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November 7, 2000
Moose Have Mighty Impact on Toronto's Economy
Moose in the City presented by Labatt Blue has been the talk of the town, and
the nation, since Toronto's first moose hit the corner of King and Bay on April
10th. From that day, Toronto's moose have been everywhere -- from the streets
of Toronto to Chicago's Navy Pier to the Olympic Village in Sydney.

"I told everyone our moose exhibition would be unbelievable!" exclaimed Mayor
Mel Lastman, "But this event has been even bigger and better then I ever
dreamed it would be!"

The City of Toronto's Economic Development Department, in association with
Toronto area hotels and Tourism Toronto, conducted visitor surveys throughout
August and September to monitor the impact of the Moose in the City exhibition
on Toronto's tourism industry and general economy. With more data still to
come, preliminary findings are impressive.

23 per cent of visitors surveyed said their decision to visit Toronto was
influenced by The Moose in the City exhibition.

Based on an estimated 9 million visitors to Toronto this summer this percentage
translates into 2 million visitors.

These 2 million visitors injected $400 million into the local economy while
visiting Toronto.

76 per cent of survey respondents indicated that the Moose in the City
exhibition enhanced their experience of the City of Toronto. These people are
more likely to be repeat visitors and to act as ambassadors for Toronto when
they return home.

Doug Fyfe, President and CEO of Tourism Toronto offered high praise for the
exhibition: "Moose in the City has been a great initiative, generating a real
buzz for Toronto locally, nationally and internationally. Early findings from
the economic impact survey support what those of us working in the tourism
industry in Toronto already knew - the Moose have had a significant impact on
tourism in the city this past summer!"

From the early days of Moose in the City, the public response has been
overwhelmingly positive. The exhibition's web site has recorded a whopping 2.5
million hits to date and people from around the world have inundated the City
with hundreds of emails, letters and phone calls, many of them containing
testimonials of wonderful 'moose' experiences.

Media coverage for the event has also been astounding. The city has tracked
close to 1000 moose related articles and stories, hundreds of which have run
nationally and internationally in cities from Vancouver to St. John and New
York to Tokyo.

News of Moose in the City's phenomenal success arrives as plans for the
exhibition's grand finale, the Great Moose Auction, are heating up. The auction
is a fantastic venue to raise substantial amounts of money for local charities
and presents yet another opportunity to profile Toronto and its magnificent
moose to the world! There will be both an online auction, scheduled for January
15th to 28th and a live auction on January 29th as part of the Mayor's Arts

"The Great Moose Auction is going to be one of the wildest fundraising events
this city has ever seen!" commented Moose in the City Chairman, George Cohon
"Toronto's moose are a coveted commodity! People from across the country and
around the world have been calling for auction details!"

With the street exhibition component of Moose in the City now over, plans are
also underway for a Holiday Moose exhibition in Nathan Phillips Square where
dozens of the fibreglass sculptures help decorate the city for the holiday

For updates on The Great Moose Auction, the Holiday Moose exhibition in Nathan
Phillips Square and general Moose in the City information, browse the Moose in
the City web site at or call the event hotline at 416-395-7350.

Media Contact
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