Agenda • 100th Grey Cup Festival

– Vision

– Mission

– Guiding Principals

– Primary Goals

– Footprint

• Schedule of Events – Increased out of town traffic

• Game attendance – by province

• Ticketed events (max capacity)

• Free to the public events (max)

• Current Economic Impact

• City of Toronto Support

• BIA Integration

• Legacy

• 95th Grey Cup Festival – Economic Impact

• 100th Grey Cup Festival – Economic Impact Survey

The Grey Cup Game and accompanying Festival is a

cultural phenomenon, an economic stimulus, a source of

national pride, and a true Canadian legacy.

The 100th Game and Festival will be an “Invitation to Our

Nation” – an exercise in nation building with activities and

events designed to unite Canadians across the country in

support of our biggest game ever.

This is more than a football championship. It is a massive

national celebration.

To seize an historic opportunity to engage, energize

and unite Canadians from coast to coast to coast in

Toronto in 2012 by organizing an unforgettable 100th

Grey Cup Festival surrounding the biggest all-Canadian

sporting event in the country’s history.

To respect and embrace all of the tradition and

100 years of Canadian history the Grey Cup

represents, resulting in lasting legacies benefiting the

Community, the Toronto Argonauts Football Club

(TAFC) and the Canadian Football League (CFL).

• The 100th Grey Cup Festival will be a celebration of Canadian culture, spirit and

achievement that transcends sport and the Grey Cup Game itself.

• The 100th Grey Cup Festival will engage all GTA residents ensuring all walks of life are

exposed to it and it will treat all as V.I.F’s (Very Important Fan).

• The 100th Grey Cup Festival will embrace the full range of cultural and artistic elements

of the community and the country, and use the power of the Grey Cup Game itself to

elevate the awareness of the power and richness society derives from a diversity of

thought and life.

• The 100th Grey Cup Festival will reach out and embrace all Canadians and encourage

Toronto to open its arms to the rest of Canada.

• The 100th Grey Cup Festival will facilitate a process and plan to reconnect the CFL and Toronto

Argonaut brand with Toronto and the Greater Toronto area.

• The 100th Grey Cup Festival will reach out into the community to help motivate citizens, and youth in

particular, to find ways to contribute to their immediate neighborhood and build a collectively stronger

community.

• The 100th Grey Cup Festival will leave a legacy that will inspire future federal, provincial and civic

governments to provide financial support.

• The 100th Grey Cup Festival will build a knowledge transfer model that can be shared with successor

committees to drive them early to best practices.

• The 100th Grey Cup Festival will create an awareness and celebration of our past,

not just in sport and football but in the Grey Cup Games association with so many

who have gone before and contributed so much to the fabric of our nation.

1. Deliver a Grey Cup Festival in Toronto in 2012 that

achieves the greatest return on investment for all

stakeholders (fans, sponsors, Toronto Argonauts

Football Club, CFL, etc.) while meeting all of the

strategic objectives for same.

2. As a result of the Grey Cup Festival in Toronto in 2012,

add value to the Toronto Argonauts by:

• dramatically increasing Argonaut season ticket

holders for 2012 and beyond;

• deliver more value for sponsors, thereby

increasing Argonaut sponsorship revenue

for 2012 and beyond;

• increasing the positive awareness

of the Argonaut brand in the

Greater Toronto area.

3. Deliver a 100th Grey Cup Festival in Toronto 2012 that

primarily engages the communities of the GTA, and

secondarily engages Canadians across the country in a

manner that encourages their participation in the Festival

and increases their affinity for Canadian Football and their

place in the Canadian cultural fabric of the country.

4. Deliver a Grey Cup Festival in Toronto in 2012 that sets

a new standard for the CFL and future Grey Cup

Festival Organizing Committees by:

– Positively impacting on the CFL Brand in Canada;

– Creating a formal transfer of knowledge process

for future organizing committees.

100th Grey Cup Festival

• The 100th Grey Cup Festival is an Invitation to Our Nation – uniting

Canadians from coast-to-coast in Toronto and celebrating the 100th playing

of the Grey Cup game in Canada.

• This ten-day, eleven-night festival will include over 50 events ranging from

traditional team parties, galas and player awards to a football film festival

and family fun zone at great venues.

• With street closures, entertainment and activities, the 100th Grey Cup

Festival will be a sport and cultural celebration like none before.

