Think outside the box for your next convention in the Montreal region
The Sheraton Laval offers a flexible approach to events in a fully renovated environment
Five years ago, the Sheraton Laval started thinking about how to break the mould of conventional hospitality. They consulted with clients new and old to find out what their needs were and came up with an innovative concept to best meet — and surpass — them.
Completed in 2022, the major renovations took two years to complete and included work
on the exterior of the hotel as well as the common areas inside the hotel.
The Groupe Hôtelier Grand Château has completely transformed the hotel’s convention centre. Enlarging it by 10,000 sq. ft., the renovated space now has a modular design so that it can be configured in 70 different ways while keeping all the main elements connected, including the new La Lavalloise room and entrance hall.
“It’s a traditional industry that has been the same for decades, but we wanted to think outside
the box. That was the impetus for the project: to do something that
would help reinvent the hospitality industry,” explains Annieeve Frigon, the vice-president of sales and marketing for the Sheraton Laval.
“Flexibility was the main goal, to open our space to different types of clients, to host bigger events, to welcome people that we couldn’t before and to have a flexible space that could be reconfigured in many different ways.”
The 45,000 sq. ft. convention centre is now one of the largest in the province. 22,000 sq. ft. of it is connected to the hotel’s outdoor terrace via the new La Lavalloise room that is bathed in natural light and allows events to be held indoors, outdoors or both. Its movable glass partitions can be arranged based on the needs of the event.
“It’s a seamless area, there are no divisions, which was also part of the goal - to have a big, continuous space with lots of natural light that connects to the outdoor space, which provides another interesting option for breakouts, cocktails and more,” says Frigon.
“Everything can be moved around during events, it’s that easy and flexible. It’s like a blank canvas that can completely be personalized by each client with
their own branding, colours, look and feel. For returning clients, the configuration can be changed every year, creating an entirely new experience.”
The brand-new entrance wall now features a high-resolution video wall, available to clients to add a wow factor and make the event even more personalized.
When it comes to event catering, the team at the new Sheraton Laval brings it to a whole new level, breaking convention with the new Comptoir Gourmand La Spesa. This trendy gourmet market is the new location in the hotel for the convention coffee breaks and lunch breaks.
“We call it the heart of the hotel because it’s an open space in the middle of the hotel that connects to the lobby as well as the convention centre,” says Frigon. “It’s where clients can choose whatever they want during event breaks instead of just having coffee and cookies within their meeting room, which is what everyone has been doing for the past decades. Our executive chef Robidoux proposes a selection of
trendy mignardises, depending on the client’s budget and allergies of participants. Homemade granola bars, yogurt parfaits, gluten free energy balls … it’s in the hand of our chef ’s creativity.”
La Spesa also features a wide selection of healthy snacks, homemade gourmet sandwiches and salads, Chef ’s ready to eat and frozen meals, local products as well as barista-made coffee available to all.
Located off the Laurentian Autoroute just 20 minutes from downtown Montreal, the Sheraton Laval features complimentary on-site parking as well as an electric car charging station.
To find out more about the Sheraton Laval convention centre or to make a booking, visit