Val Upfold

Everyone is talking about the crowds, tourism and economic impact of FIFA.
What I’m thinking about is the workforce.
Unlike a Jays playoff run, this is a global event. Visitors will be arriving from around the world with different expectations, different dining habits, different schedules and different service expectations.
Toronto’s hospitality industry is already operating under pressure. FIFA will be an incredible opportunity, but it will also be a real test of our staffing, leadership, training and operational readiness.
I recently spoke with about what I believe the industry should be focusing on now- not when the first fans arrive.
🎥 Here’s a clip from the interview.
🔗 Full 10 min interview available through the link in my bio.
What do you think will be the biggest challenge for restaurants, bars and hotels during FIFA?

The Tim Hortons announcement is interesting because it really shows how much the hospitality labour conversation in Canada has shifted over the last few years.
Not that long ago, restaurants were in full panic hiring mode post-pandemic and many operators genuinely couldn’t staff shifts consistently. Programs like TFW became a major part of keeping some businesses running, especially in entry-level roles.
Now the market feels different. There is still strong demand across hospitality, tourism but employers are no longer hiring with the same urgency they were a few years ago. Application volume is up, youth unemployment has risen and there is increasing pressure on companies to prioritize local hiring again.
What I also find interesting is that when I talk to younger people, many aren’t even applying to traditional entry-level jobs like Tim Hortons in the first place… but that’s probably a whole other conversation.
At the same time, many operators are still struggling to find experienced people, leadership talent and employees who want to stay in the industry long term.
To me, the bigger issue was never just “finding workers.” It was building workplaces and hospitality careers that people actually want to stay in.
Curious what others in the industry are seeing right now.

Toronto hospitality is about to experience something this city has never seen before.
Millions of visitors.
Bars and restaurants serving until 4AM.
Packed hotels.
Non-stop events.
And an industry that is already stretched in a lot of places.
Everyone is talking about the crowds but the real story is going to be what happens behind the scenes.
Because extended hours don’t just mean more revenue. They mean more staffing, more managers, more prep. More pressure on operations.
The restaurants, bars and hotels that thrive during FIFA won’t necessarily be the ones in the best locations. They’ll be the ones with the strongest teams and the best planning.
And for hospitality professionals? This could create some massive opportunities over the next month across restaurants, hotels, nightlife and events.
Curious to see which operators start preparing now… and which ones underestimate just how big this is going to be.

I think people get turned off by the word “networking” because it sounds forced or transactional. Like you’re supposed to walk into a room and pitch yourself to strangers.
But honestly, most people already network all the time without even thinking about it.
The best way to find a job is still through people and conversations. It’s letting former coworkers know you’re open to something new, asking what people do and if their companies are hiring when you’re at a party, or simply telling people what kind of role you’re looking for.
Meanwhile, so many candidates are sitting at home applying to hundreds of jobs online and hearing nothing back because their resume never even reaches a real person.
Hospitality especially has always been relationship-driven.
It also doesn’t need to feel overly strategic or uncomfortable. Some of the best opportunities come from very normal conversations and staying connected to the people around you.
A lot of jobs are being discussed long before they ever become public postings.