Sankofa Square seeks rebound after 2025 revenue plunge
Sankofa Square lost significant revenue in 2025 after corporate bookings fell and protests disrupted activations. Organizers plan refreshed programming, safety hires and FIFA-linked events to recover.
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By Torontoer Staff
Sankofa Square posted sharp losses in 2025 after corporate bookings and advertising revenue collapsed. City budget documents show commercial permit income fell from $275,000 in 2024 to $87,000 in 2025, corporate activations dropped from 71 to 22, and total events declined to 127 from 171 the year before.
The downturn is linked to two pressures: more than 40 protests and rallies that disrupted scheduled activations, and reduced ad spending from U.S.-owned brands responding to tariffs and wider budget cuts. Digital billboard and sightseeing-bus revenue also fell, costing the square about $350,000 compared with 2024.
The financial picture
Once nearly self-sustaining, Sankofa Square has required growing municipal support since the pandemic. In 2019 the space generated roughly $3.3 million in revenue. Now the city covers about $1.5 million annually to operate the square. The space has not secured a major multi-year sponsor since 2021, an issue that has affected other civic projects in Toronto.
- Corporate activations: 71 in 2024, 22 in 2025
- Total events: 171 in 2024, 127 in 2025
- Permit revenue: $275,000 in 2024, $87,000 in 2025
- Lost billboard and bus revenue: about $350,000 year over year
Plans to reverse the decline in 2026
Organisers are betting on a mix of more frequent, smaller activations, better daypart programming and a refreshed public realm to bring people back. Interim general manager Marnie Grona says bookings for 2026 are already up, with 170 event days on the calendar so far, a 24 per cent increase over last year, and expectations to exceed 200 event days.
We are cautiously optimistic about a revenue boost driven by major upcoming activities like FIFA,
Marnie Grona, interim general manager of Sankofa Square
Grona was careful to add that Sankofa Square is not scheduled to host any official FIFA events at this stage. Organisers are instead programming soccer-related activations tied to the tournament’s increased foot traffic, and they plan more lunchtime events, buskers, fitness classes, movies and recurring weekend offerings to encourage people to linger.
Appearance and activation strategy
City documents described the square’s current look as austere. The plan for 2026 includes adding vibrant colour, seating and smaller, more frequent activities designed to make the square feel welcoming rather than purely functional. The Downtown Yonge BIA has already booked a number of events, and will include the square in its public art Illuminite festival.
I remember a big group of people coming out of one of the office towers at 11 o'clock in the morning and having a cornhole tournament, kind of team-building. It doesn't have to be complicated.
Pauline Larsen, executive director, Downtown Yonge BIA
Organisers hope smaller, less complex activations will encourage the return-to-office crowd and local residents to spend time there, creating a steady base of daily users rather than relying solely on large corporate activations.
Protests, safety and civic purpose
The square occupies a dual role, functioning as both a public forum and a revenue-generating site for bookings. City staff note that more than 40 protests in 2025 affected several scheduled events. The square recently hired a manager of community safety and joined a nurse-led outreach pilot to support people experiencing homelessness or needing services.
We want people to actually not just walk by but go into the square and use it, interact with it,
Coun. Chris Moise (Toronto Centre)
Moise called 2025 an anomaly and said the new community safety role may reduce disruptions for booked events while preserving the square’s role as a place for protest and public expression. Grona emphasised that protesting is a core function of a civic square, and that the team will work with clients to help them understand the unique dynamics of the space.
What success looks like
For Sankofa Square to return to net-positive performance, organisers need a sustained mix of repeat, daily activations; renewed advertising or sponsorship deals; and fewer disruptions to booked programming. Even modest growth in commercial activations combined with higher footfall for smaller-scale events could narrow the city subsidy gap.
City staff and BIA partners enter 2026 with measured optimism. If bookings continue to climb, and if FIFA-related activity helps draw crowds, the square could stabilise its finances while maintaining its civic functions.
Sankofa Square’s 2026 season will be a test of whether programming, place improvements and targeted outreach can restore it from a loss-making civic asset into a busy, usable public square that supports both community uses and paid activations.
Sankofa SquareYonge-Dundaspublic spaceeventsToronto
