Patrice Whiffen is the Founder of Patrice Whiffen Marketing + Events, a boutique agency originally established in Toronto and now based in Nashville. With more than 15 years of experience in marketing, digital strategy, VIP programming, and event production, Patrice specializes in delivering end-to-end campaigns and high-impact experiences for leading organizations in sports, music, and entertainment. Her work sits at the intersection of storytelling, strategy, and execution—transforming complex ideas into seamless, memorable events that engage audiences, elevate brands, and deliver measurable results. Patrice has collaborated with top-tier clients including the Country Music Association, Live Nation, the Toronto Maple Leafs, Big Machine Label Group, PrimeTime Sports & Entertainment, Warner Music Canada, and Boots and Hearts Music Festival. In addition to her agency work, Patrice is the Co-Founder of Honey Music Inc., where she supports both emerging and established artists through strategic marketing, brand development, and fan engagement initiatives. Her expertise includes designing immersive activations, VIP experiences, and backstage programs that drive audience connection and brand loyalty. Patrice is also an active community leader and educator, serving as a Director with Heels and Handshakes Nashville and Don Cherry’s Pet Rescue Foundation, and as a part-time professor at Fanshawe, Mohawk, and Georgian Colleges.
The Modern Fan Economy – VIP, Pop-Ups & Profit
The fan relationship has evolved, and with it, the entire business of live music. This panel brings together experiential entrepreneurs Noreen Hamid, Patrice Whiffen + special guests to explore how […]