A Toronto charity dedicated to sending children to arts, culture, and sporting events is on the verge of a major milestone: giving away its one-millionth ticket. Kids Up Front Toronto, which has been operating for two decades, transforms potentially empty seats into treasured memories for children and families facing financial and social barriers.
The organization collects and redistributes approximately 65,000 unused tickets every year, working with a network of more than 100 community partners across Toronto and the GTA. These partners include non-profit organizations, shelters, community centres, and schools in high-need areas, ensuring the tickets reach those who would benefit most.
Lindsay Oughtred, the charity’s executive director, says the work is ultimately about “creating joy for kids who otherwise wouldn’t have the chance.” The initiative offers children experiences that are often out of reach due to the high cost of attending live events in the city, fostering a greater sense of inclusion and community connection.
From empty seats to a city-wide network
The inspiration for the Toronto chapter struck Oughtred in the early 2000s when she was a high school teacher. While taking her students on field trips to local theatre productions, she was struck by the number of empty seats at each performance. The sight of vacant chairs represented a missed opportunity, and she began researching ways to fill them with deserving children.
Her search led her to the national Kids Up Front charity, a non-profit with a similar mission. In the fall of 2005, Oughtred dedicated her time after school to forming a volunteer board and launching a Toronto chapter. She began pitching the concept to local venues and sports franchises, but the reception was initially lukewarm.
“People didn’t really get it at first,” Oughtred said, explaining that many ticket vendors felt they could manage community redistribution on their own. However, her team persisted, highlighting the value they provided. “We make sure the tickets are used properly and we follow up with feedback and gratitude to the ticket donors,” she said. “People quickly realized this is actually taking a lot of work off their plates.” The streamlined process proved to be a valuable service for busy organizations.
By February 2006, the momentum had grown to the point where Kids Up Front Toronto hired Oughtred as its first executive director, prompting her to leave her decade-long teaching career and dedicate herself fully to the growing charity.
A unique model of giving
The tickets come from a variety of sources. Many are donated by individuals, such as season ticket holders who cannot attend every game or concertgoers whose plans change. The rest come from large-scale partnerships with some of the biggest names in Toronto's entertainment scene, including Mirvish Productions, Maple Leaf Sports & Entertainment, the Toronto Blue Jays, the Professional Women\'s Hockey League, the Royal Ontario Museum (ROM), the Art Gallery of Ontario (AGO), and Little Canada. In a separate incident, a Sydney Kings fan was saved by CPR after suffering a heart attack at an NBL final.
“It's a way of giving that isn't giving money. And I think the ticket donors feel great about the fact that their tickets aren't going to go to waste, but mostly about giving kids a first time opportunity,” said Oughtred. This non-monetary donation model provides a crucial service without placing further strain on community partners, many of which face their own financial pressures. The challenges of relying on financial donations are a constant reality for many non-profits in a city with a rising cost of living.
This approach allows corporations to exercise social responsibility in a tangible way, solving the practical issue of unused inventory while directly benefiting the community. It stands in contrast to the fundraising pressures faced by other organizations that rely heavily on financial contributions to cover operating costs like rent and staffing. The model provides a sustainable way to offer profound experiences, an essential service when many families are struggling with affordability for basic needs like groceries and housing.
Countdown to one million
As of this week, the organization has given away 993,843 tickets since its inception. Oughtred expects the charity will cross the one-million mark within the next two months. This impressive figure coincides with the charity's 20th year of operation, a double milestone the team is celebrating by securing large blocks of tickets for special events.
On March 27, Kids Up Front collaborated with the Jays Care Foundation and Hot Docs Ted Rogers Cinema to bring 600 children to a live screening of the Toronto Blue Jays' home opener. The event was a significant logistical undertaking, with volunteers helping check in the hundreds of attendees and distribute popcorn and loot bags, which included Blue Jays caps and rally towels donated by the team.
In May, the charity will bring 400 students from grades two, three, and four from underserved Toronto schools to a matinee performance of Dog Man: The Musical. This experience is made possible through a partnership with CAA and Mirvish Productions at the CAA Theatre.
More than just a ticket
While the children are the primary recipients, Oughtred has observed the profound secondary impact on their parents and caregivers. The program empowers them to provide a special gift for their children, creating a positive family memory without the associated financial stress.
One of the things that moves me the most is when we hear from parents who say, ‘Thank you for giving us the opportunity to give our kid a gift. It was so nice for us to be able to say yes, instead of sorry no, to our children.’
The benefits also extend to the social and youth workers who distribute the tickets. Oughtred notes that it creates a new avenue for agency staff “to connect and bond with their clients, with the children and youth they work with.” It gives them a positive and exciting experience to share, strengthening relationships and building trust.
As Kids Up Front Toronto approaches its millionth ticket, the focus remains on the simple yet powerful mission that started it all: turning an empty seat into an unforgettable experience and ensuring every child has the chance to be part of the magic of live events. With special events lining up, Oughtred confirms the team is prepared. “We have multiple volunteers coming to this event to help, because it'll be a lot of logistics,” she said, looking ahead to the ongoing work.
