OUR WORK IN ACTION
SPOTLIGHT ON SPOHOX23™
SPOTLIGHT ON SHEFFE CONSULTING INC.
SPOTLIGHT ON EVENING IN THE MARITIMES
SPOTLIGHT ON SPORT EVENTS CONGRESS
PROJECT TITLE: Spo Ho Xperience™
EVENT DATES: 2023 to present
SERVICE CATEGORY: EVENT PRODUCTION & MARKETING / SPORT TOURISM
When the sport tourism industry in Canada failed to fully bounce back from the COVID-19 pandemic in 2020, iSPARK™ knew it was time to shake things up with a more entrepreneurial approach to sport hosting in Canada.
Following a series of consultations with several major players in the sport tourism industry in Canada, and after conducting extensive research on how neighbouring USA-based organizations were innovating and thriving despite the setback of the pandemic, the concept of a unique new offering was born – Spo Ho Xperience™.
Janice Barresi, Vice-President of Brand and Social Impact, Ottawa Sports and Entertainment Group (OSEG) was part of the original group of co-chairs nominated to lead SPOHOX™’s innovative approaches when it comes to bidding and hosting sport events in Canada. “Our industry is changing, and we need to be ready for whatever the future holds. The Spo Ho Xperience™ gathering is going to challenge all of us to stretch our minds and see different possibilities,” said Barresi.
Going Outside Your Comfort Zone
SPOHOX™ was conceived because Canadians working in the sport hosting industry felt ready to tackle difficult topics and lead provocative discussions.
The gathering is strategically designed by iSPARK™ to be an unparalleled opportunity that appeals to DISRUPTERS, FORWARD-THINKERS, and CHANGEMAKERS who represent destinations, sport event organizers/rights holders, venues, hospitality & travel professionals, and the education sector of the sport hosting industry.
The boutique and invite-only nature of the event ensures that the room is filled with killer not filler. Invited attendees, known as ‘Players’, are vetted and pre-qualified resulting in a quality over quantity approach that creates an intimate and highly interactive ambiance.
SPOHOX™ players are people who do not shy away from difficult topics and uncomfortable conversations and are ready to shake things up.
The Reviews Speak for Themselves
“The reaction to Spo Ho Xperience™ in year one was incredibly overwhelming and inspiring at the same time. The energy over the 2-days was electric, and it was immediately obvious that the industry professionals who had taken a chance on something new were excited about working collectively to change the sport hosting game”, says Krista Benoit, President and CEO of iSPARK Consulting™ and Founder and Event Director of SPOHOX™.
Early adopters of Spo Ho Xperience™ included recognized brands in the sport tourism industry such as Air Canada, Adrenalin magazine, Hilton, City of Charlottetown, and Visit Mississauga. According to Katelyn May, Sport Tourism Coordinator, Visit Mississauga, “Mississauga welcomes partnerships with forward-thinkers and change-makers. We are looking for ways to lean into our vibrant community and create experiences that provide value to our industry partners. We support Spo Ho Xperience™ as partners and look forward to immersing ourselves in the dynamic environment that is being cultivated.”
The ‘X’ Factor in Spo Ho Xperience™
The SPOHOX™ brand is buzzy, edgy, and fun. The event program keeps people guessing and on the edge of their seats. From unconventional host venues like breweries, boats, and art galleries to the rock concert vibe (loud music and light show) that is part of the opening session to the menu, Spo Ho Xperience™ curates memorable experiences.
Interactive games are the basis for intentional networking and offer creative outlets following spicy conversations on controversial topics that present challenges Canada’s sport hosting industry.
If an educational think tank summit and a FAM tour had a baby, that would be Spo Ho Xperience™ and that’s how iSPARK Consulting continues to stand out, connect, inspire, and lead.
PROJECT TITLE: Evening in the Maritimes – Where Good Food Meets a Good Time for a GREAT Cause!
CLIENT: ABLE2 – Support for People with Disabilities
SERVICE CATEGORY: EVENT PRODUCTION & MARKETING
Evening in the Maritimes has been Ottawa’s Premier East Coast Kitchen Party for more than a quarter century, raising hundreds of thousands of dollars to support ABLE2’s mission of empowering people with disabilities to lead fulfilling lives by supporting them with programs, services, and resources.
Although ABLE2 is a small charity in Ottawa, its savvy fundraising consistently delivers outsized impact across the National Capital Region. To sustain and grow this vital work, ABLE2 recognized that its marquee fundraising event had to continually evolve— this is where iSPARK™ came in!
More Than Just Throwing a Great Party
Evening in the Maritimes had a loyal following, but it needed a fresh approach to attract major funders and solidify its place as a must-attend event in Ottawa. That’s where iSPARK™ came in—elevating the experience, refining key elements, and ensuring it had the polish and prestige to stand out.
While the event had always been a celebration of East Coast hospitality—complete with a classic lobster dinner, lively storytelling, and a buzzing room of Ottawa’s business leaders – it lacked the strategic enhancements needed to take it to the next level. iSPARK™ introduced new interactive elements, tightened up the on-stage program, and ensured every detail – from food service to seamless multi-media production—contributed to an unforgettable evening.
iSPARK’s version of a photo booth is reimagined as a ‘SHELL-fie’ station featuring ‘Larry the Lobster’ and other nautical characters that add to the ambiance.
The Wow Factor
Filling a ballroom with Ottawa’s top business professionals takes more than just tradition and nostalgia – it takes vision. iSPARK™ reimagined the event’s marketing and sales strategies, refining the tone, frequency, and audience targeting to expand its reach. The result? A new generation of attendees joining longtime supporters, fresh corporate partnerships, and original event-night activations that blew up social media feeds and helped to shatter fundraising records. Evening in the Maritimes is now more than just an annual gathering—it’s a signature event on Ottawa’s social calendar, driving real impact for a great cause.
