The Event Professor is in.


I love street festivals. Enigma has surveyed over 100 of them and we’re sure to do 100 more – they’re universally beneficial to everyone involved (and we’ve got the numbers to prove it). TD Salsa on St.Clair is an annual hispanic festival in Toronto and I was on-site to experience it from beginning to end!

The air is sweeter up here! Our research has consistently proven the economic impact of festivals to local communities and businesses, giving residents plenty to celebrate. They’re a boon to corporate sponsors and tourism partners, like Univision and Aeroméxico, strategically improving their connection with specific cultural groups in large cities. You certainly can’t miss the collective energy of Salsa on St. Clair!

Couples, families, tourists and salsa dancers wandered through the street, stopping here and there to check out the aromatic cuisine and talented musicians. Similar to last year’s Chicago Motoblot, I was impressed with the way genuine entertainment was at the heart of the event.

How about that crowd? I thought it looked pretty impressive from above.

Thousands of people were dancing in the street, from professionals to amateurs heating up the pavement with copa and sombrero. I learned a few steps in a free group lesson – a bonus skill I can take with me to future events! You can never learn too many dance moves.


Summer street food is one of life’s great pleasures, isn’t it? Our on-site team leader, Karen, recommended the pupusas from her native El Salvador, a thick corn tortilla filled with meat, cheese and beans. Tan delicioso!

Need to cool down and re-invigorate between Mambos? No hay problema. I discovered a cool indie coffee vendor called Wrestlers, specializing in cold java.

It was the perfect day to bring my two youngest kids along for a stroll in the sunshine. The Junior Event Professors helped their father with some “hands-on” research when it came to sugary churros.

And with that, another successful Event Professor research mission is complete. Maybe I’ll see you in a salsa lesson next year!

I have researched 800+ events worldwide and love to share stories. Please contact me if you want to discuss anything from visitor surveys to economic impact to sponsorship ROI measurement.

Want to know more about life as an Enigma researcher? Visit us on Linkedin and Facebook.

Hasta luego!

Michael, The Event Professor

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Some Events we’ve surveyed:

Montreal Just for Laughs
Barrett-Jackson Scottsdale Auction
Calgary Stampede
Red Bull Air Race
Vancouver Film Festival
Shanghai Storm EDM Festival
LA X-Games
Electric Zoo
Pro Football Hall of Fame Festival
Chicago Auto Show
Indianapolis 500
2012 Final Presidential Debate
MTV SnowGlobe Music Festival
Daytona 500
Dublin Irish Festival
EDC Las Vegas
Walt Disney World Florida Classic
Miami Auto Show
Toronto Jazz Festival
International Plowing Match
Honens International Piano Competition
Red Bull Flugtag
New York Auto Show
Canadian Music Week
NFL Pro Bowl
Boots and Hearts Music Festival
Comedy Central Clusterfest
Event Marketing Summit
Anime Boston
Pride Toronto
Pacific National Exhibition
State Fair of Texas
Governor’s Ball Music Festival
San Diego County Fair
Pro Football Hall of Fame Festival
Edmonton Fringe Festival
US Open of Surfing
WWE Summer Slam
NASC Symposium
Nickelodeon SlimeFest
ACL Music Festival
Orange Bowl
Detroit NAIAS
Orlando Bowl Week
Lone Star Rally
Beyond Wonderland