Can you believe it’s 2025? I remember 25 years ago like it was yesterday- panicking in my grade 4 classroom that Y2K was about to annihilate the world as we knew it….

A new year always brings new perspectives. Over the next 50 issues, I hope this newsletter acts as a part of your North Star, and helps you build upon your already incredible, worldly perspective.

⌛ Estimated reading time: 4 minutes, 11 seconds

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Everyone always remembers the event they found their next partner at, the Soiree that helped them close the next deal, or the Gala that made them feel like they were the most special person in the world. Maybe it was just a quick stop in at the Transition Mixer.

But what does it truly take to throw an event? One that is memorable, experiential, has a purpose and makes a profit? 

Everyone, at some point in their life should throw an event, from soup to nuts, and here’s why.

At this point in my life, I’ve thrown over 50 events. One of my first ever events was while I was running for Social Science Representative at Western University. (Did I win the nomination?

As a leader, brand builder, executive and entrepreneur, you need the skillset of building and throwing events in your tool belt. 

After all, why would you go other events to do your prospecting/closing/enjoying... when you can just bring everyone to you? Here’s why this skillset is a lifelong tool that will benefit you in whatever realm you choose to operate in for the rest of your life.

Let’s break it down:

You have to create something that brings perceived value. Before you can do that, you need understand your customer demographic, figure out what problem you intend to solve, and WHY it will get solved at your event. 

Put this on a one page brief It’ll help conceptualize it and make the idea real

You cannot seek to make any profit if you do not map out where your REVENUE is coming from, and what your EXPENSES will be.

I’ve come to realize the venue is always the biggest cost, but it’s also the biggest draw. It´s imperative you understand your venue costs, as well as venue spacing.

You’ll start to see how quickly your budget starts to dwindle and how ruthless you need to be with cutting out unneeded expenses (at the Inaugural KIND Winter Fair we may have gone a little overboard including a holographic waterfall.. but totally worth it iykyk)

Story telling and visualizing how the event should look & feel is one thing, designing a whole brand playbook & associated assets to support are different beast entirely. DO NOT underestimate the value of top tier design in your event planning. Luckily in the last few Polaris events, I had help from the wonderful folks @Designers & Coffee

The Ship of Theseus was one of my favorites this year because it made every single leader in that room think.  What many will not realize is the number of iterations it takes to land on the right creative, because every detail matters-an example below.

“If the parts of the ship change, but the structure/essence remain the same, is it the same ship? Similarly, are you the same leader?”

This is where the science comes into play. Calculated, intentional, thoughtful, and clearly able to showcase why this event will bring everyone their own definition of “ROI”.

It’s great to plan but what’s the form of communication between the team on the day of? How do you ensure the event runs so smoothly and all the boxes are checked?

Marketing asset management, agency management, venue management etc...these are all big pieces of the pie and key to expense management. 

Gut Check: How does the Event Feel? Are you having fun or are you stressed out.

The most fun I´ve ever had have been at the events I´ve had a hand in throwing

Create a survey to ensure you hit the mark, your sponsors got what they needed, your customers got what they needed and that you have longevity. Only then can you seek to scale.

This is why I love building and throwing events. It forces you to work every muscle of running a business.

If you remember nothing else from today or for some reason forgot everything you just read:

1) Events force you to build and refine your skillsets
2) Create moments for people and they´ll never forget it
3) It will never be perfect, so you may as well have fun

What’s the best event you’ve ever thrown? Thinking of throwing one this year? Tap me into help you brainstorm & collaborate

Big shout out to KIND Media & especially Joshua Nagel, who taught me a lot about this space, Ben Kaplan for believing in my ability to be an executive producer & Cannabis Collective & Business of Cannabis for enabling me to take what I´ve learned and apply it this past year.

One of my Big Hairy Audacious Goals this year is to throw a Polaris Elite at Art Basel Miami. Doable? Maybe-interested in participating?

If you have any events you are throwing this year, please send them over with the date and we will include them complimentary in our events section as a thank you for being a Polaris Reader.

Lastly, respond back with why you enjoy reading this Newsletter and your next Polaris Elite Ticket, whether in Toronto, NY, or Miami will be complimentary.

Our Longevity section is partnered with Proofly this week and three amazing products. Today these products are only available in Canada, but as a massive consumer & brand evangelist, these are the best wellness products on the planet. They are perfect for athletes (recovery, high performance), seniors (mobility) & everyone in between.

Designed to target areas of tension, their Mega CBG:CBD:THC Arnica Relief Cream 5500 provides natural relief. This cream consists of multi-cannabinoids with the added benefits of arnica, a natural ingredient used for pain relief. It helps reduce muscle tightness and promotes relaxation with calming properties. It's the perfect cream to provide relief for busy professionals after a hectic day.

For those on-the-go, our Extra Strength CBD Relief Cooling Gel provides instant relief after long days of travel or intense meetings. With a unique formulation reminiscent of Icy Hot, it’s formulated for quick absorption and cooling sensation on the skin. Infused with natural ingredients like menthol and camphor, it helps ease tension and restore comfort, allowing you to unwind and recharge.

For executives constantly navigating high-pressure situations, the Nightly Chamomile Softgels (CBN:CBD:THC:CBG + Terpenes are a game changer...) With four cannabinoids derived from premium quality cannabis extracts and enriched with calming chamomile and a unique blend of nighttime terpenes, these softgels support relaxation, and promote a sense of calm, making them an essential part of any high-functioning executives nighttime wellness routine. 

Have you enjoyed this newsletter? Is it providing value? Do you know somebody that would find it useful? Send them this newsletter and if you refer 5 people your next coffee run will be on me. (5 referrals = $30 Starbucks, 1 Referral = 4$)

As the world becomes more complex, it becomes more and more challenging to stay grounded, focused and aligned. Stay ahead by fostering unity, innovation, and trust across your teams and yourself. Don’t miss out on upcoming events and insights that will help shape your success in the months to come.

- SKV