QUICK FACTS: Over 600 opticians, pharmacists, partner vendors, and executives gathered in Toronto for the annual conference and vendor tradeshow. Attendees from across Canada participated in business sessions, earned CE accreditation, engaged in product theatres and met with key vendor partners.
CHALLENGE: In 2025, this year’s challenge was a blend of a short 45-day planning cycle and a conference restructuring with two events running simultaneously over a four-day period with overlap in the agenda. To add to the complexity, new vendors were brought in by the client, necessitating diplomacy and partnership amongst agencies for a successful outcome.
Budget – the budget had a number of restrictions with the short planning cycle impacting contracts, payments and deposits due to various vendors.
Attendees were housed across multiple hotels with a detailed transportation plan needed to support attendee movement.
Given the diverse and multi-ethnic audience, a challenge arose with the conference coinciding with Ramadan. Many Muslim attendees observed fasting from sunrise to sunset, presenting scheduling adjustments for meals and potential medical concerns. Ensuring an inclusive and supportive environment for all attendees was a top priority.
SOLUTION: MGME brought forth an experienced onsite team to facilitate a complex, ever changing, short planning cycle. MGME provided a highly adaptable approach that supported the client oversight and additions of new vendors to the planning process.
MGME worked as an extension of our client and focused on the ever-changing needs of the conference. With additional breakouts, product theatres and immediate daily requests, MGME stepped up to accommodate each request with a “let’s get this done attitude” while at the same time working to minimize unnecessary costs and or logistical challenges. Striving to provide an exceptional attendee experience along every step of the way.