C2 MTL 2024 | Why are we all here?
Reviving the Magic: C2 MTL’s 13th Edition Aims for a Grand Comeback
“We are all here, We are all here, We are all here…..” is the invitational chant welcoming participant to the 13th edition of C2. Where most business events begin with a commencement combination of sponsors and speaker announcements, C2, in true spirit, asked a motley crew of participants to join in a moment of vocalized presence at 8:30am. This was the start of what the brochure promised was a journey past their comfort zones. Those who have attended the previous 12 events are anxious to see if this once epic event has returned to its former glory after years of a downward slide to failed executions.
C2 MTL began as the brainchild of two of Montreal’s greatest creative organizations; Sid Lee and Cirque de Soleil. The concept was to create a 3-day event that would serve as the intersection for corporate professionals and professional creatives to converge.
The hope was to be a catalyst of transformation, the execution was through flawlessly curated intellectually augmenting speaking engagements and consciousness expanding experiences. Attendees would transition from Steve Wozniak pontificating on the future of technology, to next being suspended 30 feet off the ground in a circle of chain hung chairs to brainstorm on how to solve homelessness with 4 other strangers. The effects were apparent to all fortunate enough to experience it. Blue suited corporates traded the handshake for a hug, while creatives brainstormed with corporates on structuring initiatives. These emotions rose over three days to culminate into a closing party to kick off the summer as only Montreal could deliver.
For the next few years, C2 MTL pushed the boundaries of what was possible in a business conference until the reality of business caught up. In 2015, Sid Lee was acquired by Hakuhodo DY Holdings, and everything changed. C2 MTL was founded as an experiential lead generation tool for Sid Lee. It demonstrated to the world what Sid Lee was capable of and as they say, they spared no expense to do it. When Hakuhodo opened the books, all they saw was an event that cost the company nearly seven figures in losses. That was the beginning of the end. There is a palpable irony of an event designed to transform business, being taken down by the metrics of business.
For the next years, C2 MTL struggled to live up to the fantasy world it once created, with the reality of the budgetary constraints it now faces. It tried to hold onto its homestead of L ’Arsenal, but eventually the costs ran too high. It wandered from location to location, trying to make do with some awkward layouts all over the city. It hit rock bottom at the The Queen Elizabeth hotel, which may sound luxurious on the surface, but walking into a hotel room you didn’t reserve to speak to strangers is a comfort zone that typically exists for drug and/or arms dealers. 2023 was not considered to be a resounding success by most criteria.
Enter 2024 and as always, C2 MTL gift wraps irony with its theme for 2024; Confronting Tomorrow’s Challenges. The bar has been set low and hopes remain high as C2 MTL takes over Montreal’s newest event location, Le Grand Quai du Port de Montreal. The long rectangle of a building was a challenge. The main stage was the top floor of the parking lot. The space between the buildings provided picnic tables, 4 food trucks and 3 ‘experiences’. While past years focused on a single theme over 3 days, AI + Commerce. The themes were engaging, the talks were less so.
Neurodivergent Lasagna brought the experience of a deeper understanding of the varying types of neurodivergence through a mélange of pasta shapes made by participants. Although well intentioned, it remains unclear why ADHD is a circle while dyslexia is a star in the world of pasta. The other experiences followed a similar spirit of being heavier on the intention than the execution. The speakers ran the gambit of expert to simple entrepreneur, but a far cry from the Ted-Talk level conferences of yesteryear. None of this would be an issue were it not for the $3000 price tag they are still demanding. In its prime, $3000 was a significant financial commitment for attendees to make for a non-industry specific conference. In its current state of finding its sea legs again, the price puts it under a level of scrutiny it will struggle to sustain.
As the 13 th edition of C2 MTL closes, it is a reminder that gone are the days of Suroosh Alvi so stoned on stage interviewing Snoop Dog he got lost staring at his shoes, admittingly regretting sampling Snoop’s new weed company’s product in the limo ride over.
Gone are the moments of going for a literal Walk in the Rain, indoors, under an umbrella, with a total stranger, to share meaningful experiences from the day. Gone are the hundreds of people lined up outside for the Cirque de Soleil closing parties. C2 MTL has a long road ahead of it to return to its glory days. Those who were fortunate enough to have experienced those moments, are in your corner rooting for you to find your stride and bring them back.
