Sponsored Feature by the Cielle Group | Ignitemag.ca | 73 The People Behind the Brands: Why Relationships Are the Real Power in Events By Carly Silberstein I n an industry built on connections, the most meaningful currency we trade isn’t dollars—it’s relationships. As Canadian event professionals, we often question where to spend: should we “buy local”? Prioritize Canadian-owned businesses? Amid international brands, mergers and trade politics, the lines blur. But after over a decade in events, one thing is clear, true value isn’t about where a company is headquartered—it’s about the people who show up. Industry friends, mentors, and partners who open doors, share knowledge, and create opportunities. These connections have shaped my journey as an entrepreneur, proving the greatest ROI isn’t in contracts—it’s in community. My career in the business events industry has been built on relationships—not just with clients, but with partners who believed in me before I gave them a reason. These partnerships have opened doors I never knew existed, and many of them came through organizations some might view as “global giants.” Take Encore Canada, a leader in audiovisual and production services, who made a lasting impact not because of their technology, but because of their people. I met Krista Cameron on my first-ever familiarization trip and since then she has provided me with countless opportunities—from unique business ideas to innovative revenue streams, and professional mentorship. Similarly, Marriott International is more than a hotel brand to me. Through my relationship with Susan Saganski, a global sales leader in Toronto, I’ve gained access to unforgettable experiences and unwavering support. Or take, Ryan Young from Hilton, he opened doors for my business, advocated for me in rooms I wasn’t in, and reminded me of the power of showing up for your community—regardless of your title. Global Brands, Local Impact International companies like Encore, Marriott, and Hilton are more than corporate giants—they’re powered by Canadian professionals who live, work, and lead in their communities. These brands create jobs, invest in talent and drive local economies. I’ve seen firsthand how they support Canadian professionals, not just as suppliers, but as collaborators, and leaders. The kind of support they offer doesn’t show up on an org chart—it’s rooted in trust, respect, and human connection. Our industry’s greatest ROI isn’t measured in KPIs—it’s in relationships. It’s about the people who return your calls, share knowledge and show up when it matters. Regardless of where your partners are headquartered—it should be about who’s in your corner. Carly Silberstein is the founder of Cielle Group and a recognized expert in event strategy and business leadership, helping organizations create impactful event experiences worldwide.
