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October 4, 2013
Update on the Austin-Toronto music business mission at the Austin City Limits Music Festival
Today, the members of the Austin-Toronto music business mission toured the renowned Austin City Limits Music Festival and met with C3 Presents, the owners and staff of the festival.

"I was thrilled to tour the Austin City Limits Music Festival grounds today,” said Mayor Rob Ford. “I was amazed by the vibrancy and economic activity I saw at this amazing event. I believe there is huge a potential for Toronto in bringing a festival like Austin City Limits to our vibrant and growing music market."

Mayor Ford was joined by Councillor Michael Thompson (Ward 37 Scarborough Centre), Chair of the City's Economic Development Committee, Councillor Gary Crawford (Ward 36 Scarborough Southwest), Councillor Josh Colle (Ward 15 Eglinton-Lawrence) and Councillor Doug Ford (Ward 2 Etobicoke North) at the Austin City Limits Music Festival along with the mission's music industry delegates.

Since the Austin City Limits Music Festival started 12 years ago, it has grown into Austin's second largest live music festival with an estimated economic impact of $102 million in 2012 and an attendance of more than 200,000 people. This year the Austin City Limits Music Festival is expanding to two weekends for the first time.

C3 Presents is an independent concert promotion, event production and artist management company based in Austin, Texas. C3 Presents is the third largest concert promoter in the United States. In 2007 and 2010, C3 Presents was awarded Top Independent Promoter by Billboard. C3 Presents is also known for producing the Lollapalooza festival in Chicago and for its work with many venues throughout Texas.

“We are thrilled to host Mayor Ford and the delegation of city officials, city staff, and Toronto’s music industry elite,” said Lisa Hickey, Director of Marketing at C3 Presents. ”The Austin-Toronto music business alliance is an exciting partnership and we look forward to working together on future opportunities. “

Highlights of the day included a tour of the festival and a meeting with C3 Presents partners Charlie Jones, Charlie Walker and Charles Attal. The mission delegates also met with Austin City Limits Festival Director of Marketing, Lisa Hickey. The delegation's visit ended with a meeting with Stephen Kreher, Director of Economic Development with the Austin Chamber of Commerce. All of these meetings provided the delegation with information and direct insight into how Austin works with its business and cultural communities to produce a financially successful and sustainable large-scale music cultural event.

The purpose of this music business mission is to meet with City of Austin officials and music industry representatives to solidify the terms and scope of the Austin-Toronto Music City Alliance. This mission will aid the City in its goal of positioning Toronto as a leading live music tourist destination, while providing insight into how the City of Toronto can continually promote and foster Toronto's internationally respected music sector.

Toronto is Canada's largest city and sixth largest government, and home to a diverse population of about 2.8 million people. Toronto's government is dedicated to delivering customer service excellence, creating a transparent and accountable government, reducing the size and cost of government and building a transportation city. For information on non-emergency City services and programs, Toronto residents, businesses and visitors can dial 311, 24 hours a day, 7 days a week.

Media Contact
Amin Massoudi
Special Assistant - Communications and Media Relations, Mayor's Office

Shane Gerard
Senior Communications Co-ordinator, Strategic Communications



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