The 2010 Toronto Pride Festival was the 30th Anniversary celebrating the history, diversity and variety of life in Toronto's Lesbian, Gay, Bisexual, Transsexual, Transgender, Intersex, Queer/Questioning, 2 Spirited, Allies (LGBTTIQQ2SA) communities. It was a celebration of respecting differences and creating an inclusive experience for all.

This year's celebration maintained the growing movement of 'greening' Pride Toronto in new ways. One of this year's initiatives included the creation of a green coordinator position to oversee the transparency of the organization through its current sustainable practices and future areas of opportunity.

The funding from this year has been used to conduct an audit, and to finance the developmental stages of autonomous environmental management. Reductions in waste, increased recycling, festival transportation methods, carbon emissions and reduced print material are all part of a long term solution. The overarching goal is for Pride Toronto 2015 to be a carbon neutral and zero waste event. This year:

• Estimated city revenues were in excess of $136 million from the 10 day festival.
• 1.236 million viewers watched on live and re-broadcast CP 24 television channel. [Source: BBM Canada Preliminary Overnight Reports]
• Over 1 million spectators viewed the Parades in person. [Source: Pride.com]

The City of Toronto has been chosen as the location for World Pride 2014, which encourages Toronto Pride to be at the forefront of implementing new sustainable strategies and lay the groundwork to educate and influence an international audience.

In 2009, the Ontario Trillium Foundation awarded a grant to Pride Toronto and their collaborative partner The Icarus Foundation to "green" Pride over the next three years.

The goals of this project are to:

• Reduce the environmental footprint of Pride Toronto's festival, parade and marches.
• Reach and educate staff, volunteers, attendees, sponsors and partners on environmental sustainability, and
• Promote a more sustainable economy and community.

Technical expertise for the Greening Initiative is being provided by The Icarus Foundation, a not-for-profit environmental, policy, research and educational organization focused on creating a climate friendly tourism industry. Their mission is to be the catalyst that helps Canada become a climate friendly tourism destination.

The movement to "green" Pride Toronto is a progressive decision designed to reduce the overall environmental impact and offsets of the Festival on the City of Toronto, and subsequently reduce costs. Offsets include vehicle emissions, large volumes of leftover print materials, waste/recycling management issues, and mass consumption practices by attendees using throw-away materials (food products, bottled water, bags, etc).

L Squared Networks was asked to introduce a Touch Screen information network at a booth supplied by the Festival. The objectives of this operation were to:

• Assess general interest in greening practices and gather suggestions for upcoming festivals.
• Introduce sustainable technology Touch Screens as information platforms.
• Raise the overall awareness of the environmental impact of the PRIDE celebration.
• Evaluate the deterrence to printed material for informational purposes, and
• Create an open forum to discuss the potential benefits, issues and interest in sustainable practices as they relate to the Festival.

The Touch Screens, as well as a survey of festival attendees who used the L Squared Networks Inc. Touch Screen technology, are the sources for data collection for this case study.

During the weekend of Saturday July 3rd and Sunday July 4th 2010, two Touch Screens were placed underneath a 10' x 15' foot event tent that was erected on Wellesley Street in Toronto, a main thoroughfare for Pride activities. Across the front of the tent, a banner reading "Sustainable Information Technology" was hung and a small table was set up for the computer survey. Each Touch Screen system measures 30'' x 80'' and was individually customized by L Squared Networks Inc. to include all relevant Pride information. From the main screen of the system interface, users had the option of viewing, with a simple touch:

• maps of the event locations,
• schedules and performers for the weekend with times and descriptions,
• the 30 year history of Pride,
• Pride Green Initiatives.

The information provided to L Squared by the event organizers was the same material used in the print versions of the Official Pride Guide and the Pocket Pride Guide as well as some additional customized material added to the Touch Screens including the history of Pride.

Touch Screens were used at the 2010 PRIDE celebration to gauge interest in this type of technology and to evaluate the level of use by clients. This digital format contains the same material that is available in printed materials for the festival and was duplicated with a significantly smaller environmental impact.

L Squared Networks produces high quality user-friendly touch interface networks that are designed for a variety of venues. In strategy sessions prior to Pride 2010, it was decided that sustainable Touch Screen technology is an extremely valuable tool, which would provide intrinsic value to a user. Specifically, the instant return of accurate data, wireless transfer of the event addresses and multi lingual interface options would reinforce the competency and ease in which festival goers can facilitate the necessary information they want without relying on or carrying print material.

