Jay Robitaille—better known to the region as Jay Robo—is an entrepreneur built on the hustle. From the technical labor required for a massive production to trademarking a community legacy, Jay’s career has been defined by a hands-on approach to the Niagara entertainment and production scene.
The journey started at the Down Under in Niagara Falls. Long before he was legal to grab a drink, Jay was commanding the room on the mic. It was there that the bar owner, Otto, dubbed him Diamond J—a nickname born from Jay’s daytime business selling wholesale gold.
In those days, it wasn't about high-tech gear; Jay was running the show with a microphone and the bar owner’s two multi-disk house CD players. He quickly became a fixture of the local circuit, holding court at Red Rocks, Pumps, Mardi Gras, and Sin City. While he was a presence at Rum Jungle and the Lava Lounge, the Daily Planet stood as the titan of that era—and Jay was right in the thick of it. He also spent years as an MC at the World Famous Beer Garden on Clifton Hill. To be clear: Jay is a master of the mic, not a singer—but as anyone who knows "Robo" can attest, once he has a microphone, it’s nearly impossible to take it away.
Seventeen years ago, Jay made the jump from performer to proprietor as the owner of DJs Pub & Eatery on Victoria Ave. He ensured live entertainment hit the stage every single night, proving early on that the business works best when it has a purpose. During that time, he spearheaded the Children’s Holiday Hope Benefit, raising $10,000 for local charities.
Today, that same drive powers Gig Guys Production & Event Services, a company with a nine-year track record of providing high-level technical support, event services, and skilled labor for small and large production companies across Ontario.
In early 2025, a 20-year Niagara tradition ended when the local Rotary Ribfest was cancelled. Seeing a void that needed to be filled for the city, Jay stepped up. Utilizing the infrastructure of Gig Guys, he branded, trademarked, and launched Ribstock Festival Inc. as a registered Not-for-Profit organization.
In its inaugural year, Ribstock successfully revitalized the tradition at Firemen’s Park, raising nearly $20,000 for local anchors like Project SHARE, BGC Niagara, and Pathstone Mental Health. As Founder of both the festival and the production house that powers it, Jay continues to lead with a singular focus: keeping the energy high and ensuring the proceeds stay right here in the community.