Two different sources. Location comes from ticket orders across the ticketed events. Age comes from one event's post-event survey. They describe overlapping but different groups and are never combined into a single sample.

Event totals. Nine events sold tickets and are counted as registrations. Solara Vol. II and WNMFEST were counted on site instead, so they are shown separately and are not added to the registration total.

Geography. Counted per order, not per buyer. Toronto includes Etobicoke, North York, Scarborough, York, East York, Weston and Downsview. The 10% from outside the Greater Toronto Area cannot sit on the map and are listed beside it. 25 orders recorded no city and are excluded.

Instagram. A supplied 30-day snapshot. Views are impressions, not people, and no social figure is added to an event total. Figures by format are rounded and do not sum exactly to the view count.

Survey findings. Self-selected post-event samples, one row per person. Product usage is what people reported, not a satisfaction score. Buying interest is a stated intention counted once per person — no purchase was tracked. The two Mammoth Mug figures answer two separate questions and are not steps in one funnel.

Small groups. Where fewer than ten people sit behind a figure it is shown as a count and no percentage is quoted from it.

Privacy. No names, email addresses or individual responses appear on this page. Geography is grouped to regions.