Browsing Tag

Toronto

Let’s Go To The Ex!

I haven’t been to The Ex in about five years, so I was excited to return and take advantage of working within such close proximity to the CNE grounds. From concerts and performances to midway games and small roller coasters, the CNE has something for everyone.

Some game operators were quite aggressive in trying to entice festival-goers to play coin toss, but they always greeted passersby with a smile (unless texting on the job was keeping them distracted, that is).

Speaking of salesmen, one sales associate in the Direct Energy Centre implied that there may be haggling opportunities for visitors to take advantage of. Pointing to the price sticker, I asked if that was the correct price, to which he responded, “Back home, we have a sign in the store that says you get it cheaper based on how much you smile,” and added that flashing my pearly whites granted me a $20 discount. Smooth.

I didn’t make it to The Taste of the Danforth this year, where I’ve enjoyed a candy apple for the last few summers, so I carried on this tradition tonight instead. The red sauce melted instantly and dripped all over my hands, making me feel like a somewhat sloppy middle schooler who could star in a TV ad for Wet Ones. Nevertheless, it was a healthier alternative to the abundant deep fried item on sale at kiosks throughout the Food Building. Perhaps next year I’ll discover what a deep fried pickle tastes like.

The Ex continues until the end of Labour Day weekend and is a worthwhile summer outing for Torontonians and tourists alike. I suggest bringing a bag in which to carry your prizes to avoid schlepping an oversized bumble bee or stuffed blue Smurf doll on the way home.

August 24, 2011 by

Interior Design With A Twist: #exhibitIKEA

As the city gears up to host the 2011 Toronto International Film Festival, much of the commotion on King St. right now is focused on what’s happening at the TIFF Bell Lightbox. Everyone’s favourite Swedish home store, IKEA, managed to create some buzz of its own however, by launching a pop up art exhibit at the corner of King and John St.

IKEA recruited four of Canada’s top artists for event: Thrush Holmes, Bruno Billio, David Dixon, and George Whiteside, each of whom drew inspiration from IKEA’s furnishings and decorative items to create installations. Thrush Holmes brought an interesting perspective to IKEA’s product offerings that require self assembly by emphasizing that their packaging can inaccurately reflect their quality. His liberal neon-coloured paint strokes on a cardboard makeshift shack portray his clever insight into IKEA’s business model by relating it to a “don’t judge a book by its cover” message.

IKEA may be a top destination for cash strapped students and newlyweds, but all of their items can be contextualized by creatively integrating them into a home and adding personal touches, as the artists proved at the exhibit by adding personal items to create a homey vibe.

exhibitIKEA had a much more welcoming atmosphere than typical art galleries, thus making it a worthwhile attraction for Torontonians who opted to stay in town rather than escape to cottage country. Without their uniforms, the IKEA sales associates seemed friendlier than usual, although perhaps that’s because there weren’t shoppers bombarding them with questions about measurements, pricing or shipping arrangements.

Installation by George Whiteside, fashion and portrait photographer

Pop up events require a great deal of planning in order to ensure that visitors will be pleased to visit and the brand’s objectives are met. A live Twitter feed of tweets featuring the #exhibitIKEA hashtag, which was promoted on black business cards distributed to visitors, was streamed to four flat screen monitors next to the stacked chairs in the centre of the venue, without sacrificing the atmosphere. IKEA is a modern brand indeed and this live feed was an effective tactic for digital integration that successfully encouraged visitors to spread the word about the event. I initially thought that the screens were showing a collection of tweets from Thursday’s launch party, until I saw that two of my own musings were already on the screen. The sales associates didn’t expect it to be so up to date either, but sure enough, comments by @missprincen were posted shortly after I hit enter on my BlackBerry.

Great job, IKEA. Surprise us again next year?

August 22, 2011 by

Samsung Presents The Midway State and The Arkells

On Thursday night, Samsung leveraged the ever-increasing popularity of pop-up stores to host their second pop-up concert in Toronto’s downtown core. Last August, Metric played for a crowd of about ten thousand outside of Union Station and it seems that Samsung is making these concerts annual events, this time expanding nationwide to include dates in Calgary, Vancouver and Montreal too. The bands delivered stellar crowd-pleasing performances, so I’m glad I went to see The Midway State once again and to hear the Juno award winning Arkells play live.

 

 

 

Through an effective marketing campaign that included a #samsungsecret Twitter hashtag, press releases and a full page colour print ad in the Metro, Samsung invited Torontonians to see The Midway State and The Arkells, no tickets required. The concert was held in a parking lot at Blue Jays Way and Wellington Street West. The twentysomethings living in condos across the street, some of whom made Bristol board signs, were delighted to have a great view from their balconies.

