Toronto Mayor Rob Ford confirmed Friday that he will not attend a rainbow flag raising ceremony at City Hall Monday to proclaim the beginning of Pride Week.

The flag raising is just one of many events over the 10-day festival, which celebrates the lesbian, gay, bisexual, transgender, two-spirited and transsexual community in Toronto.

The event also pumps an estimated $136-million into the city's economy and attracts tourists from around the world.

Ford angered many last year by refusing to attend any Pride celebrations during the 10-day of festival, and by refusing to appear in the Pride parade, something previous mayor David Miller did routinely.

Former Toronto mayor Mel Lastman also appeared in Pride parades, after his son convinced him that he should go.

Ford said he could not attend the 2011 parade, in particular, because he always spends the Canada Day long weekend at his family cabin near Huntsville.

Many in attendance at the Pride parade donned Ford masks to protest the mayor’s absence.

While Ford has yet to appear at a Toronto Pride event during his tenure as mayor, he surprised many by making an unscheduled appearance at a rainbow flag raising on May 17 to mark the International Day Against Homophobia and Transphobia.

After that event, Coun. Kristyn Wong-Tam, who is the only openly gay member of council, said she hoped the mayor would attend some Pride events as well.

Kevin Beaulieu, executive director of Pride Toronto, said the invitation remained open for Ford to attend Pride events.

“We’re going to have a good time, one way or another,” Beulieu said. “The mayor has chosen not to attend, which we found out this morning, and we always are open to people learning, and growing, and getting to know us a little better, so we hope that he’ll take that chance in the future.”

Pride began Friday evening with a kickoff party at a downtown hotel.

With files from CTV Toronto’s Austin Delaney