November 15th – 25th, 2012

GTA

engagement

begins

CFL teams

and team

support

arrive

Out of town

corporate

traffic begins

Most out of

town guests

begin to

arrive

Out of town

guests begin

departing after

the 100th Grey

Cup Game

100th Grey Cup Game Attendance by Province

0.37% USA

0.85% Maritimes

4.34% Quebec

65.97% Ontario

2.99% Manitoba

4.48% Saskatchewan

12.77% Alberta

8.21% BC

0.01% Yukon

0.01% NWT/Nunavut

Breakdown of 53,000 tickets sold

Ticketed Events

Event Event Date(s) Max Attendance

RUSHES Football Film Festival November 15th – 19th 520

Toronto Sun Zipline November 17th – 24th 4,104

The Art of Management Speakers Series November 20th 1,400

Scotiabank Gala November 21st 1,500

Gibson’s Finest CFL Player Awards November 22nd 1,000

TELUS Players Party November 22nd 5,000

Molson Canadian House Concert Series November 23rd – 24th 10,000

CFL Team Parties (within the MTCC) November 23rd – 24th 19,800

Vanier Cup Game November 23rd 20,000

The Official 100th Grey Cup Pre-Game Party, presented by Nissan

November 25th 3,000

100th Grey Cup Game November 25th 53,000

Maximum attendance at ticketed events – 119,324 people

Free to the Public Events

Event Event Date(s) Max Attendance

Nissan Family Zone November 17th – 24th 30,500

mbna Adrenaline Zone November 17th – 24th 22,000

Cavalcade of Lights (in partnership with the City of Toronto)

November 17th 30,000

Mud Bowl November 19th 1,000

Barbara Coloroso Anti-Bullying Night November 20th 500

Molson Canadian House – Daytime Programming November 23rd – 24th 10,000

TELUS Street Festival November 23rd – 25th 110,000

Maximum attendance at free to the public events – 204,000 people

Hotels

• 8 properties currently engaged throughout the City of Toronto

• 2421 contracted room nights for Festival and League operations

Operational Expenditures

• Estimated to be around $17 million verses $10.5 million in 2007

Staff and Volunteers

• Over 4,500 accredited operations staff/vendors/volunteers throughout the

Festival week

100th Grey Cup Festival Current Economic Impact

City Of Toronto Support

• 100th Grey Cup Festival is an official partner in the City of Toronto’s annual

celebration; Cavalcade of Lights on Saturday, November 17th, 2012

• City of Toronto has deemed the celebration an Event of Municipal

Significance and is an esteemed government partner in our Festival

• City of Toronto Councillors and Staff have been very supportive by

providing guidance and assistance throughout the planning stages of the

Festival

• Toronto Police Services have designated the Festival as a Corporate Event

BIA Integration

• Partnered with the Toronto Entertainment District BIA throughout 2012

– 100 days out event at David Pecaut Square

• Continue to work closely with the TED BIA throughout the Festival

– Tree lighting ceremony at David Pecaut Square

– 100th Grey Cup Festival Sticker Program

• Designed to drive traffic to local businesses within the Festival

footprint while out of town guests are visiting

• Downtown Yonge BIA integration around the Nissan Family Zone at Yonge-

Dundas Square

Legacy

• Mud Bowl

– Field restoration to promote engagement on this field after the 100th Grey Cup

Festival

• Creating a sense of community through sport

– Attracting GTA residents that are non-traditional football fans through, arts, music

and culture

• Anti-Bullying Initiatives

– Huddle Up Bullying Prevention Program, presented by Tim Hortons is the

Festival charity of choice

– Proceeds from the Toronto Sun Zipline, Barbara Coloroso Anti-Bullying Night,

Scotiabank Gala, 50/50 Grey Cup Game draw, etc, to go towards the Huddle Up

Bullying Prevention Program

– Support from Councillor Wong-Tam

• Showcasing the City of Toronto to promote repeat tourism

– Working closely with Tourism Toronto

95th Grey Cup Spectator Spending in 2007

• Accommodations

• Restaurants/Bar/Concessions

• Groceries

• Recreation/Entertainment

• Event Tickets

• Grey Cup Merchandise

• Clothing

• Other Shopping

• Vehicle Rental

• Gas/Parking/Repairs

• Taxi/Local Transit

• Grey Cup Festival

95th Grey Cup 2007 Economic Impact

• Event attracted more than 28,580 out of town spectators to Toronto, each

spending an average of $279 in the community over the course of their

trip.

• This spending, in combination with the operational expenditures of the

organizing committee totaled $34.2 million

• Resulted in a net increase in economic activity of nearly $38.1 million

throughout the Province, of which $32.4 million occurred in Toronto.

• Economic activity totaled $80.2 million, supporting just over $25.6

million in wages and salaries throughout the Province.

• In Toronto, a total of $18.1 million in wages and salaries were supported by

the event.

100th Grey Cup Festival Economic Impact Survey

• Canadian Sport Tourism Alliance to lead this project

• Surveys will:

– be collected through a face to face intercepts

– capture essential information to determine the composition of

spectators attending the event and the expenditures of out of town

visitors to Toronto

– be conducted using Palm PDAs running Techneos Entryware software

• Survey dates: November 17, 18, 23-25

• Teams will be stationed in both free to the public and ticketed venues

• Will conduct 220 hours of surveying