Canada, including Montreal and Ottawa,
and they’ve begun venturing into the U.S.
market with past events held in Chicago.
While smaller conferences will attract
about 1,000 participants, the larger events
have drawn as many as 3,500 people. Each
event has its own target audience ranging
from sales and business development pro-
fessionals to more senior executives who
typically attend the leadership-focused
conferences. So far, the attendee return
rate has been fairly high, Novais said.
“Once we have a champion within the
company, essentially someone who has
experienced our conferences and knows
that we deliver consistently year after year,
the groups start to grow and although they
might be dependent on who the main
speaker is, for the most part we are hav-
98 business elite canada
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JULY 2015
