This section is close to what was published about Toronto in the era’s editions of the Traveller’s Encyclopedia, which I’ll cover in a future post.
Toronto Star, May 2, 1981.
While intercity bus service has grown patchier across the province over the past 40 years, you can still enjoy a ride to Stratford’s Festival Theatre from several spots in the GTA.
Toronto Star, June 22, 1981.
Toronto Star, June 25 1981.
Toronto Star, July 7, 1981.
Examples of ads touting the Yours to Discover kiosks found at half-a-dozen Eaton’s stores, including a listing of the province’s scenic driving routes, which are barely marked today, depending on if signs survived provincial downloading of sections of those routes during the Harris era or municipalities decided to post their own signs (such as the signs for the Talbot Trail in Elgin County).
Globe and Mail, July 18, 1981.
Toronto Star, August 15, 1981.
Toronto Star, May 1, 1982.
This article appeared above the “Go Wild” ad, which seems like smart product placement in the Star‘s travel section. You can easily recreate most of these trips today, though there’s nothing on the interwebs about a “Museum of Time” near Cookstown (guessing that it was somebody’s personal collection?).
Toronto Star, May 3, 1982.
Toronto Star, May 14, 1983.
From the spring 1983 Yours to Discover newspaper insert, info about the province’s new Teleguide system, which used Telidon technology.
Toronto Star, June 29, 1983.
Globe and Mail, June 14, 1986.
Note that the “Yours to Discover” logo was still prominent in this ad from the “Ontario Incredible!” campaign.
Here’s an early 1980s spot for one of the inspirations for “Yours to Discover,” the long-running “I Love NY” campaign.
Another early 1980s tourism campaign, this time from Michigan. “Say Yes to Michigan” was used from 1970 until it gave way to “Pure Michigan” in the 21st century.
Toronto, “The Queen City,” has many attractions for its citizens as well as for the thousands of tourists and others who visit it each year. It occupies a fine site by the shores of Lake Ontario, has beautiful residential areas and public parks, many handsome financial and industrial buildings, a good transportation system and a wide range of high-class retail stores, equal to the best found anywhere. It has an abundant supply of cheap hydro-electric power and natural gas and a large airport with worldwide connections. It is also a centre of cultural life with its churches, University, colleges, museum, art gallery, Conservatory of Music and technical schools. Its social service organizations receive generous support of the citizens each year.
With those words, editor James Cowan introduced the 1957 edition of Toronto Illustrated, an annual guide for visiting businesspeople and tourists. Following greetings from Metropolitan Toronto Chairman Frederick Gardiner and Mayor Nathan Phillips, the guide provides a heavily illustrated selection of noteworthy events and sites around town.
The cover features a northward view along University Avenue, with Richmond Street along the bottom.
Pre-9/11, the United States Consulate on University Avenue seems bare without its concrete barriers and security precautions.
Continuing north, the newest attraction at the Royal Ontario Museum was a presentation of the story of creation in the geology gallery (seen above on the right; the Ming Tomb is on the left). Access was far more affordable than now: free, except on Wednesdays and Fridays when it cost a quarter to get in.
The lone map in the guide points out the locations of local attractions and landmarks, including many that have faded into history. Given special attention is the three-year-old subway line, which is described as “the world’s newest and most modern.”
Break time! Care for shopping and entertainment along Yonge Street near Dundas Street? For those looking for modern touchstones, the Imperial is now the Ed Mirvish Theatre, while the southwest corner of Yonge-Dundas Square occupies the site of the Downtown.
A view of the western harbour, featuring sites still around (the Tip Top factory, the Island airport) and long demolished (Maple Leaf Stadium). Absent, but not for much longer, is the Gardiner Expressway: the section between the Humber and Jameson Avenue opened the following year and was extended to York Street by 1962.
