A major investment in event design and inventory is highlighting growing demand for in-person gatherings and premium experiences across Canada. Industry momentum is being driven by corporate events, philanthropy and large-scale entertainment.
BNN Bloomberg spoke with Allison Freeman, CEO of Element Event Solutions, about how the company’s expansion reflects broader strength in the events sector and evolving expectations around customization and experience.
Key Takeaways
- Demand for in-person gatherings remains strong across corporate, philanthropic and entertainment sectors.
- Large-scale events, including international tournaments, are driving activity and infrastructure needs.
- Companies are investing in premium, immersive experiences to meet evolving client expectations.
- Supply chain shifts and tariffs are influencing sourcing strategies and increasing focus on domestic vendors.
- Integrated event solutions are becoming a competitive advantage in delivering seamless experiences.
Read the full transcript below:
ROGER: Element Event Solutions recently announced a major investment in design, inventory and premium experiences. But will it pay off? Here to tell us more about the company’s big bet on the future of Canada’s events industry is Allison Freeman, CEO of Element Event Solutions. Allison, thank you very much for joining us today.
ALLISON: Thank you so much. I’m delighted to be here.
ROGER: Interesting times for your company right now with everything playing out. How are you handling it?
ALLISON: Yeah, it’s really interesting times. And we’re seeing a lot of strength in the Canadian events and hospitality sector. So, of course, the economy has been, you know, all over the place, but we’re seeing Canadians understand there’s a fundamental need to gather. Gathering is fundamental to human connection, which is a pillar of our well-being. And we’re seeing corporate Canada recognizing this as they’re grappling with the return to work and the virtual landscape. We’re seeing the philanthropy scene — Canada’s philanthropy scene is strong as Canadians come together to support charities, nonprofits and community organizations. We’re seeing sports and entertainment — we’re all excited about FIFA coming to Vancouver and Toronto this year. So we are optimistic for the industry. We’re seeing many signs of strength.
BRYDEN: One of the things announced this morning is you’ve made one of the largest investments in the business in a long time. We’ve been profiling how businesses are navigating the tariff situation. I’m wondering what that insight would be like. Was there a situation of picking and choosing based on that, or how have you navigated that as a business with the investment you made?
ALLISON: Absolutely. We’re really excited about our investment this year. It’s our largest investment ever in our 115-year history. We’ve invested in more than 200 new products across tabletop, furniture, tents, drape and décor. With respect to tariffs, we’ve had to navigate shifting supply chains. We source globally — we work with vendors around the world and attend trade shows in Europe, Asia and across North America — but we’ve had to adjust in light of dynamic tariffs. We’re investing more in Canadian vendors, which we’re really proud to do, and making more direct purchases to avoid the impact of tariffs.
ROGER: You’ve been around for 115 years, which is impressive for any company. How much does that institutional knowledge come into play when you’re making decisions on such a large scale?
ALLISON: Yes, we have been around for 115 years, and we are actually the unification of nine of Canada’s leading event rental businesses. Element formed in 2024 when we brought those businesses together. We recognized the need in Canada for a trusted Canadian brand offering a one-stop shop. We’ve brought together the expertise and wisdom of those brands while creating a modern approach. This year’s investment was really informed by conversations with our clients — leading venues, caterers, planners and corporate hosts — as well as global research and trade shows across Europe.
BRYDEN: You mentioned FIFA and the World Cup. What’s planned for that? That must be very exciting for the company to be part of.
ALLISON: Very exciting. We’re thrilled to be part of it. We’re participating in events in both Toronto and Vancouver, and fan festivals across the country. We’re providing tents and structures as infrastructure for the games at the stadiums and surrounding areas, as well as tabletop for hospitality suites. There’s a ton of activity and excitement in this space, and it’s wonderful to see the investment and energy.
ROGER: With all these events, what do you think is your greatest strength as a company? What allows you to continue growing and bringing companies together?
ALLISON: It’s really our integrated solution. We’re the only business in Canada that can offer a full solution for event rental needs — tents and everything under them, tabletop, furniture, drape, linens, cutlery and glassware. We serve the entire event. We have Canada’s broadest and deepest assortment, serving events of any scale, from large events to backyard gatherings. It’s also the expertise of our team — an industry-leading group that understands each client’s vision and brings it to life.
ROGER: And that integrated system — what kind of difference has it made to the bottom line since bringing it all together?
ALLISON: It’s been a massive transformation across people, process and technology. Bringing together nine brands from Vancouver to Halifax, we’re experiencing growth and renewed commitment to the organization. We’re clearly leaders in Canada, and this investment in product signals our confidence in the business and the industry.
ROGER: We’ll have to leave it there. Allison, thank you very much for joining us.
ALLISON: Thank you so much for having me.
ROGER: That was Allison Freeman, CEO of Element Event Solutions.
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This BNN Bloomberg summary and transcript of the April 7, 2026 interview with Allison Freeman are published with the assistance of AI. Original research, interview questions and added context was created by BNN Bloomberg journalists. An editor also reviewed this material before it was published to ensure its accuracy and adherence with BNN Bloomberg editorial policies and standards.
