ED16.6 REPORT FOR ACTION Activities that Support Toronto's Food Scene Date: November 7, 2016 To: Economic Development Committee From: General Manager, Economic Development and Culture Wards: All SUMMARY This report responds to a motion at the Economic Development Committee held on August 19, 2014 that requested the General Manager, Economic Development and Culture to report back on an implementation plan for promoting culinary tourism in Toronto. This report provides an update on various programs and special initiatives led by the Economic Development and Culture (EDC) Division that support the growth of Toronto's food scene including projects related to tourism and to sector development. It also discusses planned initiatives to continue to enhance Toronto's food scene in 2017. A specific strategy and implementation plan was not deemed necessary given the vast number of activities and promotions related to Toronto's food scene already in existence. RECOMMENDATIONS The General Manager of Economic Development and Culture recommends that: 1. The Economic Development Committee receive this report for information. FINANCIAL IMPACT The current level of activities can be delivered with base Operating Budget as will be submitted for consideration as part of the Economic Development and Culture Division's 2017 Operating Budget. The Deputy City Manager & Chief Financial Officer has reviewed this report and agrees with the financial impact information. Toronto's Food Scene Page 1 of 7
DECISION HISTORY The Economic Development Committee held on August 19, 2014 that requested the General Manager, Economic Development and Culture to report back in 2015 on an implementation plan for promoting culinary tourism in Toronto and engage with stakeholders. At the meeting the Economic Development Committee: Endorsed and supported the work of the Culinary Tourism Working Group going forward. Acknowledged the impact that Culinary Tourism has and can have in Toronto and to encourage its growth. Requested the Culinary Tourism Working Group to continue to engage with a number of culinary-related groups and organizations to identify, enhance and promote the culinary offerings available in Toronto. Requested the General Manager, Economic Development and Culture to report back by mid 2015 with an implementation plan. http://app.toronto.ca/tmmis/viewagendaitemhistory.do?item=2014.ed33.5 At its meeting of May 6, 2014, City Council requested the General Manager, Economic Development and Culture establish a Culinary Tourism Working Group (CTWG) composed of representatives from the restaurant sector, farmer's markets, specialty food stores, Business Improvement Areas and Tourism Toronto to develop a strategy to promote a Toronto Culinary Tourism trail that could be marketed to visitors and locals alike, and requested the General Manager of Economic Development and Culture to report to the Economic Development Committee in August 2014 on the recommended strategy including any funding requirements. http://app.toronto.ca/tmmis/viewagendaitemhistory.do?item=2014.mm51.13 COMMENTS There are approximately 8,000 restaurants in Toronto. These establishments constitute 49% of total tourism employment in Toronto. There are four accredited colleges offering food and beverage programming in Toronto. In the Toronto Census Metropolitan Area (CMA), there are 1,149 food and beverage manufacturing establishments employing over 51,000 people. Toronto is one of the largest food and beverage clusters by employment in North America. It is the head office to many of the national retail chains in both grocery and food service. In 2014, restaurants generated at least $5.8 billion in revenues, while food manufacturing generated $17 billion in the same year. Toronto's food scene is a large economic driver for the City. Food Scene Initiatives Current City-led initiatives focus on many of Toronto's unique restaurants, nurturing the idea of culinary tourism in Toronto. Winterlicious and Summerlicious are key examples of the City encouraging culinary tourism. Beyond Toronto's array of restaurants, there is a much larger burgeoning food scene. Toronto's Food Scene Page 2 of 7
