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:

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