The recently released financial statements of the Casa Loma Corporation indicate that the landmark has been on an upward trajectory since the City of Toronto resumed management of it last year.
In 2012, its first full year of operations, the Casa Loma Corporation saw an operating surplus of $1,507,329, compared to a surplus of $507,547 for 2011 (July to December). CEO Eva Pyatt credits the increase in programs as one of the most significant factors in the turnaround.
“We had a pretty good marketing push,” said Pyatt. “We were doing a lot of evening, outdoor activities in the summer.” New programs such as classical theatre performances and the Casa Loma Unplugged concert series drew new crowds. She said a few modern touches have also helped. “From the venue rental perspective, it certainly helps that we now have air conditioning for functions in the library and the conservatory.”
The Kiwanis Club served as managers until 2011, a year that saw a six per cent decrease in tourism compared to the previous year. Coun. Joe Mihevc said the city found it needed to take a more active role when it found the Kiwanis Club’s skills were not suited for the current state of Casa Loma.
“We needed to up our game, and the city became more of an active participant and less of a dormant landlord.”
Plans are now moving ahead to use part of Casa Loma as a Toronto museum, though Mihevc says additional repairs will be needed before the museum can become a reality. The hunting lodge, north of the main building, which is where the museum would be housed, is in the most dire need of improvements.
“That area needs a state of good repair and it needs a vision,” said Mihevc.
The city sent out a request for expressions of interest and is examining fundraising and philanthropy options to help finance improvements. It will also focus on increasing Casa Loma’s use as more than just a tourist attraction.
“We need to be better at pitching the site for different kinds of events so you get the event market,” said Mihevc.