The result was the design of a simple, easy-to-use database, which allows users to retrieve search results in less than thirty seconds. The main landing page was an easy lay out including a listing of the events taking place on Saturday the 3rd or Sunday the 4th, History, Green Initiatives and a large Event Map. Users could search for any of the events or schedules based on the time of the day in question the event was taking place. On Sunday July 4th at 4:30 pm for example, a list of the events at all locations was provided with brief details (live D.J., water fights, book readings, etc…) and a map showing the location. A mobile option was created to text message the address of the specific event at no charge, which enabled users to text the location information to their cell phone for easy accessibility and convenience.

During the two day celebration, the Touch Screens generated much discussion; many people used the technology and provided their feedback. In total, over 700 people used the technology and 150 people completed the survey.

The survey consisted of 20 questions, with three sections: one relating to the Touch Screen technology, another for food related services and a third related to 2010 Pride Environmental practices.

As indicated in the survey results, 40% were male and 60% were female. In total, 96% of those surveyed felt that the technology was useful for providing on site information. The two largest age groups to utilize the screens were 25-35 and 36-49 respectively. 71% of users were from the GTA and 13% were from the USA.

The overall response towards environmentally sustainable practices was positive. Ninety per cent of those surveyed said they would support the use of biodegradable cups, plates, and cutlery from vendors and another 92% agreed that Pride Toronto organizers should arrange for special prices encouraging eco-friendly travel options such as train or bus passes. A further 60% responded that Pride Toronto should give preference to environmentally conscious sponsors. Only 47% however indicated that they had been exposed to adequate amounts of environmental awareness during PRIDE.

There were discrepancies in answers when the cost/benefit affected the attendees. In the above charts, 80% of respondents answered it was important to some degree that Pride food vendors use biodegradable packaging (containers, bags, etc). When asked if attendees themselves would pay extra to support the change, only 40% said yes.

All of the information found on the Touch Screens was considered useful in various capacities, although significant interest was demonstrated in the maps on how to locate the venues. In the future, the addition of comprehensive maps to the water bottle refilling stations and medical care facilities was recommended.

Based on discussions and suggestions received during the Festival, there is a growing demand for environmentally conscious products, services and events and an increased support for sustainable practices.

Many respondents commented there were less garbage bins than previous years, but what seemed an increase in recycling and organic compost.

View all results from survey

1. The use of Touch Screen technology with concise, easy to access information will be welcomed and used by festival attendees and the General public. It is important to note that although there were staffed info booths at Pride other than the Touch Screens, it was found the staff insufficiently informed regarding locations, events, and activities according to survey feedback. A recommended full time solution over the next 5 years would be the inclusion of Touch Screens as the main source of information placed at staffed info booths, working together to maximize efficiency.
2. Attendees of Pride 2010 were expressive in their support of environmental initiatives. However there was a divisive separation in regards to potential environmental policies and any subsequent costs or fees that would be passed on to the consumer. In addition, it was reflected that any infringement on the freedoms of expression to enforce environmental policies would be seen unfavourably. Examples given related mostly to carbon emissions, and the availability of parade vehicles and vendors. If a supportive group could only afford X vehicle for the parade, any policies restricting that involvement would be criticized. A potential solution for upcoming festivals would include a list of acceptable vehicles or vehicle providers, and a gradual phase out period over 4 years of vehicles not meeting Pride Environmental standards.
3. The attendees and general public were open and receptive to answering questions and providing feedback when facilitated in an official manner. The Sustainable Information Booth location provided by Pride was beside the City of Toronto " Info –To-Go" trailer on Wellesley St. The attendees of Pride were sent from the Print based Info trailer (lack of Pride specific info) to the Touch Screens, and subsequently into the survey. For future Pride festivals, it is recommended that in person surveys are conducted with specific questions pertaining to the interests of Pride. This years survey questions were provided by the Green Coordinator.

In summary, Pride is prepared for advanced technology inclusions and the use of Touch Screens. Pride should carefully evaluate its environmental policies to both set a global festival acceptance and maintain an engaged attendee appreciation of environmental policy, and further increase the awareness material of such initiatives.