London, Ontario isn't just a regional hub for medical research and education. It’s also one of the province’s top destinations complete with cultural attractions, major festivals, and a vibrant nightlife. The city is home to a diverse collection of eateries including local favorites such as Blu Duby, David’s Bistro, and The Early Bird. Fans of beer will love London's breweries that range from the large scale Labatt Blue production facility to the small batch producers at Forked River Brewing Company.
TD Sunfest has been one of Ontario's leading expositions of food, art, culture, and music since it began more than 20 years ago, and it will take place July 6-9 at Victoria Park in Downtown London. Attendees will encounter a music extravaganza with more than 35 acts from around the globe, performing on five stages. The musicians will represent international musical styles from countries including Spain, Brazil, Ukraine, and more. Attendees will encounter exhibitors selling regional, national, and international handmade arts and crafts they won't find anywhere else. Foodies will love the selection of dining options, with more than 50 vendors preparing delicacies from nearly every corner of the planet. Patrons looking for a change of pace can also explore Downtown London’s museums, restaurants, and shops, conveniently located near the event. We got the opportunity to interview Brian Hannigan, Sunfest Communications Coordinator, to learn more about this multicultural extravaganza.
RAL: How long has the event been running?
BH: This July, TD Sunfest celebrates its 23rd year as Canada’s Premier Celebration of World Cultures.
RAL: How many annual participants do you draw?
BH: Each year, TD Sunfest draws over 225,000 visits (or 110,000+ unique visitors) from near and far.
RAL: What demographic does your event attract? Children? Families? Couples?
BH: TD Sunfest attracts the largest and broadest demographic of any event in Southwestern Ontario – from young children to senior citizens and a lot of families. The festival has special appeal to culturally diverse audiences, who often travel great distances to see music icons from their homeland.
RAL: What makes this event unique?
BH: World music complements the programming at many summer festivals, but for TD Sunfest, it’s always been the priority. While many of our performers headline other festivals across North America, their patrons must pay admission. Here at TD Sunfest, we continue to adhere to a FREE-admission policy, thereby making extraordinary talent accessible to the whole community and creating a powerful vibe.
RAL: Take me through the activities of a day at the event.
BH: You drive over or fly in with the whole family and check into a hotel for a couple of days. Then you go to an almost idyllic park (Victoria Park) with plenty of trees and grass, lay out a blanket, and move from stage to stage, enjoying the most incredible world music and jazz acts ever. Between performances, you can wander around and check out hundreds of culturally diverse exhibitors offering unique handmade crafts and visual art. And when you’re hungry, you can sample mouth-watering delicacies from nearly any place on earth - everything from delicious Persian chicken kebabs to exquisite Nicaraguan Pico de Gallo, only a few steps away.
Should festival goers fancy a change of pace, they are right in the heart of London’s culture and entertainment district, a short walk from museums, restaurants and great places to stay. At night, it’s like a showcase concert, with big bands on an old-fashioned bandshell and a temporary music pavilion adjacent to the beer garden. The crowds come, and the energy increases as premier bands like Five Alarm Funk (Canada) and DakhaBrakha (Ukraine) put on their full shows. It’s the whole community coming together under the sun and the stars.
RAL: What dining options will patrons encounter?
BH: With more than 50 curated booths, food has become one of the biggest attractions at TD Sunfest. In fact, many exhibitors are members of London’s culturally diverse communities who prepare special dishes exclusively for the festival.
RAL: What is the environment like?
BH: With plenty of trees and open space, Victoria Park is an oasis of green in Downtown London. Over the years, TD Sunfest has been a leader in implementing environmentally responsible festival practices to ensure the Park’s continued good health.
RAL: Does this drive business to your local economy?
BH: In 2012, Enigma Research Corporation completed a comprehensive on-site survey of TD Sunfest patrons, demonstrating the significant impact that the festival has on tourism and spending, as summarized below:
• Non-locals attending TD Sunfest spent approximately $4M while visiting the event. The categories with the highest spending were accommodations ($865,000), concessions (607,000), and merchandise purchased on-site ($500,000).
RAL: Why should people come to your event?
BH: TD Sunfest’s enduring appeal is more than only the music and dance, or the food, crafts and visual art. It’s the extraordinary way in which everything synergizes to create a multi- dimensional, multi-sensuous outdoor experience.
For more information about TD Sunfest, please visit the event website.