The CE Group

What The CE Group does

The CE Group, Inc. is a privately held experiential marketing and event production firm headquartered in San Antonio, Texas, founded in 1990 by Janet Holliday and Lainey Berkus (originally as 'Clever Endeavors'). The firm operates as a professional services agency offering five integrated service lines: Events, Destination Management (DMC), Communication (PR and public outreach), Creative (branding, graphic design, and visual identity), and Strategic Consulting (launched in 2025 as an evolution of its Venue Consulting offering). The CE Group is the only accredited Destination Management Company in San Antonio and has served as a primary production partner for major city-defining events including every NCAA Final Four in San Antonio since 1998, all five San Antonio Spurs championship parades since 1999, the U.S. Travel Association's IPW 2023, and the Congressional Medal of Honor Society Celebration in 2024.

The firm's revenue model is project-based and quote-driven, with services delivered through direct client engagement, referrals, and industry reputation rather than through retail or digital storefronts. Pricing is customized to client scope and requirements, with multi-year contract structures available. Customer segments span corporate enterprises (H-E-B, Frost, Spurs, Port San Antonio), nonprofits and foundations (CHRISTUS Children's Foundation, Alamo Trust, Spurs Give, Morgan's Wonderland), and government/convention bodies (Visit San Antonio, City of Kerrville), distributed across a horizontal segmentation approach. A planned ownership transition is scheduled for February 1, 2026, when former City of San Antonio Assistant City Manager Lori Houston will succeed founder Janet Holliday as owner; Holliday will remain President & CEO until August 1, 2026, then continue as President Emeritus and advisor.

The CE Group is regionally concentrated in San Antonio, South Texas, and Central Texas, with no evidence of multi-state national expansion. Its core technology stack consists of standard event production and creative design software with no proprietary AI/ML capabilities, patents, or data assets disclosed. The firm is led by a Managing Director structure with deep internal promotion (multiple Managing Directors started as interns over 11 years ago), supported by a workforce of 11-50 employees, and has earned recognition including ADMEI finalist status (2023), Silver ADDY Awards (2025), Best Places to Work (2023-2024), and Sieggy Lifetime Achievement Award to Janet Holliday (2023).

Name

The CE Group

Legal name

The CE Group, Inc.

Website

https://cegroupinc.net

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The CE Group is a San Antonio-based experiential marketing agency offering five integrated services — events, destination management, communication, creative, and strategic consulting — to corporate, nonprofit, and government clients across Central and South Texas. Founded in 1990, it is the city's only accredited DMC with a leadership transition to Lori Houston planned for 2026.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (56192), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820)

SIC

Services-Advertising (7310)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

akta.pro secondary industries

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Sports & Active Incentives (Golf, Ski, Sailing, Adventure) (THAHADAJ)

Keywords

• Experiential marketing services
• Event production management
• Destination management services
• Public relations communications
• Creative brand design

Headquarters

HQ city

San Antonio

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, Others, Technology or R&D

Revenue model

1. Events Planning and Production: Planning and producing events ranging from intimate gatherings to large-scale public activations, including corporate events, galas, conferences, grand openings, and brand activations.
2. Destination Management: DMC services providing curated experiences for corporate clients, conventions, and incentive programs, including transportation, excursions, and logistics coordination.
3. Communication and Public Relations: PR strategies, media outreach, community engagement, content creation, and event promotion services.
4. Creative Services: Branding, graphic design, visual identity development, event identity, and print collateral production.
5. Strategic Consulting: Newly launched service covering project management, marketing strategy, creative design, venue consulting, and phased approach to helping clients develop and execute ideas.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

The CE Group is a San Antonio-based experiential marketing agency that plans, produces, and promotes events, destination management programs, communications/PR campaigns, creative/branding work, and strategic consulting engagements for corporate, nonprofit, government, and sports clients. As the only accredited DMC in San Antonio, the firm delivers end-to-end experience marketing from positioning and creative identity through logistics, on-site production, and post-event PR amplification.

Product overview

The CE Group is an experience marketing agency offering five core services: Events, Destination Management, Communication, Creative, and Strategic Consulting. The company positions, plans, promotes, and produces experiences with purpose, delivering strategic results while prioritizing relationships and resources. Services include event production, destination management, public relations, creative design, and strategic consulting.

Differentiator

Problem solved

Functional benefit

Products and services

• Events Full-service event planning and production ranging from intimate gatherings to large-scale public activations, covering logistics, on-site production, and high-impact moments for corporate, nonprofit, government, and sports clients in San Antonio and Central Texas.
• Destination Management Accredited Destination Management Company (DMC) services providing curated local experiences for corporate clients, conventions, and incentive programs, including airport transfers, transportation, excursions, and on-the-ground logistics coordination with local insight.
• Communication Strategic communication services including public relations, media outreach, community engagement, content creation, and event promotion designed to support organizational goals and drive audience engagement for clients such as Frost and CowParade San Antonio.
• Creative Creative services covering bold branding, graphic design, visual identity development, event identity systems, digital design, and print collateral, blending strategy with aesthetic for clients including Cowgirls Live Forever and EMBREY.
• Strategic Consulting Strategic consulting services for brands, venues, and organizations at any stage of development, covering project management, marketing strategy, creative design, and venue consulting delivered through a phased approach to help clients develop and execute ideas.