Urban Farming and Farmers' Markets There are currently seven urban farming organizations with nearly 40 farmers markets, including St. Lawrence Market which was voted top Food Market in the World by National Geographic. These markets both help to promote the local economy and create a sense of local community; which then attracts tourists to these food centres. Culinary Education Culinary education is vital to ensuring Toronto restaurants have top notch talent to draw from. These programs assist in one s self-culinary journey. As mentioned, there are four accredited schools: George Brown College Chef School; Humber College Culinary Management; Centennial College Culinary Skills Chef Training; and more than 20 private education options include Bonnie Gordon College of Confectionary Arts and Liaison College. The City of Toronto also offers culinary classes through Parks, Forestry and Recreation. Culinary Events There is no shortage of unique culinary events throughout the city. Some are starting out and draw smaller numbers and some are tourist attractions in their own right attracting hundreds of thousands of visitors. A few examples are listed below: East end Toronto Taste of Lawrence Scarborough Afro-Carib Fest Kothufest Taste of Danforth West end Toronto Pintxos Toronto: A Celebration of Tapas JerkFest The City of Toronto is promoting the idea of local culinary tourism through the HOT Eats initiative in Scarborough, North York, Etobicoke, and East York to kick off in 2017. Beer and Wine Festivals and Events There are many beer and wine related events occurring in Toronto, with more coming on line every year. Intertwining beverage tourism within culinary tourism promotes visitation to Toronto. Some high traffic, drinks-related festivals include: Roundhouse Craft Beer Festival Beach BBQ and Brews Toronto s Festival of Beer Toronto Beer Week Canada s All Ladies Craft Beer Festival Wine and Spirit Festival Toronto Oktoberfest Gourmet Food & Wine Expo Brewer's Backyard: Great Friday Toronto's Food Scene Page 3 of 7
Beer Map Tourism Services is developing a beer map which will be available in print and online. There will be over 40 breweries on the map. The estimated initial print run will be 10,000. The online version of the beer map will launch in early 2017 and be hosted on the Toronto.ca visitor's portal. It will be more in-depth then the print version as the technology allows for more detail description of Brewers and links to individual websites. Culinary Tours A variety of culinary tours are available that allow residents and visitors to experience Toronto's food scene in an interactive and intimate way. Some culinary-focused tours include: Bruce Bell Tours Culinary Adventure Company Foodies on Foot Savour Toronto A Taste of the World Tasty Tours Toronto Food Tours Tour Guys Tours by Locals Wine Tours Toronto Beer Lovers Tour Company Food Guide Tourism Toronto partnered with the City to print and distribute the Tourism Toronto Food & Drink Guide. Approximately 15,000 copies are in circulation via the City's information centres and Tourism Toronto distribution. Since the guide was introduced in summer of 2016 it has become one of the most popular pieces distributed through the City of Toronto's Information Centres. Toronto Food Policy Council The Toronto Food Policy Council (TFPC) was established in 1991 as a subcommittee of the Board of Health to advise the City of Toronto on food policy issues. The TFPC was one of the first of its kind at the time of its conception. The TFPC connects diverse people from the food, farming and community sector to develop innovative policies and projects that support a health-focused food system, and provides a forum for action across the food system. Food and Beverage Cluster Specialist Toronto is one of the few municipal jurisdictions to have a dedicated Food and Beverage Cluster Specialist that deals with the various issues and needs facing this industry. The Sector Advisor develops partnerships with local businesses, governments and other stakeholders for the sole purpose of growing the sector. Programs The successful How to Start a Food Business seminar series provides information that individuals require before venturing into the food and beverage processing industry. Attendees build useful networks and access information that will help them as they Toronto's Food Scene Page 4 of 7
navigate this exciting industry. The workshop is hosted quarterly by the City of Toronto's Economic Development and Culture Division. Schedules and locations for the workshops can be found on the City's website. EDC launched the Toronto Food Business Incubator (TFBI) in 2007 to support new entrepreneurs by teaching best practices of food production and helping to ensure that new and innovative products are continually being introduced to local consumers. In 2015, the TFBI was re-branded into Foodstarter (www.foodstarter.ca). Foodstarter is housed in a 20,000 sq. ft. facility with four commercial kitchens and seven food accelerator units. Support for labour force education and training ensures that new Toronto processors are producing safe, secure and affordable food products with the assistance of government funding. Regional Initiative The City of Toronto, the City of Hamilton, the regions of York, Durham, Peel, Caledon and Niagara signed