Pride Toronto releases 2018 Economic Impact Report
In 2018 Pride Toronto surpassed its own goals for achieving a festival that both resonated personally, while also attracting huge audiences across all media platforms.
Some highlights include increased attendance by over 500,000 people, from 2.1 million in 2017 to 2.6 million in 2018. In addition, just over 47 million people all over the world engaged with the organizations through social media platforms. Festival goers are typically younger, employed, and have a disposable income to spend.
Amber Moyle, Director of Development & Special Events, states, “What we are most proud of is why people come; they care about supporting the LGBTQ+ community. Our overnight visitors come to this city just for Pride Toronto. Their participation in our festival contributes 681 million to Ontario’s GDP and 270 million in tax revenues. We demonstrate that you can create an event that both makes positive contributions to the notion of inclusivity, and support a strong and healthy economy.”
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 he GTA and Ontario, many visitors from other parts of Canada, the US, and internationally attended Pride events.
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.
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), and estimated $379 million over the month.
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 Employment tax revenues.
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.
About the Author
Bryen Dunn is a freelance journalist with a focus on travel, lifestyle, entertainment and hospitality. He has an extensive portfolio of celebrity interviews with musicians, actors and other public personalities. He enjoys discovering delicious eats, tasting spirited treats, and being mesmerized by musical beats.