Casestudy 100th Grey Cup Festival | The Feldman Agency

100th Grey Cup Festival

In 2012, the Canadian Football League prepared to host the 100th annual Grey Cup game at the Rogers Centre in Toronto. To mark the historical milestone, the league launched a multi-day, citywide festival prior to the big game. With indoor and outdoor stages planned throughout the city, the CFL brought first class entertainment to its legions of fans.
  • Worked with 100th Grey Cup Festival organizers to create a list of potential performers

  • Developed a comprehensive entertainment schedule specifically designed for the CFL audience demographics

  • Offered, negotiated and contracted more than 50 performances across three stages

  • Administered all deposits and payments to contracted talent

  • Managed pre-event logistics, ensuring an issue-free event for organizers and talent
  • The 100th Grey Cup Festival launched in Toronto on November 17, 2012. Dubbed an “invitation to our nation,” the eight-day festival attracted 200,000 spectators, nearly half being from out-of-town. The festival included events throughout the city, including outdoor stages at Nathan Phillips Square, Yonge Dundas Square and Front Street, near the Rogers Centre. Live performances were also held at team parties at the Metro Toronto Convention Centre. The festival generated $133.1 million in economic activity in Ontario and was named "Canadian Sport Event of the Year for 2013" by the Canadian Sport Tourism Alliance.