Quantifiable outcome

• 500+ projects completed in 2023 alone, with highest revenue year achieved
• +4 more outcomes

Named customers19 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

Partnerships

13 partnerships are on record, tiered flagship, core, major and minor.

• CowParadeflagshipStrategic or Co-development PartnerStrategic partnership as key strategic partner for CowParade San Antonio 2025, shaping campaign identity, building PR/marketing plan, community engagement, and event infrastructure for the world's largest annual public art campaign benefiting CHRISTUS Children's Foundation.
• Morgan's WonderlandcoreStrategic or Co-development PartnerPartnership for Morgan's Wonderland's 15th anniversary celebration. Presented $3,500 donation and previously produced grand opening event 15 years ago for the world's first ultra-accessible family fun park.
• Communities In Schools of San AntoniocoreStrategic or Co-development PartnerPartnership for CIS-SA's 40th anniversary including backpack drive at Pearl resulting in 200 backpacks donated and $3,500 contribution to support student success.
• Aid the SilentcoreStrategic or Co-development PartnerPartnership supporting deaf and hard-of-hearing youth through 5K sponsorship and $3,500 contribution to fuel outreach and advocacy efforts.
• The PearlcoreStrategic or Co-development PartnerVenue management support and event/activation partner since 2007. Helped develop early activation ideas like Tamales at Pearl. Ongoing partnership for venue operations and programming.
• Spurs GivecoreStrategic or Co-development PartnerPartnership for Champions for Change gala producing full-team San Antonio Spurs experience connecting donors, players, and community. Also partnered on Sports for Healing initiative.
• Visit San AntonioflagshipStrategic or Co-development PartnerPrimary partner for U.S. Travel Association's IPW 2023, the world's premier inbound travel trade show. Tasked with planning and producing special events, tours, and logistics for the five-day convention.
• City of Kerrville / Parks and Recreation DepartmentmajorStrategic or Co-development PartnerPartnership for 2024 Total Solar Eclipse Festival co-hosted with NASA. CE Group handled positioning, planning, promotion, and production of viewing festival at Louise Hays Park.
• NASAmajorStrategic or Co-development PartnerCo-host partnership for Kerrville Eclipse Festival, bringing federal visibility and scientific credibility to the event.
• Port San AntoniomajorStrategic or Co-development PartnerPartnership for Tech Port Center + Arena grand opening, coordinating with venue partners including Capital Factory LAN gaming center and food hall vendors.
• Alamo Trust / Remember the Alamo FoundationflagshipStrategic or Co-development PartnerPartnership for Alamo 1724 Gala benefiting Alamo preservation and expansion projects. Produced inaugural 300th anniversary celebration gala raising $5 million.
• Brooks Development AuthoritymajorStrategic or Co-development PartnerPartnership for Brooks Chanclas y Cervezas event, driving pre-sale tickets and maximizing turnout for Southside community celebration.
• 30+ Professional Sports TeamsminorStrategic or Co-development PartnerCollective of professional sports organizations participating in Sports for Healing event for Texas Hill Country flood recovery, largest collective of its kind in Texas history.

Scale indicators15 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• George P. Johnson Experience Marketing: Large global experiential marketing agency offering event strategy, creative, design, and content production for enterprise clients. Most directly comparable to The CE Group's integrated five-service model, though operating at significantly greater scale.
• MKG: Experience-led marketing agency focused on experiential campaigns, events, and creative services for consumer brands. Closely comparable business model to The CE Group, with overlapping services in events, creative, and PR-driven brand activations.
• Hello! Destination Management: Network of accredited DMCs providing ground handling, incentive programs, and event logistics across multiple U.S. markets. The most direct peer on The CE Group's DMC and incentive travel services, though geographically broader.
• Bishop-McCann: Independent experiential marketing and event production agency serving enterprise and association clients. Comparable in service mix (events, creative, incentive programs) and in mid-sized, independent positioning relative to The CE Group.
• PRA (Production Resources Agency): Event production and creative agency specializing in corporate events, conferences, and brand experiences. Comparable to The CE Group's event production and creative services, particularly for association and convention-style engagements.
• BeCore: Mid-sized experiential marketing agency focused on brand activations, events, and content for enterprise clients. Comparable service model and client type to The CE Group, with similar positioning as an independent, mid-market alternative to global holding-company shops.
• Sparks: Experiential marketing agency delivering brand experiences, events, and retail activations for global brands. Comparable in service scope (events, creative, fabrication) and client orientation, though larger and more retail/consumer focused than The CE Group.

Broad incumbents

• Jack Morton Worldwide: Established brand experience agency (part of IPG) providing experiential strategy, events, and content at global scale. Overlaps with The CE Group's experiential services but operates as a broader, multi-region incumbent rather than a regional specialist.
• Freeman: Largest U.S. event services and brand experience company, providing event production, audiovisual, and design across trade shows and corporate events. Overlaps with The CE Group's event logistics and production services but operates at materially larger scale.

Regional players

• PRA Destination Management: DMC network offering ground handling and destination services across multiple U.S. cities. Comparable to The CE Group's DMC offering on inbound convention services, though operating in different regional markets rather than competing head-to-head in San Antonio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thecegroup
• LinkedInlinkedin.com/company/thecegroup
• Instagraminstagram.com/thecegroup
• TikToktiktok.com/@thecegroup
• Xx.com/ceonthemove

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 The CE Group