Good to Know Lorne Levitt The founder of Montreal-based Total Events shares his passion for creating events with purpose—and his vision for a stronger industry Tell us about your role as founder, CEO and lead event designer at Total Events. My role spans creative direction, strategic leadership, business development and, of course, event design. Every project is unique, but my focus is always the same—pushing creative boundaries while ensuring luxury level execution. After more than three decades in the industry, I still love being deeply involved in the creative process. My team often thinks I’m nuts, but they somehow always take my “napkin CAD” doodles and bring them to reality. What led you to where you are today? I grew up in a family of musicians and played several instruments as a child. As a teenager, my passion shifted toward concerts, live entertainment and events. I quickly found my place working for a live sound and lighting production company. I immersed myself in learning everything I could about how lighting could transform a space, set a mood and evoke emotion. That passion has evolved into a career dedicated to creating unforgettable experiences. What began as a small operation has grown into one of Canada’s leading full-service event production companies. Along the way, I’ve had the privilege of working alongside an exceptionally talented team of event professionals to design and produce experiences for luxury clients, many of the world’s most recognized brands and some of Canada’s most prestigious philanthropic events. 14 | Ignitemag.ca | Fall 2026 What interests you about the business event industry? Business events are where creativity meets purpose. Every conference, product launch, gala or convention has a business objective behind it. Our job is to take those objectives and create experiences that people remember long after the event is over. I love that no two projects are ever the same. Every client presents a new challenge, and that constant evolution keeps the industry exciting. What’s your favourite part of your work? Watching an idea evolve from a conversation into a fully immersive experience. If I had to choose one moment, it’s seeing the guests’ reactions when they first enter the room. Months of planning come together in a single moment of amazement. What has been your proudest achievement? Seeing Total Events evolve into an award-winning organization producing hundreds of events each year is something I’m incredibly grateful for. Along the way, we’ve had the privilege of helping charities raise millions of dollars, producing events for global brands and earning the trust of clients who continue to return year after year. Where do you see yourself in 5 years? I see myself continuing to push the creative envelope while growing our company in new ways. I’m passionate about investing in technology, expanding immersive experiences and mentoring future leaders within our organization. I also see Total Events continuing to grow its reach across Canada and throughout the United States by building an even stronger network of trusted event partners. At the same time, I want to continue elevating Montreal as one of North America’s premier destinations for business events. What are the biggest challenges facing the event industry? The lack of standardized training, accreditation or professional oversight. Unlike professions that have governing bodies or licensing requirements, virtually anyone can call themselves an event planner or producer. While fresh ideas and new talent are always welcome, the low barrier to entry has also led to a saturated market where some individuals lack the experience, technical knowledge or operational expertise needed. This affects the industry as a whole: Clients may choose providers based solely on price or promises, only to discover that those promises can’t be delivered, diminishing the perceived value of our profession. The solution lies in stronger mentorship, more accessible education, industry-recognized certifications and a greater emphasis on professional standards. We should encourage continuous learning and celebrate experience while also creating clear pathways for the next generation. When we raise the standard together, everyone benefits, especially our clients. Get to KNOW
