The Event Group
The Event Group is a Calgary-based, founder-led event production company founded in 1997 that delivers full-service corporate, charity, live performance, and experimental events to enterprise and nonprofit clients primarily in Western Canada.
- Company typePrivate
- Founded1997
- HeadquartersCalgary, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The Event Group does
The Event Group is a privately held, Calgary-based full-service event production company founded in 1997 by David Howard. It operates four primary service lines — Corporate Gatherings, Charity Productions, Live Performance, and Experimental Experiences — delivered as integrated programs from concept through on-site execution, including vendor sourcing, permit acquisition, venue setup, and production management.
The company does not sell a software product or technology platform; its core "technology" is operational execution capability, proprietary vendor and venue relationships, and curated access to premier performing talent. It is CSEP certified and is a signatory to the Net Zero Carbon Events Pledge, indicating formalization of production standards and ESG posture. No proprietary technology, patents, APIs, or AI components are disclosed in the available data.
Commercially, The Event Group generates revenue through professional service fees on a project-based, quote-driven model, with an explicit policy of no supplier markups. GTM is relationship-based direct sales targeting two principal segments: mid-to-large corporate clients (e.g., Calgary Flames, Esso, BOMA International, World Petroleum Congress, Big Rock, Calgary Stampede, Montreal Grand Prix) and nonprofit/charity organizations (e.g., SOS Children's Village, Calgary Children's Hospital, AIDS Calgary, Emerald Awards). Distribution is regional — primarily Alberta/Western Canada — through website inquiry, direct outreach, and content/email marketing across LinkedIn, Facebook, and Instagram.
The Event Group firmographics
Firmographics- Name
- The Event Group
- Legal name
- The Event Group
- Website
- https://eventgroup.ca
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Event Group is a Calgary-based, founder-led event production company founded in 1997 that delivers full-service corporate, charity, live performance, and experimental events to enterprise and nonprofit clients primarily in Western Canada.
- Ownership category
- akta.pro rank
The Event Group industry classification
Industry- Product category
- Event Production Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Convention and Trade Show Organizers (561920)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB)
Keywords
Where The Event Group is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
The Event Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Event Production Services: Full-service event production and management for corporate gatherings, charity events, live performances, and experimental experiences. Revenue is generated through professional service fees, production management fees, and vendor coordination services. The company charges a management fee based on producing results-driven productions without supplier markups.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
The Event Group product offering
Product offeringCore offering
The Event Group is a Calgary-based event production company that plans, develops, and coordinates full-service events from concept to completion. The company produces corporate gatherings, charity galas and fundraisers, live concerts and performances featuring premier entertainers, and experimental/experiential events such as brand activations, product launches, festivals, and awards shows. Services encompass event planning, vendor sourcing, permit acquisition, venue setup and decoration, on-site production management, and budget control for corporate and nonprofit clients.
Product overview
The Event Group is an event planning and production company offering a unified suite of event services rather than a software product. The core service portfolio includes four main offerings: Corporate Gatherings (strategic planning for business events), Charity Productions (nonprofit event production since 1997), Live Performance (concerts and keynote speaker events), and Experimental Experiences (custom and experimental events). These services are complemented by specialized offerings including client/staff hosting experiences, product launches, brand activations, festivals, fairs, and awards shows. The company positions itself as a full-service event management provider covering concept to completion.
Differentiator
Problem solved
Functional benefit
Products and services
- Corporate Gatherings
- Charity Productions
- Live Performance
- Experimental Experiences
- Client and Staff Hosting Experiences
Companies that use The Event Group
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles2 records
The Event Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Event Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Homes For Heroes FoundationminorThe Event Group annually supports Homes For Heroes Foundation, an registered charity helping Canadian Veterans successfully transition back to civilian life through housing, employment, education, mental health, and advocacy. This is part of The Event Group's community giving program.
