Toronto singles are trading carefully crafted dating app profiles for a more public display of affection – or at least, a public pitch. The event, dubbed Pitch-A-Friend, invites attendees to have their friends present them as potential romantic partners to a room full of strangers.
The concept, which originated in Philadelphia approximately four years ago as a means of revitalizing local bars following pandemic lockdowns, has gained traction in Toronto since February 2024, according to Sylvia Calleri, a life coach who brought the event to the city.
“I’m single myself and am tired with all of the dating apps, and when I saw this concept, I thought it was a great idea to meet new friends and potentially make a (love) connection in person,” Calleri told CTV News Toronto.
Pitch-A-Friend operates on an application basis. Prospective “pitchees” and their designated “pitchers” must submit a slideshow presentation, along with a $20 entry fee, for consideration. Calleri emphasizes that the presentations should be celebratory in nature, focusing on positive attributes rather than criticisms.
“They’re not cutting them down, because obviously it defeats the purpose,” Calleri said. “There’s so many different people who are wanting their special friend, who might be amazing, to meet someone who is equally amazing.” Slideshows are restricted from containing foul language or nudity, but a sense of humour is encouraged.
Calleri recounted a memorable pitch where two friends mistakenly presented the wrong single companion, leading to an amusing realization on stage. Another instance involved two former partners pitching each other, demonstrating a level of maturity, she noted.
Presentations, limited to five minutes each, are followed by a question-and-answer session. Up to twelve pitches are accepted per event, with breaks interspersed throughout. The next Pitch-A-Friend event, scheduled for the evening of February 19, currently has a waiting list of 22 groups.
“It’s definitely gaining in momentum,” Calleri said. “People are wanting to get out and meet people in person, and it’s a great way to learn about someone without having to do that inquisition of asking, ‘What do you do? What do you like?’”
While still relatively new to Toronto, the format has already yielded at least one success story, with a couple having connected through the event last February, according to Calleri. “They’re a really cute couple,” she said.
