By: Paula Mettler, Senior Brand Journalist

In May 2025, I stepped off the plane at Toronto Pearson International into a city transformed. 

Street banners promoting Web3 events lined the streets. Hotel lobbies buzzed with conversations about stablecoins and regulation. Even my Uber driver shared thoughts on Canada’s emerging position in the global blockchain landscape. 

I had arrived for Canada Crypto Week—a citywide celebration that would take me from the historical Design Exchange building to the sprawling halls of the Metro Toronto Convention Centre, from intimate developer meetups to massive keynotes. 

As I navigated this ecosystem over the coming days, one thing became clear—what began as a niche technology has evolved into a mainstream movement with profound lessons for event leaders across industries. 

This article explores the experiences and settings that took crypto from the fringe to the frontlines, including a play-by-play of my time at two of the biggest players: Blockchain Futurist Conference and Consensus. Let’s dive in.

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From the Fringe to the Frontlines

The Tipping Point

Crypto is no longer just the domain of tech enthusiasts and financial rebels. Thousands of companies recognize digital currency as a valid form of payment—Apple, Chipotle, Home Depot, IKEA, Microsoft, Shopify, Sony PlayStation Store, Whole Foods, and even the Met. Users are creating digital wallets to pay their bills, purchase everyday products, and buy gift cards for their favorite brands, all while enjoying a decentralized exchange, no fees, and greater control and privacy.

With Coinbase replacing Discover on the S&P 500 and the U.S. unveiling a crypto market structure bill (and hundreds of other examples), we’re witnessing the legitimization of an industry that was once considered…well, fringe. 

For businesses and organizations, blockchain technology will streamline operations, reduce transaction fees, and create new customer experiences—opportunities that event professionals cannot afford to ignore. 

Managing Director of Consensus, Brad Spies, sat with me for an exclusive interview. During our chat, he shared that he believes the rise of stablecoins will shift how the public views crypto. 

“From a legislative standpoint, so much is happening." Many businesses are settling in stablecoins instead of fiat currency to save on merchant fees. Now, AI has introduced an incredibly complementary set of technology that I couldn't have imagined a year and a half ago.”

In a separate interview, Jennifer Sanasie, Executive Producer at CoinDesk (the host of Consensus), told me that more traditional companies are exploring Web3, especially given regulatory advancements in North America, where the U.S. administration is embracing crypto.

“This isn't the first time. During the last bull cycle, we had a lot of traditional companies experimenting with how to incorporate Web3 and blockchain into their projects. We saw some big brands like Starbucks win some of that back during the most recent bear market, but this new resurgence feels more lasting and sustainable.”

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Why Toronto? 

Ethereum, the second-largest cryptocurrency platform after Bitcoin, began in Toronto, making the city a natural epicenter for blockchain innovation. The city’s diverse population is a representative testing ground for North American market trends—a petri dish for experimentation and growth. 

Tracy Leparulo, CEO of Untracable and Founder of Blockchain Futurist Conference, answered the question: Why Toronto?

“Toronto has always been a hub for Web3 technologies,” she responds. “Ethereum started here, and many prominent industry leaders are Canadian. We’ve received substantial support from local incubators and accelerators that helped build the community. Geographically, we’re the largest conference, closest to major Eastern U.S. cities like New York and Chicago, and we attract many attendees from these areas. For companies doing global road shows, Toronto has become the essential Canadian stop.”

As global sentiment toward the U.S. brand declines, many organizations are looking north to host their North American programs. Toronto has the infrastructure, the geography, and frankly, much less baggage.

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The Evolution of Canada Crypto Week 

Now in its fifth year, Canada Crypto Week has undergone a remarkable transformation. What began as a small, community-driven celebration has expanded to include over 100 events across Toronto, attracting participants from around the world. 

Tracy’s journey in blockchain began twelve years ago when she ran a microfinance program in Kenya across 23 villages. Upon returning to Canada, she struggled with cross-border transfers and discovered Bitcoin as a solution. This led her to work at Bitcoin Decentral, where Ethereum was born. She worked alongside the founding Ethereum team, helping launch events worldwide. This led to the launch of Blockchain Futurist, which became the original flagship event of Canada Crypto Week. 

“In 2018, I recognized Canada needed its own major blockchain event and established Blockchain Futurist Conference, which has grown to become the largest Web3 event in Canada run by Canadians,” she shares. 

