Culture & Tourism Strategy | Implementation Support & Project Management

Community Events | Tourism Activation | Artist Amplification | Downtown Revitalization

KWFAMOUS

Creative Placemaking Organization

Overview

KWFamous was a grassroots, community-led placemaking initiative that fosters belonging and pride in Kitchener-Waterloo.

As co-founder, I helped grow it into a high-impact non-profit (between 2022 and 2024) that supported local artists and animated public spaces through creative, fun, and unexpected events. We focused on identifying market gaps through consultation and research, delivering meaningful experiences rooted in regional identity and economic resilience.

With a lean, collaborative team, we launched initiatives that reached over 45,000 locals and supported 350+ artists—generating $275,000 in revenue in our first year and $400,000 in year two.

Photo by Honey House Photography for Vintagefest, 2023

My Role

Vision & Strategy: Co-founded the organization and led strategy across events, tourism initiatives, influencer marketing, and economic development through arts and culture.
Program Development: Designed and delivered a range of programming to activate underused public spaces, promote local businesses, and support artist entrepreneurship.
Partnerships & Implementation: Built partnerships with the City of Kitchener, local BIAs, businesses, artists, and charitable organizations. Managed all aspects of event implementation—from permitting and logistics to marketing and sponsorship.

Community & Economic Impact

KWFamous is a connector within Waterloo Region’s tourism and placemaking ecosystem. We animate underused spaces, support artists and local businesses, and foster economic resilience by highlighting the cultural fabric of the region.

Hosted 38 unique pop-up experiences in 2022 alone
Supported over 350 artists, directing more than $85,000 to creatives through the Holiday Pop-Up in 2022
Averaged 18–20% tourist participation across events; Vintagefest reached 49%
Partnered with 7+ charitable organizations, contributing over $7,000 in event-based donations
Maintained highest regional engagement on social media via @kwfamous
Demonstrated capacity to scale community consultation into high-impact, regionally recognized programming

Key Projects

Photo by Phi Like Photography for Art Hop, 2023

Photos by panda plush photo lab, 2022 and 2023

2022 & 2023

Hosted over 120 artists and makers during a six-week holiday season retail activation

Attracted 25,000+ visitors annually
Generated $150,000+ in direct earnings for local creatives

Holiday Pop-up Shoppe

Roller Disco at Kitchener Market

Converted the Market parking garage into a 4-week themed pop-up event in June, 2022

Attracted 1,350+ attendees; 18% of attendees were tourists, aligning with funder goals through RTO4
Featured four key artists and DJ talent
Partnered with local organizations (OK2BMe, Langs, Downtown Community Health Centre) to bring ~60 clients for free, with subsidized skate rentals
Pay-what-you-can model raised $1,395 for OK2BMe during Pride-themed night

Astronaut photo by Honey House Photography for Art Hop, 2022

Art Hop

2022 & 2023

Two-day arts and music festival spanning 10+ locations (2022) and 7 locations with 183 artists (2023)
Engaged thousands of attendees and amplified cultural tourism across the region
Obtained funding through the Government of Canada’s Building Communities Through Arts & Heritage, Local Festivals Fund and the Ontario Arts Council

Photo by Matt Voaden for the KW Breakers, Art Hop, 2022

Vintagefest

Three-day tourism-focused placemaking event in 2023 in partnership with the historic St. Jacobs Market District

Attracted 5500+ attendees in year one
Celebrated vintage culture through local vendors, music, and fashion
49% of attendees came from outside the region, highlighting strong tourism draw
Leveraged the historic setting of St. Jacobs to build a unique, destination-focused experience
Contributed to sustained economic impact for vintage retailers and market partners

Photo by Honey House Photography for Vintagefest, 2023

Winter Patio Party

2022 & 2023

Multi-location winter activation across 12 local businesses in 2022 and expanded to 16 businesses in 2023
2022 event was a response to COVID restrictions on restaurants; brought people to business in a safe way
1,000+ attendees competed in a text-based scavenger hunt
Brought vibrancy to local businesses in the off-season with music, games, firepits, and snow-themed fun

Recognition

Featured in TOQUE Magazine's "The Changemakers" Issue

Amplifying arts, animating community

KWFamous was profiled in TOQUE Magazine’s “The Changemakers” issue, recognized for bold, community-rooted experiences that celebrate Waterloo Region’s unique culture.

The feature highlights the team's creativity, inclusive values, and impact through standout events like Art Hop, Roller Disco, the Holiday Pop-Up Shoppe, and the Winter Patio Party—all designed to spark joy, support local, and animate public life.

“[they] are an endless pool of energy and creativity. Their events are incredible, they’re always innovating. I can’t wait to see what they get up to next. ”

— TOQUE

Read the full feature