Author: Marcy Grossman, Chair Celebrate Canada Worldwide

The World Needs more Canada….Still.

That’s what I thought when old friend Clark Grue, CEO of Rainmaker Global Market Access, invited me late last Fall, to co-found and Chair, Celebrate Canada Worldwide; a not-for-profit committed to bringing Canada to the world stage. After 30 plus years dedicated to representing the country I love, I just couldn’t resist.

Six months later, on June 29, 2023, following a 10-year hiatus and a global pandemic, our flagship event, "Canada Day London" made its triumphant return to Trafalgar Square. 30,000 of our closest friends came together to soak in the goodness of Canadian culture, making it the largest Canada Day celebration in the world outside Canada.

““This was our chance to show off the incredible richness of Canada on the global stage, and at the same time, making it the largest Canada Day celebration in the world, outside Canada.””

The Square was buzzing with Canadian music, Canadian trivia, and Canadian comedy. Our beloved Mounties in their “red serge” made a special 150th Anniversary appearance, taking time to pose for pictures and greet guests. A Canadian-inspired food truck festival featured fan favourites like Poutine (a must, of course!), Nanaimo bars, Indigenous-style bison burgers, and irresistible lobster rolls. A double-decker bus was decked out as the Molson Canadian bar. There were yard games, cool give-aways, and a dance-off that kept the whole family grinning. And we hosted a VIP tent that even Prime Minister Joe Clark saw fit to visit. This was our chance to show off the incredible richness of Canada on the global stage, and at the same time, making it the largest Canada Day celebration in the world, outside Canada.

As the Chair of the newly minted Celebrate Canada Worldwide I couldn’t be prouder to have been part of the team bringing this iconic event back to London, where it had enjoyed incredible success between 2005 and 2013 under the management of Rainmaker. The last iteration welcomed over 100,000 visitors for a day of festivities topped off with an evening concert headlined by The Tragically Hip, the Arkells, Jann Arden, and The Sheepdogs. The event received widespread media coverage from CBC and eTalk in both Canada and the US, expanding virtual participation to well over one million viewers.

““With big shoes to fill, and very little time, it was a heavy lift by all accounts, rebuilding the muscles and the relationships that had once made this event so successful. What I hadn’t fully appreciated was the enduring love that the city of London and the Canadian expat community had for the event.””

With big shoes to fill, and very little time, it was a heavy lift by all accounts, rebuilding the muscles and the relationships that had once made this event so successful. What I hadn’t fully appreciated was the enduring love that the city of London and the Canadian expat community had for the event. Every partner, stakeholder, and sponsor had either experienced the festival first-hand or heard of its legacy. What wasn’t to remember? We had a street hockey tournament that even Wayne Gretzky still recalls fondly. And who could forget Gord Downie belting out Tragically Hip anthems to close out the final show in 2013?

So, our small, dedicated team led by John Baldwin and Cassidy Langen, supported by a few board members and many devoted volunteers got to work in partnership with the Canadian High Commission. Fortunately, we secured the good will of some anchor private sector sponsors like Air Canada, Molson, McCain, Atkins, ClearSky Global and Sussman Corporate Security. We further built strategic alliances with the likes of the National Arts Center and the Terry Fox Foundation.

When it came to the music, we relied heavily on the kindness and generosity of the musicians themselves. Despite having little budget this year to pay the bands, over 300 applied for the privilege to get on that Canada Music Stage. And with thanks to the National Arts Centre who sponsored our headliner, Neon Dreams, and Air Canada who gave us wings, we were able to attract eight incredible acts, representing Canada in all its diversity. Next year we are hoping that our partnership with the National Arts Centre will lead to increased funding for our artists as well as an emerging artist’s stage that will bring international exposure to our ever-creative and over-achieving Canadian music scene.

““Five provinces, several corporates, and professional business service firms presented, networked, and connected with 100 UK and Canadian delegates to showcase themselves as ideal partners for expanding their reach and their business to Canada.””

One new addition this year was the “Doing Business in Canada” Conference that took place the day before the festival and was hosted at Canada House. It was a showcase on how UK businesses can establish themselves in Canada to enter the North American market. Five provinces, several corporates, and professional business service firms presented, networked, and connected with 100 UK and Canadian delegates to showcase themselves as ideal partners for expanding their reach and their business to Canada.

So, what’s next on our agenda? Well, now that we’ve ironed out the bugs, we are set to replicate Canada Day in London in 2024 on an even grander scale. More activations, more music, and more visitors. Our goal is to get back to 100,000 in time for 2025, the 100th Anniversary of Canada House on Trafalgar Square. But we are also going to start thinking of other markets. Cities in the US are a logical next step. With large and engaged Canadian diaspora, and sophisticated trade and investment relationships, we think that with the right partners we can be equally successful.

Why are we so passionate about our mission to bring more Canada to the world stage? You can call it pride of citizenship, but moreover, like almost all Canadian expats, diplomats or friends of Canada, we know how much our country offers to the world and we think that calls for a celebration. A celebration of cultural excellence, a celebration of innovation, a celebration of our economic prowess and our economic partners, and a celebration of our Canadian values.

In our hearts, we know that the world needs more Canada, still.

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About the Author: Marcy Grossman is a former Canadian diplomat, most recently Canada’s Ambassador to the United Arab Emirates (UAE). Prior to her tenure in the UAE, she held four postings across the United States, including as Consul General in both Miami and Denver, Deputy Consul General in Los Angeles, and Senior Trade Commissioner in Dallas, where she advanced Canada's economic, political, academic, consular, immigration, and public safety interests. Recently retired from public life, Marcy is the Chair of Celebrate Canada Worldwide, and holds a senior fellowship at the Atlantic Council, one the US’s leading geopolitical think-tanks where she works on issues that empower women as peace makers in the Middle East. To reach Marcy, email: MarcyGrossman@Outlook.com

Celebrate Canada Worldwide is a Canadian not-for-profit dedicated to bringing more Canada to the world stage. The Board of Directors, chaired by former Ambassador of Canada, Marcy Grossman, includes, past Lieutenant Governor of Alberta, The Honorable Lois Mitchell; CEO of Rainmaker Global Market Access, Clark Grue; and former President of Saskatoon Regional Economic Development Authority, Alex Fallon. For more information about Canada Day in London, please reach out to info@canadaday.london