- Canadian Legacy ProjectminorThe Event Group annually supports the Canadian Legacy Project, an registered charity helping Canadian Veterans successfully transition back to civilian life through housing, employment, education, mental health, and advocacy. This is part of The Event Group's community giving program.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
The Event Group competitors and assessment
Company assessmentDirect peers
- Mosaic: Mosaic is a North American experiential marketing agency that plans and produces corporate events, brand activations, and live experiences for global brands. Directly comparable to The Event Group's corporate gatherings, brand activation, and experimental experience offerings at a larger national scale.
- Sparks: Sparks is a global experiential agency producing brand experiences, pop-ups, and corporate events for major brands. Overlaps with The Event Group in corporate gatherings, brand activations, and experiential design across B2B and consumer audiences.
- Group Delphi: Group Delphi is a US-based event design and production agency producing corporate events, brand activations, and trade show exhibits. Directly comparable to The Event Group's experimental experiences and corporate gathering offerings with a similar full-service production model.
- C2 International: C2 International is a Montreal-based creative communications agency producing corporate events, brand experiences, and conferences for enterprise clients. Comparable to The Event Group's corporate and experimental event production capabilities, with overlap in the Canadian market.
- One11 Events: One11 Events is a Canadian event production agency delivering corporate, nonprofit, and large-scale public events across Canada. Comparable to The Event Group for its full-service Canadian event production model and shared nonprofit/corporate client base.
Broad incumbents
- Freeman: Freeman is a leading global brand experience company producing trade shows, corporate events, conferences, and live experiences for enterprise clients. Comparable to The Event Group's conferences, brand activations, and large-scale corporate event production but at significantly larger scale.
- BCD Meetings & Events: BCD Meetings & Events is a global corporate event management agency serving enterprise clients across conferences, incentives, and brand experiences. Comparable to The Event Group's corporate gathering and conference production capabilities at a much larger global scale.
- Jack Morton Worldwide: Jack Morton is a global brand experience agency producing corporate events, conferences, brand activations, and sponsorship activations. Comparable in service mix to The Event Group's corporate and experimental offerings, but with broader geographic reach and enterprise scale.
- George P. Johnson Experience Marketing: George P. Johnson is one of the largest global experience marketing agencies, producing corporate events, conferences, and brand activations for enterprise clients. Operates as a broad incumbent offering the same corporate gathering and experiential services The Event Group delivers, but at multinational scale.
Regional players
- Studio Munge: Studio Munge is a Toronto-based multidisciplinary design and event production studio producing luxury brand experiences and corporate events. Comparable to The Event Group's high-end experimental experiences and luxury corporate gatherings, though operating primarily in Ontario rather than Western Canada.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Event Group social profiles
Digital presenceThe Event Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Event Group leadership team
Management profileNumber of profiles
Profiles1 record
The Event Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Event Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Event Group
What does The Event Group do?
The Event Group is a Calgary-based event production company that plans, develops, and coordinates full-service events from concept to completion. The company produces corporate gatherings, charity galas and fundraisers, live concerts and performances featuring premier entertainers, and experimental/experiential events such as brand activations, product launches, festivals, and awards shows. Services encompass event planning, vendor sourcing, permit acquisition, venue setup and decoration, on-site production management, and budget control for corporate and nonprofit clients.
Is The Event Group a public or private company?
The Event Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Event Group founded?
The Event Group was founded in 1997. It employs 11 to 50 people.
Where is The Event Group based?
The Event Group is headquartered in Calgary, Canada, in the North America region.
How does The Event Group make money?
One revenue line is on record: event Production Services.
Who are The Event Group's main competitors?
Direct peers on record are Mosaic, Sparks, Group Delphi, C2 International and One11 Events. Broad incumbents are Freeman, BCD Meetings & Events, Jack Morton Worldwide and George P. Johnson Experience Marketing. Studio Munge is listed as a regional player.
Does The Event Group have an API?
No public API is recorded for The Event Group.
What industry is The Event Group in?
The Event Group's product category is Event Production Services. Its primary akta.pro industry code is MPAAAGAB, Event Production & Technical Services (AV/Lighting/Staging). Its NAICS code is 711320 and its SIC code is 7311.