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According to its official Facebook page, the much-anticipated Seinfeld pop-up bar – a “summer-long pop-up bar and restaurant parody that recreates Monk’s Diner from Seinfeld” – will finally arrive this weekend in Toronto.

Except it won’t. The Seinfeld pop-up bar isn’t happening at all. Its organizer, Mackenzie Keast, told the Toronto Star last week that while he’d “built some hype,” pulling it off “would entail much more than he expected.” The more than 10,000 people listed as “attending” the event on Facebook will be disappointed to learn there’s nowhere for them to go.

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It turns out event planning is an incredibly complicated thing. You have to secure a venue, hire staff, facilitate talent, marshall volunteers, coordinate with everybody. You have to design and distribute marketing materials, arrange advance ticketing, communicate with local press. You have to sign contracts, pay fees and navigate the vagaries of city bylaw. No matter how irresistible the ambition – no matter how enticing the possibilities; no matter how radically the populace is sure to be galvanized; no matter how many thousands are certain to attend – the execution is guaranteed to be difficult.