It's Carnival Time! And I'm Up for the PR Challenge

I’m proud to announce that I am the publicist for Toronto Caribbean Carnival. This is dear to my heart, I’m a Carnival baby. I have fond memories of my parents taking me down to University Avenue for this annual street party that was part family reunion part cultural celebration. It was always on my summer calendar as I grew up in Toronto, each stage in life changing how I participated. I went from spectator to participant to travelling to other carnivals in the world: Miami, UK, New York, and the mecca: Trinidad! I feel confident enough to call myself a Bacchanal expert. So when I was approached to represent the Festival Management Committee, organizers of the Toronto Caribbean Carnival, I knew I had to do it.

This is the 56th year of Toronto Caribbean Carnival - formerly known as Caribana. The name change is a whole other story, however one of my goals is to get the proper name into everyone’s head. It wouldn’t matter so much if it wasn’t for the fact that others are profiting from the festival under the old name and none of that money goes to the organizers, band leaders, pan organizations or calypso singers. Packages, tours, hotel rooms are being sold on the internet using the Caribana name (which is trademarked), and when things go wrong with purchases, frustrated customers contact the Festival Management Committee, only to find out they have nothing to do with it. Rebranding a strong brand is a tough roll up the hill. But I’m up for the challenge.

One other challenge that I am embracing is changing the narrative about what this festival is about. Yes, the masquerade is a beautiful sight and the crowning glory of the festival. However, there is much more to Toronto Caribbean Carnival. The first misconception is that it’s just a summer event. Work is being done year round and there are programs, like the Building Black Entrepreneurs Program, which gives vendors the tools to grow and run a successful business beyond the festival season. There are also educational programs about Caribbean culture and mas making in Toronto schools. This year, a partnership has been formed with Toronto FC and the Young Learners Program through the MLSE Launchpad - this is a year round program. The associations connected to the festival - Ontario Steelpan Association and Organization of Calypso Performance Association hold events throughout the year to fundraise and keep the culture alive. My goal is to highlight these other aspects of the festival and educate the wider public about Toronto Caribbean Carnival and why it is so integral to Canada’s multicultural fabric.

Rome wasn’t built in a day and so I know this will not be an overnight change in thinking. But I am up for the challenge. This is my culture. It’s too important to me.