Quick, name the first ongoing Shakespearian festival in Canada. Stratford? Nope. Try the yearly selections of the Bard’s works staged outdoors on the grounds of Trinity College, presented by Earle Grey and his wife Mary Godwin. Actor/director/producer Grey staged his first production (Twelfth Night) at what is now the north end of the quadrangle at Trinity in 1946. The festival officially began three years later and featured a mix of experienced British actors and rising local talent—among the Grey company’s alumni were Timothy Findley, Lorne Greene, Don Harron, and William Hutt. The magazine notes that “it is a joyous and unforgettable experience to pass an evening watching one of these great plays being performed under a starlit sky, while a sly moon peeps over tower or turret.” Grey’s slate for 1957 included The Tempest (whose opening night was marred by rain and faulty lighting in the backup venue), The Taming of the Shrew, and Hamlet.
Despite the higher prestige of the Stratford Festival, Grey’s festival appeared to have a promising future. The following year, funding was secured via grants from the city, province, Canada Council, and the Atkinson Foundation, and a new three-level stage was constructed on the west side of the quad. The promise of productions to come didn’t last long—following the death of Trinity College rector and longtime supporter R.S.K. Seeley, his successor declined further use of the site for productions. After an unsuccessful search for a new site, Grey and Godwin returned to their native England.
Also spotlighted was the new home of the Canadian National Institute for the Blind on Bayview Avenue. The site’s mix of libraries, offices, and residences had been officially opened by Governor-General Vincent Massey the preceding April. Tenants of the Clarkewood residence were relieved to have private bedrooms after having lived in dorms in the CNIB’s former residence on Sherbourne Street. Among the amenities was a ‘Garden of Fragrance” that included metal Braille plates to identify the flora in the flower beds. The new facilities were judged to be “a fine tribute to the noble cause which they represent.”
After brief surveys of the city’s past and present, the editorial staff looked ahead to Toronto’s future:
At no former period in its history has Toronto witnessed such rapid development as at present. The central area is undergoing great changes, old office buildings are giving place to large modern structures, commercial buildings are moving out to the suburbs or are undergoing “face lifting”; family residences, with their lovely gardens, places of gracious living in Victorian days, are being replaced by apartment blocks of strange design—the city is changing with the times. Other developments planned include the following: the creation of a large civic square, adjacent to the present city hall, to be flanked with a large modern civic building, court house and other public buildings; an up-to-date civic auditorium at the corner of Yonge and Front Streets; completion of the Regent Park Housing development providing 1,289 units of modern sanitary housing; the extension of Eglinton Avenue East to connect with Scarboro Township; an extension of the present subway on the line of Bloor Street; an expressway across the southern part of the city near the lake front; diagonal highways to connect with the north-eastern and north-western areas of the city…in addition, the opening up of the St. Lawrence Seaway to permit the entrance of ocean-going ships to the upper lakes will greatly increase shipping and call for the enlargement of the Port of Toronto.
Additional material from the Summer 2005 edition of Trinity Magazine and the February 21, 1956 edition of the Toronto Star. All illustrations derived from Toronto Illustrated.
How we imagine a tourist magazine cover might have looked in 1867.
In June 1867, Toronto was weeks away from becoming the capital city of the province of Ontario in the newly formed Dominion of Canada. Then, as now, the summer tourist season was underway, though the preferred methods of arrival were train or steamship. We recently thumbed through a travel guide published that year, The Canadian Handbook and Tourist’s Guide, which provides both brief highlights for visitors to our fair city and criticizes the lack of natural wonders. Which got us thinking…what would tourist literature akin to modern publications like Where Toronto have looked like during the Confederation year?
Here’s our attempt.
Normal School building, Gould Street, north-side east of Yonge, 1856. City of Toronto Archives, Fonds 1498, Item 8.
Summer is upon us and there are few better times to take a day’s visit or a week’s excursion to Toronto. Pay no heed to the authors of a recent travel guide who contend that our city has too many brick buildings (due to the absence of local stone quarries) and utterly lacks beautiful scenery and scenic drives. A city like ours has many aspects to appeal to any traveller, with which we hope to enlighten you.