on to an agreement in 2012 to create the Golden Horseshoe Food and Farming Association (GFFA).The GHFFA work closely with a number of regional organizations to ensure a broad approach to the food scene in Toronto. Workforce Training The City of Toronto along with other public sector partners like the Toronto District School Board and Toronto Public Health offer training programs for both youth and entry level workers to obtain employment in the fast growing food and beverage sector. Since 2012, over 200 individuals have found fulltime employment in the sector through these programs. Culinary Tourism Working Group Established in 2014, the Culinary Tourism Working Group is comprised of culinary tourism operators, restauranteurs, colleges, food and culinary associations, City staff and the craft brewing industry. After several Culinary Tourism Working Group meetings it was determined that defined actions are needed to further the promotion of Toronto's food scene, including manufacturing. These actions are as follows: Develop TO Foodie Facts and a Directory of Food Assets in Toronto that would include restaurants, farmer's markets, food tours, food festivals, food production sites, catering operations, food education and innovation centres, and other local food assets. Continue to consult with the food industry and food stakeholders in order to create a story board and video that captures the essence of the 'Toronto Food Scene' for the purpose of creating marketing materials for tourism, direct foreign investment, and export promotion and future direction of the industry. Continue to create marketing materials and food guides that can be used by Toronto Food industry executives and chefs to promote the Toronto Food Scene abroad. Toronto's Food Scene Page 5 of 7
The working group will continue to advise and develop an ongoing plan to support and enhance Toronto's Food Scene. TO Foodie Facts and a Directory of Food Assets TO Foodie Facts will include interesting facts about Toronto's food industry including the history of food production in the City of Toronto. Highlighting moments in time of Toronto's food history. This would include food's role in creating and defining neighbourhoods. The creation of an online Food Directory that is similar in scope of Winterlicious and Summerlicious restaurant directories and the recently launched Music Directory. The directory would highlight restaurants, food trucks, and breweries, culinary events, cooking classes, farmers markets, food tour companies and neighbourhood clusters. Once developed, the directory will be promoted through Tourism Toronto, City of Toronto Tourism Services, social media and the City's allotment of transit shelter advertising. Communications Working with the Canada150 steering committee and the Culinary Tourism Working Group, staff will aim to make sure that Toronto s diverse food community is included in the festivities by: Promoting 150 unique Toronto food experiences by highlighting important foodie facts Exploring options for putting the existing food & street festivals, culinary events and celebrations under the FoodTO 150 initiative Creating marketing materials and food guides that can be used by Toronto Food industry executives and chefs to promote the Toronto Food Scene abroad Toronto's Food Scene Page 6 of 7
Conclusion In 2014 the New York Times wrote an article entitled 'Toronto's Ethnic Buffet', which showcased the many culinary districts throughout the City. In March of this year Vogue magazine wrote an article entitled '11 Reasons Foodies Should Be Flocking to Toronto.' In 2014 celebrity chef David Chang, owner of the Momofuku restaurant chain, said in an article in the National Post 'David Chang compares Toronto's dining scene today to where the Toronto International Film Festival was in the 1970s growing in importance, but not quite groomed for the world stage. "But it'll get there," With the guidance of the Culinary Tourism Working Group a number of marketing initiatives will be developed in 2017 that will assist to spread the word of the growing Toronto food scene. The goal to make Toronto a culinary and food production leader in the world. By enhancing the work that is currently being done and promoting the sector both within Toronto and abroad the city will take its place on the world stage as a destination for food lovers to come and enjoy our food scene. CONTACT Zaib Shaikh, Film Commissioner and Alok Sharma, Manager Director, Entertainment Industries Tourism Services Economic Development and Culture Economic Development and Culture 416-392-3376 416-395-0258 zshaikh2@toronto.ca asharma2@toronto.ca SIGNATURE Mike Williams, General Manager Economic Development and Culture Toronto's Food Scene Page 7 of 7