drake hotel

Where Culture Checks In: Transforming a boutique hotel into Toronto’s creative heartbeat — a place where art, music, and commerce live under one roof.

the business challenge

The Drake aspired to become Toronto’s definitive cultural community hub — a gathering place that spoke to artists, creatives, and curious urban explorers alike.
 To make the business model sustainable, it needed to establish itself as a destination where the unexpected was expected — seamlessly blending culture, creativity, and commerce under one roof.

the solution

Embracing the brand position “A Hotbed of Culture,” we built a multi-layered experience strategy around one key insight: guests craved variety and discovery within a single visit.

A typical evening might include dinner, an art installation, a talk, and a late-night concert — each experience curated to surprise, delight, and spark return visits.
 Through cross-sector partnerships with leading artists, brands, and cultural producers, the programming stayed fresh, diverse, and ever-changing, transforming The Drake into a living ecosystem of creative expression.

the resultS

Under this model, The Drake became one of Toronto’s most celebrated cultural destinations — proving that hospitality can be both commercially powerful and artistically authentic.

  • +30% YOY growth in event attendance within the first two years of the new strategy

  • +25% YOY increase in overall F&B revenue and +25% growth in special event revenue, driven by repeat visitation and word-of-mouth

  • 85% average event sell-through rate, with 500+ curated programs annually across music, art, fashion, and culture

  • 250M+ global media impressions, with coverage in The New York Times, Wallpaper*, Condé Nast Traveller, Vogue, Monocle, and The Guardian

  • Named one of Condé Nast Traveller’s “World’s Best Boutique Hotel Experiences” and hailed as “the creative heartbeat of Toronto” by The New York Times

  • Brand collaborations with Diageo, Charton Hobbs, Grolsch, Contact, Canadian Opera Company, Luminato, TIFF, CBC, Destination Toronto, Toronto Fashion Week, NXNE, CMW (now Departure), Pride, and leading art fairs — expanding reach and cultural influence

  • Media partnerships with CBC, Flare, Hello!, SpaFax, and Playback amplified the hotel’s storytelling and cultural relevance across multiple platforms

Media Accolades & Cultural Raves

“A creative hub that defines Toronto cool.” — The New York Times

“A rare blend of hospitality, art, and attitude — The Drake is where culture comes to hang out.” — Wallpaper*

“The Drake doesn’t follow trends — it sets them.” — Condé Nast Traveller

OUR role

Business Development Producer


Led programming, brand, and media partnership procurement, while shaping new event strategies and signature cultural moments.


Directed special event sales, marketing, and communications to ensure every activation connected art, hospitality, and audience engagement — driving sustained growth and cultural relevance.