St. James Cathedral, between 1885 and 1895. City of Toronto Archives, Fonds 1478, Item 23.
Toronto treats piety with the utmost seriousness. If your visit coincides with the Lord’s Day, there are many handsome churches that will satisfy your spiritual needs. If you are of the Anglican persuasion, attend a service at St. James Cathedral at the corner of King and Church streets. If you are a devotee of the papacy (which we generally do not advise visitors to openly display on Toronto’s streets, especially those of Irish extraction, unless brawling is on your itinerary), then slip into a mass at the Roman Catholic Cathedral of St. Michael. Though both of these buildings of high worship have yet to be completed, we are assured that once their spires are finished they will provide much to the city’s appearance from a distance.
University of Toronto, 1859. Painted by Sir Edmund Walker. Wikimedia Commons.
The city’s institutes of higher learning provide more than space to train the nation’s future leaders—these are sites for tourists who wish a sense of Toronto’s philosophy, the city’s aesthetics. Deep thought has gone into their architecture and aesthetic surroundings which make them ideal locations to spend an afternoon. The University of Toronto offers a beautiful botanical garden on its grounds, along with a main Norman-styled building made of the finest white stone from Ohio. On Queen Street, Trinity College offers 20 acres of lush parkland that we are certain future generations will enjoy on days resplendent with sun. The Normal School at St. James Square is said to the largest building in America designed to train future educators.
Right wing of the Provincial Lunatic Asylum, 1868. Photo by William Notman. McCord Museum, Item I-34480.1.
A recently published guidebook, The Canadian Handbook and Tourist’s Guide, highlights one of the most enlightening experiences in which any visitor to Toronto can partake, one that reinforces the frailty of human existence:
The Provincial Lunatic Asylum, at the western extremity of the city, is well worthy of a visit by the curious in such matters. It is kept in admirable order; and though it is a painful sight at all times to be brought in contact with “humanity so fallen,” it is pleasing to see the degree of comfort many of the patients seem to enjoy. There is no difficulty in obtaining permission to view it.
The Globe, June 12, 1867.
Were a carnival of “fallen humanity” not diversion enough, visitors in July will have the opportunity to enjoy one of America’s finest travelling circuses, operated by veteran showman L.B. Lent.
Union Station (1858-1871), waterfront, west of York St., Toronto, Ont. Water colour, pen & brown ink over pencil. William Armstrong, 1859. Toronto Public Library, JRR 291 Cab III.Union Station, circa 1860.
Travellers arriving from the north have a new train station to disembark from in the vicinity of City Hall and St. Lawrence Market. Operated by the Northern Railway, this wonderful new facility on the Esplanade west of Jarvis Street was recently described in one of the city’s finest newspapers, the Globe, as being “a much more ornamental and commodious structure than is generally imagined…It is in the Italian style, with heavy bracketed cornice, circular-headed windows and doors, glazed with ornamental ground glass.” No less a figure than John A. Macdonald (who we suspect will become leader of the new Dominion next month) was on hand for the opening ceremony to praise the future possibilities of extending the line beyond Barrie into Grey County and other points north.
The Globe, September 7, 1858.
During the late 19th century, several downtown Toronto dry-goods merchants developed the potential to grow into major department stores. While Eaton’s and Simpsons evolved into national retailers, their competitors either couldn’t tackle the two giants or fell by the wayside for other reasons. One could-have-been-a-contender was Robert Walker and Sons, a.k.a. the Golden Lion, which was considered the largest retail business in Ontario in the late 1860s.
A native of Brampton, England, Robert Walker moved to Toronto in 1829, where he quickly entered the local clothing business. Around 1836, he formed a partnership with Thomas Hutchinson and operated a store on King Street east of Yonge. Around 1847, Walker opened up his wallet and spent a spectacular amount for the time period ($30,000) to build a stone structure at 33-37 King Street East to house his business. Two years later, the store adopted a golden lion as its symbol.
