Canadian National Exhibition - Comprehensive Analysis Report

Summary

The Canadian National Exhibition (CNE), affectionately known as "The Ex," is Canada's largest annual community event and is recognized as one of North America's premier fairs. Established in 1879 as the Toronto Industrial Exhibition, its foundational purpose was to champion Canadian agriculture and technology. Over time, the CNE has evolved into a dynamic festival that celebrates the rich diversity and innovation inherent in Canadian culture, art, community, and industry. Its core mission is to foster community, connect people, and celebrate Canada, driven by a vision to consistently deliver exceptional experiences that entertain, engage, and inspire by honoring its past, showcasing the present, and promoting the future.

1. Strategic Focus & Objectives

Core Objectives

The Canadian National Exhibition Association (CNEA) initiated its Strategic Plan 2024-2028 in Fall 2023, outlining several key business objectives:

Community Expansion: Broaden involvement and presence within the community through new events held outside the traditional 18-day fair period.

Programming Diversification: Enhance the programming portfolio to offer diverse events throughout the year.

Organizational Viability: Strengthen the CNEA's long-term financial health and operational sustainability.

Community Engagement: Actively champion and expand engagement with various community groups and stakeholders.

Membership Growth: Increase the size and active participation of its membership base.

Organizational Excellence: Invest in continuous improvement across all aspects of organizational function and delivery.

Heritage Preservation: Dedicate efforts to preserving and promoting the CNE's rich historical legacy.

Agricultural Enhancement: Improve its agricultural presentation by incorporating educational opportunities related to contemporary social and cultural topics.

Innovation Showcase: Demonstrate a strong commitment to sharing and encouraging innovation across Canadian sectors.

Sustained Presence: Advocate for and ensure continued presence and growth on the Exhibition Grounds, particularly amidst ongoing site redevelopment plans.

Specialization Areas

The CNE specializes in creating large-scale, multi-faceted public events that blend entertainment, education, and cultural celebration. Its expertise lies in:

Showcasing Canadian agriculture, industry, and technological advancements.

Curating diverse cultural and artistic performances.

Providing family-friendly entertainment and educational opportunities.

Integrating both traditional fair elements and modern, innovative attractions.

Operating as a self-sustaining not-for-profit entity, reinvesting revenues into its operations and community initiatives.

Target Markets

The CNE primarily targets a broad spectrum of the general public, including:

Families: Offering extensive programming for children and multi-generational groups.

Youth: Providing entertainment, job opportunities, and trending attractions like gaming.

Tourists: Attracting visitors from across Canada and internationally as a major annual event.

Agricultural and Industrial Sectors: Maintaining connections with its roots by showcasing contemporary agriculture and innovation.

Local Community: Engaging Toronto and Greater Toronto Area residents with community-focused initiatives and entertainment.

2. Financial Overview

Funding History

The Canadian National Exhibition Association (CNEA) operates as an independent not-for-profit agricultural society. It gained financial independence from the City of Toronto in 2013, since which it retains all generated revenues to reinvest into its operations and new business initiatives. In typical years, the CNEA does not receive substantial or sustained federal, provincial, or municipal funding for its operating costs, with revenues from each annual fair funding the subsequent year's event.

Economic Impact: A 2023 economic impact study by Enigma Research Corporation estimated an annual economic contribution of $112.8 million to the Greater Toronto Area and $143.2 million to the Province of Ontario.

Recent Funding: The CNE's re-opening in 2022 after a two-year hiatus was supported by $7.1 million from the Government of Canada and $1.6 million from the Province of Ontario.

Historical Contributions: From 1919 through 2023, the CNEA's overall contributions to the Exhibition Place grounds and buildings exceed $453 million (in 2024 dollars).

Additional Revenue: The Charity Casino, located in the Better Living Centre, generated nearly $8 million in gross revenue in 2023.

3. Product Pipeline

Key Products/Services

The CNE consistently develops and introduces new attractions while enhancing popular existing features to provide fresh experiences annually.

Dinner in the Sky:

Description: An exhilarating dining experience suspended high above the fairgrounds.

Development stage: Planned for the 2025 CNE.

Target market/condition: Adults seeking unique culinary and thrill experiences.

Key features and benefits: Unique perspective, high-altitude dining.

MYTHOS:

Description: An immersive anthology presenting stories from various cultures.

Development stage: Planned for the 2025 CNE.

Target market/condition: Visitors interested in cultural storytelling and immersive entertainment.

Key features and benefits: Diverse narratives, immersive presentation.

Daily Attractions (New Iterations/Returning Favorites):

Free Hands-on Crafting Workshops: New interactive creative activities.

76th Annual Canadian International Air Show: A long-standing tradition featuring aerial displays.

Classic Championship Wrestling: Live wrestling entertainment.

"epic – Ice Skating & Acrobatic Show": Enhanced ice skating and acrobatic performances.

"Evolution: An Aerial Balloon Show": Revised aerial balloon and acrobatic displays.

