SweetPea Meetings & Events

What SweetPea Meetings & Events does

SweetPea Meetings & Events is a privately held, bootstrapped, full-service meeting and event management firm founded in 2014 by Natalie Lundstrom (a Certified Meeting Professional with prior corporate and medical-event experience) and co-founded with Nate Lundstrom. The firm is a remote-first boutique professional services operation with approximately six core team members distributed across multiple U.S. states and a nominal Scottsdale, Arizona base. SweetPea delivers end-to-end event planning for corporate, association, and private-equity clients, with a distinctive specialization in the dental industry—particularly dental service organizations (DSOs)—while also serving medical/healthcare, technology, private equity/finance, association, and non-profit clients. Its largest documented engagement is a five-year-plus partnership with Dykema's DSO Industry Group, where the firm grew the Definitive Conference for DSOs to 1,700+ registrants and a 400%+ audience expansion over five years.

Name

SweetPea Meetings & Events

Legal name

SweetPea Meetings & Events

Website

https://sweetpeameetings.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

SweetPea Meetings & Events is a privately held, full-service meeting management firm specializing in dental industry events. Its 6-person remote team delivers end-to-end event planning—from venue negotiation to on-site execution—for corporate, association, and PE clients across the U.S.

Ownership category

akta.pro rank

Product category

Meeting & Event Management Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Management Services (8741)

akta.pro primary industry

Meeting & Conference Planning & Coordination (HSACADAA)

akta.pro secondary industries

Internal Meeting & Workshop Management (THAHAIAA), Customer/User Conferences & Client Advisory Boards (THAHAMAD)

Keywords

• Meeting management services
• Event planning services
• Corporate event management
• Conference planning services
• Venue contract negotiation

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services - Meeting Management: Full-service meeting and event management fees. Services include event strategy, venue sourcing and contract negotiation, A-Z planning (F&B, A/V, agenda, sponsorships, budget, space layout, registrations), on-site execution, and post-event wrap-up. Revenue generated through professional service fees for comprehensive event planning and management.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SweetPea Meetings & Events is a full-service meeting and event management firm providing end-to-end A-Z planning services including event strategy, venue sourcing and contract negotiation, A/V production, food & beverage, sponsorships, speaker management, attendee registration, room blocks, vendor management, activities, and on-site execution. The firm operates a flexible engagement model where clients can outsource either specific components or the entire meeting lifecycle, with deep specialization in the dental industry and a white-glove, personalized approach targeting corporate and association clients.

Product overview

SweetPea Meetings & Events is a white-glove, full-service meeting management company offering a unified service platform rather than discrete software products. The core offering is Full Service Meeting Management, which encompasses multiple service modules including Event Strategy, Hotel & Venue Contracts, A/V Production, Food & Beverage, Sponsorships, Speakers, Attendee Registration, Room Blocks, Vendors, Activities, and On-Site Execution. The company specializes in specific industry verticals including Corporate Meetings & Conferences, Staff & Board Retreats, Incentive Programs, C Suite Meetings, Roadshows, and User Conferences. Services are provided across industries including dental, medical, tech, private equity, association, foundation, and non-profit sectors. The company operates on a flexible engagement model, allowing clients to utilize specific modules or full A-Z planning support from strategy through execution.

Differentiator

Problem solved

Functional benefit

Products and services

• Full Service Meeting Management Comprehensive end-to-end meeting and event planning service covering all aspects from strategy through on-site execution, including venue sourcing, contract negotiation, registration management, attendee coordination, sponsorships, A/V production, food & beverage, speakers, room blocks, vendors, activities, and post-event reconciliation. Targeted at corporate clients, associations, and organizations seeking outsourced event leadership.
• Corporate Meetings & Conferences Meeting and conference planning services for corporate clients, including annual meetings, sales conferences, and educational events. Designed for organizations running recurring corporate gatherings that need full-service execution support.
• Staff & Board Retreats Retreat planning services for corporate staff and board members, including strategic development sessions and team-building activities. Designed for executive teams, boards of directors, and strategic planning groups.
• Roadshows

Quantifiable outcome

• Audience expanded 400%+ over 5 years for Dykema's Definitive Conference
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Maritz Global Events: Maritz is a large, established meetings-and-events incumbent offering strategic meetings management, incentives, and event production for enterprise clients — overlapping SweetPea's full-service corporate meetings business at greater scale.
• Cvent: Cvent is the leading event management technology platform (venue sourcing, registration, attendee engagement). It overlaps with SweetPea's manual service stack and represents the technology-driven alternative SweetPea clients may adopt over time.
• PRA Business Events (CWT Meetings & Events): PRA / CWT Meetings & Events is a large enterprise meetings management provider with global sourcing and event services — a broad incumbent comparable to SweetPea on end-to-end meeting management but at significantly larger scale.

Direct peers

• The Meeting Company: The Meeting Company is a full-service meeting and event planning firm offering venue sourcing, registration, and on-site management for corporate clients — closely aligned with SweetPea's boutique A-Z model.
• Bishop McCann: Bishop McCann is a full-service event and meeting management agency offering strategy, site selection, contract negotiation, registration, and on-site execution — directly comparable to SweetPea's A-Z service stack.
• ConferenceDirect: ConferenceDirect is a meeting-sourcing and event-management firm that negotiates hotel/venue contracts and provides full-service meeting planning for corporate clients — directly overlapping SweetPea's core venue-sourcing and meeting-management offering.
• HelmsBriscoe: HelmsBriscoe operates one of the largest global hotel/meeting-sourcing networks, providing venue RFP and contract negotiation plus full meeting support — a close functional twin to SweetPea's service model.
• Event Solutions: Event Solutions is a corporate event and meeting management agency providing site selection, contract negotiation, and full production — a comparable boutique competitor in the corporate meeting planning space.

Emerging players

• Bizzabo: Bizzabo provides an end-to-end event experience platform with registration, agenda, and engagement tools — an emerging player whose growth could disintermediate parts of SweetPea's manually-delivered registration and attendee-coordination service.

Regional players

• Spear Education (dental events): Spear Education produces major dental continuing-education conferences and events, putting it adjacent to SweetPea's dental-vertical focus as both serve the dental industry's live-event audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC86fC1bsKGN7_GpS_1B-Fkg
• Instagraminstagram.com/SweetPeaMeetings
• Facebookfacebook.com/SweetPeaMeetings
• LinkedInlinkedin.com/company/sweetpea-meetings-events

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SweetPea Meetings & Events