There are plenty of gatherings leading into the Canadian International AutoShow’s VIP Night, but one party has insiders buzzing.
Accessible only through a secret passageway that feels like a step back in time to a hidden Paris-style speakeasy, Cars Cocktails & Conversation brought together more than 200 auto industry leaders for oysters, cocktails and spirited conversations.
With tarot readings, a magic show and an air of mystery, it was the pre-VIP event everyone wished they were invited to. Our reporter was invited inside to find out what makes it one of the hottest tickets in town.
The third annual Cars Cocktails & Conversation (CCC), sponsored by SiriusXM Canada, Safe-Guard Products International, TD Auto Finance and PBS Systems, took place at Coffee Oysters Champagne (COC) bar — about a seven-minute walk from the AutoShow’s Metro Toronto Convention Centre headquarters.
From street level, the bar blends into Toronto’s downtown entertainment district. But once inside, guests are quietly led through a discreet entrance into a dimly lit room that feels removed from the noise and pace of the convention centre.
Modelled after a 1920s Paris speakeasy, the hidden space carries an intimate, slightly mysterious tone.
Joelle Roy and Kevin Preston, PBS Systems
One of the standout features was the oyster service — not a traditional station, but a shucker circulating through the crowd with a metal bucket filled with ice and fresh oysters. Tabasco and lemon in hand, he shucks each oyster one at a time directly in front of guests and serves it immediately.
A well-stocked bar kept cocktails flowing while servers moved through the room with appetizers. Behind another concealed door, the venue opened into additional rooms where a tarot card reader offered private readings. A magic show added another layer of entertainment. Throughout the evening, there was a steady buzz, animated conversations, spontaneous introductions and the hum of industry colleagues reconnecting ahead of the show.
Chris Morrison and Andy Wadeson, TD Auto Finance
The concept for the event was envisioned by Blair Allison, director of OEM remarketing and dealer operations at SiriusXM Canada, and Blair Hebebrand, national sales director at Safe-Guard. They host smaller events, but said this one, alongside TD Auto Finance and PBS Systems, offers a relaxed way to connect with automakers, dealers and other industry partners.
Hebebrand found out about COC, and he and Allison thought it had a “wow” factor.
Blair Hebebrand, left, national sales director at Safe-Guard, and Blair Allison, SiriusXM director of OEM remarketing and dealer operations
Michel Archambault, managing director of Canadian operations for Safe-Guard, said the event is intended to create an energy around the AutoShow VIP event and synergy among all four partners and their clients.
Chris Morrison, associate VP, Eastern Canada sales, national accounts and OEM partnerships with TD Auto Finance, said the testament to the popularity of the event is that people came the first two years despite heavy snowfall. This year there was no snow.
Chad Howson, General Manager of Don Valley North Toyota, said he was invited to the event last year and found it casual, not like something in which guests were being sold something.
“It was actually a cool event,” said Howson. “I had no clue and I was blown away and that’s why I’m here again.”
Joelle Roy, DMS Territory Manager for PBS Systems, said there’s a lot of people coming from out of town and the four partners decided they wanted to do something different for them, particularly if they’ve never been to the bar or know about its secret area.
“It’s always about partnering with our customers,” said Roy. “This is not really about business. It’s really about chatting, getting to know each other, introducing people that may have not met before but have known about each other. It’s about making more friends. We also wanted to give new people a special experience.”
Kevin Preston, Vice President, Sales at PBS Systems, said from his company’s perspective the event is really about giving back to the dealer community. He also said the four partners have similar ideologies.
“We’re all in the same business, have the same customers, so why not share the experience together and it’s really worked out,” said Preston.
