Lateral Event Management
Lateral Event Management is a privately held, Sydney-based event management agency operating across Australia, New Zealand, the UK, Canada and Singapore, delivering premium corporate events, corporate conferences and proprietary 'Intellectual Entertainment' theatrical productions featuring globally recognized personalities to enterprise clients and mass-market audiences.
- Company typePrivate
- Founded1995
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Lateral Event Management does
Lateral Event Management is a privately held, full-service event management agency founded in 1995 and headquartered in Sydney, Australia. The company operates three business lines: Premium Event Management for major corporations and aspirational brands (delivering bespoke 'money-can't-buy' experiences across dinners, drive days, brand activations and hospitality), Corporate Event Management (conference design, planning, delivery, exhibitions, road shows, launches and event technology), and Theatre & Arena Shows under a proprietary category the company calls 'Intellectual Entertainment' - theatrical productions written, produced and promoted by Lateral featuring globally recognized personalities such as Prof Brian Cox, Prof Alice Roberts, Bill Bryson, Sir David Attenborough, James May and Geoffrey Robertson KC. Lateral delivers enterprise services and touring productions across five markets - Australia, New Zealand, the United Kingdom, Canada and Singapore - with wholly owned subsidiaries in NZ, the UK and Singapore and regional offices in Sydney, Melbourne, Perth, Auckland and London.
The company employs approximately 15 named practitioners organized around senior producers and four directors, led by founder/chairman Simon Baggs and CEO/director Megan Peters. Lateral does not disclose a proprietary technology platform; its core capability is creative production, presenter relationships and accumulated touring logistics. Revenue is generated through professional services fees on corporate event engagements and through producer/promoter economics on its own theatrical productions, with tickets sold direct via lateralevents.com and through authorized agencies including Ticketek, Ticketmaster, SISTIC and ATG Tickets. Corporate clients include American Express, Bank of America Merrill Lynch, Audi, Aston Martin, Harvey Norman, Optus, NSW Government and the Law Council of Australia; consumer demand is evidenced by the prior Brian Cox 'Horizons' tour reaching nearly 500,000 attendees across multiple countries. The business is self-funded with no external investors, and the company self-describes as multi-award winning, though specific awards are not named on its website.
Lateral Event Management firmographics
Firmographics- Name
- Lateral Event Management
- Legal name
- Lateral Marketing & Management Pty Ltd
- Website
- https://lateralevents.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lateral Event Management is a privately held, Sydney-based event management agency operating across Australia, New Zealand, the UK, Canada and Singapore, delivering premium corporate events, corporate conferences and proprietary 'Intellectual Entertainment' theatrical productions featuring globally recognized personalities to enterprise clients and mass-market audiences.
- Ownership category
- akta.pro rank
Lateral Event Management industry classification
Industry- Product category
- Event Management Services
- NAICS
- Convention and Trade Show Organizers (56192), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Corporate Conferences & Sales Kickoffs (MPAGAGAC)
- akta.pro secondary industries
- Consumer & Public Shows (B2C) Organizers (THAHABAC), Professional & Association Conferences (MPAGAGAB), Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK)
Keywords
Where Lateral Event Management is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Lateral Event Management business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Theatre & Arena Show Tickets: Revenue from ticket sales for theatrical productions featuring globally recognized personalities including Prof Brian Cox, Prof Alice Roberts, Bill Bryson, and others. Shows are produced and promoted directly by Lateral and tour across Australia, New Zealand, UK, Canada, and Singapore. Tickets are sold through the company's own website and authorized ticketing agency partners.
- Premium Event Management Services: Full-service premium event management for major corporations and aspirational brands, delivering highly creative and uniquely customized 'money-can't-buy' event experiences. Services include event strategy, production integration, styling, theming, RSVP management, guest connection, graphic design, risk management, and post-event reporting.
- Corporate Event Management Services: Specialist expertise across conference management, design, planning and delivery, including exhibitions, road shows, launches, builds, social programs, registration, accommodation, marketing, and event technology. Services are delivered for national and international corporate events including conferences, incentives, brand activations, award nights, and sporting hospitality.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Prof Brian Cox Emergence tickets (Australia) |
| Unit Pricing | Pay-as-you-go | Bill Bryson Live on Stage tickets |
| Unit Pricing | Pay-as-you-go | Prof Alice Roberts From Cell to Civilisation tickets (Australia 2024) |
| Unit Pricing | Pay-as-you-go | Prof Alice Roberts UK Tour tickets (November 2026) |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Lateral Event Management product offering
Product offeringCore offering
Lateral Event Management is a full-service event management agency delivering three core lines: (1) Premium Event Management — bespoke 'money-can't-buy' experiences for major corporations and aspirational brands; (2) Corporate Event Management — conference management, design, planning, exhibitions, roadshows, launches and social programs; and (3) Theatre & Arena Shows branded as 'Intellectual Entertainment' — self-written, produced and promoted theatrical productions featuring globally recognised personalities such as Professor Brian Cox, Professor Alice Roberts, Bill Bryson and James May, touring across Australia, New Zealand, the UK, Canada and Singapore.
Product overview
Lateral Event Management is a full-service event management company offering three core service lines: Premium Event Management (high-end corporate experiences), Corporate Event Management (conferences, exhibitions, roadshows, launches), and Theatre & Arena Shows branded as 'Intellectual Entertainment' (spectacular theatrical productions with globally recognized personalities). The company operates across Australia, New Zealand, Canada, United Kingdom, and Singapore. Their proprietary 'Intellectual Entertainment' concept involves writing, producing, and promoting theatrical shows featuring celebrity presenters such as Professor Brian Cox, Professor Alice Roberts, Bill Bryson, and James May, combining live theatre techniques with high production values. Additional offerings include Major Events management for large-scale sporting and international events.
