Why Toronto Became the Quiet Luxury Capital of Canada
How a city that used to be the punchline of Canadian travel became the one people actually want to spend a weekend in. We look at the small shifts behind the bigger story.
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The House Behind The Name
Topdealwinner Is a Toronto Hospitality House Built Around Two Deliberate Ideas: One Great Suite and One Great Events Floor
Topdealwinner started in 2013 above a Liberty Village coffee roaster with a single meeting room, a borrowed desk, and a stubborn idea that hospitality in Toronto could be quieter and more considered than the market was offering at the time. Twelve years later we operate from Exchange Tower on King Street, we run a signature penthouse on floor twenty-eight, and we host more than four hundred corporate and private events a year on level three. We are still small on purpose, still owner-led, and still answering the phone ourselves.
Where It Started
One room above a roaster, 2013
Our Story
From a borrowed desk above a roaster
The first version of Topdealwinner was honestly not much. A single room we could hire out by the half day, twelve plastic chairs that never quite matched, and a coffee machine the landlord let us borrow in exchange for keeping the corridor tidy. What we did have was a clear sense that the corporate meeting rooms available in Toronto at the time were either aggressively corporate or quietly falling apart, and that the gap in between was wide enough to drive a small business through.
We did eighty-one bookings that first year. We learned fast that the technology is the easy part and the human part is the hard part — having someone in the room who has actually seen a projector fail before and can swap the cable without three rounds of apology. When The Well and the Mirvish Village developments landed and the city started to take itself more seriously, we already had six years of hard-won experience and a decent idea of how to grow without losing what people liked about us.
Where We Work Now
Exchange Tower, 130 King Street West
The Move
Why we left the laneway for downtown
The Liberty Village room worked well until it didn't. By 2021 our corporate accounts had grown well past what a single borrowed space could handle, and the penthouse idea had been sitting in a drawer for three years waiting for the right building. When Exchange Tower came up on King Street, we took the top floor and the third floor in the same week and spent the next eighteen months rebuilding both from the studs.
Moving into downtown shifted the guest mix in ways we hadn't predicted. We get more cross-country corporate travel than we used to, more long-stay penthouse bookings over holidays, and a surprising number of Toronto locals who book a weekend in their own city. The laneway taught us how to run a room properly. This building taught us how to run a house.
Milestones
Twelve years, one decision at a time
We have made exactly one significant strategic decision every eighteen months since we opened, and we have tried hard not to make it on gut feel alone. Here is the short timeline.
2013
One Room, Twelve Chairs
Topdealwinner opens above a Liberty Village coffee roaster with a single hireable meeting room and a borrowed Linea machine.
2016
First Penthouse Concept
We start sketching a top-floor accommodation concept after three years of corporate clients asking whether they could stay on site.
2019
Events Division Formed
A dedicated events team is hired and full-day conference packages become the mainstay of the business, alongside the original small-room bookings.
2022
Level Three Rebuild
The entire events floor is stripped back to the studs and rebuilt to STC 55 acoustic rating with gigabit fibre and dedicated AV infrastructure.
2023
Penthouse Opens
Twelve months after the events floor, the Skyline Penthouse Suite opens on floor twenty-eight after being fitted out by a local Toronto studio.
2025
Eleven People, Same Focus
We have deliberately not grown beyond eleven permanent staff, and we turn down more bookings than people realise to keep the standard where it is.
Philosophy
Quiet over loud, and always
The luxury hospitality market in Canada has spent the last decade shouting. Chandeliers, valet parking, gold-plated taps, an espresso machine you're never quite sure how to use. We took a different position early on: the best hospitality is the kind that gets out of the way. Quiet service. Considered materials. A room that feels correct when you walk into it rather than impressive.
What that looks like in practice: a butler who disappears when you're reading. Ontario walnut instead of imported marble. A kitchen you'd actually cook in. A meeting room where the technician already knows your laptop and your coffee order. None of this is cheap to deliver, and none of it photographs particularly well. It is simply what we would want if we were the guest, and we have not yet found a reason to deviate.
Less, Chosen Better
We would rather do two things at world-class standard than twelve at an acceptable one. The whole business model is built on that refusal to expand sideways.
Service Without Performance
No rehearsed scripts, no upselling at check-in, no hovering. Our staff are trained to read the room and step back, which is harder than it sounds.
Toronto Materials, Toronto Taste
Every finish, every supplier, and half our team started within four hundred kilometres of the front door. This is a Toronto house, unapologetically.
Honest About Limits
If we cannot deliver something well, we say so rather than book it and hope. Guests who get a straight answer once tend to come back for years.
Our Team
Eleven people who actually work the floor
We are still small enough that everybody answers their own phone and walks the rooms they manage. No layers of management, no call centre. When you book with Topdealwinner, you are talking to someone whose name is on this page.
Daniel R. Whitcombe
Founder & Owner
Opened the original Liberty Village room in 2013 and still signs off every penthouse booking personally. Twenty-two years in hospitality, most of them in Ontario.