The event became known for its unique style, offering a window into industry trends and active players. “2025 marks the fifth anniversary of Canada Crypto Week. With so many new partners and participants, this year is a pivotal moment for our tech ecosystem. This milestone validates what we’ve built here and solidifies Toronto as a global Web3 hub.”

I was ready to experience Canada Crypto Week first-hand, to understand how this once-small gathering has transformed into a citywide phenomenon and what lessons it holds for creating impactful events in high-growth industries. 

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Blockchain Futurist Conference

Where the Past Meets the Future of Finance

Tuesday morning, I journeyed through the bustling financial district of downtown Toronto for day one of Blockchain Futurist Conference. The event was held at the historic Design Exchange, one of the city’s premier event spaces in the Old Toronto Stock Exchange building. The venue choice itself tells a story—the new generation of financiers convening in the same space as their predecessors. 

Stepping into the lobby, the energy hit me right away. Cool and magnetic, like a members-only nightclub with an open-door policy. Badge in hand, I followed the pulse of light and sound up the stairs. 

The second-story Trading Floor buzzed with anticipation as projection mapping enveloped the entire room. Images and videos flashed across all four walls of the Trading Floor, often as supporting visuals for the content happening on the Main Stage. 

Attendees sat at attention as speaker after speaker stepped up for a short session, often dropping major announcements before passing the mic. Beside me, people watched in excitement as they took notes and sipped from Tim Hortons coffee cups. 

An NFT gallery illuminated the space in the back of the room as attendees pursued the modern-art space, stopping to chat across bistro tables. Upstairs in the third-floor Gallery, attendees discovered sponsor activations, product showcases, and an upper stage for more intimate panels and conversations. 

VIPs could relax and connect in the exclusive Library Lounge, a quiet space tucked away for deeper conversations and curated networking. Attendees gathered around Bitcoin ATMs throughout the venue, waiting for their chance to exchange fiat currency for crypto on the spot—for some, their very first crypto purchase. 

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Radical Accessibility

The energy was unmistakable—free-flowing conversations, innovation taking center stage, and a palpable sense that this event was the place to be for anyone serious about crypto. But this kind of magnetic community doesn’t happen by accident. 

When I asked Tracy about her approach to building such an active, thriving ecosystem, her answer revealed a philosophy rooted in radical accessibility. “High-priced events can contradict the ethos of Web3, which is about leveling the playing field,” she explained.

Her grassroots approach shows in everything from her Ethereum hackathons dating back to 2014 to ETHWomen, which focuses on education and networking for women. “We offer free tickets and encourage attendees to bring friends who might know nothing about it, creating new opportunities for education and connection.”

This accessibility extends beyond individual events to partnerships across Toronto’s tech ecosystem. Tracy coordinates with about 50 local community partners—meetups, incubators, associations, and nonprofits—to ensure their communities have access to tickets that might otherwise be financially out of reach.

Perhaps most pivotal in building this community is the Blockchain Bootcamp Tracy launched twelve years ago. Initially designed for students, she quickly discovered something unexpected. "We were attracting people in suits—lawyers and established professionals seeking a comfortable entry point." 

The discovery reinforced her core philosophy about education. "Our motto is 'Feel free to ask questions, but more importantly, be able to answer others' questions.' The Web3 industry can seem intimidating, but it's for everyone."

That “for everyone” ethos was evident throughout the Design Exchange. Blockchain Futurist created a culture where knowledge sharing was the expectation, not the exception. I left the Design Exchange energized, renewed. I had much to learn this week, and this experience set the standard. 

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Consensus

Crypto’s Most Influential Event

The next day, I checked into what has become known as “crypto’s most influential event,” Consensus. Sponsored by my host for the week, Destination Toronto, Consensus was the “big tent” event of Canada Crypto Week.  

This year marked a significant milestone for the American brand; it’s the first time the North American edition has been hosted outside of the U.S. With Toronto as the host city for 2025, CoinDesk created a bridge for critical conversations in crypto, bringing together over 15,000 Web3 leaders at the Metro Toronto Convention Centre (MTCC). 

“The way we build Consensus is pretty unique,” Brad shares. “We need about 300,000 square feet, and we like to keep almost everything in one giant room—six stages, all our booths, lounges, food and beverage, and the experiential elements. In this immersive environment, everything is connected, and you can move through it all organically.”