Differentiator
Problem solved
Functional benefit
Products and services
- Premium Event Management
Quantifiable outcome
- Prof Brian Cox's 'Horizons' show performed to nearly half a million people worldwide
- +1 more outcomes
Companies that use Lateral Event Management
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Lateral Event Management technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Lateral Event Management partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Ticketek AustraliacoreAuthorized ticket selling partner for Lateral's theatre and arena shows in Australia, selling tickets for shows including Prof Brian Cox, Bill Bryson, and Alice Roberts across Adelaide, Brisbane, Canberra, Perth, Melbourne, and Newcastle venues.
- TicketmastercoreAuthorized ticket selling partner operating across Australia, New Zealand, and UK markets for Lateral's theatrical productions.
- SISTICcoreAuthorized ticket selling partner for Singapore shows, selling tickets for productions including Prof Brian Cox Emergence and Bill Bryson Live on Stage.
- ATG TicketscoreAuthorized ticket selling partner for UK theatre shows, particularly for Prof Alice Roberts UK 2026 tour across multiple UK venues.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Lateral Event Management competitors and assessment
Company assessmentBroad incumbents
- IMG (Endeavor): Global talent representation, event management, and brand experience company. Comparable on both corporate event production and celebrity-driven live touring show production, with stronger celebrity talent management depth.
- AEG Presents: Global live entertainment promoter and venue operator behind concerts, theatrical tours, and family shows. Comparable to Lateral's intellectual entertainment tours but at much greater scale and with owned/operated venues.
- Live Nation Entertainment: World's largest live entertainment promoter producing concerts, theatrical shows, and tours globally. Comparable on the touring show production and ticketing side, but operates at vastly larger scale and owns venues versus Lateral's asset-light promotion model.
- Feld Entertainment: Producer and promoter of live family entertainment tours (Disney on Ice, Monster Jam, etc.). Comparable on theatrical tour production and ticketing infrastructure, though focused on family IP rather than intellectual entertainment.
- Dentsu Live (formerly MKTG): Global experiential marketing agency within Dentsu delivering corporate events, conferences, sponsorships, and brand experiences. Comparable to Lateral's corporate and premium event business, with broader media and sponsorship capabilities.
Direct peers
- MKG Events: Boutique event experience agency producing corporate events, conferences, and brand activations. Similar in size, premium positioning, and creative-led approach to Lateral's premium corporate events business.
- George P. Johnson Experience Marketing: Global experience marketing agency delivering corporate events, conferences, brand activations, and exhibitions for major enterprise clients. Highly comparable to Lateral's Corporate Event Management service line in scope, client profile, and delivery model.
- Sparks: Creative experience agency specializing in corporate events, conferences, exhibits, and brand experiences for major corporations. Closely aligned with Lateral's Premium Event Management positioning around high-end, customized experiences.
- Jack Morton Worldwide: Global brand experience agency producing corporate events, conferences, product launches, and roadshows for global brands. Comparable in its premium, multi-market, end-to-end event management offering for enterprise clients.
Regional players
- GPJ Australia (George P. Johnson ANZ): ANZ arm of George P. Johnson, a corporate event management agency serving enterprise clients across Australia and New Zealand. Directly comparable to Lateral's Sydney-based corporate event management business in geography, scale, and target clients.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Lateral Event Management social profiles
Digital presenceLateral Event Management compliance and trust
Trust signalCompliance3 records
Lateral Event Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lateral Event Management leadership team
Management profileNumber of profiles
Profiles6 records
Lateral Event Management subsidiaries and ownership
Company hierarchySubsidiaries3 records
Lateral Event Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lateral Event Management 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 Lateral Event Management
What does Lateral Event Management do?
Lateral Event Management is a full-service event management agency delivering three core lines: (1) Premium Event Management — bespoke 'money-can't-buy' experiences for major corporations and aspirational brands; (2) Corporate Event Management — conference management, design, planning, exhibitions, roadshows, launches and social programs; and (3) Theatre & Arena Shows branded as 'Intellectual Entertainment' — self-written, produced and promoted theatrical productions featuring globally recognised personalities such as Professor Brian Cox, Professor Alice Roberts, Bill Bryson and James May, touring across Australia, New Zealand, the UK, Canada and Singapore.
Is Lateral Event Management a public or private company?
Lateral Event Management is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lateral Event Management founded?
Lateral Event Management was founded in 1995. It employs 11 to 50 people.
Where is Lateral Event Management based?
Lateral Event Management is headquartered in Sydney, Australia, in the Oceania region.
How does Lateral Event Management make money?
Three revenue lines are on record. Theatre & Arena Show Tickets are the primary driver. The others are premium Event Management Services and corporate Event Management Services.
Who are Lateral Event Management's main competitors?
Broad incumbents on record are IMG (Endeavor), AEG Presents, Live Nation Entertainment, Feld Entertainment and Dentsu Live (formerly MKTG). Direct peers are MKG Events, George P. Johnson Experience Marketing, Sparks and Jack Morton Worldwide. GPJ Australia (George P. Johnson ANZ) is listed as a regional player.
Does Lateral Event Management have an API?
No public API is recorded for Lateral Event Management.
What industry is Lateral Event Management in?
Lateral Event Management's product category is Event Management Services. Its primary akta.pro industry code is MPAGAGAC, Corporate Conferences & Sales Kickoffs, with a secondary code of THAHABAC, Consumer & Public Shows (B2C) Organizers. Its NAICS code is 56192 and its SIC code is 7900.