For over 30 years, Eric Lariviere led organisations to growth and sustainability, transforming and positioning US and Canadian properties and events as prominent destinations. Eric is currently General Manager of the Flato Markham Theatre, and City Lead of Destination Markham Corporation.

As the head of the leading performing arts centre in York Region, Eric developed and implemented strategies stimulating unprecedented programmatic and business growth. Flato Markham Theatre runs 350 events annually with a budget of $4M. At Destination Markham, Eric currently leads the economic recovery efforts with the Board of Directors and the team to help businesses of the tourism sector, operate and sustain activities safely, re-establishing consumers confidence.

Prior to Markham, Eric was President and artistic director of Daytona Beach International Festival, the Official American Festival Residency of the London Symphony Orchestra (UK). Under its leadership, the 17-day cultural event blossomed into the largest international and orchestra Festival in Florida. He implemented strategies to diversify revenues and developed key partnerships, with the result of significant growth. In terms of audience development, his marketing initiatives to increase visitors were frequently acclaimed by Visit Florida, the state’s recognized authority in tourism promotion.

Since 2013, Eric joined Seneca College as a part time professor, in the Event Marketing |Sports, Entertainment, Arts graduate certificate program, with the purpose of helping young professionals to succeed in entering the work force.