There is much to look forward to for the 2024 Toronto Caribbean Festival

BY PAUL JUNOR

There was much anticipation, expectation, and excitement shown at the launch of the 57^th annual Toronto Caribbean Festival, which was held on Saturday, June 15^th, 2024, at the Scarborough Town Centre. In attendance were civic officials, community members, Soca music lovers, and diehard aficionados. There were representations from the federal, provincial and municipal levels who came out to show their support for upcoming Toronto Caribbean Carnival festivities.

There is much to look forward to for the 2024 Toronto Caribbean Festival. The FMC has been running the festival since 2009 when it took over from the Caribana Cultural Committee. The FMC in addition to the cultural celebrations would do the following:

• Produce several programs to advance anti-racism and promote intercultural understanding
• Provide educational programs including financial and business management, governing practices, and business law
• Provide opportunities for small businesses to grow and market their products

Jennifer Harlemer (Executive Chair of the Board of Directors for the FMC) described the importance of the TCC and the official launch. She mentions, “The TCC represents the vibrant spirit and rich cultural heritage of our community. Our launch event highlights the dedication and collaboration of the Carnival community, our sponsors, government partners, stakeholders and the many enthusiasts who support this festival. Together, we are presenting exceptional experiences for the 2024 Carnival season.”

Mischka Crichton (CEO of the FMC) outlines some of the new additions and major changes to the festival. She emphasizes the VIP Carnival experience that has been secured in partnership with Hotel X in Toronto. She notes, “The experience includes accommodation combined with access to key events like the King and Queen Showcase, Panorama, and the Grand Parade. Packages start at $307.00 a person and offer additional benefits such as a welcome reception, Carnival road trip options, complementary event tickets, VIP upgrades, and more.”

Jennifer Hirlehey of the FMC told the crowd, “We have been working very hard to make transformative changes to this year’s carnival to position it as both a premier cultural showcase and a powerful business development platform. The FMC has made significant improvements over the last year including stronger governance, increased board representation, and organizational changes for greater efficiency.”

She expressed gratitude for new sponsors as well as old sponsors and government officials who were in attendance. She elaborates, “We are incredibly grateful to welcome our sponsors for this year, including (Diageo, MLSE, Grace Foods and OSSTF). Their invaluable contributions are essential to the success of the Toronto Caribbean Carnival, allowing us to host this vibrant celebration and showcase the rich heritage of Caribbean culture. We extend our heartfelt thanks for their continued commitment and partnership.”

Mischka, CEO of the FMC requests the participation of more individuals from the Caribbean community in the festival. She states, “As we prepare to showcase the very best of Caribbean culture and heritage, our success hinges on the support and participation of each and every one of you.”

Nadia Niccoli (Head of Marketing of Diageo Canada) expressed words of support on behalf of the sponsors. She mentioned, “We are excited to support the Toronto Caribbean Carnival this year. This festival not only celebrates the vibrant culture and rich traditions of the Caribbean, but also provides a unique platform for us to connect with a diverse and engaged audience. Supporting this event allows us to build our brand presence, engage with the community, and contribute to the cultural fabric of Toronto. We are proud to be part of such an impactful and joyous celebration.”

Speaking on behalf of the mas band leaders, Louis Saldenah states, “This year’s enhancements reflect our dedication to providing an unforgettable experience for all attendees’ improvements in parade flow and logistics will make a significant difference.”

Terrance Wilson of the OSA states, “We are enthusiastic about the new immersive experiences and the focus on elevating the cultural aspects of the festival. This will truly showcase the richness of our heritage. This increased commitment of the FMC to showcase steelpan is amazing.”

Chair Jennifer Hirlehey, CEO Mischka Crichton, and GM Adrian Charles were joined on stage by Soca queen Patrice Roberts as well as a rising young Soca star who is taking Toronto by storm. Some of the upcoming events are:

• Sunday, July 14^th: King & Queen Showcase Scarborough Town Centre

• Saturday, July 20^th: Carnival Parade 11 am – 8 pm, Malvern and Neilson Road

• Sunday, July 28^th: OCPA Calypso Showcase 6:30 pm

• Thursday, August 1^st: King & Queen Showcase Exhibition Place

• Friday, August 2^nd: Friday Night Mas 6 pm – 12 am, Exhibition Place

• Saturday, August 3^rd: Grande Parade 8 am – 8 pm, Exhibition Place/Hotel X Barrows

• Sunday, August 4^th: OSA Pan In D Park 11 am – 8 pm, Neilson Park/ Malvern

• Saturday, August 17^th: Belleville Caribbean Carnival Belleville, Ontario

• September 2024: TCC Gala

Fall Series 2024: Carib-Okie

• Saturday, December 7^th: Carnival Winter Market

• Saturday, December 7^th: Parang Night

Anyone interested in learning about the Toronto Caribbean Carnival can check:

Website: TorontoCarnival.ca

Facebook: @TorontoCarnival.ca

Instagram: @TorontoCarnival.ca