Smooth Sailing
“Thank you so much for the wonderful event. From the time we arrived at the hotel, everything was perfect! I received so much positive feedback on the event – people had fun and really enjoyed connecting. You should be so proud of the work the iSPARK™ team did. I am very grateful we have you.”
– Heather Lacey, Executive Director, ABLE2
PROJECT TITLE: Brand Elevation for Sheffe Consulting.
CLIENT: Sheffe Consulting Inc.
SERVICE CATEGORY: MARKETING & COMMUNICATIONS
Sheffe Consulting Inc., a well-established consultancy founded by Nora Sheffe, was ready to elevate its brand to better reflect the depth and range of services offered by its growing team.
While the Sheffe Consulting brand remained strong, there was a need to tell their story more clearly and redefine how the team and their services were presented. The challenge was to clarify their complex service offerings, such as “professional facilitation,” and present them in a way that was engaging, accessible, and easy to understand.
A Strategic, Phased Approach to Brand Elevation
iSPARK™ Consulting’s involvement began with a targeted Social Media Marketing campaign. By creating content that highlighted Sheffe Consulting’s unique offerings and team dynamics, the initial goal was to increase engagement and visibility. As this campaign gained momentum, the project naturally progressed into a deeper storytelling initiative. Videography was introduced to bring the Sheffe team’s narrative to life, using dynamic visuals to show the full scope of their services and expertise and their evolution over their 25 yrs + history.
Finally, the project culminated in a full website redesign and copywriting overhaul. The new website was designed with a focus on simplicity and clarity, ensuring that visitors could easily understand Sheffe Consulting’s services.
Complex terms like “facilitation” were broken down into digestible, real-world examples that helped convey the value and expertise behind the Sheffe team’s work.
Clarifying Services, Amplifying ImpacT
Throughout the entire process, iSPARK™ ensured that the messaging across all channels—from social media to video content to the website—was cohesive and intentional. The result was a clear, user-friendly presentation of Sheffe Consulting’s full range of services, making it easy for clients and partners to understand how Sheffe’s expertise could help them achieve their goals, while at the same time, highlighting their fun brand personality.
From Strategy to Success
“We love working with the iSPARK team! They are creative, professional and have been invaluable as we have launched an ambitious social media campaign. We’ve been thrilled with the responses – and frankly shocked at how many people view + like some of our posts that the iSPARK team has crafted for us! It’s great when you can have a win on a big project and have a lot of fun along the way!”
•••
“I’d been putting off a website refresh for a while as it seemed like an overwhelming project. In came iSPARK Consulting who proposed a clean and clear path forward with a speedy turnaround and a reasonable price. In our initial discovery meeting they very quickly addressed my pain points related to our company’s online presence, and then got to work copywriting and designing a new website that is very on brand for us.
I’m thrilled with the final product and the process was stress-free. I’d highly recommend Krista & Kelly from iSPARK if your brand needs a website glow-up.”
– Nora Sheffe, Founder and CEO
PROJECT TITLE: Sport Events Congress
EVENT DATES: 2003 to 2022
SERVICE CATEGORY: EVENT PRODUCTION & MARKETING / SPORT TOURISM
When Sport Tourism Canada (STC) was seeking event production support for its annual Congress back in 2003, the event was still in its infancy and the brand was a relatively unknown entity. STC’s CEO Emeritus, Rick Traer maintains that Sport Events Congress (SEC) became “one of the most lucrative and successful conferences within the sports system in Canada” and for that, he credits iSPARK™ Consulting.
Following a series of consultations with several major players in the sport tourism industry in Canada, and after conducting extensive research on how neighboring USA-based organizations were innovating and thriving despite the setback of the pandemic, the concept of a unique new offering was born – Spo Ho Xperience™.
Traer goes on to say, “Over the almost 20-year partnership between STC and iSPARK™ the firm brought a keen business acumen to STC and helped propel our events, especially the annual Congress, to be a major force in the $7.4B sport tourism industry in Canada.”
Annual Sport Events Congress Beefs-Up Sport Tourism’s Bottom Line
Between 2003 and 2021, Sport Events Congress (SEC) became the largest annual gathering of everyone connected to sport tourism industry in Canada growing from 50 attendees in the early years to over 450 at peak.
SEC became known as an event where Canadian municipalities, national and provincial sport organizations, educational institutions, and sport tourism industry suppliers who focused on growing Canada’s sport tourism industry could go for education and leadership. It was also the place to be to broker partnerships between events rights holders and host cities.
iSPARK adopts a speed dating theme designed to make typical B2B meetings a little more fun and engaging.
Making Business Personal
At SEC, iSPARK™ applied creativity, a deep understanding of sport, interactive and customized activities, and savvy business practices.
It’s not enough to have fun activities at an event; those activities need to meet attendees’ goals and deliver event experience. Likewise, it’s not enough to meet everyone’s business goals without facilitating real relationships.
Making Business FUN
iSPARK shaped SEC into an event that served both purposes with a program that was equal parts education, business, and fun.
Attendees were drawn into innovative activations that helped to break the ice and encourage personal connections — relationships that led to great conversations and helped close deals.
Innovation at Every Turn
“Krista and her team are incredibly creative. She is a student of the industry, and they are plugged into a multitude of industry opportunities. During my tenure as CEO, we incorporated as many of iSPARK™’s innovative ideas as possible.”
– Rick Traer, STC’s CEO Emeritus
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