Keeping Dreamin’ Events Alive in Canada
As we head into the holiday season and the end of the year — a time when many of us slow down, reflect, and plan for what’s ahead — it feels like the right moment to look at something that has a huge impact on the future of Dreamin’ events in Canada.
Now that our Call for Speakers has closed and the Content Committee is reviewing submissions, our focus shifts to something just as essential: attendees and sponsors.
Because the truth is simple:
Dreamin’ events only survive when people show up — and show up early.
This isn’t about pressure.
It’s about understanding the timing, logistics, and realities we face as volunteer organisers trying to bring a national community event to life.
And after attending Dreamin’ events around the world this year, I noticed some interesting patterns that are worth talking about.
The Global Picture: People Go All In
Everywhere I went, one thing was clear:
Communities outside North America often feel hungrier for Dreamin’ events.
They travel hours (and cross borders) on limited funds.
They register early – early bird tickets sell out in hours, not days
Events sell out.They make these events part of the annual professional development plan
Interestingly, we saw a noticeable increase in TND26 speaker submissions from EMEA and APAC regions, a sign that the international community is eager to participate and contribute.
It’s inspiring but it raises an important question:
How do we create that same momentum here in Canada?
Because Canada deserves vibrant, thriving community events too.
We have the people, the talent, the passion, the experience, and the need.
We just need early commitment to make it all possible.
The Reality: Dreamin’ Events Run on Three Pillars
Dreamin’ events require speakers, sponsors, and attendees — and all three need to show up early enough for organisers to move forward with confidence.
We have incredible speaker energy this year — submissions have been creative, meaningful, and diverse.
But here’s the part most people don’t see:
Without early ticket sales:
We can’t commit to venues.
We can’t finalise room counts.
We can’t justify multi-day agendas.
We can’t upgrade catering.
We can’t expand programming and provide extra-curricular events
And in the worst-case scenario:
We may not be able to run the event at all.
Dreamin’ events don’t have a corporate safety net. There isn’t a deep-pocketed sponsor waiting to cover start-up costs or last-minute expenses. Some organisers even personally fund early deposits just to keep things moving.
And with the Dreamin’ ecosystem tightening expectations — including demonstrating year-over-year growth — showing up early matters more than ever.
We Need Local Support
Two things surprised me this year:
Only a third of the session submissions were from Canadians.
Local Toronto-area partners, ISVs and companies aren’t racing to sponsor a community event in their own backyard. At least, not yet.
Something we’ve also noticed over the years:
When TND isn’t in Toronto, we often hear, “Why isn’t it in Toronto?”
Now that we are in Toronto, we’d love to see that same energy reflected in early ticket sales and sponsorship engagement. If we want to keep hosting a national Dreamin’ event in the GTA, the community needs to show that this really is where they want it to be.
While we never want to pressure anyone, it’s important to say honestly:
Sponsorships fuel Dreamin’ events just as much as ticket sales do.
Other regions receive incredible support from local partners — early, enthusiastic, committed.
We want that here too.
We need that here too.
And we’re working hard to build those relationships.
But sponsors also watch early ticket trends closely.
When attendees commit early, sponsors follow.
The Timing Challenge: Why Early Matters More Than You Think
By January, organisers must start locking in the realities of the event:
How much space we can afford?
How many breakout rooms are viable?
Whether catering minimums will be met?
Can we offer additional experiences?
Can we invest in recordings, photographers, swag, or enhancements?
Do we have enough commitment to run the event at all?
These aren’t last-minute decisions — they’re now decisions.
Which means:
**Buying a ticket in May helps you. Buying a ticket in December helps the entire community.**
With ticket prices increasing in January, purchasing early isn’t just good for the event… it’s good for your budget too.
New for This Year: Group Tickets
We know many organisations like to support their teams (and sometimes clients!) with professional development funds. So, this year we’re introducing:
🔹 Group ticket pricing
For companies purchasing 10 or more tickets in one transaction, a discounted rate is available.
It’s a great way for teams — and their clients — to learn together, and an efficient way to use remaining 2025 professional development budgets or plan for using their 2026 budget. But don’t wait too long. This offer will only be available until February 14, 2026.
🔹 Not a group, consider Single Tickets as gifts
If you’re looking for a meaningful, career-boosting holiday gift for a colleague, teammate, or mentee, a TND26 ticket is a wonderful way to invest in someone’s growth.
For organisations interested in group pricing, you can get the full details by emailing admin@truenorthdreamin.com with the subject line “Group Ticket Pricing”
Sponsor Year-End Bonus
For sponsors, we’re also offering a small incentive for agreements signed and paid before December 31, 2025. Early sponsorship makes planning more predictable — and we want to acknowledge that commitment.
Looking Ahead: What It Will Take to Grow Dreamin’ Events in Canada
Right now, Canada has just two Dreamin’ events.
For a country this size — with this many Trailblazers — that’s not very much.
Could we grow to three or four events in the future?
Rotate locations more easily?
Have mini events?
Lean further into emerging tech?
Absolutely…
But not without early support.
We’re building something here — slowly, intentionally, sustainably.
And every early ticket, every early sponsor, and every conversation you have with your organisation about attending or supporting TND makes a very real difference.
As We Head Into The Year-End…
If you’ve been thinking about attending TND26, talking to your employer, or encouraging a teammate to join you — this is truly the best time to do it.
Not in March.
Not as a “let’s wait and see.”
Now.
Early commitment strengthens the event.
It builds momentum.
It gives sponsors confidence.
It shapes the agenda.
It unlocks enhancements.
It gets you a better price on tickets and maybe even flights.
And it ensures that Dreamin’ events continue to exist in Canada at all.
Thank You — Truly
Whether you join us in person, sponsor, volunteer, or simply spread the word:
You are part of why TND exists.
We’re grateful for your support — this season, and throughout the year.
Here’s to building something uniquely Canadian, together. 🇨🇦
And here’s to seeing you in Toronto in May.
Happy Holidays and thank you for being part of this community.