Velocity Entertainment Inc.

Presenting Nova Scotia as a fresh, exciting conference destination is what Marina Atwell, owner of Velocity Entertainment, does best. She wants people to visit the province for an event and go home wanting more.

“That means we always have to be on the leading edge of what’s innovative and new, so they have a reason to keep coming back. We want visitors to see that Nova Scotia is continuing to evolve – by finding fresh, unique talent in all disciplines.”

Atwell is a Nova Scotian through and through. Born and raised in Gaspereau, she received her degree from Acadia University and specialized in public relations and marketing at Mount Saint Vincent University.

She spent the first part of her career working in marketing and communications for large national and international corporations. Atwell worked for nine years in the grocery industry in Nova Scotia and Ontario before returning to the province to become the first marketing director for the largest law firm in Atlantic Canada, and then joining the management team of a start-up IT business.

“When I worked in marketing, I tried to bring parts of these businesses together into one unified marketing approach with a common vision. That was great preparation for what I do now,” she explains.

Eight years ago, Atwell made the decision to start her own company – to apply her experience in marketing and communications to small business.

“I realized I could take the skills I’d learned working for the big companies to help the little guys, who really need it,” she says.

Atwell says her small business focus led her to the entertainment industry. She learned to specialize in Nova Scotia’s newest and most exciting talent.

“There is more talent per capita in this region than most places. I realized there was an opportunity to take that tremendous talent and package it for the larger corporate market, to showcase it to them and create a win-win for all involved. That way we promote the talented entertainers and create a unique Nova Scotian experience that extends far beyond tradition – like a bagpiper who spins on the floor and does cartwheels!”

Velocity’s corporate clientele extend across all industries, with a focus on the hospitality and tourism sectors, explains Atwell.

“I’ve built the company based on customer service and my experience. If it’s a referral, they’re sending the client my way because they know I’ll go over-and-above to deliver a customized, positive and memorable event.”

Velocity strives to create exactly the right experience for the client, based on the nature of the event and the audience attending. Atwell says her primary focus is to make the event fresh, unique and different.

“I make sure Velocity events don’t feature the same entertainers people have seen a million times at black tie dinners. We have so much more to offer than fiddles, bagpipes and lobster traps,” says Atwell, adding that she introduced precision drummers Squid to the corporate convention market.

In a few short years Velocity evolved beyond entertainment and began creating unique themes and décor for events as well.

“Those are the difficult ‘headache’ pieces for most clients – finding unique entertainment and innovative décor to suit large audience demographics and varied venues. Velocity makes these components seamless and memorable,” she explains

It’s the details that matter when it comes to event planning, but it’s also attention to quality and musicianship that helps Velocity find the best entertainers.

“I’m not a performer myself, but I know all the really good ones, and I work hard to find the right person for the tone of the event,” Atwell says. “When it comes to music, there are always people in the audience who will know the difference between good and bad.”

She cites the example of a recent centennial nurses celebration for which she was asked to provide the host, entertainment and theming. She knew a children’s entertainer, actor and singer/songwriter who has cystic fibrosis, and asked him to emcee the event. He performed a song he had written based on his personal experience that thanked them for the care they provide.

“Some of the nurses there remembered him from when he was a baby in the hospital. Because of that, the whole event meant so much more, both for the guests and for the him as the emcee as well. That’s the kind of connection I like to create whenever I plan an event,” Atwell recounts.

Atwell says she’s built a team of people who know how to meet the client’s needs and go the extra mile to find the best event services for any event, no matter how large or how small. She hires independent consultants as required, which stems from her mission to help the little guy.

“By helping others to grow, we all win” she laughs.

Atwell says many people contact her to help them enhance and maximize an existing event ore develop a new, creative event, perhaps also giving it a unique, local touch. A highlight in recent years was her role as pageantry chair of the 2006 Juno Awards in Halifax.

“According to the host committee chair, I was responsible for putting the lipstick on the city. It was all about the finishing touches that would make the event authentic to this region, but also glamourous and edgy to reflect the music industry and memorable for all involved.”

Atwell says she and her committee were involved with a variety of tasks to add a personal touch to the Junos. They did everything from welcoming people at the airport to engaging downtown businesses to offer Juno packages, to finding volunteers to seat people the night of the event.

“We do have it all here, so it’s a question of understanding the demographic of the group and the objective of the event and putting the right things and people together. My passion lies in creating the concept and sourcing the components that will give the greatest end result. I put the right people and creative elements together to achieve the best effect for each event that comes my way.”

Today, Velocity Entertainment has grown into a full-fledged destination management company with clients from across North America. Atwell says her clients are looking for ways to improve their existing events and to deliver a memorable experience.

“People are looking for the Nova Scotia experience. Tourists these days want to be more engaged. They don’t want to just see the place, they want an experience. Velocity Entertainment specializes in seeking out what’s going to mean something to the attendees and finding a unique way to present it to them.”