The Event Group

What The Event Group does

The Event Group, Incorporated is a full-service event production and marketing agency founded in 1997 by Eileen Manning and headquartered in Minneapolis, Minnesota. Operating under the brand "Plan to Astound," the company delivers end-to-end event execution (planning, logistics, venue selection, registration, sponsorship sales, exhibitor coordination, and on-site management), integrated marketing services (branding, global campaigns, collateral production, internet marketing), and strategic planning support for corporate and association clients. The company also owns and operates two flagship conferences: the Cyber Security Summit (launched 2011 with the University of Minnesota's Technological Leadership Institute, now a three-day national event drawing attendees from 30 states and 9 countries) and the Robotics Alley Conference and Expo (acquired 2013). Notable enterprise and association clients include 3M, Prudential Financial, Andersen Windows, Electromed, Medica, Fairview Health Services, NARI, LifeScience Alley, and the Women's Health Leadership TRUST.

The underlying technology stack centers on a proprietary database-driven online registration platform with SSL 3.0 encryption and PCI DDS Level 1 compliance, integrating pre-event and on-site registration with customized post-event reporting. The company holds TrustWave Security Compliance certification alongside Central CERT Women Business Enterprise, Minnesota Small Business, and Minnesota United Disadvantaged Business Enterprise certifications that enable public-sector and supplier-diversity contract participation.

The business model is professional services-based, with revenue generated through event production fees, sponsorship and registration revenue from owned conferences (Cyber Security Summit, Robotics Alley), and project-based or retainer-style marketing engagements. Go-to-market is direct enterprise sales through consultation and proposal processes, with multi-year contract cadences noted for some engagements. Pricing is quote-based and not publicly disclosed. The firm serves three primary customer segments: corporate enterprises (including Fortune 500/1000), industry associations and nonprofits, and government/public-sector clients. Geographic reach is primarily United States-based with demonstrated international delivery capability (3M ESPE Global Symposium drew attendees from 42 countries; MedTech Symposium at University of Hertfordshire). The company is privately held, founder-owned, and bootstrapped with no disclosed external funding.

Name

The Event Group

Legal name

The Event Group, Incorporated

Website

https://plantoastound.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Event Production Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Advertising Agencies (7311), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYTHAHABAA

General & Multi-Industry Trade Show Organizers

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Exhibition & Trade Show Organizers

SECONDARYTHAHABAO

Government, Defense & Public Safety Shows Organizers

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Exhibition & Trade Show Organizers

SECONDARYTHAHABAG

Construction, Building Materials & Real Estate Shows Organizers

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Exhibition & Trade Show Organizers

SECONDARYMPAGAGAM

Conferences & Conventions Operations Services (Registration, AV, Logistics)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Conventions & Conferences (Business Events)

Keywords

• Event production services
• Corporate event planning
• Event marketing agency
• Conference management
• Strategic event planning

Headquarters

HQ city

Minneapolis

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, Others

Revenue model

1. Event Production and Management Services: Full-service event production covering planning, logistics, registration, sponsorship sales, exhibitor coordination, and event marketing. Revenue is generated through professional service fees charged to corporate and association clients for end-to-end event management.
2. Marketing and Branding Services: Full-service marketing department providing branding, global campaigns, marketing collateral, internet marketing, and event exposure services. Revenue is generated through project-based and retainer-style professional service engagements.
3. Conference Ownership and Production: The company owns and operates conferences including the Cyber Security Summit and Robotics Alley. Revenue is generated through registration fees, sponsorship sales, and exhibitor fees for these owned events.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Event Group is a full-service event production and marketing agency that plans, produces, and markets corporate events, conferences, and seminars. The company delivers end-to-end services including event planning and logistics, registration, sponsorship sales, exhibitor coordination, branding, global marketing campaigns, and strategic planning. It also owns and operates signature conferences such as the Cyber Security Summit and the Robotics Alley Conference and Expo.

Product overview

The Event Group is a full-service event production and marketing agency offering a unified suite of services built around three core offerings: Event Planning and Production Services (including logistics, venue selection, registration systems, sponsorship sales, and exhibitor coordination), Marketing Services (branding, global campaigns, collateral production, and internet marketing), and Strategic Planning. The company also produces signature conferences including the Cyber Security Summit and Robotics Alley Conference and Expo. Services are delivered as an integrated offering where logistics and marketing teams work together to execute successful events, rather than as separate platform modules.

