Who We Are
Good people make better events.
Upstream is a team of producers, technicians, planners, and problem-solvers who care about making events work well for the people in the room and the people behind the scenes.
We bring together deep technical experience, a planner-first mindset, and a practical approach to production. That means clear communication, thoughtful planning, well-supported crews, and technology that helps the event instead of getting in the way.
We believe the best events come from good partnerships, good people, and a team that is genuinely invested in getting it right.
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Mark Laforest
CEO & Founder
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Bryce MacDiarmid
Director of Business Development
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Ashley Craven, CMP
Growth Lead
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Chris Ferris
Production Lead
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James Thorpe
Production Lead
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David Berryman
Operations Lead
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David Bullock
Technical Lead
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Greg
Vibe Lead
Get to Know Us
Mark Laforest
Mark is the CEO and founder of Upstream AV, with a long-standing career in the audiovisual and live events industry. Combining deep technical expertise with a strong background in technology and production, Mark is recognized as a leader in the evolution of hybrid meetings and accessible event experiences. His work is grounded in the belief that technology should remove barriers to participation and create meaningful connections for audiences, regardless of location.
Having worked with major technology companies such as Shopify, Mark brings a strategic and innovative approach to event production. He has a particular passion for livestreaming, accessibility, and designing scalable hybrid experiences that maintain high production value while supporting seamless engagement across in-person and virtual environments.
Mark is driven by the idea that the future of events is flexible, inclusive, and audience-focused. Through Upstream AV, he continues to help organizations rethink how meetings and conferences are delivered—creating experiences that prioritize accessibility, reliability, and human connection alongside technical excellence.
CEO & Founder
Bryce MacDiarmid
A multi award-winning AV professional, Bryce brings 20 years of experience to his position as Director of Business Development at Upstream AV. His experience spans everything from advanced projection setups to specialty brand activations and experiences. His focus in the ICT and Corporate Market, as well as Government and Public Sector Events, has provided a depth of knowledge in various environments. He is efficient in project and event management, procurement, operations, and has a client driven work ethic.
Before getting into the AV Industry, Bryce worked as a photographer, and spent many years in fine dining. He has travelled Canada extensively, and has the photos and culinary experience to prove it.
Outside of work, Bryce can be found spending time with his wife and 2 kids, writing and recording music, though mostly that time is spent endlessly tuning his guitars.
Director of Business Development
Ashley Craven, CMP
Ashley is the Growth Lead at Upstream, but her career in events started long before AV. After spending more than 10 years working in restaurants and hospitality, she spent the next 12 years as a meeting planner, giving her a front-row seat to what it really takes to pull off great events.
Now, she brings that planner's perspective to AV, helping clients create experiences that are smooth, engaging, and stress-free. Not an event planner? Wearing six different hats and organizing your event off the side of your desk? Ashley gets it. She's always happy to chat through your event plans, share practical tips, and help you avoid common pitfalls, all while making sure your AV supports your goals instead of adding more to your to-do list.
Ashley loves collaborating with clients and industry partners to make events more accessible, more attendee-focused, and a little less complicated. She believes great events come from good partnerships, thoughtful planning, and a team that's invested in your success from day one.
Outside of work Ashley likes hosting the girls every week to watch Survivor, relaxing at home or the cottage with her husband Neal, their dog Greg and a crispy glass of wine with a great book.
Growth Lead
Chris Ferris
With 20 years of experience in the live events and audiovisual industry, Chris brings a hands-on, solutions-focused approach to every production. Throughout his career, Chris has worked as a Production Manager, Technician, and Show Caller across corporate events, live entertainment, conferences, and large-scale productions.
Chris has had the opportunity to work with notable clients including PSAC and Shopify. His work with PSAC has involved large-scale union events, where navigating complex labour requirements, accommodations, and production logistics adds an additional layer of planning and coordination. For Shopify, Chris has worked as a Show Caller for their high-profile Summits, coordinating complex programs and ensuring every technical and production element comes together seamlessly in real time.
