Reunion

the business challenge

When COVID-19 reshaped how the world gathered, Toronto’s entertainment landscape went silent.
 Audiences were craving connection and culture, while artists — from musicians to performers — faced career collapse. Event producers were challenged to reimagine how to create vibrant, safe, and emotionally resonant experiences that could bring people together without breaking health protocols.

The mission: design a model for live cultural experiences that felt joyful, safe, and sustainable — no matter the restrictions.

the solution

Reunion was conceived as a modular, mobile, and repeatable outdoor experience — built to bring art and entertainment directly to communities.

The concept flipped the traditional festival model: instead of audiences going to the show, the show came to the audience.
 Entertainment was delivered “on wheels,” with traveling performances stopping at designated community hubs across neighbourhoods.

The model prioritized safety, adaptability, and community connection, while integrating charitable partnerships with MusiCounts and the Toronto Arts Foundation, ensuring the project also gave back to artists and cultural recovery efforts.

the resultS

Though the unpredictable health landscape delayed launch, Reunion sparked tremendous enthusiasm across the cultural ecosystem:

• Endorsed by three levels of government, multiple Business Improvement Areas, and leading brands and cultural institutions


• Received Reconnect Funding from the Province of Ontario in 2021


• Recognized as a forward-thinking model for how to safely reimagine live performance during and after crisis


• The concept remains ready for activation as a scalable, community-first platform adaptable to future urban placemaking and entertainment needs


Even without a full rollout, Reunion demonstrated that innovation and belonging could co-exist — proving that creativity always finds a way to connect people.

our role

Creator & Executive Producer


Developed the concept and overall strategy; built and led a core team of producers, vendors, and cultural partners; served as lead stakeholder liaison and spokesperson.

Oversaw programming, placemaking, and marketing/communications — designing a resilient entertainment model built for a new era of gathering.