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World class, eh?

But the point of my comparison with Montreal is that Montrealers know and acknowledge that their city has shortcomings, and seek to improve them, while at the same time being immensely proud of the city and what it does have.

You're right.

If you can't be proud of your own city, why expect anyone else to find it appealing?

Putting the city down is far too common in Toronto.

Regarding Montreal, it also has the huge advantage of being French Canadian, something most people find exotic. They've done an excellent job of gearing their marketing towards the stereotypical notions people have of French Culture in general (romantic, fashionable, etc.).

Toronto has a much harder job.
 
A British TV crew was in town recently, working on a series about North American architecture that airs in Britain in October. It'll be shown in Canada. Toronto and Montreal are the featured Canadian cities. The new Toronto buildings they focus on are OCAD, the Gardiner Museum and the ROM.
 
I think this is the key. Toronto will never be a strongly branded tourist destination.

Wait until things like the Ken Thomson wing of the AGO open. There's a lot going on now that will keep pushing us higher and higher.
 
AoD- "But that is our true essence. Toronto isn't something you can just boil down to some one line statement for tourist consumption. It has nothing to do with political correctness, but a simple statement of fact. As a challenge, why don't you think of a branding of our city that doesn't involve such lines of arguments?

Nobody is being disdainful of the colonial past, but to fetishize THAT as the way Toronto is now is just completely inaccurate.

I don't entirely disagree with you AoD, but clearly this message is falling on deaf ears. Whether the message itself is perceived as irrelevent abroad, or whether it is that we are failing to effectively communicate this message is up for debate. The point is that although we are one of the largest and most important cities in North America, in the world in fact, our image still barely manages to register on the international stage, even less than that of places far smaller and far less important than us.

I wouldn't want to undermine our diversity because I think it is truly an asset and a characteristic of the city. What I think differentiates our diversity from diversity elsewhere is that what has emerged in Toronto is a superstratum of diversity blended with a substratem of British colonialism that is our heritage and history. This is what I think more accurately captures the essence of what we are in Toronto in that as much as newcomers (past generation or two) have had an enormous influence on the city, the city has had an equally enormous influence on newcomers too. It has been an exchange that has worked very well and has shaped us differently than the experience of newcomers in America with its frontier mentality, or in Europe - even in the Britain itself for that matter - with its own issues.
 
No... but the I (heart) New York logo captures the city.

How does I (heart) New York capture the city? Does the heart means its the honeymoon capital of the world?

I once had an "I (heart) my girlfriend" sticker. It doesn't mean that that sticker somehow captures the essence of anyone's girlfriend.

New York was first with a marketing gimmick that was the "I heart NY" campaign.

As for Toronto, the "You belong here" motto probably does a better job at defining the city than New York's motto.
 
I think if Toronto must have a motto it should be something like "Toronto, just try to define it."
 
I think Toronto should have a line like "we get along"

It encompasses our diversity, and our canadian politeness.

I can picture funny ads of people knocking people over or doing bad things to Torontonians and everyone just saying sorry. Kind of like that part in the movie Canadian Bacon where John Candy pushes his way through a crowd and everyone says sorry.
 
From the Star, by Hume:

What will put Toronto on radar?
Christopher Hume
Jul 11, 2006. pg. B.05

Copyright (c) 2006 Toronto Star, All Rights Reserved.

Nice place to live, but you wouldn't want to visit.

That's how many people - non-Torontonians - increasingly feel about this city. There's nothing wrong with being a good place to live, of course, it's just that Torontonians themselves want more. They want to be loved, admired, envied, or at least recognized, certainly not always ignored.

Even Montreal, with its separatists, its arrogance and language police, gets world attention. So what's wrong with Toronto, poor old Toronto, the city that never quite shows up on the radar?

Apparently, diversity, our strength, or so we're endlessly told, just isn't enough. Indeed, multiculturalism has been done to death. As the recent round of soccer madness made clear, Toronto is really a city of distinct ethnicities as much as neighbourhoods; it seems every nationality is its own enclave. Yet despite this sudden interest in the "beautiful game," Canada was once again a spectator, not a participant.

