Place Branding Cultural Festivals in Multi

Pierogies and Cabbage? Place
Branding Cultural Festivals in Multiethnic Neighbourhoods of Toronto,
Ontario
Kelley A. McClinchey (PhD Candidate)
Barbara Carmichael (PhD)
Wilfrid Laurier University, Waterloo, Ontario
Outline





Introduction
Literature Context
Method
Place Identity and Festival Branding
Conclusion
Introduction


Festivals, along with other tourist attractions
and hospitality ventures are gaining a new
focus in tourism marketing and management
Contested urban ethnic heritage and cultural
festival representation create conflict and
complexity for urban multi-ethnic spaces
Purpose


To discuss place identity and festival branding
as emergent themes and issues in the place
marketing and branding of urban ethnic
neighbourhoods and their festivals
It is a continuation of a wider scale analysis of
the multiple realities of marketing place in
Business Improvement Areas of Toronto,
Ontario
Literature Context



Few studies have examined complexities
surrounding branding cultural festivals and
place marketing in multi-ethnic communities
Little attention has been paid to local business
owners/managers
Not much known about place marketing
challenges in multi-ethnic neighbourhoods and
branding community cultural festivals
Business Improvement Areas





All business owners become members
Social and economic anchor
Revitalize local community (e.g. streetscapes,
hosting festivals)
Boundaries include unique built and ethnic
heritage
Managed by Board of Directors/Managers
Roncesvalles
http://juliekinnear.com/toronto-images/roncesvalles-village-real-estate/400x400/roncesvalles-homes-3.jpg
Cabbagetown
Results and Discussion


The themes to the open-ended questions
related to place identity (how informants
identified with the neighbourhood) and issues
surrounding the branding of the festivals
Differences in these perceptions existed
between the neighbourhoods
Place Identity in Roncesvalles

There is a sense of complexity to the place
identity of Roncesvalles:

1) Roncesvalles is identified as a Polish
neighbourhood because of the existing built
heritage and Polish institutions
I was born in the neighbourhood…there was
the church and the bank and now I work here
and I feel like I am servicing old
neighbours…There is a strong cultural base.
There are so many Polish institutions and
monuments like for Pope John Paul. No
matter what else happens, that’s permanent.
(Female, Director of Private Business)
Place Identity in Roncesvalles
2) Roncesvalles is also identified in terms of
Change



Gentrification
Changing socio-demographics
Increased diversity of ethnic backgrounds
It has changed and those homes have become
gentrified. It has changed and there is a
different culture of people, very artsy. It is not
ethnic anymore in terms of the Polish. The
coffee shops make it more visible because
people hang out there – moms with strollers –
at the Starbucks, the Cherry Bomb…(female,
Private Business Owner)
Branding the Polish Festival

While some BIA board of directors disagreed
with or critiqued the Brand “Roncesvalles
Polish Festival” they understood the value of
such a uniquely themed event.

…we are an ethnic festival – Polish but not to
the exclusion of the other. Diversity exists and
any vendor can participate…(male, business owner)

It’s complicated. I mean, we tried changing it
to the Harvest Festival…and no one came to
that! But people come to the Polish Festival!
[sighs, shrugs his shoulders and laughs] (male, business
owner)
Place Identity of Cabbagetown
1) A Diverse Community




Socio-demographically
Ethnically
It is a mixed neighbourhood, all incomes, all
backgrounds. (Male, business owner)
There is an economic range of people. Regent
Park and very high professionals. (female,
business owner)
Place Identity of Cabbagetown
2) Victorian Built Heritage

There is the highest density of Victorian homes
in North America and people here are
extremely proud of, one, their gardens and,
two, their houses. There truly is a sense of
belonging which is why we love and lived here.
(male, business owner)
Festival Branding

A different situation exists in Cabbagetown
than in Roncesvalles:

Lack of a clear theme has BIA managers
questioning the purpose of the festival
Festival Branding

The festival has nothing to do with
Cabbagetown. There is a hodge-podge of
stuff…they are all separate and not working
together. There is junk being sold on
Parliament Street – but I guess the restaurants
and pubs like it. The festival lacks cohesion,
there’s a…parade, I mean there is really no
impact on people in their everyday life. (male
business owner)
Festival Branding


However, Cabbagetown has…
A strong Arts/Cultural Community
My proposal is this, ‘The Cabbagetown Dance
and Arts Festival’. We are already known as
the premier dance area in Toronto…With the
presence of these institutions in our area we
can mature into a festival with a significant
theme… (male, business owner)
Festival Branding

The connection of the ‘Cabbage’

“It’s just occurred to us that our flags and Tees have
really started to travel the world – Cuba, Mexico,
Lake Superior, Norway, Guatemala and Cameroon –
all within the last two months”.
(http://cabbagetownnews.blogspot.com/2010_03_01_archive.html)
Conclusion

1) Brands Need to Tell a Powerful Brand Story




Understood by outsiders
Collaboration of consultants and those with
personal and intimate understandings of
neighbourhood
Inclusive
2) Creation of High Profile Icons (e.g. popular
events, cultural symbols, built heritage)
Conclusion




Roncesvalles in a stage of “Making it Work”
Festival brand authentically based on Polish
heritage of neighbourhood
Polish heritage as a brand story is unique
Must ensure all neighbourhood development
and management stay inclusive of all cultural
heritage
Conclusion



Cabbagetown is in a stage of “Working on It”
Still need a festival brand that fits with the
Place identity of the neighbourhood
The ‘Connection of the Cabbage?’
Conclusion

Although urban areas rely on differentiation,
trends in place marketing seem to be creating
similar places with glitz and mass advertising

Negotiation and re-negotiation of place
marketing needed as neighbourhoods evolve
Place and festival branding needs
consideration, cultural creativity and care