That approach isn’t easy to pull off. “There just aren’t many buildings in the world that can support that kind of footprint,” he adds. “You need the space, the power, and a production team to make it all sing. We’re lucky to have an A-plus team that can fine-tune the sound and guide the user journey so you're not overwhelmed, even with all that activity in one room. It’s a very intentional build.”

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Bridging International Communities

Throughout the week, I noticed a distinctly Canadian perspective in the discussions. Speakers referenced Canada's more progressive regulatory approach than its southern neighbors, yet they expressed concern about how U.S. policies could impact global adoption.

Perhaps no moment better encapsulated the complex U.S./Canada relationship than Eric Trump’s keynote on Thursday afternoon. As the son of the sitting U.S. President (and Chief Strategy Officer of American Bitcoin) took the stage, the atmosphere shifted. The room was standing-room-only, and the media were locked in, cameras rolling. The audience reacted with a mix of polite applause, curious attention, and in some sections, visible discomfort. 

Trump’s keynote focused primarily on his vision for cryptocurrency and cross-border regulatory alignment. The content was less controversial than the symbolism of the moment—a provocative American political figure speaking to a Canadian audience about a global tech movement. 

So, I asked Brad about balancing the diplomatic tightrope. Why Eric Trump? Why now, in Canada? He leans in, “What we do at Consensus comes back to CoinDesk’s journalistic roots,” he explains. “We’re building the program and booking the speakers who move markets.”

And he doesn’t dance around the political realities. “The U.S. administration, love them or hate them, has had an outsized impact on the crypto and digital asset market. Our attendees and partners want to know where things are headed. That’s our job—delivering the voices who can talk about what will move markets.”

For him, the power of international exchange is rooted in the idea that no one market has all the answers. He feels that we’re all better off by sharing ideas—what’s working, what’s not, what’s scalable.

“Sometimes the U.S. can take a strong stance on certain issues, but the more perspectives we bring to the table, the clearer the global picture becomes,” he adds. “That’s how we learn to navigate the space more thoughtfully—and ultimately, how we make better decisions.”

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Editorial Integrity

One of Consensus's most defining aspects is its deep-rooted commitment to editorial integrity. The event is hosted by CoinDesk, one of the most highly respected digital media companies specializing in Web3.

CoinDesk’s live TV desk, positioned right next to the main stage, was a real-time window into the heart of the event. Available to anyone tuning in online, it offered hours of live, unscripted conversations beyond press releases. Here, the coverage is shaped by journalistic curiosity and a desire to spark meaningful dialogue. 

Jennifer brings a journalist’s eye to her role as a host and anchor. “There are a lot of great Web3 conferences out there—and many are also led by media orgs—but there’s something unique about Consensus. Our journalists aren’t just writing about the industry; they’re on stage and at the desk, shaping the conversations as they unfold.”

She continues, “We’re always looking ahead, exploring the future of finance from all kinds of angles. The people on our stages are the ones making the news, and the questions they’re asked are sharp, thoughtful, and often provocative. Whether it’s CoinDesk journalists, moderators with deep industry knowledge, or reporters from other outlets, the goal is the same. To have real conversations.”

Jennifer lights up when talking about the live TV desk she helps bring to life. “It’s such an important part of what we do. For people who can’t make it in person, we offer about eight hours a day of live coverage. Most big-name speakers from the stages stop by, and our conversations are just as rich and compelling.” The coverage is free to watch on their website and socials.

And just like on the main stage, the desk coverage is shaped by editorial integrity. “Sometimes we’ll pick up on news of the day or expand on a hot topic from the keynote. Other times, we’ll dive into something that didn’t get said on stage. But it’s always grounded in journalism—smart, honest, curious reporting. That throughline connects everything, from our website to the conference floor to the live broadcast.”

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Experiential Learning at Scale

The event experience itself reflected blockchain’s core principles—decentralized, interconnected, and experiential. Brad’s team had created something remarkable, a 300,000 sq. ft. environment where six stages, expo booths, lounges, and experiential elements coexisted in one massive space, allowing attendees to move organically between different types of engagement. 

The real innovation was in how Consensus made abstract blockchain concepts tangible. An interactive “crypto mall” was a perfect example of this approach. Attendees received pre-loaded burner wallets to spend at a fully functional nail salon, an apparel shop with exclusive merch, a retro video store reimagined for the blockchain era, and a department store-style photo booth. Suddenly, crypto didn’t seem so…theoretical. It was cash in a wallet to spend on a manicure (and yeah, I totally got one).

