoe adds detail on a bright day at the Fair

TOAF 2019

New Initiatives

TOAF Art Love Envoy: Tiffany Pratt“Being an artist, former art teacher and long time supporter of the creative life, I cannot think of a better place to celebrate all of these things more than at TOAF.Coming out to TOAF and learning of new artists and their work – supporting them by acquiring their works – is such a wonderful way to spend your time and money. I count down every year to this weekend and cannot wait to see all of the beautiful creativity flying around Toronto this year!”

– Tiffany Pratt

Emerging Artists by Emerging Curator Exhibition at Propeller GalleryScenic Route: Emerging Perspectives, curated by Karlene Ouellette in January 2020, featured works from the fresh viewpoints of David Brandy, Golrokh Daneshgar, Ivanna Hreshchuk, and Shaylah Marsh.

Each of these artists have demonstrated an ability to capture the world in a way that makes you pause and admire the moment, in much of the same way as one would “stop and smell the roses”, according to Ouellette. Their creative visions were woven into a seamless scenic route.

Images (from top): Tiffany Pratt at her Art Talk, and David Brandy speaking at the opening of Scenic Route at Propeller Gallery

New Initiatives 21

2019 Marketing Campaign

Marketing Campaign 22TOAF 2019

TOAF had an incredibly successful marketing, advertising and social media campaign.

With ongoing partnerships with Designlines, NOW Magazine, and Classical FM, we also welcomed new media advertisers to our portfolio including: The Globe and Mail, media partner Daily Hive, podcasts from the CANADALAND family, and The Walrus. Our campaign grew TOAF’s presence across local and national print, web, radio, and television media, resulting in over 69 million impressions.

Additional milestone coverage included: Zoomer Radio’s video coverage, a campaign across TTC subway stations, CP24, CTV News, Classical FM, Global News, and The Toronto Star.

Image: Ceramics artist Keenan O’Toole bringing colour to the Student Zone

Key Numbers

TOAF 2019

49%58%Female

42%Male

44% 19–39 years old

34% 40–59 years old

* Data from The Economic Impact Study, Enigma Research Corporation (2015)

64%of attendees prefer to conduct business with sponsors of their favourite events

From the Greater Toronto, Hamilton and Niagara areas

Key Numbers 23

130,000Visitors

Key Numbers

TOAF 2019

360+ Artists

$3.0M Total Economic Impact

69M Media Impact: Impressions

* Data from The Economic Impact Study, Enigma Research Corporation (2015)

Key Numbers 24

22MTotal paid media reach

46.3M Across 115 mentions across local and national media Total earned media reach

18.8K Followers across Facebook, Twitter, InstagramTotal social media reach

202.7K Total impressions on Facebook** 137.2K Total impressions on Twitter**

8.2K TOAF Newsletter Subscribers

Key Numbers

** Period of May 1 – July 31, 2019

230,000Pageviews during May – July on the TOAF official website

Key Numbers 25TOAF 2019

Image: Posters for the 2019 Fair by Monnet Design

Teamanahita azrahimi, Executive & Creative Director

Ania Harmata, Operations Manager

Tammy Yiu Coyne, Communications Manager

Jane Van Rooyen, Logistics Lead

Volunteers

Farah Altoumah, Programming Liaison & Communications Volunteer

Bethany Lam, Artist Relations Assistant

Madelaine Lyons Cooper, Art Encounters Liaison

Wing Lam Leung, Communications Assistant

Our Team

Board of Directors Alex Ciappara, Chair Sandy Stephens, Secretary Carrie Chisholm Charles Collins Harry Enchin Brett Ledger Robert Mitchell Jini Stolk

FoundersMarvelle Koffler Murray Koffler Ernie Herzig Kenneth Jarvis Alan Jarvis Isadore Sharpe

Our Team 26TOAF 2019

Our team is a dynamic combination of practicing artists and experienced arts professionals who are invested and passionate about the impact of their work on artist entrepreneurs and the creative economy of the City.

2019 Partners & Sponsors

Friends’ Circleanahita azrahimiAnonymousAlex CiapparaCarrie ChisholmJudy HarquailGreg HolmanHouse of IDEANikolette JakovacJudy JosefowiczLila KarimValérie LockerbieRobert MitchellIn memory of Lee PariselliSandra StephensJini Stolk

Supporting SponsorsAbove Ground Art SuppliesBarking Dog StudiosCambridge Group of ClubsGwartzman’s Art SuppliesInnit DesignPI Fine ArtRoland Canada

Silva Custom FurnitureSIPBART-Shirt ElephantThe Japanese Paper PlaceThe Pottery Supply HouseToronto School of ArtTri-Art ManufacturingTucker’s Pottery

Supplies Inc. Community PartnersArtscapeCreative Works StudioDesign ExchangeDesignTO FestivalEast End ArtsGIFT/Cinema PoliticaHill Potters’ GuildNorth York ArtsSheridan CollegeSLATE Art GuideToronto Potters

As a charitable arts organization TOAF is grateful to generous sponsors, funders, foundations and individual donors for supporting our efforts and services — exhibitions, events, education and community programs — ensuring they grow in the future. These programs are tailored to benefit the interests of our stakeholders and foster long-term relationships with those that are committed to the viability of visual artists in the City of Toronto.

Major Sponsors

Awards Sponsors & Supporters

Programming Partners

Media Partners

Partners & Sponsors 27TOAF 2019

TOAF would like to acknowledge the hard work of the hundreds of volunteers who contributed their time, dedication and love of art to the 2019 Fair and made it a true success.

TOAF 2019

Image: Volunteers sharing smiles and Fair information with members of the public

Partners & Sponsors 28

Toronto Outdoor Art Fair is not possible without the unwavering support of our donors and sponsors.

Our heartfelt thanks to all of you.

anahita azrahimiExecutive & Creative Director

Toronto Outdoor Art Fair401 Richmond Street West, Unit 264Toronto, ON M5V 3A8416-408-2202torontooutdoor.art

Toronto Outdoor Art Fair is a registered Canadian charity (119259620RR0001)

Fair images by Andrew WilliamsonCopyright © 2019-2020. All rights reserved. Toronto Outdoor Art Fair