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You might recognize the fedora, but Jarrod Goldsmith keeps a lot more than that under his hat

May 2, 2025

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Jarrod Goldsmith wasn’t always comfortable donning his now-signature fedora in public. But, he says, ignoring the stares and standing out from the crowd is part of what has allowed him to turn his passion for music into a thriving business. Earlier this week, Rogers Centre Ottawa announced that it had entered into a three-year preferred partnership agreement with Goldsmith’s entertainment company, Sax Appeal. Goldsmith said Sax Appeal has similar agreements with other venues, including the Brookstreet Hotel, the Hilton Lac-Leamy, and the Ottawa Conference and Event Centre, but this is the biggest contract to date. “The Rogers Centre (Ottawa), they have over 400 large events a year,” he told OBJ on Thursday. “We’re talking a thousand or two thousand or more people. And almost every one of them has a cocktail hour or they might (want music) during dinner or a party band or dance band afterwards.” In a news release, the Rogers Centre Ottawa said it’s the first time an entertainment company has joined its preferred supplier program, and that it expects Sax Appeal will provide clients with a wide range of live music offerings, from jazz trios and string quartets to full bands. “This partnership aligns perfectly with our goal of enhancing the event experience at the Rogers Centre Ottawa,” Trisha Richardson, marketing and partnerships manager, said in the release. “Live music adds a special touch to any occasion, and by working with Sax Appeal, we can provide our clients with access to top-tier musical talent. We’re excited about the opportunities this partnership will bring.” Sax Appeal began as a saxophone ensemble in 2011, but has since expanded, contracting with instrumentalists who are members of the Canadian Federation of Musicians. Goldsmith said he’s mostly put his performing days behind him now and has taken on the role of music booking agent and rebranded the company to Sax Appeal Productions. For Goldsmith, music was a passion, not something he planned to turn into a career. Growing up in Montreal, he learned to play and started performing professionally in high school, but ultimately did his master's in archeology. During university, music was a hobby and a side gig. “I never wanted to go full-time in music,” he said. “I’d been hearing my whole life, you’re crazy, get a real job. So I played and did some albums and had a lot of fun, but I never wanted to do it full-time.” When he moved to Ottawa in 2002, he said he spent several years bouncing between contract roles in the government and time on employment insurance. Through it all, music was a constant. “I was still playing around the city,” he said, “and in 2011, I said, I’m done with this. I can’t go on EI anymore. I’m going to finally go into music full-time.” But Goldsmith didn’t take the stereotypical route of the starving artist. Instead, he went through the Ontario Self-Employment Benefit program, a 42-week entrepreneurship incubator for people on EI to learn about business. “Most artists, they’re great at what they do, but they don’t know anything about business,” said Goldsmith. “They play at the bars. They hope to get discovered … But it’s all about relationships.” Sax Appeal took him around the city with his team, performing gigs and carving out a market. But in order to find the right clients, he turned to the business community and got to know people through networking events. At the time, the region was home to five chambers of commerce and Goldsmith became an active participant in all of the events. Not only did this allow him to make connections in every part of the city – essential, he said, to booking gigs – but it also meant he became a connector of sorts between the different chambers. “I was an ambassador for all the chambers of commerce,” he said. “I realized back in 2012 that the chambers were fragmented. Kanata supported Kanata businesses; they didn’t like Nepean because it took business away from them. So I thought, hey, let’s create an event, bringing the chambers in the same room.” It was this goal that led to the creation of his second venture, eSAX (the Entrepreneur Social Advantage Experience) and solidified his place in the business community. The events company, which pivoted to a virtual hosting platform during COVID, became best known for its networking trade shows, which brought hundreds of small businesses and local leaders and stakeholders together. It was put on pause during the pandemic, but will be making a comeback for the first time in five years this November, according to Goldsmith. The success of both companies has led Goldsmith to become an educator and advocate for musicians and small businesses owners alike on how to market themselves, make genuine connections and create a personal brand. “With musicians, you have to have that business angle,” he said. “But it’s all about relationships. Since I’ve been hanging around entrepreneurs since 2011, I’ve adopted so many great habits of entrepreneurship into my business … Because of all the goodwill, the relationship, the networking I’ve done, I’m pretty known around the city, especially with my signature fedora. And because of that, it was the Rogers Centre (Ottawa) that reached out to me.” He admits the process wasn’t easy. Business networking events can be prohibitively expensive for musicians and small business owners who may not know where to find free alternatives. And contrary to what others might believe, Goldsmith said musicians tend to be introverted and might not feel comfortable in a room full of suits. But Goldsmith said a little confidence and bravery goes a long way. Even he was once uncomfortable donning the fedora that has since become the most recognizable aspect of his personal and professional brand. “My aunt came to town and said, ‘Hey, you play a lot of jazz. Ever thought of wearing a fedora?’ So I went to The Bay and bought a cheap one,” he said. “I’m telling you, people stare at you when you wear a fedora. I had a couple of weeks of imposter syndrome and people staring, so I’d look down. Then I said, you know what? I don’t care what people think. I have to make this work. And now, in a room full of suits, boy, do I stand out.”