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:

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