Though it's undoubtedly true that we're better at tolerance than many European and American cities, that still doesn't mean you'd want to be a young male Muslim or black man in Toronto.

Besides, most major world cities are every bit as multiracial as Toronto, if not as tolerant. But when was the last time anyone visited, say, New York or London, to enjoy their diversity?

We go to those cities for the culture, the architecture, the history, the entertainment, the beauty, the mythology, to see for ourselves the places that we have read about, seen in movies and heard about for as long as we can remember.

Now our city fathers (and mothers) want to pursue a world fair, thinking that it will finally put us on the world map. The press has obligingly turned itself into a cheering section and Dudley Do- Right, aka Toronto mayor David Miller, flew to Paris to make his pitch. (Mind you, he only spent 27 hours in the City of Light lest those of us stuck back in Toronto think he had gone to enjoy himself.)

Hate to tell you, Your Worship, but it's going to take a lot more than Expo 2015 to make Toronto sexy in the eyes of the world. Besides, we already have plenty of events, many of which attract millions; Gay Pride, the Toronto International Film Festival, Caribana (or whatever it's called), all of these are wildly successful. They are not the problem.

The problem is the city itself, its architecture, its cultural life, street life, its public realm, and so on. Tourists wander around Paris gawking at the countless eight-storey apartment buildings that create one of the most exquisite cityscapes in the world. The tree-lined streets leave North Americans wide-eyed.

By contrast, in Toronto, where we have built literally hundreds of residential buildings during the last 10 to 15 years - they're called condos - the result is widely viewed as a failure, definitely not something people would travel here to see.

They add up to little beyond themselves; they create no critical mass, except on Queen's Quay where they block the city's one great natural asset, the waterfront. With the odd exception, they were not designed to be part of anything larger.

Yet it is exactly this sort of thing that constitutes the stuff of the city, especially for visitors. What they see is what they get; and what they see in Toronto is less than overwhelming. Even the landmarks - the CN Tower, Casa Loma - are disappointing up close. The latter has grown so tired it could put a tourist to sleep at 20 paces. The success of Vancouver, which has also been condo- ized in recent years, is another instance of how the most prosaic building types can make a city compelling.

What is a city, after all, but an inhabitable infrastructure? Torontonians must stop looking for the quick fix - the Olympics, the World's Fair, whatever. They are not the answer. In fact, given the way we approach development, they would likely lead to even more damage.

It's time to think small, one building, one park, one garden, one schoolyard, one corner, one streetscape at a time, not to drown the city in what Jane Jacobs termed "cataclysmic money." That we don't need.

It would be better to start with something simple. Say, planting trees on our main streets and actually looking after them so they grow to more than the sad stunted things they are.

That would be something worth visiting.
_________________________________________________

Very similiar to tudararms' and ganjavih's take. That said, what makes Vancouver compelling isn't the urban design per se, but the setting. Hume would have been out to lunch thinking otherwise.

AoD
 
What I noticed about Vancouver is that the downtown condos do well in adding to the city's urban fabric. I remember seeing vibrant condo-lined streets in Vancouver, lined with restaurants, cafes and other retail. In Toronto, our only vibrant neighbourhoods are the same ones we had 100 years ago. Our new condo neighbourhoods are dead spaces. I'm not sure why that is.
 
I do think we are becoming more and more aware of our assets here. The refurbishment and development of areas like King West and King East are establishing promising templates for urban expansion in that they are taking their cue from the 'feel' of our traditional neighbourhoods through successfully blending new and old in a context and on a scale that is respectful of what has been seen to work in this city. This also seems to be the case for what is being planned for new areas like the West Donlands. We've also added, and are continuing to add, some major new landmarks to this city like the Crystal, the Opera House, the Distillery District etc, and hopefully one day the Waterfront. What is needed now is what Hume is pointing to which is attention to the sorts of details that make a city appealing, attractive and unique like neighbourhood beautification, streetscaping, quality fixtures and furniture, greenery and gardens, quality public spaces both grand and intimate.