The intense competition between dry-goods sellers led to bloodthirsty ad copy. Take the following spot Walker prepared in January 1858:
of the late stocks of CLOTHING & DRY GOODS
to be SLAUGHTERED!
at FEARFUL REDUCTIONS
The Globe, March 19, 1881.
The Golden Lion became a key component of one of the city’s most fashionable shopping blocks. Its success prompted a major expansion built in 1866-67 which utilized cast iron columns to free up floor space previously occupied by thick masonry. The new four-storey front on King Street included a 30-foot-high glass window, while a two-storey back section stretching to Colborne Street utilized a 12-foot-wide glass dome for improved natural lighting. Topping the store was a 12-foot-high stone lion. The result, the Globe declared, excelled “anything before seen in this city, or perhaps any other part of Canada.”
Walker was active in the community, serving as a firefighter and on the board of the Necropolis cemetery. He was a devout Methodist who acted as a Sunday school superintendent and donated the land to build the Parliament Street Methodist Church (later demolished to build the Regent Park housing project). Walker retired from the business in 1870; when he died in 1885, the Globe called him “an energetic and upright merchant, a Christian who lived up to his creed and was not afraid to be known as a Christian—Mr. Walker was one of whom Toronto was, and had a right to be, proud.”
Toronto Star, September 25, 1895.
Though the store doubled in size again in 1892, by 1898 no one was left in the Walker family to run it. Unlike its competitor Simpsons, where founder Robert Simpson’s sudden death in December 1897 prompted his survivors to sell out, the Golden Lion closed its doors. Subsequent occupants included another short-lived department store and a Liberal campaign office during the 1900 federal election.
After the stone lion was removed on April 6, 1901, the store was demolished to make way for a prominent new development. “In Toronto,” the Hamilton Herald observed, “they are pulling down the old Golden Lion to make room for a new White Elephant in the form of a palace.” The store’s replacement has stood the test of time as a downtown landmark—the King Edward Hotel.
Additional material from Lost Toronto by William Dendy (Toronto: Oxford University Press, 1978); the January 19, 1858, February 23, 1867, and October 6, 1885 editions of the Globe; and the April 12, 1901 edition of the Toronto Star.
BEHIND THE SCENES
Over the years of writing Historicist, I developed a bad habit of finishing columns while I was supposed to be on vacation. Entries were finished everywhere from cozy hotels in Montreal to large chain suites near LAX. This entry was written during the first part of a roadtrip to Boston – part of it was written in Syracuse, while the finished product emerged in Beantown.
I was running so far behind on this one that I brought along a Toronto Public Library bag filled with research items. This sparked the curiosity of the border guard who checked my trunk when I crossed at the Rainbow Bridge. I think she was convinced I was trying to sneak into an academic conference or was seeking work stateside. She pondered the contents for several moments, and repeatedly asked why I was bringing so many books with me.
Finally convinced of my true intentions, she let me go…but not before locking my keys in the trunk.
While she laughed, I gritted my teeth. At least I learned where the panic button was in that car. I may have yelled an obscenity once I was safely past security. After that, I made sure to always have the column wrapped up before crossing the border.
If you click on the original Torontoist link, you’ll notice the images are broken. During one of the site’s revamps, images published on posts I wrote during mid-2011 vaporized. Several were fixed, usually when I needed to link to them, while others remain broken. It didn’t help that my computer died during this period, before I was able to backup some files.
If Reba McEntire and Tony Bennett come to Toronto to play, why shouldn’t tourists follow suit?
Two decades ago, Metro Toronto urged tourists to “discover the feeling” while sampling its neighbourhoods and attractions. The focus of the late 1980s television spot that we’ve dug up today is the multitude of leisure activities the city offers. Viewers in markets like Cleveland and Detroit were enticed to check out ballet, fishing, gondola rides, horse racing, boutique shopping, bike taxis near the Gooderham Building, and Jim Clancy leading the Blue Jays to victory over the Indians or Tigers.