Differentiator

Problem solved

Functional benefit

Brands

• Robotics Alley Conference and Expo: Conference and expo focused on robotics and autonomous technology, acquired by The Event Group in 2013.

Products and services

• Event Planning and Production Services Full-service event production including planning, logistics, venue selection, registration, sponsorship sales, exhibitor coordination, and on-site management for corporate events ranging from small meetings to large complex conferences.
• Marketing Services Comprehensive marketing services including branding, global campaigns, marketing collateral production, internet marketing, and event exposure promotion for corporate clients.
• Strategic Planning Strategic planning services to help clients set realistic goals and plans for future growth, including mission, vision, internal goals, attendance forecasting, and budget planning.
• Cyber Security Summit Annual three-day cybersecurity conference co-produced with the Technological Leadership Institute at the University of Minnesota, featuring public-private sector collaboration on cyber threats and countermeasures. Generates revenue through registration fees, sponsorship sales, and exhibitor fees.
• Robotics Alley Conference and Expo

Quantifiable outcome

• NARI Remodelers Edge: doubled attendance, 250%+ attendance revenue increase, sponsorship grew from $6,000 to $115,000 in 3 years
• +8 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• University of Minnesota - Technological Leadership Institute (TLI)coreStrategic or Co-development PartnerThe Technological Leadership Institute at the University of Minnesota approached The Event Group to create the Cyber Security Summit in 2011. The Event Group led TLI through an extensive strategic planning process and managed all aspects of the event, from logistics and registration to sponsorship sales and marketing, including developing brand identity and a social media campaign. The Summit has grown into a major three-day event drawing attendees from 30 states and 9 countries.
• ReconRoboticsminorStrategic or Co-development PartnerReconRobotics co-founded Robotics Alley with the Minnesota High Tech Association in 2011 to spur public-private partnerships in robotics and automation. In 2012, Recon reached out to The Event Group to help produce and grow the initiative. In 2013, The Event Group acquired Robotics Alley.
• Minnesota High Tech AssociationminorStrategic or Co-development PartnerCo-founded Robotics Alley with ReconRobotics in 2011. The Event Group later acquired and produced the Robotics Alley Conference and Expo, which showcased autonomous and robotic technology.
• MedTech Conference / International MedTech SymposiumminorStrategic or Co-development PartnerThe Event Group produced the International MedTech Symposium at the University of Hertfordshire in London, drawing attendees from seven countries to spotlight the university's Medical Technology Innovation Centre. Also produced MedEdge Conference in the U.S. with 127 speakers from 20 countries.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mosaic: Experiential marketing agency specializing in corporate events, conferences, and integrated campaigns. Closely aligned on the event production + marketing service bundle and enterprise client base.
• Sparks: Mid-size experiential marketing agency producing corporate events, conferences, and brand activations. Direct comparable on service scope (event production + strategic marketing) and customer segment (enterprise B2B).
• PRA (Production Resource Associates): Event production agency producing corporate events, conferences, and trade shows. Direct comparable on core event production capabilities, though broader in scale and geographic reach.
• MKG: Experiential marketing agency producing brand experiences, conferences, and live events for enterprise clients. Directly comparable as a full-service event and marketing agency serving similar corporate and association buyers.

Broad incumbents

• Freeman: One of the largest event and exposition services companies globally, producing trade shows and corporate events. Overlapping service line, but operates at much larger scale and includes venue/exhibit services.
• George P. Johnson Experience Marketing: Large global experiential marketing agency producing corporate events, conferences, and trade shows for enterprise clients. Comparable in service mix (event production + marketing) but operates at much larger scale across many verticals.
• Maritz: Large corporate events, travel, and incentive program company. Comparable in event management and enterprise customer engagement, but operates at substantially larger scale with broader incentive and travel services.

Others

• Cvent: Event management software platform providing registration, venue sourcing, and event marketing technology. Adjacent rather than directly competing — The Event Group's PCI-compliant registration platform competes with Cvent's tooling.
• Emcien: Smaller experiential agency producing corporate events and brand activations. Comparable service mix but operates with a different geographic and vertical focus.
• Bizzabo: Event experience platform offering registration, engagement, and analytics for in-person and hybrid events. Adjacent technology peer that could disintermediate agencies on the registration and event-tech layer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/plantoastound
• LinkedInlinkedin.com/company/the-event-group-incorporated
• Xx.com/plantoastound

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Event Group