Pádraic Gilligan reflects on his visit to St. John’s, Canada’s easternmost provincial capital, where he attended the Incentive Summit Americas (ISA). Contrary to its “Stay Strange” motif, St. John’s is a warm, unpretentious city with unique, locally-owned shops and a vibrant community. The ISA event, hosted at the Alt Hotel, featured exceptional local activities such as hikes, heli-rides, and a memorable keynote by Justin Wren. The city’s genuine hospitality, slower pace, and unique traditions, such as the screech-in ceremony, left attendees with lasting memories. The summit successfully showcased St. John’s unconventional appeal and charm.