Outside of live events, Chris is an experienced music producer, recording and mixing engineer, and songwriter. His background in music brings a strong understanding of audio, performance, creativity, and collaboration to his work in live production.
Production Lead
James Thorpe
James has been obsessing about audio his whole life. As a kid he was fascinated with how music was made and wondered how those perfect guitar tones were achieved. In college he learned the art of music production, leading to a decade of live sound mixing for bands before finding his place in the world of corporate AV. He has now had 26 years of experience in the industry working with several large AV companies.
James has worked on many high profile events like G8/G20 Summits and the COP28 United Nations Climate Change Conference in Dubai. He has extensive experience running union crews on union events, and has worked with many large corporate clients like CIBC and Shopify as well as several associations like Canadian Dairy Farmers and Canadian Real Estate Association. His roles on these events range from Lead Audio Engineer to Production Manager to Show Caller. He truly loves each of these aspects in the context of executing an amazing live event experience.
He is always exercising his passion/obsession for audio in any way he can, whether it's designing a large scale line array for a big event or just listening to the nuanced reverb time on a recorded vocal track or geeking out with colleagues about the newest gear. He loves to spend time with family and friends, chilling in nature or building/fixing something in the workshop. He can often be found researching some new piece of equipment or audio concept even when he is not working.
Production Lead
David Berryman
David has spent his career at the intersection of live events, digital media, and storytelling, and it's a mix he genuinely loves. Over nearly five years at Shopify, he grew from coordinating livestreams to leading a team of creatives. That foundation traces back to Brock University, where he got his start in event technology, social media, photography, and videography.
Along the way he found what he loves most about the work: the operational side of things, the systems, run of shows, and behind-the-scenes organization that make a production feel effortless from where the audience is sitting. That instinct has followed him into building his own AI-powered workflows, automations, custom integrations, and a growing personal knowledge system, aimed at handling repetitive operational work so more energy goes toward the parts of a show that need a human touch. He brings that same care to Upstream's clients today, treating every show like it matters just as much as the last one.
Outside of work, David is a devoted sports fan through and through, cheering on the Ottawa Senators and the Ottawa Charge, and lending his design and social media skills to his local rugby club. He's always game to pick up something new, and lately that's meant chasing dinks on the pickleball court and learning the finer points of curling. If there's a sport to watch, play, or talk about, David's probably already in.
Operations Lead
David Bullock
How does this piece of equipment work? How does it fit into our workflow, and how can it make the lives of our technicians and clients easier? David has always been a builder and problem solver; At Upstream he’s responsible for designing and maintaining the systems we use, as well as ensuring our shows are a technical success.
Before Upstream, David worked for several years in live events both as a technician and in operational management roles. He spent his time at Shopify supporting meeting room AV integrations, and later got to work on leading edge physical and cloud based production systems as a production infrastructure technician. He’s particularly interested in IP based AV solutions, and how systems can be integrated to simplify workflow and operation.
When he’s not working, David is spending time with his daughter and wife, golfing, trying to fix a car or old computer, or browsing a record store.
Technical Lead
Greg is Upstream’s Vibe Lead, responsible for team morale, staff supervision, warehouse security, and ensuring no snack goes unaccounted for. He is compensated through a competitive package of unlimited treats, belly rubs, and flexible sunbeam access.
A hands-on team member, Greg can usually be found following the crew around the warehouse, making sure everyone stays on task, organized, and appropriately attentive to him. He takes workplace culture seriously and works hard to maintain a playful, welcoming environment, while also providing security through an intimidating combination of barking, staring, and menacing Chihuahua energy.
Greg spent the first several years of his life on the streets of Kentucky before being adopted at around four years old by two millennials with no children and significant disposable income for dog-related purchases. He has since fully embraced the high life, with an extensive collection of treats, toys, cute outfits, comfortable furniture, and carefully selected sunbeams to lie in.
Outside of his official duties, Greg enjoys hanging out with his many uncles at the warehouse, demanding attention, conducting unsolicited inspections, and reminding everyone that despite his size, he is technically in charge.
Vibe Lead
Greg
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