Hip-HopToberfest Sept. 2024 is the first racialized concert sanctioned by KW Oktoberfest Inc. The second largest Bavarian festival in the world and is owned and run by Black Exposed Entertainment, a Black run Media, Events, and Marketing Agency owned by Sandra Tyler Henein, former Director of The JUNO Awards (Canada's Music Awards) and Rogers KW Oktoberfest Women Of The Year Lifetime Achievement Award Recipient.

We are trying to acquire funding directly from the Waterloo Region's Mayors' offices but require a robust racial analysis of concerts, events, and festivals in the Waterloo Region within the last five years, with a real-time dissection of the impact of past events on the region's racialized population and why they leave the region to attend events OOM.

Our goal is to show city and region officials the gaps in event diversity, the loss of event attendance due to non-racialized events driven by city funding, and an analysis on future events should the Region and City continue to cater to non-racialized baby boomers.

We are looking for research in:

• Profiling the demographic and psychographics of Waterloo Region events.
• Sourcing the needs and preferences of Waterloo Region (WR) /City Of Kitchener event attendees ages (18-34)
• Analysis of psychographic/diverse events of three of Kitchener Owned properties- Center In The Square, The Registry Theater, The Kitchener Auditorium and Region funded festivals such as Blues Festival and KW Oktoberfest (2 of the largest WR festivals) -
• How much the City Of Kitchener and (WR) has allocated in non-racialized event funding?
• What is the average cost for acquiring major artists such as (David Wilcox) (Blue Rodeo) VS event economic development and attendance? (For example: If the City Of Kitchener gives Blues Fest-a predominately white festival $100K in funding how much return are they receiving in Ec. Dev? how many racialized in attendance aged (18-34)
• What key factors is the city lacking that drives the racialized population in WR to source out events/weekend plans in OOM (out of market)
• The comparison between the amount of racialized events in London, Ontario VS, Waterloo Region.
• What Economic Impact for BIA and city, Diversity, tourism, Ec. Dev. Would Hip-HopToberfest have in downtown Kitchener or Waterloo for a free event capacity of 10K versus if the event was run privately through paid ticketing outside of Downtown Kitchener?
• Please consider Kitchener is the largest Tech hub in the world with infrastructure built downtown to facilitate and house the Tech Hub.

The Waterloo Region has mainly supported and executed non-racialized driven events in the last 50 years and is currently closing down facilities such as the KW Symphony, with KW Oktoberfest losing 30% attendance due to attrition and lack of diversity.

Hip-HopToberfest 2024 will be a historical event driving tourism, multiculturalism, and economic development to a region that is now predominately racialized, with 3 major universities and colleges housing 80% of International students, mainly from India and Africa- however, city events do not reflect on these demographics and psychographic and continue to feed entertainment accessible only to non-racialized baby boomers.

The Market analysis that we are asking your students to participate in will aid in the direction and real-time positioning of Hip-HopToberfest and its audience. Hip-HopToberfest is curated by Hip-Hop and Rnb legends, Solitair, Sean Jones (In essence), Saukrates, and more and will garner a minimum of 10K attendees/Visitors to the region in the racialized demographic of 18-34 primarily and (25-54) secondary-as Legends of Hip-Hop will be headlining the event.

*NOTE: KW Oktoberfest has sanctioned the event but has no involvement in any logistical/revenue outcomes directly tied to the event.

We are looking for Market analysis research in:

• Profiling the demographic and psychographics of Waterloo Region events.
• Sourcing the needs and preferences of Waterloo Region (WR) /City Of Kitchener event attendees ages (18-34)
• Analysis of psychographic/diverse events of three of Kitchener Owned properties- Center In The Square, The Registry Theater, The Kitchener Auditorium and Region funded festivals such as Blues Festival and KW Oktoberfest (2 of the largest WR festivals) -
• How much the City Of Kitchener and (WR) has allocated in non-racialized event funding?
• What is the average cost for acquiring major artists such as (David Wilcox) (Blue Rodeo) VS event economic development and attendance? (For example: If the City Of Kitchener gives Blues Fest-a predominately white festival $100K in funding how much return are they receiving in Ec. Dev? how many racialized in attendance aged (18-34)
• What key factors is the city lacking that drives the racialized population in WR to source out events/weekend plans in OOM (out of market)
• The comparison between the amount of racialized events in London, Ontario VS, Waterloo Region.
• What Economic Impact for BIA and city, Diversity, tourism, Ec. Dev. Would Hip-HopToberfest have in downtown Kitchener or Waterloo for a free event capacity of 10K versus if the event was run privately through paid ticketing outside of Downtown Kitchener?
• Please consider Kitchener is the largest Tech hub in the world with infrastructure built downtown to facilitate and house the Tech Hub.

We will offer students and staff time through weekly one-one-on-ones with owner Sandra Henein and access to resources needed, including but not limited to interviews, data, mentorship, and direction throughout the entire process.