Jennifer believes such curated learning experiences are critical components of Consensus events. “The pitch fests are always fascinating. The ideas that emerge there are the industry’s cutting edge.” She also points to the Emerging Tech Stage as a barometer for industry trends. “These sessions reveal what people are thinking and where innovation is heading.”

The learning ecosystem extended far beyond traditional presentations. The Toronto edition hosted North America's largest blockchain hackathon with over a thousand developers, while new "explorations" offered 2.5-hour deep dives into complex topics like regulatory policy and tokenization of real-world assets. Brad's team even brought in a hostage negotiator to teach finding common ground between opposing parties—a surprisingly relevant skill for an industry navigating complex regulatory landscapes.

"Good bounties and meaningful challenges come first, followed by established credibility in the space," Brad noted about their learning formula. "And of course, plenty of coffee and refreshments."

The genius was in the combination of hands-on experiences that simplified technology, competitive elements that showcased innovation, and structured learning that provided depth. For event professionals, Consensus shows us how to transform complex, emerging technologies into accessible experiences that simultaneously serve newcomers and veterans. Let’s frame it a bit further.

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Key Takeaways for Event Leaders

What I Learned at Canada Crypto Week

Here’s the thing about innovation—it doesn’t give a damn about velvet ropes or exclusive invite lists. The most profound lesson from Canada Crypto Week wasn’t found in the keynotes or the million-dollar booths. It was in the quieter moments. The conversations inside a crypto nail salon. The learning philosophies rooted in radical accessibility. The reliance on a community to step up to the plate and take a swing at the tough conversations. 

I framed my learnings into five core themes. 

1. Break Down Walls with Accessible Audience Acquisition
   When it comes to democratizing Web3, Tracy has put her money where her mouth is. Free tickets. Community partnerships with nonprofits. Bootcamps for students and suits. Event professionals, take note. Your next breakthrough audience isn’t hiding in your usual suspect list. They’re in the communities you haven’t yet invited. Stop gatekeeping innovation, and start opening doors.
   
   
2. Build Trust Through Hard Conversations
   CoinDesk didn’t shy away from booking Eric Trump because it was comfortable. They did it because uncomfortable truths move markets. The teams behind Consensus understood something many event organizers miss—your audience is smart enough to handle complexity, contradiction, and controversy. They don’t need you to spoon-feed a narrative; they need you to trust them to discover it on their own.
   
   
3. Find Common Ground through Diverse Learning Paths
   A hackathon with a thousand developers, a vintage-inspired video store where you buy movie posters with digital currency, and explorations that bring in hostage negotiators. Consensus understood that different minds need different entry points. Some people learn by building, others by buying, and some by debating. Give them all a path.
   
   
4. Bridge International Communities with Diplomacy
   Watch Eric Trump take that stage in Toronto and you'll understand the delicate balance required when global politics meets emerging technology. The most successful moments acknowledged power dynamics between larger and smaller markets while creating genuine space for major players and emerging voices. The magic happened when structured panels allowed people from different regulatory environments to disagree professionally and learn from each other—no diplomatic fluff, just honest conversation.
   
   
5. Pick the Right Location to Tell Your Story
   Honestly, I’ve fallen hard for Toronto. But not for the reasons you’d expect. Sure, the city is beautiful, the food scene is world-class, and the people are genuinely welcoming (and notably empathetic toward this American traveler). But what makes Toronto special for events goes beyond hospitality. It’s the world’s most diverse city. It’s a testing ground where ideas are pressure-tested. It’s a geographical nucleus. And it’s hungry for new ideas, new perspectives. Cities have stories to tell, and they can help tell yours. Take informed risks, because the frontier isn’t always where you’d expect to find it. 

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Big Idea

As my Uber carried me back to Pearson International at the end of the week, the Toronto skyline receded in the rearview mirror. The CN Tower, once the world’s tallest freestanding structure, seemed an apt metaphor for what I’d witnessed—a city reaching skyward, building bridges between tradition and modernity.

Canada Crypto Week showed me that the most powerful events go deeper than tech showcases. They create experiences that make abstract concepts tangible, opportunities accessible, and communities stronger. Toronto had transformed into an incubator for ambitious innovation, giving event leaders in any industry a blueprint for successfully doing so. 

The crypto community may have begun on the fringe, but its journey to the frontlines has been accelerated by live experiences. As event leaders, our challenge (and opportunity) is to create similar pathways for tomorrow’s transformations, whatever and wherever they may be.