Sarah Hovind is the founder and face behind YYC Sociables, a Calgary-based digital media brand that highlights everything FUN to do in the city. What started as a passion project has grown into one of Calgary’s most-followed local platforms, known for sharing the best fun events, food, festivals, and community news. Her work bridges the gap between local businesses and everyday Calgarians, helping people discover new experiences while supporting the city’s creative and hospitality communities.
What is your channel called and what is it about?
My personal channel is Sarah Sociables, and my business channel is YYC Sociables. The content I post across both is focused on what’s happening in Calgary. I share local events, food spots, festivals, and city updates that get people excited to make the most of our city!
When did you start it? What motivated you at the beginning?
I started Sarah Sociables in Jan 2019. I wanted to create something that helped people say “yes” to going out in Calgary, making the most of their city, and experiencing new things and making new friends.
Who were you inspired by? Any influences?
My inspo comes from my own needs! I share what I would want someone else to tell me about. Every time I spot something exciting in the city, I just feel genuinely excited to tell my friends.
How would you describe your audience?
My audience is made up of fun, community-minded Calgarians. We all love trying new restaurants, attending events, and staying in the know about what’s new and exciting in the city. We love to be the first to find out what’s new and cool!
What is your creative process? Do you have people who work with you?
My process comes from my real life. I post the stuff I would want to do with my friends, the restaurants I would personally love to eat at, and the events I think are unique and fun. I also have a team where we gossip daily about what’s fun in the city, and we are all genuinely interested in the city’s happenings, and it’s a special magic when we bounce content ideas off each other.
How do you monetize your content? Do you also have another job?
Content creation is my full-time job. I monetize through brand partnerships, sponsored videos, newsletter advertising, giveaways, and digital placements across my platforms (IG & TikTok). Most of my income comes from local businesses – which is fantastic! I love sharing local people who work hard to create truly great things.
What is your favourite piece of content you have created?
Funny enough, I think because I’m always learning, my favourite piece of content is always my most recent one! I think overall, the best thing I’ve ever created is a food festival. I see food festivals all the time in Calgary, and I just thought to myself, hey, I think I could do this! And with help from my team, we created Calgary’s first-ever Mac & Cheese Festival. We’re now in our second year!
What is the best part about what you do? What is the worst part?
The best part is by far hearing how I’ve touched people’s lives. I’ve actually heard some very personal and emotional stories about how my content has had a positive impact on people’s lives, and it keeps me going. I know my job is lighthearted, but at the end of the day, I also know I’m making a real difference in the quality of people’s lives.
The worst part is the admin. What many don’t realize is that content creators are running a small business and all the day-to-day work that comes along with that. I spend an insane amount of hours on my computer every week. More than I ever did as a full-time office employee. I pay a real physical price for this, and my carpal tunnel is really getting bad.
What are your future plans for your channel?
Last year, I soft-launched YYC Venues – a website that showcases local private dining rooms so that people can easily find a place for their next birthday party or other small special occasion. The concept worked fantastically, so this year we plan on expanding the number of venues available on the website to make it bigger and better!
Where can we follow you?
I’m easy to find! Look up sarah.sociables on any platform.
Instagram | Business Instagram | Website | YYC Venues | Calgary Mac & Cheese Fest
PAY IT FORWARD: What is another Canadian content creator that you love?
I’d have to say Kelsey Lakusta! She’s actually a member of my team, and she continually creates fun content that has tons of her bubbly personality. She shares lot of local food and recommendations on everything from matcha to pasta to the best buffets!
