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Sustainability in the MICE Industry: Metro Toronto Convention Centre

Meetings, incentives, conferences, and events (MICE) are an important sector of the tourism industry, and for Toronto it contributed to 30% of the Tourism Toronto's investments budget and generated 33.7% of sales within the budget in 2012. (Tourism Toronto: Business Plan and Annual Budget 2012) The operations surrounding this sector bring business and allow the city to showcase and exhibit its culture, as well as, making it a respected destination for business and leisure travelers. Although these activities bring forth significant economic benefits, the City of Toronto, Tourism Toronto, and facilities within the MICE industry are making important investments in developing the necessary managements and infrastructure to accommodate this sector of the tourism industry. (See Toronto Now) While some of the outcomes of these economic impacts are positive, such as, creating jobs and increasing revenue; there are also a number of negative consequences such as the quality of the natural environment becoming at risk where these activities are taken place.

Sustainability in the MICE industry has already been recognized in one of Toronto’s main facilities, the Metro Toronto Convention Centre (MTCC). This venue has been awarded Ontario Sustainable Tourism Award, which acknowledges the convention centres sustainability goals and their Local Food Program, it offers renewable power generated entirely from wind and hydro facilities with their partnership with Bullfrog Power, granted the American Society for Testing and Materials (ASTM) Certification which is a new international sustainability standard, above all, has generated 4,7$ billion dollars in direct-spending economic impact to the community throughout the 30 years they have been operating. (Metro Toronto Convention Centre: News)
In 2012, The Metro Toronto Convention Centre was granted the Ontario Sustainable Tourism Award at the Ontario Tourism Summit, hosted in London Ontario. The award was for the result of the facilities sustainability goals and their recently launched Local Food Program. (Green Meetings and Facilities) The outcome of the Convention Centre’s achievements in both of these categories has resulted in an outstanding diversion rate of 88 percent for the past fiscal year, three times the number of green meetings. 50 percent of the food was sourced locally in 2011 generating and directing $1,8 million dollars back into local farms and the economy. (Metro Toronto Convention Centre: News)

The McGuinty government congratulates the Metro Toronto Convention Centre on its continued record of success,” said Michael Chan, Minister of Tourism, Culture and Sport. “This award recognizes the Convention Centre for its strong leadership role in Toronto and Ontario tourism, and for exceeding the expectations of visitors to Toronto, stimulating economic growth and creating jobs… (Meetings Canada)

The Metro Toronto Convention Centre was the first convention centre in Canada to offer renewable power through a special partnership with Bullfrog Power. Bullfrog Power is a Canadian green energy provider operating in Canada that offers sustainable green electricity generated entirely from wind and hydro facilities that have been certified as low impact under Environment Canada’s EcoLogo program, in which it either has to meet or exceed their standards. (Metro Toronto Convention Centre: News)

December 12th, 2013, The American Society for Testing and Materials (ASTM) Certification was awarded to the Metro Toronto Convention Centre. The MTCC became the first conference facility in Canada to be certified to a new international sustainability standard. This venue standard is one of the nine standards introduced by the MICE industry to provide planners and suppliers with specifications for producing events in a more sustainable manner. (Metro Toronto Convention Centre: News)

“We are excited to be the first Canadian Convention Centre to attain ASTM Venue certification. Certification to the industry’s global standard is further evidence of our ongoing commitment to sustainability,” said Barry Smith, President and CEO of the MTCC. (Metro Toronto Convention Centre: News)

The American Society for Testing and Materials (ASTM) Venue Standard process in selecting a facility involves thorough research and evaluation. The overview of this method encompasses performance standards of staff management, communications, waste management, energy, air quality, water usage, and community partners. (Metro Toronto Convention Centre: News) Throughout the 30 years the Metro Toronto Convention Centre has been opened, it has hosted some of the most prestigious, world-recognized meetings and events, all of which have funded more than 4,7$ billion dollars in direct-spending economic impact to the community and introduced many thousands of people and organizations to the City of Toronto and convention facility. (Metro Toronto Convention Centre: News) Conventions such as, the Microsoft Worldwide Partner Conference held July 8th-July 11th 2012, attracted over 15,000 attendees representing technology companies from 156 countries. The values of such a large event are multifaceted, other businesses such as hotels, restaurants, and bars, are directly impacted financially from these conferences. Also, transportation services, tour operators, attractions, special events venues, theatres, and retail outlets also benefit from these happenings. (Metro Toronto Convention Centre: News) It is apparent that sustainability is a main focus of the Metro Toronto Convention Centre (MTCC). Being granted the Ontarion Sustainable Tourism Award, and American Society for Testing and Materials (ASTM) Certification is a great advantage the Metro Toronto Convention Centre, and a benefit to making Toronto more of a sustainable destination for convention planners. It also sets a good example to other surrounding convention centres and competitors, such as, the Direct Energy Centre and the International Centre. The generated funds over the past 30 years is close to 4,7$ billion dollars which has contributed in direct-spending economic impact to the City of Toronto and other surrounding communities. Conferences and conventions held at the MTCC during the financial year 2011 – 2012 has produced a direct-spending economic impact of 523,7$ million dollars. The source of capital interprets into close to 6,000 jobs and a total of taxes of 177,5$ million dollars. On top of that, there are hundreds of smaller corporate meetings and special events which have also occurred that are not included in these calculations. (Metro Toronto Convention Centre: News) The MICE industry has added benefits of generating revenue, jobs, and diversity into the City of Toronto. This is revenue welfares into linked businesses such as hospitality, foodservice, and transportation industries.

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