Reaching out to local influencers, such as Casie Stewart and Lauren O’Neil, who are active on Twitter, ensured that the event remained at the forefront of their followers’ post-work plans. Twitter further played a role in generating brand awareness because retweeting Samsung Mobile Canada granted people like myself, curious as to what they would giveaway, a snazzy Samsung swag bag. Well, let’s not embellish their water bottles and pen too much, but all the items were branded in blue colours and Samsung logos. The only item that directly relates to their Android phones and tablet that the event was meant to promote, is a screen cleaner, which is certainly a useful freebie. Everyone at the event was friendly however and the distribution of free water bottles on a humid evening was certainly appreciated.

Perhaps the product demonstrators should have received better training, given that the Samsung representative I spoke to lacked knowledge about the Galaxy tablet’s camera functionality. After watching videographers capture the performances using the tablets, I was interested to see how they worked, but was unimpressed by his brief explanation.

Overall, the pop-up event organized by Communique was a hit and it put the event planning agency on this marketing intern’s radar. I’m eager to see what other exciting events pop up unexpectedly in the city this summer.

August 6, 2011 by

Concert Review: Lionel Richie

If the stadium had a roof, then everyone would have been dancing on the ceiling Tuesday night at the Rexall Centre. Soft rock and R&B legend Lionel Richie’s performance marked the third concert in the BlackCreek Summer Music Festival’s inaugural season.

The former Commodore had the crowd on their feet and singing along from the moment he took the stage at about 10 pm. Lionel’s arrival on stage was delayed due to rain, but the opening set by Michael McDonald was unaffected by the weather. By the time Lionel started, most of the audience was already wearing BlackCreek ponchos and eager to hear him open with “All Around the World”.

Radio stations tend to exaggerate when they claim to play all your favourite hits, but Richie really delivered, by performing many of his chart-topping hits from the 80’s to present, such as “Ballerina Girl” and “Running with the Night”. Recognizing that the crowd ranged from university students to retirees, he ensured that his set list included a balance of ballads, dance numbers and remixes.

Unlike concerts at other amphitheatres that are filled with preteens constantly snapping photos, there was relatively little fan photography. When Richie and his band members joined together for a photo op at the front of the stage during “Brick House”, this was of little significance to the crowd who preferred to continue dancing. There was even a couple off to the corner of the stage who swing danced to Richie’s music and made the most of being at an outdoor concert in a spacious stadium.

Richie shared that he expected a quiet and mellow group to sit back and listen to love songs, but loved how the crowd was “going in another direction.” Some of his comments admittedly sounded scripted, but fans didn’t seem to care as they danced in the aisles and near the entrances alongside event staff – it was like a timeless dance party Tuesday night.

Richie opined that he hasn’t seen audiences dance like that “since ’84,” a time before I was even born! Speaking of flashbacks, Richie seemed to get a kick out of looking at dated promotional photos of himself that fans standing at the edge of the stage motioned for him to sign (a few of which he did). “What was I thinking?” he joked, assessing his fashion choices and past hairdo, insisting that it was a photo of his father. As for his current tour wardrobe, Richie accessorized his all-black outfit with a chunky gold necklace and watch.

Lionel Richie’s show was the liveliest in the BlackCreek Festival to date. In some ways, I find it hard to believe he’s the father of a reality TV star known for her foolish behavior on The Simple Life because there’s such a contrast – this Richie seems to really know what he’s doing. You could’ve had an obstructed view sitting behind the stage and still enjoyed listening to Richie singing and playing the piano, while accompanied by his outstanding band.

June 30, 2011 by

Studies in Motion on the Stage and Screen

The following is a response to Canadian Stage’s production of Studies in Motion, in collaboration with Electric Company. In this thought provoking show, director Kim Collier explores filmmaker extraordinaire Eadward Muybridge’s accomplishments as one of the first people to capture movement with a camera.

Muybridge is known as the father of cinema, so we all have much to learn from him. Google him if you’re interested in learning more about his discoveries.

Here are some tips to take away from the play, which should be of interest to those who were stuck writing exams and couldn’t make it to a theatre recently. Canadian Stage aims to present the best in Canadian contemporary theatre, so they’re definitely worth keeping an eye on.

How to Produce a Memorable Show

Take the time to select a good soundtrack, regardless of what the show’s running time may be. Everything makes a difference and adds to the production value. It also makes hearing about someone’s life story more entertaining.

Create dynamic stage pictures. The entire show’s choreography proves why lessons involving tableau-making are essential for a successful acting career. Kudos to the talented cast.

When producing a play set a century in the past, choreograph chorus members to act as if they are the horses carrying an orphan boy in a buggy. Not just any ordinary boy, but one who has been misled about the differences between a famous photographer and an omniscient religious figure because this makes for great comedic relief.

Assemble a cast of men and women who are willing to disrobe within seconds according to the script’s stage directions and parade across the stage in the nude.

You can maintain audiences’ interest by making them curious about just how much nudity will be in each scene. An audience advisory is one thing, but there’s always room for surprises. There’s a reason The Globe and Mail’s review is entitled ‘The Naked Truth about Eadward Muybridge’, as it’s very telling about what patrons could expect: a revealing tell all that’s not very kid-friendly.

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December 19, 2010 by