The producer’s sure-fire bet to bring in the crowds? Hire a pair of dueling fencers and a fog machine to lend an air of mystery and old-fashioned adventure to Casa Loma.
As for when the headliners came to play, Tony Bennett crooned at a Variety Club of Ontario fundraising gala in February 1988 while Reba McEntire took the stage for two nights at Massey Hall that October.
Here’s an earlier version of the campaign, featuring Rochester native Chuck Mangione instead of Reba.
The lone surviving comment on the piece is typical of trolls with pseudonyms who are oh-so-happy to put down the city. From “Astoria”: “LOL Plezzzzz Toronto is such a boring place and non world class as its wannabe inhabitants claim – keep tryin’ tho!” My retort to this sort of shit: a city is what you make of it when you actually experience it.
Last year, we featured the television spots used during the latter half of the 1980s to encourage tourists to come to Toronto and “Discover the Feeling!” Today’s ad is an early print version of the campaign used to lure travellers from Motown into driving east on Highway 401. After a year of development by Camp Associates, the new tourism slogan was unveiled in 1984 as a replacement for “Toronto…Affectionately Yours,” which had been used since 1972.
Early reaction to the new slogan was summed up by Star columnist George Gamester: “’Discover the Feeling!’ doesn’t sound like much for $50,000. But then ‘I Love New York’ probably didn’t sound earth-shattering when first proposed, either.”
While people on the street seemed to be happy with the new slogan, describing it as “catchy,” “neat,” and “memorable,” a vocal group from Metro Toronto Council wasn’t. Suburban politicians grumbled that “Metropolitan Toronto” was mentioned in small print and that municipalities like Etobicoke and North York were ignored in favour of the core city. Public representatives with wounded egos made the media know that they were mad as hell that the word “Metro” wasn’t included in the new slogan, even though Camp Associates had discovered that its inclusion confused test audiences outside of the region. According to North York Alderman Betty Sutherland, “If we’re paying for this, I think it should be geared towards Metro Toronto…If you’re coming to visit you’re coming to see more than downtown.” In his characteristically understated style, North York Mayor Mel Lastman claimed that “I never felt more insulted in my life.” He felt the slogan didn’t paint a positive image like Buffalo’s “Talking Proud,” but told visitors to “take a gamble and come to Toronto to see if it’s still a dull city.” Lastman wasn’t crazy about the new logo either, noting that if it appeared on television, it wouldn’t prevent viewers “from going to the bathroom.”
Along with Etobicoke Controller Chris Stockwell (who noted, “I’ve seen better slogans on a used car lot”) and Scarborough Alderman Kurt Christensen, Lastman urged Metro Council to reject the slogan. Among the suggested alternatives were “Metro: Experience the Magic” (suggested by Stockwell) and “You Ought to See Us Now” (rejected by Camp Associates, favoured by Metro Chairman Paul Godfrey). After three hours of debate at the October 23, 1984 meeting of Metro Council, “Toronto—Discover the Feeling!” was approved by a twenty-two to ten vote. Bad feelings lingered on—Christensen failed in attempts to reopen the issue, while Stockwell was irate when only two out of twenty-two pictures in a new tourist brochure showed suburban sites (the Zoo and the Science Centre).
The slogan remained in use for the rest of the decade. Its replacement, “Couldn’t you use a little Toronto?,” was also greeted with underwhelming enthusiasm by Metro Council’s executive committee when it was rolled out in 1989, with Metro Councillor Howard Moscoe proving to be the only member to openly defend the new slogan and its starlit skyline logo.