Priya Nandakumar
Head of Corporate Events
Runs level three and has done so since the 2022 rebuild. Nine years in the business and the person corporate accounts ask for by name.
Marcus Hale
Penthouse Butler Lead
Heads the five-person butler team on floor twenty-eight. Toronto local, thirteen years on hotel floors, knows every guest's coffee order by day two.
Sophie Mercer
Reservations Manager
Answers the phone, sends the written quotes, and runs the four-hour reply standard. If you have ever booked with us, you have probably spoken to her.
Successes
What twelve years looks like in numbers
These are the numbers we actually track internally and review at every quarterly team meeting. They are not rounded up.
0
Events Hosted In 2024
0
Active Corporate Accounts
0
Client Rebooking Rate
0
Permanent Staff
Regional Recognition
Shortlisted for the Ontario Hospitality Awards in 2023 and again in 2024 in the boutique events category, both times on the strength of client nominations.
Steady Growth
Revenue has grown every year since we moved to Exchange Tower, and we have added exactly zero new services. The growth came from doing the same two things better.
Retention That Speaks
Forty-three penthouse guests have returned at least twice in the last eighteen months, and fourteen corporate accounts have now booked six or more events with us.
Portfolio
A few projects worth talking about
We keep our case notes brief and we do not name clients without permission. These four projects give a fair picture of the range of work we do across the suite and the events floor.
Three-Day Board Retreat
Montreal financial services firm, sixteen directors, full floor buyout
Milestone Birthday Stay
Toronto family, four-night penthouse booking, private chef dinner for ten
Annual Industry Conference
Ontario tech association, eighty delegates, full AV production across the floor
Interstate Relocation Stay
Executive moving from Vancouver, fourteen-night penthouse booking while settling into Toronto
What We Offer
Two products, both built from scratch
Every service we run is something we designed and built ourselves. We do not franchise, we do not white-label, we do not sell somebody else's hotel under our own name. What you book is what we run.
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Responsible Hospitality
Training and practice, every quarter
Responsibility
Adults-only, and serious about it
Topdealwinner operates an adults-only environment because hospitality done properly means knowing exactly who you are serving and to what standard. Nineteen-plus across the property. Strict responsible service of alcohol, applied consistently by every member of staff rather than just the senior ones. Duty managers with full authority to end service without needing to justify themselves to anyone but the regulator.
We also take a clear position on gambling, which matters because our industry references it constantly. We do not operate a gambling facility. We do not promote wagering of any kind. Where we write or speak about gaming, it is from the entertainment side of the line, and we signpost help services prominently because we think that is the minimum a hospitality business should do. The full framework is published under our legal information page and expanded on in our blog piece Responsible Gaming and Hospitality: What Guests Should Actually Know.
Gambling Help Is Always Free
If gambling is causing you or someone you know harm, call ConnexOntario on 1-866-531-2600, available 24 hours a day, seven days a week across Ontario. No crisis required to call.
Partners & Community
The people we work with, close to home
Standing orders with eleven Southern Ontario producers, two boutique wineries, and an unglamorous network of local trades and service businesses we have kept on through every rebuild.
Roncesvalles Roasters
Holland Marsh Produce
Niagara Wine Co.
Cabbagetown Flowers
Mimico Chauffeurs
Junction Print Co.
Corktown Upholstery
Harbourfront Physio Group
Danforth Electricians
Milton Insurance Brokers
Yorkville Legal
Leaside Advisory
Where we give back locally
Every year we donate a set number of penthouse nights and events floor days to Toronto charities supporting homelessness services and young people in transition. We do not publicise the recipients, because they are not a marketing exercise. If you run a registered Ontario charity and want to talk about whether we can help, get in touch through the contacts page and it will go straight to the owner.
- Sixteen donated penthouse nights in 2024
- Four charity events hosted on level three annually
- Ongoing coffee coffee supply to a Liberty Village outreach van
- Skills mentoring for two hospitality students per year
A Standing Invitation
If you have stayed with us, booked an event, or simply read this far because something on the page caught your eye, you are welcome to send feedback directly to the owner. Daniel reads every message and replies to most of them personally, usually within a day or two. Positive or critical — both are useful and neither gets filtered.
It is the same principle that has run the house since 2013. There is no layer between the guest and the decision-maker, and we would like to keep it that way for as long as we can.
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From The Journal
Long-form writing from the Topdealwinner team
We write occasionally, mostly about Toronto, hospitality and the uncomfortable corners of the industry that other venues avoid. Two of our most recent pieces are below, with the archive on the blog page.
Responsible Gaming and Hospitality: What Guests Should Actually Know
An honest guide to responsible gaming and what a well-run adults-only venue should be doing to protect its guests, written without slogans and without pretending the industry is something it isn't.
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Come See For Yourself
Twelve years, two products, one house
If any of this sounds like the kind of place you want to stay or run a meeting in, the fastest way to find out is to talk to us. Reservations answer the phone from 7am to 9pm EST, seven days a week, and there is no script on the other end.