The street outside an iconic Toronto discount store flooded with people Sunday as hundreds gathered to celebrate the life of its founder, Ed Mirvish.

The Toronto entrepreneur and philanthropist, better known as "Honest Ed," died last month at the age of 92.

Toronto Mayor David Miller kicked off the public celebration by proclaiming August 12 Ed Mirvish Day.

"Ed's real legacy supporting the people of Toronto ... He was a man of the people," Miller said.

"His Many acts of kindness made a difference and enriched many lives."

Miller dedicated the day on behalf of less fortunate families who benefited from his generosity, and urged people from all walks of life to take a moment to celebrate "Toronto's goodwill ambassador."

The mayor then handed the framed proclamation to Russell Lazar, general manager of Honest Ed's Retail Emporium and the man responsible for planning Sunday's events.

Lazar, who worked for Mirvish for over 50 years, had to gather himself while taking the podium and accepting the plaque in front of the crowd.

Mirvish's son, who was also on Bloor Street for the event, told CTV Newsnet his family is touched by all Ed's fans.

"Since he passed away, I've had over 700 letters with personal reminisces about him," David Mirvish said.

"It's wonderful that people remember him fondly."

When he took the stand, his message was short and sweet -- he told people to sing along to the music, stay as long as they'd like, and blow lots of bubbles.

Ed's son told CTV Newsnet his father loved soap bubbles because of the way the sun glistened on them -- so hundreds of bottles of bubbles were handed out before the ceremony, and Mirvish asked for a moment of blowing to celebrate his father's legacy.

"(I'm glad) to be able to be with people who cared about him and want to have fun and remember him for his sense of humour and his self-depreciating way," David said before his speech.

"I think he would be really pleased that we've gone ahead ... this is the best kind of celebration because it includes everybody in the city, anybody who wants to be part of it."

Ontario Premier Dalton McGuinty and Toronto Argonauts head coach Mike "Pinball" Clemons also attended the event, which featured live entertainment and free hot dogs.