Kids' World: Returning with new programming and activities for younger visitors.

CNE Farm: Offers interactive agricultural exhibits and hosts approximately 100 farm animals.

SuperDogs: Presenting a new theme, "Wild Wild Woof," with canine performances.

CNE Gaming Garage: Expanded with new programming, stage activations, Japanese Rhythm arcade cabinets, and tabletop gaming.

Food Hall of Fame:

Description: Inaugural awards celebrating iconic CNE foods.

Development stage: Unveiled in 2024 as a new tradition.

Target market/condition: Food enthusiasts and CNE patrons.

Key features and benefits: Recognizes culinary heritage, adds a competitive and celebratory element to the food offerings.

Nightly Drone Show:

Description: A spectacular display featuring 100 drones creating precise formations and colorful images.

Development stage: Introduced in 2022.

Target market/condition: All visitors looking for innovative evening entertainment.

Key features and benefits: High-tech visual spectacle, large-scale outdoor show.

"NEVAEH and the NorthStar":

Description: A multimedia show integrating theatrical technology, pyrotechnics, augmented reality, and indoor drones.

Development stage: Introduced in 2022.

Target market/condition: Visitors seeking cutting-edge theatrical productions.

Key features and benefits: Advanced multimedia storytelling, immersive indoor experience.

4. Technology & Innovation

Technology Stack

The CNE leverages various technologies to enhance visitor engagement and operational efficiency, continuing its historical role as a platform for showcasing innovation.

Advanced Multimedia & Theatrical Technology: Utilizes projection mapping, augmented reality (AR), lasers, and pyrotechnics in shows like "NEVAEH and the NorthStar."

Drone Technology: Features a nightly Drone Show with 100 drones for precise aerial formations and the use of indoor drones in theatrical productions.

Digital Entertainment Integration: The Gaming Garage expands its offerings with stage activations, Japanese Rhythm arcade cabinets, and dedicated spaces for tabletop gaming.

Operational Technology:

Online Vendor Portal: Launched in 2023 to streamline interactions with vendors.

New Food Map: A digital tool unveiled to help guests easily locate featured foods and vendors, improving the overall guest experience.

5. Leadership & Management

Executive Team

The Canadian National Exhibition Association (CNEA) is led by its volunteer Board of Directors and a dedicated executive team.

Mark Holland

Position: Chief Executive Officer (CEO)

Professional Background: Previously served as Canada's Minister of Health.

Notable Achievements/Key Contributions: Appointed in July 2025 to lead the organization.

Randy Bauslaugh

Position: President & Chair

Professional Background: Serves a term from June 2025 to Spring 2026.

Suzan Hall

Position: Honorary President

Professional Background: Serves a term from June 2025 to Spring 2026.

Jennifer Ward

Position: 1st Vice-President & Section 4

Professional Background: Serves a term from June 2025 to Spring 2026.

Susan Antler

Position: Vice-President Section 3

Professional Background: Serves a term from June 2025 to Spring 2026.

Councillor Stephen Holyday

Position: Vice-President Section 1

Professional Background: Serves a term from June 2025 to Spring 2026.

Helen Wojcinski

Position: Vice-President Section 2

Professional Background: Serves a term from June 2025 to Spring 2026.

Mike Cruz

Position: Chief Operating Officer (COO)

Adam Blodgett

Position: Chief Financial Officer (CFO)

The CNEA Board of Directors comprises members representing Municipal, Manufacturers & Industry, Agriculture, and General & Liberal Arts sectors, ensuring diverse representation reflecting the CNE's broad mandate.

Recent Leadership Changes

Mark Holland was appointed as the Chief Executive Officer (CEO) of the CNE in July 2025. This appointment followed Darrell Brown, who had served as CEO since March 2022 and previously as the Executive Director, Corporate Support and Legal Services. This change reflects a strategic shift in leadership, bringing in a seasoned public sector executive.

6. Talent and Growth Indicators

Hiring Trends and Workforce

The CNE is a significant contributor to employment, generating over 5,000 jobs annually through its event operations and partnerships.

Youth Employment: Approximately 81% of its staff in 2024 were youth aged 14 to 29, highlighting its role as a key employer for young individuals.

Job Application Volume: For the summer 2025 fair, the CNE received a record 54,000 online job applications for approximately 5,000 seasonal positions. This marks a substantial increase from 37,000 applications in 2024 and 18,000 in 2023, underscoring the CNE's popularity as an employer and reflecting the elevated youth unemployment rate (around 14% nationally and 15% in Ontario).

Key Roles Recruited: Common seasonal roles include cashiers, retail associates, game attendants, food service staff, midway operators, and information guides.

Company growth trajectory indicators include:

Growing Applicant Pool: The consistent increase in job applications indicates a rising interest in working for the CNE, which can be a positive sign of its brand strength and appeal.

Increased Programming: The continuous development and introduction of new attractions and diversified programming suggest an expanding operational scope and ambition.