Hi, I’m Grail!

I started this agency to create a place where clients would feel at home and employees would love to work: A place where we create exceptional experiences for the brands we are lucky enough to work with.

How I spend my days:

Strategy | Leadership | Design | Business Development | Company Growth | Mentorship | Purpose | Contracting | Public Speaking | Creating shareable moments that matter | making the team laugh when things are too serious.

Experience:

• 25+ years in event marketing, sponsorship and communications.
• Worked on the “client side” with YTV, the NBA, Molson and The Heart & Stroke 
 Foundation, gaining valuable experience in the international media, sports, 
 non-profit, retail and in consumer packaged goods.
• Oversaw sponsorships, events and promotions for brands like Coke, Nike, 
 Nestle, and on the Molson Indy Car races. Also worked as a snowboarding 
 instructor in Switzerland and a bartender in Portugal!
• Proud of being listed on the Profit 100 for 5 years and on the W100 top female 
 entrepreneurs in Canada. Winner of the regional RBC Female Entrepreneur of 
 the Year and won the BDO Business Value award. But it is not about the 
 awards. It’s about the daily reward I get working with creative, smart people internally and externally. I am very proud of this agency, our people and the 
 work we do!

What I love:

Being an entrepreneur | white wine or a good Moscow Mule | my family | my ‘side-hustle’ as a dedicated hockey mom to my two boys | mashed potatoes | travel | cottage life | my husband, Paul and our two bossy grey cats.

Hi, I’m Val!

How I spend my days:

I like numbers. Actually, I love numbers!

I help our project teams ensure each line item, of every budget, for each and every client project is accounted for and accurate. I also oversee cash flow, accounts payable, HR & payroll and find savings for our clients wherever I can.

Experience:

• 14+ years’ experience in Finance managing accounts payable & receivable, cash flow, budget reconciliation, payroll, detailed project budgeting and overseeing bookkeeping functions for small to medium businesses.
• Spent the last 9 years helping YHE grow by implementing strong financial and budgeting rigour and processes.
• Earned a reputation as one of the country’s most reliable, detailed and disciplined event agency finance experts.

What I love:

Happy clients, balanced budgets, Albania, cooking, travel, my family and my little angel, Ani, who is the boss of all of us.

Hi, I’m Meg!

How I spend my days:

Producing events across North America | designing cool experiences | mentoring the team | setting best process practices | on-site management, AV and Production and “calling the show. I am based in Quebec, so I spend a lot of time on video calls, cars and planes [all while trying to speak better French]!

Experience:

• Co-built Yellow House as the first official employee.
• Developed and refined our execution processes, templates, and set best practices
• 18+ years of event production experience on some of our most complex projects across North America and the Caribbean, layered on a post-grad degree in Communications & PR.
• Produced global programs and grew key accounts, including Samsung, BlackBerry, Google, Home Depot, Intuit, EY… to name just a few. I am now consulting on a variety of YHE programs, working closely with the team and clients on all areas of execution and strategy.

What I love:

What I do. I also love spreadsheets, my clients, AV and running things from the tech table, poutine and pizza (but not together), checking out new restaurants and trendy hot spots, attending live sporting events, travel, the beach, my family and my military man.

How I spend my days:

Creatively conceptualizing narratives | creating moments of wonder, inspiration or curiosity | event coordination | vendor management | writing show-flows and production schedules| stage managing on-site | collaborating with A/V | overseeing production processes

Experience:

• 17+ years in production, immersive narrative and experience design
• 4 years producing offline to online workflow for TV and Film
• Stage-managing large-scale festival events (such as TIFF)
• Creating and producing immersive narrative theatre in Toronto, NYC and LA
• On-site event management

What I love:

Being awed | unplugged 90s music | solo adventures to faraway places | being the social convener of my friend tribe | painting with my daughter | the thrill of watching people in an experience I’ve created!

Hi, I’m Sophie (Sophia on the weekends!)

How I spend my days:

Coordinating projects | securing & managing vendors | hunting for cool stuff | updating project plans | budgets & blueprints | taking mad notes | venue sourcing | traveling to cool places | social media | on-site event coordination | dotting the “i”s | mixing the post work drinks!

Experience:

• A degree from Queen’s University.
• At YellowHouse I have gained experience working on 25+ events in Toronto, California, Banff, Whistler, Winnipeg and Costa Rica!
• Side Hustle: I save lives in my spare time. Well, ok, I am a part- time lifeguard and haven’t had to save anyone yet, but I am ready!

What I love:

Travel | going to live sporting events with my dad | working out | jaeger & sprite | mushroom pies | spending time with friends | swimming & playing tennis.

