Custom Registration & Digital Launch
The event's foundation was built on a custom, branded registration website, which was managed and executed on an extremely tight timeline. The process began in early August with a clear objective: create a seamless ticketing system for both the exclusive pro workshop and the main master class, while also capturing essential guest data like dietary restrictions. A simple brief was translated into a live, functional website in just one week after the M·A·C team populated a shared document. The site officially launched in early September, just a few weeks before the event. A key feature was the daily registration reports, which allowed the team to watch the exciting and thrilling real-time growth as numbers climbed over and above projections, requiring more chairs to be pulled to meet the overwhelming demand.
Day 1: The Pro Workshop
The experience began with an exclusive, sold out workshop for M·A·C Pro makeup artists, who traveled from across Canada and the US for an intimate, two hour session with global M·A·C representative, Dominic Skinner.
Upon arrival at CBC, guests found their names at professionally set makeup stations. In a unique twist, artists were required to bring their own models, which resulted in a vivid, beautiful cross section of humanity. Attendees brought their friends and moms, organically showcasing the brand's famous inclusivity.
As the event took place over the dinner hour, a thoughtful, pre-set protein bowl catering to all dietaries and a goodie bag were waiting at each station, allowing guests to eat, learn, and create without interruption.
Day 2: The Master Class Experience
The main event was a full scale production. The guest journey started on the ground floor of the iconic CBC building, where attendees checked in and passed through security. From there, they were ushered into elevators decked out with mirrors, M·A·C music, and custom branding for a 10 floor ascension.
The elevator doors opened onto the 10th floor where guests were immediately handed a gift bag and welcomed into a dazzling reception. This space was filled with brand activations: a live M·A·C store, a Glambot, a Viva Glam photo op, live body painting artists, a station to sign up for a M·A·C Pro membership, and even a spot to get newly purchased products bedazzled. Guests sipped on signature M·A·Ctails and the Domegranet Spritzer [named after Dominic Skinner] while they shopped, with a special incentive that a purchase over $200 earned them a book by Dominic Skinner. A massive highlight was the step and repeat, where Dominic personally met and took photos with an estimated 300 guests.
After the reception, guests were pushed into the main studio for the seated master class. The audience, a mix of general public, M·A·C executives, and M·A·C store artists, was hyped up by co host Tracy Melchor. The high energy show was a seamless conversation between artists Dominic, May Pang, and Victor Peters, who was joined by a surprise guest: Canada's Drag Race host Brooke Lynn Hytes. Immediately after the show, a cool, organic moment happened as fans stormed the stage for a massive group photo shoot with all the artists.
This energy flowed directly into a dazzling afterglow party back in the reception space. The atmosphere was electric as fans and artists, including unannounced celebrity drag queens like Priyanka and Tynomi Banks [who heard about it and just showed up] mingled, danced, and celebrated together, solidifying the feeling that this was a true community gathering.
