The W Toronto was abuzz last week as hospitality and music industry leaders joined Ontario Creates and Departure for Business Is Better With Music — a panel conversation, a keynote session with musician and restaurateur Charlotte Day Wilson, and a dynamic networking reception.
Between the edible helium balloons and the live studio session with LOSTBOYJAY, we compiled the top insights from our panel of experts that will help your business retain, or regain, the cool factor.
Don’t think of music as background noise.
“I wanted our Sound Suite to feel like Toronto, it’s how we can tell our story of music that feels real.”
Nicolle Chin-Lee, Programming and Activations Curator at W Toronto, shared how her approach helped to bring authenticity and a sense of community to the new space within the venue.
Always do your research.
James Kawalecki, VP Marketing, Boston Pizza International Inc., took the 60-year-old Canadian brand and, through research, discovered how to get the cool factor back.
“Knowing that the younger demographic wanted to spend money on live experiences, [we] brought in live music to all our locations. Local artists came in every week; it was a big proponent of community.”
Partnerships start with a good idea.
Coming from the artist side of the partnerships, Julien Paquin, President, Paquin Artists Agency, knows that these relationships always start with money, but once you are aligned, there is nowhere to go but up.
“Audiences can tell when artists aren’t connected to the partner. You need to try and find that balance where the experience and the environment come together.”
Curate exclusive experiences.
Christina Cheng, Head of Membership and Events, Soho House Toronto, explained how they tie curated experiences to big events within the city. For example, creating Sohopalooza, four days of parties and performances within the venue, to mirror Lollapalooza in Chicago.
“We give members the exclusives first, and artists around the world want to be part of the experiences and know that they will be protected.”
Live music is critical to hospitality.
“Live music drove our business to another level. The research showed that country music was one of the genres that was rising, and there was no big country bar in Toronto. It was one of those eureka moments.”
Though just attending the panel, Nick Di Donato, President and CEO, Liberty Entertainment Group, was asked to join in and share why he decided to open Paris, Texas and why it has been a success in the city.
Dynamic conversations happen when creative industries come together to imagine a better future. Discover inspirational ideas, like these, and so much more as Departure takes over Toronto once again, May 4–10, 2026.