By Doug Wallace, Ignite magazine | July 2024
As a major innovation hub, internationally renowned for advances in technology and manufacturing, Waterloo Region has experienced enormous growth over the past 25 years. Home to many leading corporate headquarters in several key economic sectors—established within a dense, 25-kilometre radius—the region is an ideal destination to host business events.
“When I think about the attributes that make Waterloo a great fit for business events, my mind immediately goes to our diverse business ecosystem,” says Lucinda Wallace, Senior Vice President at Waterloo Economic Development Corporation. “If you’re planning an event, no matter which industry you represent, you’ll find local businesses willing to participate and support you.”
A leader in tech and manufacturing
Waterloo Region is well-known for its tech roots as home to major brands such as Google, AI innovator SAP Labs, and cyber security leader Arctic Wolf, but 20% of the workforce is in manufacturing, through brands like Toyota and ATS Corporation. In fact, the tech and manufacturing industries often overlap. Wallace says there is also a “huge variety of smaller businesses—everything from cybersecurity to quantum technologies to robotics.”
The location of Waterloo Region—right in the heart of Canada’s largest economy—is a major selling point for event planners. “We’re in that sweet spot with regard to connectivity and location, with our proximity to the GTA and Pearson International Airport,” says Jennifer Eddings, Director of Business Development for Explore Waterloo Region. The area is close enough to Toronto to attract a large audience, with the ability to host big groups for a fraction of what it would cost in downtown Toronto.
Sustainability is another important factor on the event-planning checklist. “We really want to be sustainability champions within the industry,” Eddings says, “demonstrating how you can easily make changes to your program, while at the same time giving yourself a competitive edge and doing the right thing for the planet.”
Tapping into local expertise
When it comes to finding the right experts to present keynote addresses, give on-site tours or lead conference workshops, Waterloo Region has a huge talent pool of business professionals, academics and entrepreneurs to dip into. This local network can also help spawn sponsorship support.
“Thanks to the University of Waterloo, Wilfrid Laurier University and Conestoga College, we have incredible experts in just about any field you can imagine,” Wallace says. “Any event planner looking for insightful speakers will find an incredible keynote speaker, no matter the industry.” Other great resources here include two world-renowned think tanks – the Perimeter Institute and CIGI (Centre for International Governance Innovation) – and the Greater Kitchener Waterloo Chamber of Commerce and the Cambridge Chamber of Commerce.
Explore Waterloo Region has made it even easier to learn about the area’s important attributes with its new Vanguard Collection of videos featuring notable thought-leaders within the community. These champions, from a multitude of industries, underline how Waterloo continues to invent the future.
When it comes right down to it, Waterloo Region stands out as an exceptional destination for hosting business events. “I think the true innovation and collaboration that we see here—our partnerships with the team at Sustainable Waterloo Region, with Waterloo Economic Development and with our local Chambers of Commerce—come together as an interconnected strength, making us the powerhouse we are today when it comes to holding high calibre events here,” Eddings says. “There is just so much going on.”
Personalize Your Group Experience
Contact Jennifer Eddings to learn more about hosting your business event in Waterloo Region.
Jennifer Eddings, Director of Business Development
Explore Waterloo Region
519-590-8126
[email protected]
Explorewaterloo.ca