Hi there. I am Danielle Groulx. And yes, the X is silent!

How I spend my days:

New ideas | venue sourcing | securing & managing vendors | managing budgets | space design & decor | on-site event management | designing activations | creative & graphic design | production | bringing ideas to life!

Experience:

I spent several years in customer service within the hospitality industry before I joined KPMG in Recruitment and HR. There, I learned the nuances of company structure, people management, processes, and procedures. But my true passion for creativity, design, decor and curating exceptional live experiences ultimately led me to YHE, where I love to bring unforgettable events to life!

What I love:

Travelling | Pilates and yoga | Vintage clothing | Being the designated chef for my friends and family | Music festivals | Spicy margaritas on a sunny patio | Documentaries | Making new connections around the world.

Hi, I’m Sasha!

How I spend my days:

Overseeing Design & branding | Content creation | Registration management | Event production | On-site event management from set-up to tear-down | Vendor and venue research | Attendee management | Vendor procurement and contracting | Database management | Research.

Experience:

• Spearheaded key projects at Loblaws Companies Limited and Chartright Air Group, in the procurement department, increasing reporting accuracy and streamlining processes so teams could deliver smoother, more impactful projects.
• Worked in fast-paced customer service roles for 5+ years – from private golf clubs to the corporate world to grocery chains – learning how to stay calm under pressure and create memorable guest experiences.
• Graduate from Western University with an Honours in Business Management & Legal Studies. Also served as Director of Marketing for ACE Western, leading digital campaigns, managing content for a chapter of 200+ delegates, and exploring my interest in content creation.
• Joined YHE to bring my love of organized chaos, attention to detail, and positive energy to unforgettable experiences.

What I love:

Cottage time | My lovable “dumpster cat” | Live music | Finding new & fun recipes to try | Spending quality time with my friends and family | Going on unexpected adventures | Travel | A well-organized spreadsheet.

How I spend my days:

Supporting events on-site | always ensuring attendees have what they need | event set-up and tear-down | customer service | registration and attendee check in | valet services | building activations | database management | research | bartending and food service (Smartserve Certified).

Experience:

• I have worked on-site at a wide variety of events in customer-facing roles
• I was one of a team of Event hosts at 2x 350-person “Skip the Dishes” Ski Trips in Banff (March/April 2022). Hosted guests and oversaw one of the key venues and hotels.
• Organized guest transportation to and from ski hills and dinners throughout Banff
• Oversaw the concierge and check-in desk, ensuring each guest received their ski rentals and arrival information and custom activity calendars.
• I have also worked as a valet and guest services host at the famous Fairmont Banff Springs Hotel and at the Four Seasons Hotel in Toronto. Let’s just say, I have driven some nice cars in that time!

What I love: 

All Sports | Playing Hockey for the Sackville Blazers in Halifax | Travel | My Oversized Cat | Spending time with Friends | Music | Watching Bingeworthy series’ | writing | cooking

How I spend my days:

Hunting for the perfect venue | Vendor procurement and contracting | Creating production schedules | Spreadsheets | Furious note-taking | Site Visits | Logistics coordination | Research | Registration management | Space design | Onsite support | Being a team player!

Experience:

• My career is built on a mix of corporate and non-profit large-scale events, from supporting 400+ person fundraising galas, to registration for conferences with 30,000 attendees.
• Learned the ins and outs of events from the ground up; coordinating vendors, managing logistics, supporting clients and stakeholders, building timelines, and solving the inevitable last-minute challenges that come with live events.
• I graduated from Toronto Metropolitan University with a degree in Professional Communication and a minor in Live Entertainment & Events, where I developed my passion for living in the intersection of communication, creativity, and live experiences.
• 5+ years of experience in customer-facing roles across retail, serving, barista work, and tourism offices, developing a strong understanding of guest service, communication, and creating positive experiences in fast-paced environments.
• I joined YHE because I believe the best events do more than bring people into the same room; they create connection, spark conversation, and bring communities together.

What I love: 

A good charcuterie board | Thrifting | A live band | Experimenting in the kitchen with new recipes | Going on a walk to grab coffee | The Fall | Travelling to new places | Pickleball | Being near the lake | Sushi | Country music

How I spend my days:

Venue sourcing | Securing & managing vendors | Supporting event execution | Client-facing communications | Creative development & mockups | Research & idea generation | On-site event support | Bringing ideas to life!

