If there’s one thing Rob Segal knows how to do, it’s throw a party — the kind people talk about (and post about) long after the lights come on. As president of Feldman Entertainment Quebec, he’s the creative force behind some of the city’s buzziest Grand Prix weekend events, from the massive Crescent Street Festival to the now-iconic Windsor Station party. “It’s all a love letter to Montreal,” he says. “I was born here, and this is my favourite city in the world.” When he’s not planning festivals and parties, you might spot him grabbing a bite at Orange Julep or Snowdon Deli, two of his childhood favourites that still hit the spot.
Rob’s career began on the creative side of the agency world, eventually leading him to found one of Canada’s largest promotional firms, Segal Communications. His team helped launch Virgin Mobile in Canada by literally launching Richard Branson off a tower in downtown Toronto (on a zipline). Other highlights include staging the world’s largest free-entry poker tournament for Degree, bringing Facebook to the Canadian market for the first time in 2006, and running the legendary KEE to Bala venue in Muskoka for over a decade, with acts ranging from Snoop Dogg to The Tragically Hip.
Rob has always had a flair for transforming spaces into experiences. “I love walking into a venue like Windsor Station and reimagining it completely,” he says. Now in its fourth year, the Windsor Station party turns the historic train station into a playground for the who’s who of Grand Prix weekend. This year, the team is doubling down with a new collaboration with Sports Illustrated and, for the first time, a two-night format featuring global DJ sensations Hugel and Fisher, plus day parties.
Meanwhile, the Crescent Street Festival keeps growing, drawing more foot traffic than the Grand Prix itself thanks to its four-day, open-air takeover of downtown Montreal.
“Grand Prix weekend is the unofficial kickoff to summer and the first big event of the season,” says Rob. “For brands, it’s the perfect platform to connect with people. The Crescent Festival runs for four days, with people constantly flowing through. It’s really a blank canvas — brands have this incredible opportunity to show up, express themselves, and engage.”
Whether he’s building creative brand activations from scratch or hosting A-list soirées, the focus stays the same: make it safe, make it memorable, and always over-deliver. “At the end of the night, I want people to say: ‘That was incredible.’”
And when the city hits top speed for Grand Prix weekend, Rob will be fueling the fun.
