Faculty of Animation, Arts & Design
Degree: Music Theatre - Technical Production
Year of graduation: 2005
There’s an old adage in the theatre industry: to be early is to be on time, to be on time is to be late, and to be late is to be replaced. It is a lesson that Andrew Rosenfarb learned as a Sheridan student and one he still lives by.
Having spent his career building and managing events at some of Toronto’s most well-known entertainment venues, Andrew knows a thing or two about organization and event planning. Since 2013, he has managed a growing number of programming and events at the hugely popular Ripley’s Aquarium of Canada in downtown Toronto. Under his watch is one of the aquarium’s most successful events which Andrew created: Friday Night Jazz hosted once a month.
“Just a year and a half since the event’s introduction, we are seeing as many as 2,000-2,500 guests attend each jazz night,” he says.
Excluding its internally programmed events and birthday party program, Ripley’s hosts an average of 10-15 events and fields hundreds of requests for events each month. It’s a challenge but an enviable one, says Andrew.
“We are in a great position – not having enough days to book events as the venue is doing so well that we cannot close to the public. Of course, over time my biggest challenge will be keeping the venue fresh and attractive for events once the next ‘big thing’ opens its doors.”
A 2005 graduate of Sheridan’s Music Theatre – Technical Production program, Andrew honed his technician skills at various regional theatres throughout the GTA, moving on to coordinate events at Canada’s Wonderland and Ontario Place, including the Halloween Haunt, the largest Halloween event in Canada. His subsequent management roles at Maple Leaf Sports and Entertainment and Princess Cruise Lines led to his current gig at Ripley’s.
Along the way, he has taken much satisfaction from a career focused on offering enjoyment to others.
He has also learned the importance of going the extra mile in event planning, Andrew says.
“The willingness to take the initiative and be incredibly detail-oriented are the most indispensable traits in this industry, as events are made up of nothing but hundreds of small details that all play an essential role in the success of an event.”
Learn more about Ripley's Aquarium
Learn more about Sheridan’s Technical Production for Theatre and Live Events program