Helping Artists Tell Their Stories

Stephanie Canarte, the Marketing Director at TO Live, has been instrumental in transforming the company through her innovative and strategic approach. Upon joining the organization, Stephanie recognized the need to broaden the organization’s marketing tactics beyond direct response methods. To accomplish this goal, she built a content team from the ground up. With the support of the departmental VP, Stephanie established a team that produces top-notch content, promoting the organization’s artistic partners and raising awareness of TO Live’s mission.

Stephanie's exceptional skills in audience engagement and innovative digital marketing strategies have led to remarkable growth in TO Live's online presence. Her data-driven approach and unwavering commitment to excellence have made her an invaluable asset to the company. By utilizing various media platforms, Stephanie has successfully increased TO Live's outreach and engagement with consumers, setting a new standard for the marketing practice in the organization.

A pioneering leader, Stephanie empowers her team through mentorship, leading by example, and fostering a collaborative work environment. At TO Live, she encourages open communication, provides opportunities for skill development, and instills a sense of ownership in her team. “I strongly believe in giving my team the necessary tools to solve problems. This includes building trust, showing respect, and providing support,” she explains. “I want everyone to feel confident in coming up with the best solutions to any challenges they encounter. To ensure that we are always aligned, I check in regularly and make myself available whenever needed.” Stephanie promotes skills-sharing and encourages team members to explore different aspects of marketing beyond their day-to-day responsibilities, enhancing their skill set and taking them towards individual and organizational success.

Success requires staying focused on goals, embracing discomfort, taking chances, being resilient, and adapting to new challenges instead of staying in one's comfort zone. says Stephanie. Armed with this mindset, the steadfast leader has taken the company to new heights.

TO Live is one of the largest multi-arts organizations in Canada. The organization is responsible for programming and operating three iconic theatres in Toronto: Meridian Hall, Meridian Arts Centre, and St. Lawrence Centre for the Arts. Their mission is to build a better city through the arts. As stewards of landmark City theatres, the organization aims to amplify the role of performance spaces as a force for social engagement, cultural exchange, and creative innovation. They host over 800 performances and events a year across three venues; this includes anything from global acts like Message in A Bottle, a Sadler’s Wells & Universal Music Production based on the songs of Sting to productions by Xenia Concerts, which creates accessible concerts for the disability and neurodiversity communities.

As the Director of Marketing, Stephanie aims to amplify the reach of TO Live’s artistic programming. “This includes overseeing the development of strategy and media planning for over 30 campaigns a year, but what I find most rewarding about this role is the unique opportunity to help artists tell their stories,” says Stephanie. “Since I joined the organization, I have brought brand storytelling to the forefront. To date, we have created over 50 videos featuring various amazing artists.

Many of the original programming TO Live presents are projects that have been years in the making. The organization has used video content as an opportunity to empower artists by giving them the space to talk about the ideas influencing their work and taking their audience on a journey of discovery behind each show.

“Our goal at TO Live is to create vibrant spaces that serve as creative hubs for the community, audiences, and artists. To achieve this goal, the organization is committed to making our venues as accessible as possible,” explains Stephanie.

One of the most challenging aspects of the creative process for artists is finding the time and space to explore ideas free from the pressure of predetermined outcomes. In response to this need, TO Live created explorations in 2020, an initiative that they are incredibly proud of. The program supports Toronto-based artists and recognizes research as an essential part of the creative process that doesn’t always find a home within the norms of project-based funding models. To date, 26 Toronto-based artists have received explorations grants of $158,000 to further their work. This year’s explorations cohort was recently announced, and Stephanie and her team are thrilled to be part of these artists’ journey.