Additional material from the June 9, 1984, August 25, 1984, and October 24, 1984 editions of the Globe and Mail; and the March 1, 1984, June 9, 1984, October 20, 1984, October 23, 1984, January 1, 1985, and May 3, 1989 editions of the Toronto Star.
Saturday Night, April 1978. Click on image for larger version.
Wouldn’t your friends appreciate it more if you were present for dinner? Unless you are rewarding them, do you trust your friends and clients enough not to blow your credit limit in a swanky establishment such as this restaurant?
Toronto was one of several Canadian cities featured in this late 1970s American Express campaign. All of the ads feature models who look too eager to serve cardmembers. It’s hard to tell whether the wide-eyed chef is as hammy as the pork products he uses, delighted the waitress is leaning on him and not the wine steward, or if the pressures of the kitchen have reached the point where he is plotting the demise of his fellow staffers.
Several classic 1970s restaurant decor elements are on display. The Tiffany lamp by the bar. Amber glassware. Furniture and panelling in hues of brown and orange. There are still a few venues around town where these elements remain in a non-ironic manner, which can be quite comforting.
We are curious if this actually was shot in Toronto or is merely a set in a New York photo studio.
Vancouver version of the campaign, Saturday Night, May 1978.
Source: Toronto ’59: One Hundred and Twenty-Fifth Anniversary.
For years, Toronto tourism ads have gotten a bad rap. These attempts to bring visitors to our fair city have a knack of running off the rails—try finding the love for the Toronto Unlimited campaign.
Today’s ad proves this is not a recent trend, even when the provincial government is the culprit.
When you hear “Toronto,” are images of totem poles and children building castles on a sandy beach the first scenes that come to mind? One suspects these were not the prime attractions for 1950s travelers either (though the ROM would have been one of the few places in the region to publicly display aboriginal works at the time). Did the ad agency mix up the clip art intended for Toronto with that for Vancouver? Even the “Exhibition” could apply to both cities, since the drawing is so generic, the scene could be at the PNE as much as the CNE.
Our happy nuclear family may not have gotten to know Toronto in its 125th anniversary year. Father can only laugh at the travel bureau’s folly, especially when they failed to warn him that the city all but shut down on Sundays.
A family moves into one of Toronto’s more fashionable neighbourhoods. In the middle of deciding where Junior’s playpen will fit in the living room, there is a knock at the front door. Standing on the front step is the official neighbourhood greeter from Welcome Wagon.
The new residents are greeted with the finest publications our city has to offer: Toronto Life, the Vancouver Province, and an unidentified Vancouver Sunday paper (our city’s dailies respected Sunday day-of-rest traditions and didn’t launch a regular Sunday edition until the first Sunday Sun rolled off the press in 1973).
Junior is not impressed. Mother feigns interest. The greeter drops their gifts and moves on to the next set of new neighbours four doors down.
Originating in Memphis in 1928, Welcome Wagon doled out its first gifts to Canadians in Vancouver two years later. Perhaps our greeter had been with the organization since its early days and brought along leftovers to recycle when she moved to Toronto, or was confused by tourism ads placed by the Ontario government.
Just watch out if they hand you tickets for a Canucks home game.
BEHIND THE SCENES
Over the years, there were vintage ad columns with similar themes. In some cases, especially in these short early pieces, I’m going to group them together as a single post. These examples also illustrate how, especially if time was tight, I used my imagination to write scenarios for what was going on in each ad, a habit I’m tempted to revive when I start rolling out fresh material on this site.
One historical note: there were earlier attempts to launch “Sunday” papers in Toronto, even if they weren’t necessarily published that day. To circumvent Toronto’s blue laws, the Toronto Sunday World was distributed late Saturday night beginning in 1891. A well-packaged paper, it outlasted the demise of the World in 1921, being published by the Mail and Empire until it was sold to Star Weekly in 1924 (good luck finding copies of those final three years, as major institutions don’t hold it on microfilm). The Telegram briefly experimented with a Sunday edition in the 1950s, but it didn’t last a year.