Condo living can come with fabulous perks — access to a luxurious spa, 24-hour concierge services, maybe even a five-star restaurant in the lobby. But recently, in celebration of the Toronto International Film Festival, developers have been literally rolling out the red carpet to welcome buyers at a number of new condos in Toronto’s entertainment district.
“We have a history of celebrating the festival. Two years ago, we had an amazing time when we opened Festival Tower. Ivan and Jason Reitman were here with us for [their film] Up in the Air,” says Niall Haggart, executive vice-president for Festival Tower developer, The Daniels Corp. “It’s a chance for us to show purchasers that they are buying a lifestyle that is connected to TIFF. We like to do that with a party.”
This year, Daniels partied again. On Sept. 9, it hosted a red carpet gala event for future residents and prospective buyers at Cinema Tower — the company’s latest project in the area. Located at Adelaide and Widmer streets, one block north of festival headquarters at the TIFF Bell Lightbox, Cinema Tower offers a TIFF “interconnectivity”package for purchasers.
Each Cinema Tower buyer receives a three-year membership to the Lightbox, with special privileges during the festival and throughout the year. (Gala opening tickets, anyone?) Cinema Tower also has a private theatre for residents, with programming by TIFF executives, which will show films unlikely to be seen at typical mainstream cinemas. The only thing missing is a bottomless bag of popcorn.
And what about that party? Beyond nibbles and bubbles, the evening was to include a circus-style aerial performance and pyrotechnics display. Special guest Piers Handling, TIFF CEO, and other TIFF hotshots mingled with the crowd. This year, purchasers received tickets to buzz film The Ides of March, starring George Clooney and Ryan Gosling.
“We want our buyers to see what the festival does for the city and how being a part of Cinema Tower means you’re connected to all of that,” Mr. Haggart says. “The opening of the Lightbox last year means we’re at the epicentre of TIFF. The whole neighbourhood feels incredibly vibrant.”
Other developers in the area are making the most of the energy TIFF brings to the neighbourhood. Aspen Ridge Homes will host a friends and family soirée on Sept. 15 to launch its Studio 2 project located at Richmond and Duncan streets, two blocks north of the Lightbox. (Construction will begin soon on the company’s Studio on Richmond development located next door to Studio 2.)
Aspen Ridge will roll out a red carpet for guests as well and project movies on the walls of its sales centre throughout the night. The party will include a DJ, an espresso bar, a creative popcorn menu and other movie-themed munchies.
“There’s so much happening in the area now because of TIFF and the Lightbox. We want people to see that transformation and to see the action on the street. It’s going to be a very cool party,” says Aspen Ridge marketing manager Christene DeGasperis.
There’s no denying TIFF’s migration south from its former Yorkville hub. Now the hoopla is in the heart of the entertainment district at King and John streets, where the Lightbox draws a crowd during the 10-day festival and throughout the year. Yorkville, typically abuzz at TIFF time, is quiet compared to previous years. New haunts that are closer to the action, such as the Thompson Hotel and The Ritz-Carlton, have trumped former Yorkville hot spots.
The Ritz is packed with actors, producers, directors and cinephiles from around the globe. “The Ritz brand attracts people from all over the world and the hotel is located in the midst of the all the festival happenings. We expect everything — the hotel, the restaurant and the bars — will be running at a very high pace,” says Graywood Developments COO Stephen Price.
While the Ritz will host a number of private industry functions throughout the festival, Graywood hosted a TIFF party of its own just up the street. The company’s Mercer Condos , located one block south of King on Mercer Street, held a bash for buyers at the presentation centre on Sept. 8.
The iconic red carpet was replaced by a pink one (The Mercer’s signature colour), and guests were greeted by a human Oscar statue, painted gold and posing outside the sales office. Food, drinks and a DJ kept the movie-themed party going inside.
The Mercer is in an ideal location for people who are attracted to the festival, smack in between the Ritz and the Lightbox. Though the building will stand in the centre of the festivities, Mercer is a small private street, tucked away from the hubbub.
“The Mercer is in a unique spot, just a block away from the centre of it all and people are recognizing that. The people who live here will be connected to everything in the neighbourhood but still have the privacy of a quiet little street,” Mr. Price says.
Graywood hosted its Mercer TIFF party to thank purchasers, entice prospective buyers and allow everyone to experience the location at the height of festival activity. “There was a time when King Street was not necessarily a first choice for condo purchasers, but over the past five years, the area has seen tremendous growth in housing and cultural development,” Mr. Price says. “All the pieces are coming together and the movement of TIFF into the neighbourhood has really cemented the draw to the area for people who want to live downtown. Why not be at the centre of the action?”
Click the links to Learn about Toronto Condos and Condos in Toronto
