The Waterfront Business Improvement Area (WBIA) is a community-driven organization dedicated to promoting and enhancing the economic and cultural vitality of the waterfront area. The WBIA welcomes 17 million visitors annually with a service area population of 57,121 and growing rapidly. 68% are under the age of 45 and average household income is $118,924. Unlike most Toronto BIAs, the waterfront is both a destination and a tourist attraction. Annual programs include Family Day, Doors/Gangways Open, Redpath Waterfront Festival, Singing Ambassadors and Winterfest on Toronto's Waterfront.