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June 13, 2005
Mayor Miller announces major new initiative for Toronto arts and culture – “Live With Culture” launched
Live With Culture, an unprecedented public awareness-building campaign
spotlighting Toronto’s extraordinary arts and cultural communities was unveiled
this morning by Toronto Mayor David Miller. The campaign will run from
September 2005 until the end 2006.

Mayor Miller, speaking at the Ontario College of Art and Design to a group
representing Toronto’s arts and cultural communities, praised the initiative
and said, “This is the ideal way to celebrate Toronto’s existing cultural
strengths, while building new ones. This is an historic time for Toronto – a
time when creativity is bursting out all over the city, in ways big and small.”

The year 2006 has been selected as Toronto’s Live With Culture campaign, which
kicks off in September 2005 with the 40th anniversary celebration of City Hall.
Throughout the following 16 months, Live With Culture will be showcasing all
the arts in Toronto in a marketing and promotions campaign designed to raise
awareness of the vast scope of Toronto’s cultural activities for audiences both
within the city and beyond.

Live With Culture will spotlight Toronto’s vibrant and diverse arts community
and provide promotional opportunities for all of Toronto’s cultural
organizations, from large-scale internationally-known events to independent,
neighbourhood-based art projects, from the new Four Seasons Centre to the
Fringe Festival, and everything in between. The initiative is inspired by the
European Union’s annual designation of a different city each year as the
European City of Culture.

Toronto’s Live With Culture began as a key recommendation in the 2003 Cultural
Plan for the Creative City, and became a reality when the Government of Canada
designated Toronto as a cultural capital for 2005/06. Financial support for
Live With Culture is coming from all three levels of government, with strong
support from Mayor Miller and the members of Toronto City Council.

For Councillor Kyle Rae, Chair of the Mayor’s Round Table on Arts and Culture,
“This couldn’t be happening at a better time. The unprecedented number of
architecture projects in Toronto’s cultural community is nothing short of a
cultural ‘renaissance’, and one that bodes exceptionally well for the state of
the arts in Toronto.”

Rita Davies, Executive Director of Toronto Culture, agrees. “This is an
opportunity for the whole city to celebrate what those of us working in culture
already know: that the arts and culture in Toronto are among the best in the
world and contribute immensely to our city’s soul.”

Added Mayor Miller, “This celebration should not only inspire Toronto’s arts,
design, and architectural communities, but people from every walk of life. A
culture of creativity benefits every resident, regardless of their vocation,
interests, or beliefs.”

Some highlights of Live With Culture include:

The Web Site –
The creation of a permanent, comprehensive and inclusive Web site featuring all
of Toronto’s arts and culture events – launching September 2005

40th Anniversary of City Hall
Tuesday, September 13, 2005
Toronto marks this anniversary with an official ceremony hosted by Mayor David
Miller and a fascinating retrospective photo exhibit.

Art in the Subway
Entire month of October 2005
Ride the Rocket to creativity! The subway becomes both canvas and stage as
visual and performing arts take over the TTC.

Nuit Blanche
From October 7, 2006 at 7 p.m. to October 8, 2006 at 7 a.m.
An all-night exploration of contemporary art in Toronto.

The campaign is expected to attract over 500,000 new visitors to Toronto, and
generate an economic impact of over $120 million while creating over 2,000 new

Full Live With Culture programming will be announced at a later date. Details
and dates are subject to change.

Media contacts:

Rita Davies
Executive Director
Toronto Culture
416 397-5323

Patchen Barss
Communications Director
Office of the Mayor
416 338-7134



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