Say a final farewell to the Toronto Underground Market
Three years ago, before Toronto became one never-ending pop-up street-food fest, the Toronto Underground Market took over the Evergreen Brick Works with an exciting idea: bring together the city’s most promising emerging chefs and let food lovers feast on their creations. Ever since, TUM’s quarterly events—which moved to a new venue at 99 Sudbury last spring—have been a city staple and a surefire chef launchpad. Their success inspired a slew of similar events and, consequently, TUM lost its monopoly on that winning formula. The Market’s organizers recently revealed that they’re ready to call it quits (or at least reinvent themselves), but not without a massive birthday bash to say farewell. Head to 99 Sudbury for the final installment, if not for old time’s sakes, then at least for the mouth-watering holy trinity of TUM alumni La Carnita, Rock Lobster and Fidel Gastro.
Sept. 27. $15 (food & drink not incl.). 99 Sudbury, 99 Sudbury St., 416-849-6567, yumtum.ca
$15 to get in, to eat the same stuff i can get, without having to pay an entrance fee, at their own restaurants? I’m thinking logically about the sense that makes, and it looks like NONE. Model your business differently. Take the Jonathan Gold approach. Sell tickets for $60+ and allow people to eat and drink as much as they like. It’s a win/win. You food promoters have it all wrong in Toronto.
Ok, you are making judgement on very limited information from a single article so let me school you as someone that was a 2 time vendor at TUM and a regular guest to the events for a night out in Toronto. 1) the holy trinity are some of many restaurants/ and food trucks that started out at TUM, but hands down, probably the most successful by far. These guys are always involved in the milestone events. Other than that, there are typically over 20 food vendors you don’t see elsewhere. 2) the model is about the vendors breaking out and getting exposure while generating revenue FOR A VENDOR. The model you mentioned usually means you just get compensated for your cost with the rest going to the organizers. Before you knock the model, research the many other restaurants that started from TUM. Babi and Co,Hot Bunzz, Kanga, Frankie Fettuccine, MEnU food truck. I can keep going but I made my point that if this model is to help showcase up and coming chefs, it’s successful. 3)dishes are typically from $3 to $10 and are all set for you to be able to eat from multiple vendors. Really not much.
I’ll admit there are food promoters that hosted some real howlers of events but take you’re hate elsewhere for an event actually needs to be ripped! They wouldn’t have made it as long as they have if they “got all wrong”!!
Big thank you to TUM for taking a risk and giving me some fantastic memories as a vendor at the very first TUM and a few after that. Popover Girl
nothing you mentioned makes me feel better about paying to get in to a food event. the exclusivity BS needs to end. i can go to a farmers market for free and get food from these same vendors.
Agree with John Bertone. Toronto does have it wrong when it comes to promoting food events. Look at the food truck disaster, or the lack of restaurants/patios on the waterfront, or nice patios in general, etc..etc.. Toronto has some great spaces for restaurants & food events ie. CNE, The Brickworks, Downsview, yet they sit empty most of the time.
LOVE Babi & Co – but not enough to pay $15 to get in, to then pay $10 to eat there. That’s $25 for one tiny meal. It’s fine to say items are under $10 but really – who needs to eat more than one $10 item? This is the same reason I don’t go to Taste of the Danforth anymore. Free to get in – but every vendor wants to sell you almost a full dinner. I can go any day of the week and pay that much. Items at food fest/fairs should be $5 or less. A taste of items, half grilled cheeses etc.. I don’t want $3 fried risotto balls which is all I’ve ever been able to get at that price at one of these events, and I don’t want a $12 pulled pork sandwich.
I volunteered for TUM about 4-5 times over the years when they were at the Evergreen Brickworks. What a wonderful environment and so perfect to create the right vibe and context to not only taste but also speak with the food entrepreneurs. I LOVED TUM! I discovered so many great tastes I would never be able to mention them all. You will be missed.