Experience:

• Spent several years in hospitality and customer-facing roles, from fine dining and private clubs to busy restaurants across Toronto, Port Carling, Banff, and Sydney, Australia.
• Gained experience working large-scale events and high-volume guest experiences, including sporting events, corporate gatherings, weddings and special events.
• Got my first hands-on taste of experiential marketing through promotional activations, helping bring branded experiences to life through setup, guest engagement, product sampling and event support.
• Graduated from Western University with an Honours Specialization in Media, Information & Technoculture and a Certificate in Digital Communication, and studied abroad in Barcelona.

What I love: 

Travel | Music festivals | Cooking | New experiences | Swimming in oceans & lakes | Sushi | Reading | Going to restaurants | Music

How I spend my days:

Managing projects | supporting the team | securing & collaborating with vendors | bringing creative ideas to life | solving problems on the fly | creating memorable experiences | being stylish boots-on-the-ground onsite | all the little details | thinking about lunch!

Experience:

• A degree from Dalhousie University.
• I came to the events world through a background in theatre production—where I learned to love organized chaos, creative problem-solving and making sure the show always goes on. I have produced multiple shows and events from LA to Toronto and many interesting places in between.
• When not supporting the Yellow House team on a wide selection of corporate events, I have a consultancy creating memorable team-building experiences using customized games, skill-testing exercises, and building connections to strengthen teams in the workplace.
• Side Hustles: Floral designer and stand-up comedian—because apparently one creative outlet was not enough!

What I love: 

Cooking | travelling—especially the airport lounge part | playing & creating games | staring at the lake at the cottage | good old-fashioned aerobics | flowers | making people laugh | did I mention lunch?

HELLO! It’s Alisha.

How I spend my days:

Producing successful events, incentive trips & conferences | collaborating with the YHE team | reviewing contracts | managing group hotel & air travel | designing bespoke experiences around the world | producing conferences & business events that exceed expectations | consulting | budget & project management | account & relationship management | traveling to interesting places | mentorship

Experience:

• 15+ years of event and marketing agency experience with a focus on scalable incentive group travel
• Event & Account Management leader in the financial, automotive, public and private sectors
  Producer of multiple successful conferences, product launches, trade shows, fundraisers, retreats and incentive travel programs
• Side Hustles: Planning social & community events & curating personalized cocktails

What I love:

My Job! | Travel | Reposado Tequila | Amateur Chef | Carnival | Painting | Dashboard & Shower Karaoke 😉 | My 2 kiddos | Foodie | Coach© Purses | Nail Art | Music is LIFE!

How I spend my days:

Supporting YHE’s legal and administrative operations | drafting and reviewing contracts | organizing and maintaining project documentation | assisting with client and vendor correspondence | tracking deliverables and approvals | ensuring compliance and clarity across agreements | collaborating with producers and leadership on workflow efficiency | providing on-site event support when needed | registration and attendee management | guest hosting and logistics coordination.

Experience:

• Completed my specialization in Business Management and Legal Studies at Western University.
  Over four years of client-facing and operational experience across event production, hospitality, and administration.
• My role before (and alongside) being the Legal Assistant, I was part of the YHE events team. I supported major corporate programs including two 350-person “SkipTheDishes” ski trips in Banff, an insurance conference in Vancouver and coordinating guest logistics, transportation, and on-site hosting.
• I also bring diverse hands-on experience from leadership and service roles — from sailing instruction and deck building to lead bartender — all contributing to a strong sense of organization, adaptability, and detail-oriented execution.

What I love: 

Travel | Spending time with Friends | Playing and Watching Sports | Music | Cooking

Hi, I’m Paul!

How I spend my days:

Consulting with the team on sporting events & festivals | education | research & development | travel | hotel sourcing for incentive travel programs | HR & hiring | internal company events | business development, but most importantly, frequently changing the lightbulbs in the office. [Really, I am the Chief Illumination Officer].

Experience:

• 30 years as an educator, PHD candidate in History with a deep knowledge of Toronto’s neighbourhoods through my studies of the “Ward” and Group of Seven artist Lawren Harris’ urban paintings. I have read over 100 books on this subject.
• Organizer of city-wide sporting events, including the tournament design of the inaugural MLSE Team Up Challenge.
• Chair and organizer of an international conference for principals and educators, walking tour guide, carpenter.

What I love:

Sports: watching them, playing them or watching my boys play them. Travel | cottaging | being on the water | fixing and building things | reading | scrabble | Jamaican food | Lugtread (it’s a beer not a tire type).

We are always looking for great talent! Send your impressive CV to iwantin@yellowhouseevents.com. Want to build your event experience? Email us to get on our volunteer list or our short term staffing list. We also accept interns enrolled in an accredited PR, Marketing or Events program and promise great hands-on learning to those selected.