Another point raised by Hume is that what often draws visitors, other than those who are coming for specific reasons such as conferences or to visit relatives, is a sense of anticipation of what one will see, feel or experience there. This is the result of cumulative history and mythology that is conjured up in the imagination of the visitor. For example, if I go to London, I know that I am going to a diverse, tolerant and multicultural urban centre which is what I expect from an important modern, cultured and hip city; but I also anticipate savouring a legacy of London's sense of past, heritage and history that make London unique and that evokes so many images. All of these levels of expectation and anticipation coexist for the visitor who is thinking of going, and isn't this really the same for any so-called 'great' or internationally recognized city like San Fransisco or New Orleans? New York or Paris? Chicago or Montreal? The reputation of a great city precedes it, and this is what Toronto is currently lacking with little mythology, little acknowledgement or respect of its history and heritage, and little 'perceived' cohesion among its vast and diverse population; which is not to say that this cohesion doesn't exist, rather that we have yet to adequately identify and/or 'celebrate' it as ours. This is where I think we will derive Toronto's unique identity, once we move past the blinkers of our diversity.
 
A British TV crew was in town recently, working on a series about North American architecture that airs in Britain in October. It'll be shown in Canada. Toronto and Montreal are the featured Canadian cities. The new Toronto buildings they focus on are OCAD, the Gardiner Museum and the ROM.

...and a British publisher will be releasing a coffee-table book about Toronto's architecture in 2007. Stay tuned.
 
For example, if I go to London, I know that I am going to a diverse, tolerant and multicultural urban centre which is what I expect from an important modern, cultured and hip city; but I also anticipate savouring a legacy of London's sense of past, heritage and history that make London unique and that evokes so many images. All of these levels of expectation and anticipation coexist for the visitor who is thinking of going, and isn't this really the same for any so-called 'great' or internationally recognized city like San Fransisco or New Orleans? New York or Paris? Chicago or Montreal? The reputation of a great city precedes it, and this is what Toronto is currently lacking with little mythology, little acknowledgement or respect of its history and heritage, and little 'perceived' cohesion among its vast and diverse population; which is not to say that this cohesion doesn't exist, rather that we have yet to adequately identify and/or 'celebrate' it as ours. This is where I think we will derive Toronto's unique identity, once we move past the blinkers of our diversity.

For a city that's only 200 years old, Toronto has quite a bit of history. Perhaps one problem is that we don't celebrate it enough...but I think the biggest problem is that generally speaking Toronto (and Canada's) history isn't considered that important or exciting on the world stage, nor do we have the media presence to give consistent exposure to our major cities (though I suppose this is slowly changing).

I agree with Hume for the most part though...we should focus on the little things and building a better city for ourselves.


I find it interesting that around this time every year there's always a barrage of articles on how lacking the city is, how many tourists aren't satisfied, why we aren't world class, etc. Maybe this yearly self-depreciation can play a big role in a new marketing campaign ;)
 
...and a British publisher will be releasing a coffee-table book about Toronto's architecture in 2007. Stay tuned.

The book cover will have OCAD's white-and-black pattern, and legs on the bottom that fold out to suspend it in midair.
 
hmmm...Hume believes that an Expo would be the wrong direction in city building and attracting worldwide attention?

First, I will add that Toronto receives more tourists than Montreal.

Montreal only gained international attention after the Expo '67 and Olympics. The Metro is also a product of the expo.

Chicago's famed waterfront was largely developed by the world's fair and still their claim to fame.

Paris' most recognizable landmark, the eiffel tower was built for the World's Fair.

Although I wholeheartedly agree with the little details of treeplanting and sharper streetscapes. An Expo in these cases and in Toronto's would only improve an "Inhabitable Infrastructure"

Hume do your research before you talk out of your ass.
 
^I don't think Hume is against Expo, he is just suggesting that could be handled badly following traditional development patterns that are often evident in Toronto. He has a point to a certain degree, but I completely agree that it should not be an excuse to avoid pursuing Expo. Nothing will be learned if nothing is done.

If handled properly, Expo is one of those things that could be used to focus attention on the city, both in terms of international recognition and in terms of building a long-term asset for the city. It could serve as an impetus to bring about positive changes.
 

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